The American Institute of Chemical Engineers (AIChE), a professional organization of over 50,000 members, was halfway through a $15 million fundraising campaign when it was time to publicly unveil the effort and push toward its goal. The central challenge of the “Doing a World of Good” campaign website was to bring the campaign to life in a visual way, and create an emotional connection with users that inspires them to give or get involved. It also needed to provide a snapshot of the key elements of the campaign, such as priorities, progress, etc., without losing the resonance of the original appeal.
After interviews with stakeholders, we determined the highest priority actions and information, and worked to tell a story that would end in the user’s desire to become a part of the campaign. Clear and simple copy, along with an emphasis on the stories of the campaign—the donors and the recipients—told in their own voices, helped establish a more engaging and visual style that has begun to permeate AIChE’s other digital spaces. The new site was successfully unveiled at AIChE’s annual meeting, and more than just a making a financial appeal, it is growing a community of professionals who are "doing a world of good."