// Product.

// Work 02

Project Challenges

  • Lack of a donor database which made it difficult in creating user profiles.

  • Poor web tracking and analytics.

  • The layout and website navigation systems made interactions difficult.

Project Challenges

  • Lack of a donor database which made it difficult in creating user profiles.

  • Poor web tracking and analytics.

  • The layout and website navigation systems made interactions difficult.

Project Challenges

  • Lack of a donor database which made it difficult in creating user profiles.

  • Poor web tracking and analytics.

  • The layout and website navigation systems made interactions difficult.

Project Focus

  • Get more donors.

  • Expand reach to international audience.

  • Raise $5M for the endowment campaign.

Project Focus

  • Get more donors.

  • Expand reach to international audience.

  • Raise $5M for the endowment campaign.

Project Focus

  • Get more donors.

  • Expand reach to international audience.

  • Raise $5M for the endowment campaign.

How-Might-We

  • Create a system that facilitates interactions with donors?

  • Convert prospect donors into committed supporters?

  • Get access and exposure to the international audience?

  • Plan for the organisation’s success beyond project’s completion?

How-Might-We

  • Create a system that facilitates interactions with donors?

  • Convert prospect donors into committed supporters?

  • Get access and exposure to the international audience?

  • Plan for the organisation’s success beyond project’s completion?

How-Might-We

  • Create a system that facilitates interactions with donors?

  • Convert prospect donors into committed supporters?

  • Get access and exposure to the international audience?

  • Plan for the organisation’s success beyond project’s completion?

Client

Songs of Love

Client

Songs of Love

Client

Songs of Love

Timeframe

4 Months

Timeframe

4 Months

Timeframe

4 Months

Tools

Adobe Illustrator, pen & Paper, Optimal Workshop, Fig Jam, Zoom

Tools

Adobe Illustrator, pen & Paper, Optimal Workshop, Fig Jam, Zoom

Tools

Adobe Illustrator, pen & Paper, Optimal Workshop, Fig Jam, Zoom

Skillset

Project Management, UX Strategy, Research, Prototyping

Skillset

Project Management, UX Strategy, Research, Prototyping

Skillset

Project Management, UX Strategy, Research, Prototyping

Help Songs of Love Play Forever

Donate to the Songs of Love Endowment Matching Campaign

Help Songs of Love Play Forever

Donate to the Songs of Love Endowment Matching Campaign

Help Songs of Love Play Forever

Donate to the Songs of Love Endowment Matching Campaign

Love

Love

Love

of

of

of

Songs

Songs

Songs

The Songs of Love Foundation is a nonprofit organisation that uses music to uplift children and teens facing tough medical challenges. The foundation approached us to help with a $5M endowment campaign, branding, growth, scaling and other partnership strategies. In a 6-week timeline we focused on UX strategy for the organisation and provided recommendations for a successful campaign.

The Songs of Love Foundation is a nonprofit organisation that uses music to uplift children and teens facing tough medical challenges. The foundation approached us to help with a $5M endowment campaign, branding, growth, scaling and other partnership strategies. In a 6-week timeline we focused on UX strategy for the organisation and provided recommendations for a successful campaign.

The Songs of Love Foundation is a nonprofit organisation that uses music to uplift children and teens facing tough medical challenges. The foundation approached us to help with a $5M endowment campaign, branding, growth, scaling and other partnership strategies. In a 6-week timeline we focused on UX strategy for the organisation and provided recommendations for a successful campaign.

June 2023

June 2023

June 2023

Back //

Back //

“The brand overall has this warm inviting feeling to it now and it feels like a corporation. It was a pleasure working with this whole team!”


- John Beltzer | President + Founder

“The brand overall has this warm inviting feeling to it now and it feels like a corporation. It was a pleasure working with this whole team!”


- John Beltzer | President + Founder

“The brand overall has this warm inviting feeling to it now and it feels like a corporation. It was a pleasure working with this whole team!”


- John Beltzer | President + Founder

Scroll

Scroll

Introduction

Introduction

Introduction

The Songs of Love Foundation is a nonprofit that writes songs for kids with medical challenges. They make each song unique and personal, with lyrics about the child's favourite things. They also have events where people can record songs for kids.


John Beltzer started “Songs of Love” in 1996 to write songs for sick kids. He wrote his first song for a 5-year-old cancer patient named Brittany. Brittany loved the song, and John knew that he had found his calling. The name of the foundation came from a song written by John's twin brother Julio, who died two months after writing it. John wanted to honour his brother's memory by continuing his work of writing songs for sick kids.


This is a brief presentation of the case study and a complete version is available upon request.

The Songs of Love Foundation is a nonprofit that writes songs for kids with medical challenges. They make each song unique and personal, with lyrics about the child's favourite things. They also have events where people can record songs for kids.


John Beltzer started “Songs of Love” in 1996 to write songs for sick kids. He wrote his first song for a 5-year-old cancer patient named Brittany. Brittany loved the song, and John knew that he had found his calling. The name of the foundation came from a song written by John's twin brother Julio, who died two months after writing it. John wanted to honour his brother's memory by continuing his work of writing songs for sick kids.


This is a brief presentation of the case study and a complete version is available upon request.

Request Complete Study

//

Request Complete Study

//

Challenge

Challenge

Create a new webpage to announce its endowment campaign. The webpage will make it easy for donors to give and attract high-profile musicians to participate. This will help raise awareness of the campaign and show how Songs of Love benefits songwriters and musicians. The homepage and navigation will also be updated.

Create a new webpage to announce its endowment campaign. The webpage will make it easy for donors to give and attract high-profile musicians to participate. This will help raise awareness of the campaign and show how Songs of Love benefits songwriters and musicians. The homepage and navigation will also be updated.

Create a new webpage to announce its endowment campaign. The webpage will make it easy for donors to give and attract high-profile musicians to participate. This will help raise awareness of the campaign and show how Songs of Love benefits songwriters and musicians. The homepage and navigation will also be updated.

Vision

Vision

Create a system to attract donors and provide a constant flow of funds. The system will be easy to use and solve problems for donors. It will also include an outreach plan to increase visibility and attract more support.

Create a system to attract donors and provide a constant flow of funds. The system will be easy to use and solve problems for donors. It will also include an outreach plan to increase visibility and attract more support.

Create a system to attract donors and provide a constant flow of funds. The system will be easy to use and solve problems for donors. It will also include an outreach plan to increase visibility and attract more support.

Goal

Goal

  • Get more donors

  • Expand reach to international audience

  • Raise $5M for the endowment campaign

  • Get more donors

  • Expand reach to international audience

  • Raise $5M for the endowment campaign

  • Get more donors

  • Expand reach to international audience

  • Raise $5M for the endowment campaign

Research

Research

Research

We worked closely with Songs of Love to help us understand the target audience's needs, expectations and behaviours.

We worked closely with Songs of Love to help us understand the target audience's needs, expectations and behaviours.

We worked closely with Songs of Love to help us understand the target audience's needs, expectations and behaviours.

Content Inventory

Content Inventory

Content Inventory

We first conducted a content inventory of the site to provide a granular view of the website’s content strategy and structural approach.

We first conducted a content inventory of the site to provide a granular view of the website’s content strategy and structural approach.

We first conducted a content inventory of the site to provide a granular view of the website’s content strategy and structural approach.

Empathy Map

Empathy Map

Empathy Map

We got access to Songs of Love’s donor database and did additional interviews and observations to build a profile for our persona. An empathy map was created to visualise how specific users speak, think, feel and interact.

We got access to Songs of Love’s donor database and did additional interviews and observations to build a profile for our persona. An empathy map was created to visualise how specific users speak, think, feel and interact.

We got access to Songs of Love’s donor database and did additional interviews and observations to build a profile for our persona. An empathy map was created to visualise how specific users speak, think, feel and interact.

Persona

Persona

Persona

After creating the empathy map, we pulled in the information from it to create our primary persona, Mia. She is meant to represent the primary audience and how they interact with the Songs of Love Foundation.

After creating the empathy map, we pulled in the information from it to create our primary persona, Mia. She is meant to represent the primary audience and how they interact with the Songs of Love Foundation.

After creating the empathy map, we pulled in the information from it to create our primary persona, Mia. She is meant to represent the primary audience and how they interact with the Songs of Love Foundation.

Meet Mia

Meet Mia

Meet Mia

Teacher  |  32  |  Rochester, NY

Teacher  |  32  |  Rochester, NY

Teacher  |  32  |  Rochester, NY

Goals

Goals

Goals

  • Make a difference

  • Supporting local nonprofits

  • Transparency in impact

  • Make a difference

  • Supporting local nonprofits

  • Transparency in impact

  • Make a difference

  • Supporting local nonprofits

  • Transparency in impact

Challenges

Challenges

Challenges

  • Financial capacity

  • Knowing where funds go

  • Minimal donation

  • Website navigation

  • Financial capacity

  • Knowing where funds go

  • Minimal donation

  • Website navigation

  • Financial capacity

  • Knowing where funds go

  • Minimal donation

  • Website navigation

Motivations

Motivations

Motivations

  • Seeing reactions

  • Trust in the foundation

  • Knowing the benefits

  • Seeing reactions

  • Trust in the foundation

  • Knowing the benefits

  • Seeing reactions

  • Trust in the foundation

  • Knowing the benefits

Secondary Research

Secondary Research

Secondary Research

To build upon our knowledge of the target audience, we studied several peer-reviewed journals and articles. A few things stood out from these literature materials and helped us understand the user better.

To build upon our knowledge of the target audience, we studied several peer-reviewed journals and articles. A few things stood out from these literature materials and helped us understand the user better.

To build upon our knowledge of the target audience, we studied several peer-reviewed journals and articles. A few things stood out from these literature materials and helped us understand the user better.

Perception: An organisation's perception influences donation decisions, with reputable organisations attracting more donors.

Perception: An organisation's perception influences donation decisions, with reputable organisations attracting more donors.

Perception: An organisation's perception influences donation decisions, with reputable organisations attracting more donors.

Alignment: Aligning with donors and maintaining a strong online presence increases the likelihood of donations.

Alignment: Aligning with donors and maintaining a strong online presence increases the likelihood of donations.

Alignment: Aligning with donors and maintaining a strong online presence increases the likelihood of donations.

Tailoring Appeals: Customising appeals to donor preferences enhances donation outcomes, using statistics or emotional appeals accordingly.

Tailoring Appeals: Customising appeals to donor preferences enhances donation outcomes, using statistics or emotional appeals accordingly.

Tailoring Appeals: Customising appeals to donor preferences enhances donation outcomes, using statistics or emotional appeals accordingly.

Reward-based Crowdfunding: Offering valuable rewards in return for contributions boosts effectiveness of crowdfunding campaigns.

Reward-based Crowdfunding: Offering valuable rewards in return for contributions boosts effectiveness of crowdfunding campaigns.

Reward-based Crowdfunding: Offering valuable rewards in return for contributions boosts effectiveness of crowdfunding campaigns.

Information Architecture

Information Architecture

Information Architecture

We wanted to update the website’s navigation bar and site map, so users can more easily find what they need. To do this, we conducted three rounds of tree testing.


During a tree test, participants see a simplified navigation bar. This navigation bar mirrors the underlying site map. For each task, the participant is prompted to choose which page will contain certain information. 


Round 1: Tested the existing website’s navigation bar.


Rounds 2 and 3: Used the previous round’s feedback to create and test updated site maps/navigation bars. We also added some tasks to evaluate new or updated items, based on the previous participants’ feedback.


Optimal Workshop tree-test results, observing task direct success rates

We wanted to update the website’s navigation bar and site map, so users can more easily find what they need. To do this, we conducted three rounds of tree testing.


During a tree test, participants see a simplified navigation bar. This navigation bar mirrors the underlying site map. For each task, the participant is prompted to choose which page will contain certain information. 


Round 1: Tested the existing website’s navigation bar.


Rounds 2 and 3: Used the previous round’s feedback to create and test updated site maps/navigation bars. We also added some tasks to evaluate new or updated items, based on the previous participants’ feedback.


Optimal Workshop tree-test results, observing task direct success rates

We wanted to update the website’s navigation bar and site map, so users can more easily find what they need. To do this, we conducted three rounds of tree testing.


During a tree test, participants see a simplified navigation bar. This navigation bar mirrors the underlying site map. For each task, the participant is prompted to choose which page will contain certain information. 


Round 1: Tested the existing website’s navigation bar.


Rounds 2 and 3: Used the previous round’s feedback to create and test updated site maps/navigation bars. We also added some tasks to evaluate new or updated items, based on the previous participants’ feedback.


Optimal Workshop tree-test results, observing task direct success rates

Proposed Sitemap

Proposed Sitemap

Secondary Research

Secondary Research

Secondary Research

To build upon our knowledge of the target audience, we studied several peer-reviewed journals and articles. A few things stood out from these literature materials and helped us understand the user better.

To build upon our knowledge of the target audience, we studied several peer-reviewed journals and articles. A few things stood out from these literature materials and helped us understand the user better.

To build upon our knowledge of the target audience, we studied several peer-reviewed journals and articles. A few things stood out from these literature materials and helped us understand the user better.

Perception: An organisation's perception influences donation decisions, with reputable organisations attracting more donors.

Perception: An organisation's perception influences donation decisions, with reputable organisations attracting more donors.

Perception: An organisation's perception influences donation decisions, with reputable organisations attracting more donors.

Alignment: Aligning with donors and maintaining a strong online presence increases the likelihood of donations.

Alignment: Aligning with donors and maintaining a strong online presence increases the likelihood of donations.

Alignment: Aligning with donors and maintaining a strong online presence increases the likelihood of donations.

Tailoring Appeals: Customising appeals to donor preferences enhances donation outcomes, using statistics or emotional appeals accordingly.

Tailoring Appeals: Customising appeals to donor preferences enhances donation outcomes, using statistics or emotional appeals accordingly.

Tailoring Appeals: Customising appeals to donor preferences enhances donation outcomes, using statistics or emotional appeals accordingly.

Reward-based Crowdfunding: Offering valuable rewards in return for contributions boosts effectiveness of crowdfunding campaigns.

Reward-based Crowdfunding: Offering valuable rewards in return for contributions boosts effectiveness of crowdfunding campaigns.

Reward-based Crowdfunding: Offering valuable rewards in return for contributions boosts effectiveness of crowdfunding campaigns.

The Pivot

The Pivot

The Pivot

After the first phase of research, we decided to slightly adjust the scope of the project to a direction that would benefit the foundation long term. This led to the development of a strategy that includes; marketing campaign and an outreach plan for the endowment campaign strategy.

After the first phase of research, we decided to slightly adjust the scope of the project to a direction that would benefit the foundation long term. This led to the development of a strategy that includes; marketing campaign and an outreach plan for the endowment campaign strategy.

After the first phase of research, we decided to slightly adjust the scope of the project to a direction that would benefit the foundation long term. This led to the development of a strategy that includes; marketing campaign and an outreach plan for the endowment campaign strategy.

Marketing Campaign

Marketing Campaign

To make Songs of Love a successful foundation long-term, a proper marketing campaign has to be implemented. These campaigns are significant in creative content and UX strategy.


By defining the stories, and telling them to the right audience, it will be easy to grab their attention, boost brand awareness and establish strong relationships.

To make Songs of Love a successful foundation long-term, a proper marketing campaign has to be implemented. These campaigns are significant in creative content and UX strategy.


By defining the stories, and telling them to the right audience, it will be easy to grab their attention, boost brand awareness and establish strong relationships.

To make Songs of Love a successful foundation long-term, a proper marketing campaign has to be implemented. These campaigns are significant in creative content and UX strategy.


By defining the stories, and telling them to the right audience, it will be easy to grab their attention, boost brand awareness and establish strong relationships.

To build a strong marketing campaign, we considered a few key points:

  • Discover their unique standpoint.

  • Clear definition of the target audience.

  • Illustrate what the organisation will offer.

  • Create brand elements that grab user attention.

  • Build the organisation’s brand awareness.

To build a strong marketing campaign, we considered a few key points:

  • Discover their unique standpoint.

  • Clear definition of the target audience.

  • Illustrate what the organisation will offer.

  • Create brand elements that grab user attention.

  • Build the organisation’s brand awareness.

To build a strong marketing campaign, we considered a few key points:

  • Discover their unique standpoint.

  • Clear definition of the target audience.

  • Illustrate what the organisation will offer.

  • Create brand elements that grab user attention.

  • Build the organisation’s brand awareness.

Defined Audience

Defined Audience

To have a clearer understanding of the target audience, we had to make sure they are described correctly. The foundation helps ailing children and teens, as well as songwriters and musicians. The only difference is that children and teens are the primary beneficiaries while musicians and songwriters are both secondary beneficiaries and supporters.


With that in mind, we narrowed our target audience to:

  • Donors (primary audience)

  • Philanthropists

  • Musicians

  • Parents

  • Music enthusiasts

  • Prospect donors

  • Global community

To have a clearer understanding of the target audience, we had to make sure they are described correctly. The foundation helps ailing children and teens, as well as songwriters and musicians. The only difference is that children and teens are the primary beneficiaries while musicians and songwriters are both secondary beneficiaries and supporters.


With that in mind, we narrowed our target audience to:

  • Donors (primary audience)

  • Philanthropists

  • Musicians

  • Parents

  • Music enthusiasts

  • Prospect donors

  • Global community

To have a clearer understanding of the target audience, we had to make sure they are described correctly. The foundation helps ailing children and teens, as well as songwriters and musicians. The only difference is that children and teens are the primary beneficiaries while musicians and songwriters are both secondary beneficiaries and supporters.


With that in mind, we narrowed our target audience to:

  • Donors (primary audience)

  • Philanthropists

  • Musicians

  • Parents

  • Music enthusiasts

  • Prospect donors

  • Global community

Branding

One of the main goals in ensuring Songs of Love’s successful marketing campaign was to build brand awareness.  Branding will be an essential component in their foundation as it will highlight their proposal or ask while building trust with the target audience. We performed card sorting, content inventory, tree-jack tests, and created new site maps. The data from our research was then used to back up our design decisions. These decisions include proposals for the website redesign, social media marketing, branding guidelines and a User Interface (UI) design system.

Brand Vision

  • Colourful, uplifting 

  • Warm, inviting 

  • Playfulness, positivity

  • Cohesive, professional

  • Inspires trust and engagement

  • Vibrant colours with grey neutrals

Iconography

Colours

Primary

Radiant
red

Orange

overture

Melody

yellow

Serenade

sky blue

Tranquil

tide

Navy
nights

Primary
gradient

neutrals

900

800

700

600

500

400

300

200

100

Logos

Typography

Aa

Lora

Aa

Nunito

Website

For the website, we focused on developing a design for the landing and endowment campaign page. The layout and flow of the website is defined to follow the design implications discovered in the research. We then used the knowledge to generate low-fidelity sketches of the visual concepts. After reviewing several concepts, we combined different approaches into cohesive mid-fidelity prototype for the landing and endowment campaign page. Below are the high fidelity samples.

Branding

One of the main goals in ensuring Songs of Love’s successful marketing campaign was to build brand awareness.  Branding will be an essential component in their foundation as it will highlight their proposal or ask while building trust with the target audience. We performed card sorting, content inventory, tree-jack tests, and created new site maps. The data from our research was then used to back up our design decisions. These decisions include proposals for the website redesign, social media marketing, branding guidelines and a User Interface (UI) design system.

Brand Vision

  • Colourful, uplifting 

  • Warm, inviting 

  • Playfulness, positivity

  • Cohesive, professional

  • Inspires trust and engagement

  • Vibrant colours with grey neutrals

Iconography

Colours

Primary

Radiant
red

Orange

overture

Melody

yellow

Serenade

sky blue

Tranquil

tide

Navy
nights

Primary
gradient

neutrals

900

800

700

600

500

400

300

200

100

Logos

Typography

Aa

Lora

Aa

Nunito

Website

For the website, we focused on developing a design for the landing and endowment campaign page. The layout and flow of the website is defined to follow the design implications discovered in the research. We then used the knowledge to generate low-fidelity sketches of the visual concepts. After reviewing several concepts, we combined different approaches into cohesive mid-fidelity prototype for the landing and endowment campaign page. Below are the high fidelity samples.

Branding

One of the main goals in ensuring Songs of Love’s successful marketing campaign was to build brand awareness.  Branding will be an essential component in their foundation as it will highlight their proposal or ask while building trust with the target audience. We performed card sorting, content inventory, tree-jack tests, and created new site maps. The data from our research was then used to back up our design decisions. These decisions include proposals for the website redesign, social media marketing, branding guidelines and a User Interface (UI) design system.

Brand Vision

  • Colourful, uplifting 

  • Warm, inviting 

  • Playfulness, positivity

  • Cohesive, professional

  • Inspires trust and engagement

  • Vibrant colours with grey neutrals

Iconography

Colours

Primary

Radiant
red

Orange

overture

Melody

yellow

Serenade

sky blue

Tranquil

tide

Navy
nights

Primary
gradient

neutrals

900

800

700

600

500

400

300

200

100

Logos

Typography

Aa

Lora

Aa

Nunito

Website

For the website, we focused on developing a design for the landing and endowment campaign page. The layout and flow of the website is defined to follow the design implications discovered in the research. We then used the knowledge to generate low-fidelity sketches of the visual concepts. After reviewing several concepts, we combined different approaches into cohesive mid-fidelity prototype for the landing and endowment campaign page. Below are the high fidelity samples.

Outreach Plan

Outreach Plan

Outreach Plan

We then thought of specific tactics the foundation can use to attract new donors and maintain the existing supporters. It also includes a set of necessary steps to consider when increasing exposure and awareness of Songs of Love to the public.

We then thought of specific tactics the foundation can use to attract new donors and maintain the existing supporters. It also includes a set of necessary steps to consider when increasing exposure and awareness of Songs of Love to the public.

To keep up with the trends, this plan will look at the use of technology to:

  • Build relations with stakeholders through newsletters and maintaining transparency and open communication.

  • Find valuable partners who share the same vision as Songs of Love.

  • Determine the best medium for outreach i.e social media, emails or phone calls.

  • Use statistics and emotional connection to create interest.

  • Initiate a soft launch to fix errors, get feedback and build traction.

To keep up with the trends, this plan will look at the use of technology to:

  • Build relations with stakeholders through newsletters and maintaining transparency and open communication.

  • Find valuable partners who share the same vision as Songs of Love.

  • Determine the best medium for outreach i.e social media, emails or phone calls.

  • Use statistics and emotional connection to create interest.

  • Initiate a soft launch to fix errors, get feedback and build traction.

Relations with stakeholders

Relations with stakeholders

We encourage the foundation to maintain transparency and open communication with its donors through emails and newsletters (loveletters). Since donors offer monetary support and have connected emotionally with Songs of Love, maintaining that connection is crucial. The newsletters will provide donors with updates and any problems or concerns the organisation might be facing.


It is important to create events that celebrate milestones and honour the donors and everyone involved for their contribution. Being openly supportive goes a long way in building relationships and it reminds people why they support Songs of Love. In special cases where events are difficult to conduct, consider sending gifts or notes of appreciation to all donors.

We encourage the foundation to maintain transparency and open communication with its donors through emails and newsletters (loveletters). Since donors offer monetary support and have connected emotionally with Songs of Love, maintaining that connection is crucial. The newsletters will provide donors with updates and any problems or concerns the organisation might be facing.


It is important to create events that celebrate milestones and honour the donors and everyone involved for their contribution. Being openly supportive goes a long way in building relationships and it reminds people why they support Songs of Love. In special cases where events are difficult to conduct, consider sending gifts or notes of appreciation to all donors.

We encourage the foundation to maintain transparency and open communication with its donors through emails and newsletters (loveletters). Since donors offer monetary support and have connected emotionally with Songs of Love, maintaining that connection is crucial. The newsletters will provide donors with updates and any problems or concerns the organisation might be facing.


It is important to create events that celebrate milestones and honour the donors and everyone involved for their contribution. Being openly supportive goes a long way in building relationships and it reminds people why they support Songs of Love. In special cases where events are difficult to conduct, consider sending gifts or notes of appreciation to all donors.

Medium of Outreach

To reach donors, we need to understand how they prefer to communicate. From our research, we discovered that social media (Facebook, Instagram, Twitter and TikTok) and emails are the most effective ways to reach them. To get started, here are a few things to consider:

Donor profile: Collect information about donors, such as their identity, how they operate, where they spend time, their motivations, and their language. Every detail is important, so make sure to capture everything.

Budget: Sometimes it is necessary to pay for some marketing packages to get traffic on social media. If this is the case, focus on mediums frequented by the target audience (donors).

Learning from competitors: Observe their social media channels, the type of posts they produce and their performance to understand the market.

Medium of Outreach

To reach donors, we need to understand how they prefer to communicate. From our research, we discovered that social media (Facebook, Instagram, Twitter and TikTok) and emails are the most effective ways to reach them. To get started, here are a few things to consider:

Donor profile: Collect information about donors, such as their identity, how they operate, where they spend time, their motivations, and their language. Every detail is important, so make sure to capture everything.

Budget: Sometimes it is necessary to pay for some marketing packages to get traffic on social media. If this is the case, focus on mediums frequented by the target audience (donors).

Learning from competitors: Observe their social media channels, the type of posts they produce and their performance to understand the market.

Medium of Outreach

To reach donors, we need to understand how they prefer to communicate. From our research, we discovered that social media (Facebook, Instagram, Twitter and TikTok) and emails are the most effective ways to reach them. To get started, here are a few things to consider:

Donor profile: Collect information about donors, such as their identity, how they operate, where they spend time, their motivations, and their language. Every detail is important, so make sure to capture everything.

Budget: Sometimes it is necessary to pay for some marketing packages to get traffic on social media. If this is the case, focus on mediums frequented by the target audience (donors).

Learning from competitors: Observe their social media channels, the type of posts they produce and their performance to understand the market.

Soft Launch

Soft Launch

After finishing the outreach plan, we advised the client to launch the campaign to a small group of supporters to get feedback. Consider asking the following questions in the feedback:


  • What is their first impression of the campaign? Why? 

  • Is the message clear and easy to understand? 

  • Does it inspire them to engage with the organisation?

  • Do they feel any emotional connection towards the campaign? What emotions come to the surface?

  • Do they have any suggestions that would improve the campaign? What are they?


A soft launch can help a campaign fix bugs, build momentum, and spread awareness. Supporters who test the pre-launched campaign will feel more attached to it, and new donors will be more likely to donate once they see momentum.

After finishing the outreach plan, we advised the client to launch the campaign to a small group of supporters to get feedback. Consider asking the following questions in the feedback:


  • What is their first impression of the campaign? Why? 

  • Is the message clear and easy to understand? 

  • Does it inspire them to engage with the organisation?

  • Do they feel any emotional connection towards the campaign? What emotions come to the surface?

  • Do they have any suggestions that would improve the campaign? What are they?


A soft launch can help a campaign fix bugs, build momentum, and spread awareness. Supporters who test the pre-launched campaign will feel more attached to it, and new donors will be more likely to donate once they see momentum.

After finishing the outreach plan, we advised the client to launch the campaign to a small group of supporters to get feedback. Consider asking the following questions in the feedback:


  • What is their first impression of the campaign? Why? 

  • Is the message clear and easy to understand? 

  • Does it inspire them to engage with the organisation?

  • Do they feel any emotional connection towards the campaign? What emotions come to the surface?

  • Do they have any suggestions that would improve the campaign? What are they?


A soft launch can help a campaign fix bugs, build momentum, and spread awareness. Supporters who test the pre-launched campaign will feel more attached to it, and new donors will be more likely to donate once they see momentum.

Conclusion

Conclusion

Conclusion

Songs of Love Foundation can convert prospects into donors, increase exposure, and raise $5 million with this strategy. The strategy includes proper planning and creating a pleasant experience for the target audience. The next step is to implement the strategy using the tools, channels, and professionals recommended.


The primary goal for this project was to improve the website's usability to encourage donations. This was achieved by creating prototypes and sitemap updates to make the website easier to navigate and more visually appealing. The secondary goal was to provide a UX strategy for long-term success. We achieved this by developing a UX strategy guide and an outreach plan to help Songs of Love attract high-profile musicians and generous donors.

Songs of Love Foundation can convert prospects into donors, increase exposure, and raise $5 million with this strategy. The strategy includes proper planning and creating a pleasant experience for the target audience. The next step is to implement the strategy using the tools, channels, and professionals recommended.


The primary goal for this project was to improve the website's usability to encourage donations. This was achieved by creating prototypes and sitemap updates to make the website easier to navigate and more visually appealing. The secondary goal was to provide a UX strategy for long-term success. We achieved this by developing a UX strategy guide and an outreach plan to help Songs of Love attract high-profile musicians and generous donors.

Songs of Love Foundation can convert prospects into donors, increase exposure, and raise $5 million with this strategy. The strategy includes proper planning and creating a pleasant experience for the target audience. The next step is to implement the strategy using the tools, channels, and professionals recommended.


The primary goal for this project was to improve the website's usability to encourage donations. This was achieved by creating prototypes and sitemap updates to make the website easier to navigate and more visually appealing. The secondary goal was to provide a UX strategy for long-term success. We achieved this by developing a UX strategy guide and an outreach plan to help Songs of Love attract high-profile musicians and generous donors.

Takeaways

Takeaways

Takeaways

Lessons Learnt

Lessons Learnt

Recruiting: It was difficult to recruit participants that reflect our target audience. This may have impacted our tree test findings. However, we recruited a broader sample for Round 3, who may share more similarities with Songs of Love’s donors.

Recruiting: It was difficult to recruit participants that reflect our target audience. This may have impacted our tree test findings. However, we recruited a broader sample for Round 3, who may share more similarities with Songs of Love’s donors.

Recruiting: It was difficult to recruit participants that reflect our target audience. This may have impacted our tree test findings. However, we recruited a broader sample for Round 3, who may share more similarities with Songs of Love’s donors.

Labels: Changing the name of a page can have a significant impact. When page titles are concise and descriptive of the page’s content, users are more likely to find what they’re seeking.

Labels: Changing the name of a page can have a significant impact. When page titles are concise and descriptive of the page’s content, users are more likely to find what they’re seeking.

Labels: Changing the name of a page can have a significant impact. When page titles are concise and descriptive of the page’s content, users are more likely to find what they’re seeking.

A/B Testing: This was a helpful strategy for determining which wording and navigation bar placement would be most efficient for complicated pages.

A/B Testing: This was a helpful strategy for determining which wording and navigation bar placement would be most efficient for complicated pages.

A/B Testing: This was a helpful strategy for determining which wording and navigation bar placement would be most efficient for complicated pages.

Considered Changes

Considered Changes

Observations: If we had the time and resources to do observations, we could see first-hand how participants navigate the current website. 

Observations: If we had the time and resources to do observations, we could see first-hand how participants navigate the current website. 

Observations: If we had the time and resources to do observations, we could see first-hand how participants navigate the current website. 

More questions: We could also ask questions during the observations to understand why someone clicked certain links or buttons.

More questions: We could also ask questions during the observations to understand why someone clicked certain links or buttons.

More questions: We could also ask questions during the observations to understand why someone clicked certain links or buttons.

Sample size: With more time, we would recruit a broader sample of tree test participants. Ideally, our sample would be more representative of donors, families, songwriters, and other Songs of Love website users.

Sample size: With more time, we would recruit a broader sample of tree test participants. Ideally, our sample would be more representative of donors, families, songwriters, and other Songs of Love website users.

Sample size: With more time, we would recruit a broader sample of tree test participants. Ideally, our sample would be more representative of donors, families, songwriters, and other Songs of Love website users.

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Duxedraft Studios uses a user-centric design approach to create effective, efficient, and enjoyable products and services.

Duxedraft Studios uses a user-centric design approach to create effective, efficient, and enjoyable products and services.

© 2024 Duxedraft Studios. All rights reserved.

© 2024 Duxedraft Studios. All rights reserved.