Campaign websites often function as a sort of digital case statement, broadly outlining campaign goals and strategic priorities. But case statements are usually focused on leadership giving opportunities. For Dartmouth’s Call to Lead website, we took a different approach, placing primary emphasis on presenting a broad array of online giving opportunities and borrowing key elements from crowdfunding sites to encourage online giving.
In this case study, we’ll cover the research and strategy behind this CASE Award-winning website, as well as our focus on continuous improvement and plans for the final phase of campaign.
Sarah Maxell CrosbySenior Associate Director of Digital Communications Strategy
Sarah Maxell Crosby leads digital communications strategy (web, email, and social) for Dartmouth's fundraising efforts. Before moving to advancement, she was the UX team lead for Dartmouth's web services team, overseeing content strategy, user experience, accessibility, and support for more than 200 client sites across the institution.