Since being founded in 1969, AMIkids has helped over 125,000 kids and their families separate a troubled past from a bright future and develops kids into responsible members of their communities
Discovering the Potential in Tampa Bay’s Non-Profit of the Year
For more than 45 years, AMIkids has used education, behavior modification and treatment to transform the lives of more than 122,000 at-risk youth. With this proven track record of success, it’s no surprise that AMIkids has earned public recognition and increased community support. In fact, they were recently named Tampa Bay’s Non-Profit of the Year for 2015, signed a nationally-recognized spokesperson to champion their cause, and won numerous grants from various organizations to continue their work.
But despite all of these achievements, AMIkids was still facing one major challenge: their message.
Previous messaging attempts, including “Break the Cycle” and “The Ripple Effect”, did not adequately tell the organizations brand story nor emotionally connect with the people most likely to support their organization. This disconnection created missed opportunities for the organization.
Telling the Brand Story of an Emotionally-Charged Cause
Getting to the heart of the matter, Roger West started by identifying the single, most important reason why AMIkids exists today: because they believe all kids, regardless of their background or past offenses, have the potential to be someone great. AMIkids helps them find their greatness.
By leveraging creative insights from target market research, Roger West imagined one concise line to communicate the compelling mission of AMIkids:
“There is potential born in every child. We help them find it.”
In only a few words, this new message transforms an emotionally-charged issue, one that is often times viewed in a negative light, into a valuable cause worth supporting. Plus, it gives spokeswoman Phylicia Rashad, a positive platform to speak about during public engagements.
More than 52,000 unique visitors since the site launched.
Experiencing a 67% conversion rate.
Increased online donations by 500%.
Reaching a New Generation of e-Savvy Supporters
With a strong positioning statement in mind, Roger West immediately turned to the organization’s digital presence. Target market research also revealed that the people most likely to support AMIkids primarily give online. Therefore, it was increasingly important to create a website that attracts this new generation of e-savvy donors.
Additionally, Roger West had the following goals in mind:
- Establish brand unity across the organization by merging over 40 unique program websites into 1 master website.
- Make it easy for users to find and give to the AMIkids program that is most important to them.
- Meet the highest standards for usability, accessibility and compatibility across all devices (mobile, tablet, laptop, desktop).
Positioning a Non-profit for Digital Success
Roger West designed a new responsive website using Sitefinity CMS. In addition to leveraging the built-in CMS features, such as in-line editing, a drag-n-drop interface, SEO features, and a built in news module, the Roger West team provided several customizations that make it easy for the marketing team to manage content for more than 40 programs nationwide.
Specifically, by creating dynamic lists and modules, the marketing team no longer has to manage various content types at the page level. Instead, they can create and manage content types (news, success stories, staff members, etc.) in one central library in the CMS – and automatically publish content on specific pages throughout the website based on tags and categories. For example, when the marketing team creates a success story about former AMIkids graduates, they only publish the story once in a single module called “Alumni Stories”. They then tag that story with a specific program. That program page is then automatically updated with the new story.
Other customizations include Dynamic Program Search with Google Maps Integration, which allows web visitors to search and find programs based on geographic location, program type and/or keywords, and a Custom Vanity URL Management Module for managing 301 and 302 URL redirects via 404 URLs – extremely beneficial when redirecting over 40 websites to a new, single website.
AMIkids, Inc., headquartered in Tampa, FL, has five programs in the Bay Area and over 40 nationwide, offering a wide variety of services to kids and their families. Since being founded in 1969, AMIkids has helped over 125,000 kids and their families separate a troubled past from a bright future and develops kids into responsible members of their communities, breaking the cycle of crime and poverty.
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