Before, the text on The Floating Hospital’s website was clunky and overwhelmed the user with information about their history. But to really understand The Floating Hospital, the user would need to emotionally connect with the nonprofit’s current works. So I cut down the text and translated the emotional essence of the brand by using relatable and warm language.
The Donate page is the most important part of a nonprofit’s website. I used inclusive language to remind potential donors that the problems that The Floating Hospital solves affect all New Yorkers.
As content strategist for the agency that redid The Floating Hospital’s website, I determined the flow and the tone for the site. Making sure that potential donors could see the direct impact of their giving was a strategic move to spur donations.