Friends of UNFPA
Reproductive Health and Safe Childbirth to Women and Children All Over the World
Meet the United Nations Population Fund
As the fundraising arm of the United Nations Population Fund, Friends of UNFPA’s mission serves women and children all over the world, and the work that they do is tremendous. UNFPA supplies 500 million couples with contraception each year, they’ve provided over 16 million women and girls given with reproductive health care services, counseling, and family planning services during humanitarian emergencies in 2016, and have saved the lives of over 93,000 mothers during childbirth since 2014. And that’s just the beginning.
Threatened with Defunding, UNFPA Needed a Redesign
In 2016, the new presidential administration was expected to defund the organization, so UNFPA needed a way to massively expand their individual giving channels in order to sustain their organization after the defunding, which eventually came to fruition on April 3rd, 2017.
We worked with Friends of UNFPA to create a site that accomplished a few specific goals:
- It needed to be clearly associated with, but distinguished from the main UNFPA website.
- The new site needed to be edgier, more modern, and designed to communicate the impact of the amazing work being done by the organization.
- It had to be up to the most modern SEO standards and structured for the best possible organic traffic listings
While the site is unique in design from the main UNFPA site, we kept a lot of the branding elements and structure elements so that the association between the two sites were clear and uniform. We also created a feature that allows Friends of UNFPA to pull in news stories from the main UNFPA site using an RSS feed, which keeps Friends of UNFPA as up-to-date and relevant as the main site.
Expanding the Giving Channels
The most important task at hand: expanding giving channels in order to offset the effects of defunding by the current presidential administration. Because UNFPA covers such a wide array of services to people all over the world, it felt important that we give proper acknowledgment to each of their focus areas. We turned what was once just a general giving form that encompassed the entire organization into several different focus areas that each had their own giving page. By segmenting giving into key focus areas, we were able to create dynamic marketing channels where messaging and audience could be targeted, helping up engagement and conversion while simplifying marketing efforts.