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Large Non-Profit Web Site

Y WebsiteThe YMCA's Web site in 2006 was not meeting user expectations despite being only two years old. At 80 pages, it lacked the content and functionality that users were seeking.

Surveys and statistics indicated that members wanted stand-alone branch sections with site-specific information; parents wanted a dedicated Childcare section; and donors wanted an area with online options.

The greatly-expanded site would need a Content Management System that would allow YMCA staffers to maintain the site.

Working from a Strategic Plan, the site was envisioned within a larger framework that included re-branding and redevelopment of print collateral and advertising.

Wire frame diagrams laid out the site's new architecture and allowed the organization to make suggestions and revisions. A photographer was hired to shoot photos; and new text was developed for all areas.

Cascading Style Sheets control both the style and layout and dozens of templates provide universal control over the site's graphics. A Google custom search app and Request Information form were also developed.

Facebook pageThe site launched over the holidays in 2007. Approximately 30 staff members were subsequently trained on the Adobe Contribute Content Management System, allowing them to access the Web site from their work computers at 14 different locations.

Relevant meta tags and keywords helped boost the YMCA's search engine ranking, as did a Google site map. Traffic on the site by September 2008 was triple what it had been the year before.

The site was re-designed in 2010 to bring it in line with new national design standards. Other elements included an interactive Google Map feature, branded Facebook page with individual branch tabs and custom elements, a gateway to an online program and membership database, and J Query slide show on the home page.

In tandem with a new emphasis on the web site, the Y began an aggressive e marketing campaign in 2008 that included member outreach and e ads on and other media web sites.

The ad strategy along with the Web site helped the Greater Cleveland YMCA exceed its membership campaigns and fundraising goals in 2008, 2009, 2010, 2011, and 2012.

2011 Marketing Plan