The Association for Healthcare Philanthropy
Throughout my time at the AHP, I worked on refreshing the digital-facing side of the organization—the website and social media. AHP’s priorities had always been to increase conference registrations and membership dues, however, both areas didn’t have a strong presence on the website at the time. This would lead members to the archaic form of filling out paper applications and faxing them to us.
My key contributions for the website were managing and writing content, redefining the website architecture, and developing visual compositions. Below are some examples of specific areas I made improvements on. There are no specific timelines attached to any of them — I simply saw a need to make the website user-friendly and came up with a way to do so within the limitations of our Content Management System.
Note: AHP recently completed a website redesign so the current website does not reflect the website that I worked on.
Conference Microsite Navigations
I redesigned the layout for all of AHP’s conference pages. This example focuses on the homepage.
As you can see in the ‘before’ image, three major action items are called out for prospective and registered attendees. This had been placed on the homepage in pretty jarring font size.
Contrary to what the ‘before’ image conveys, there was actually a lot more content hidden under layers of clicking. I saw a need for a more seamless way for members to get to the information they needed without having to be confined to clicking on these three main buckets.
The ‘after’ photo above was the updated navigation bar I came up with. It remained fixed on top of all conference-related pages. This setup allowed us, the digital marketing team, to understand what content was most important to our attendees and members through metrics..
Learning about membership
The membership business model for AHP had been updated by the Membership department and Board about halfway through my time with organization. I worked with the Director of Membership to understand the new changes, and from there, developed content that would best articulate why foundations and companies should join AHP.
The below image highlights the new navigation steps for how one would learn about and join AHP. I categorized the different types of membership dues into two main categories as ‘fundraisers’ and ‘service providers.’ The new pages are shown in the next row below.
New Initiative for Affiliate Members
Because support for AHP comes heavily from membership dues, the Membership Department spearheaded a new initiative to incorporate affiliate members in more fulfilling opportunities as partners in various capacities.
I designed this new page to illustrate the importance affiliates carry for AHP and how they could be more involved with the organization. I used quotes from two of our board members, showing support from leadership.
We also developed logos to correspond with each level of involvement, again as a way to display how much we cared and for them to showcase their role with us. This campaign, we found, made them feel more integrated with AHP.