Case Study: Action Against Hunger

How do you design a website that drives marketing results?

The Challenge

Action Against Hunger is an international nonprofit focused on bringing an end to world hunger. While their work is well-known in many international markets, awareness among American audiences was relatively low. We worked with their team to create a new site that would raise U.S. awareness and better convert visitors into donors and advocates.

Markets & Services

Research & Strategy

Extend your reach

Our strategy phase focused on two key areas: keyword research to inform a new site architecture and editorial plan, and a new messaging strategy that would connect with US audiences. We leveraged the findings of our keyword research to optimize the existing site content so that it would better support search and SEO, and create clear pathways to guide site users to critical context about the hunger crisis and Action Against Hunger’s impact. Since the launch, the new site has driven a significant increase in donations, revenue is up 21% YOY. And, a keyword and optimization strategy is ensuring that Action Against Hunger appears in the top search engine results for highly competitive keywords, including ‘world hunger” and “what is hunger.”

Brand

Build brand credibility

Previous market research revealed that as one of the world’s top-rated nonprofits, once people became familiar with Action Against Hunger, they were eager to support it. Site traffic analysis showed that an average of 80% of visitors were new to the site, which meant that the brand story had to be communicated quickly and effectively to encourage further exploration and engagement from first-time visitors. By creating a navigation that clearly communicates the 'who, what, why, and where' and incorporating credibility-building logos, we carefully crafted messaging throughout the user experience to position Action Against Hunger as the leading organization in the fight against world hunger.

Content Strategy

Establish a strong taxonomy

On the backend of the site, a robust taxonomy powers advanced filters for news and story content, giving Action Against Hunger the ability to dynamically serve relevant articles on any page of the site. This important groundwork creates a more relevant experience for site visitors.

Design

Balance hope and urgency

Design played a crucial role in ensuring that the new Action Against Hunger site effectively supports the organization's broader digital marketing and fundraising efforts. With reimagined immersive storytelling, high-impact visuals, bold, direct typography, and innovative components, the site is well-positioned to inspire audiences to take action.

Website Development

Provide flexibility for website administrators

When a hunger crisis strikes, word needs to get out fast. We understood that an intuitive admin experience was just as critical as a seamless site visitor experience. The component-based back-end of the new website, powered by WordPress, allows Action Against Hunger’s website admin team to quickly spring to action. From flexible alert banners to high-impact calls to action, the site architecture allows for time-sensitive updates — so site visitors can always see where urgent support is most needed.

DEI&B

Dignity, preserved

More than 95% of Action Against Hunger’s staff come from the communities they serve, and these communities are instrumental in creating and sustaining positive change. Through inclusive and thoughtful photography and messaging, we tell Action Against Hunger’s story and the story of the people and communities they serve with integrity and respect.