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The American Kidney Fund (AKF) selected IS for their digital marketing and website redesign efforts to transform them into a fundraising-first organization. AKF was founded when friends rushed to the aid of a loved one being bankrupted by the cost of dialysis. Today, 37 million Americans are living with kidney disease. Our charge was to convey AKF’s human-centered approach: bringing kidney disease out of the shadows, and people into the spotlight.
People with kidney failure were hit particularly hard by the COVID-19 pandemic, since they’re at high risk and most cannot isolate due to their dialysis treatments. Only a month into our tenure, our teams pivoted in March 2020 to raise grant money for AKF’s Coronavirus Emergency Fund, the only national program addressing the immediate needs of patients. Thanks to our multi-channel rapid-response campaign, AKF saw a 46% increase in lapsed donor reinstatement and 61% increase in new donor growth. The funds raised connected nearly 13,000 patients with lifesaving grants.
In our first year of partnership, we pushed our client’s digital fundraising over the milestone $1M mark, resulting in a year-over-year increase in revenue growth of 54%. By creating an Annual Day of Tribute, 37 Mile Challenge virtual fundraisers—and other campaigns to support an aggressive digital strategy—we acquired new donors, re-engaged lapsed audiences and promoted retention.
AKF’s website needed to reinforce that they’re the go-to education source for patients, families and caregivers. A mobile-first approach was critical—kidney disease disproportionately affects low-income people of color who primarily access the internet through their phones. Spanish translations of all education materials drive awareness among LatinX communities. We also ensured that AKF met their accessibility targets to reach as wide an audience as possible, while using keyword research to identify new topics that help them live healthier lives.
AKF was rolling out a new “fighting on all fronts” brand that we wove throughout their marketing and website content, reinforcing how they assist patients all the way from prevention through post-transplant living. We advanced the visual brand through a design that communicates authenticity, community and compassion—putting people at the center of everything they do. That ethos also comes through on the unique homepage, which creates pathways to content through patient testimonials.
By syncing AKF’s fundraising and website efforts, we developed a sophisticated digital ecosystem that ties donor campaigns to website content, integrating the experience from first touchpoint to donation completion. For example, the revamped website includes a new AKF Tribute Wall. It drives donations by allowing people who are making a gift to publicly honor or remember a loved one—and to continue their fight.
