Case Study: ASHP Foundation

How do you turn a foundation into a cohesive fundraising brand?

The Challenge

For more than 75 years, the American Society of Health-System Pharmacists (ASHP) has been a leading voice for pharmacists, but its Foundation website wasn’t an effective platform for advocacy and fundraising, a top initiative for new leadership. We worked together to build an experience that caters to the needs of ASHP Foundation’s core audiences, while helping to turn the site into a strong fundraising tool.

Markets & Services

STRATEGY

Unified voice

We started from the ground up, leveraging data from an extensive content audit to identify top performers and create a future-forward strategy. A voice and tone guide was created for the first time for the Foundation, identifying overlapping and unique elements from the parent brand.

ASHP Foundation site on different devices

INFORMATION ARCHITECTURE

User testing the structure

We validated top-level navigation with user testing, ensuring that the information architecture made sense to multiple generations of the pharmacy workforce. This process also helped to shed light on public perceptions of the brand, and gain insight into the website’s daily users within the pharmacy industry.

RECOGNITION

Credit where credit's due

ASHP Foundation’s previous website didn’t instill pride in the organization or tell a complete narrative about their industry partners. This was a top goal for ASHP leadership, who knew the website needed to reflect the work they were doing and to recognize the partners who support their mission.

BRANDING

One family

For the first time in the Foundation’s history, the website’s aesthetic matches the overarching ASHP brand—while making it easy to find resources and grants. The site is now helping to drive donations through new user paths, tools and messaging. It's also elevating the Foundation’s role in supporting the pharmacist profession.

ASHP Foundation site on tablet and pharmacists in the background

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