case study: Reading is Fundamental

How do you engage a modern audience in a timeless mission?

The Challenge

For more than 55 years, Reading Is Fundamental (RIF) has been pivotal in combating the U.S. literacy crisis with research-backed, innovative programs. While the organization’s work evolved to provide wrap-around child support for reading engagement, they needed to re-energize their messaging strategy. Together, we aimed to showcase RIF’s refreshed positioning and more effectively engage potential donors and partners.

Markets & Services

Audience research

Craft compelling narratives

We conducted qualitative and quantitative research to better understand audience mindsets, test key messaging, and inform our overall messaging strategy. RIF’s mission of sparking the joy of reading in children is now communicated through concise, powerful storytelling throughout the site.

Data-driven approach

Convey an urgent mission

Literacy statistics reveal a troubling reality: Millions of U.S. children struggle with reading. Reading Is Fundamental’s website now provides context on why reading matters, the impacts of the U.S. literacy crisis and how people can join RIF's movement. Compelling state data, compared to national rankings, solidifies the urgency and necessity of the nonprofit’s mission.

Nonprofit best practices

Amplify long-term partnerships

The new RIF.org uses multifaceted storytelling to highlight current corporate and foundation partnerships and inspire new partner connections. We added a dedicated section informed by external and internal interviews, showcased the mutual benefits of corporate engagement, sourced more testimonials and shared the measurable impacts of a RIF partnership.

Visual Design

Spark joy through design

The design direction centered around the idea of visually representing the joy of reading. From custom accent illustrations to leveraging book event photography, “spark joy” moments express the invigorating energy that Reading Is Fundamental brings to the literacy movement.

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