Making it rain on the sexy nerds at Delta Institute.
POSITIONING AND SITE CONTENT FOR A SUSTAINABILITY NON-PROFIT IN CHICAGO.
Delta Institute didn’t have a meaningful point of difference reflected in their brand and suffered from low awareness and less donation activity because of it. What struck me immediately about them was their exceptional business savvy combined with their environmental commitment. Not to mention their self-description as “sexy nerds.”
What I crafted was a very un-granola brand strategy, differentiating in the non-profit category. It focuses on Delta’s sharp business acumen coupled with scientific know-how to make the Great Lakes region more viable economically and environmentally.
This clearer positioning and stripped-away site content helped Delta shatter its record for donations by increasing them 82% and tripling the number of first-time donors. Visits to the donation page increased from 200 to 797 and average time spent on the site almost doubled.