Since 1953, Pillar Care Continuum (formerly Cerebral Palsy of North Jersey) has been enhancing the lives of people with disabilities and other special needs by supporting personal growth, independence and community participation.
Like most nonprofits, Pillar Care Continuum relies on more than one audience to meet their operational and revenue goals. Our job was to understand what motivated these audiences and then build an experience that spoke to each, all under one cohesive web presence.
Designing for multiple audiences requires balance. Each group needs an experience that speaks directly to them, yet every piece must fit into a single, unified presence. Without that coherence, a website fractures. Our first step was to define each audience:
We worked to uncover the motivating factors that drove each group. What would they look for once they arrived at the site? What would prompt them to take action?
We distilled each audience’s motivations into one or two words; this would act as a target to create content and user experience.
For each audience, we then created design and selected functionality that would support their most important needs.
Pillar Care’s individual and community donor bases are motivated primarily by a sense of connection (does this organization’s mission resonate with me?) and ease (how simple is it for me to give)?
To establish connection, we evoked a day in the life of the Pillar Care community, using custom photography to underscore the warmth, dedication and expertise of the Pillar Care team:
Before committing grants and financial resources, large funders and government agencies look for reliability, and want to know the extent of Pillar Care Continuum’s service offerings. Our solution was to showcase the rich array of services offered by Pillar Care, in ways both basic (an extensive and clear main navigation) and creative, like building a series of cards and associated icons to promote each service more prominently:
Groups like special education coordinators and statewide therapists that refer families and individuals to Pillar Care Continuum look not only for reliability but capacity. Does the organization have the bandwidth to support the volume of referrals provided to them in a way that doesn’t sacrifice care? Here, we built data visualization tools, like this interactive map, that not only specified where Pillar Care services were located by county, but helped route the interested referring source to the right Pillar Care representative to learn more:
Every design decision served both the individual audience and the whole.
The result is a warm, human photography style — anchored in real Pillar Care staff and participants — that creates emotional resonance across all groups. Clear navigation and service architecture gave large funders and referral sources the reliability signals they needed, while donor-focused pages led with mission and heart. In short, each group finds what they came for, and leaves with a stronger sense of what Pillar Care stands for.
With an organization of our size, it’s a challenge to ensure we’re satisfying everyone involved. BCS Impact helped us create a unique experience for each of our key stakeholders, and the results have been fantastic.
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