The ARK is a social service organization based in Chicago. They provide “basic needs” services to those in crisis, including medical help, pantry items, and job & housing counseling. Their work took on new meaning during Covid-19 as more an more people reached a point in their lives where they needed to reach out for help to survive.
I’m working with the ARK on their digital communications strategy and started with a redesign of their email templates and an overhaul of the content of their appeals. The new designs invite the reader into the pieces, greatly improve readability, and create a strong visual representation of their organization’s identity.
Click rates are up, donations are up, and most importantly, staff are internalizing the core concepts of the new approach: clear & direct communication, a primary focus on readability, and using metrics to gauge effectiveness.