American Battlefield Trust: Our Enduring Legacy Website
Overview
As part of the American Battlefield Trust's ongoing mission to preserve battlefields, educate the public, and inspire future generations, the Trust depends on building relationships with donors. The Our Enduring Legacy website helps donors to understand their mission and provides them with quick and comprehensive donation information.
Challenge
American Battlefield Trust preserves battlefield land from development and instead creates historic destinations for tourists, students, and communities. Battlefields are a valuable community asset, attracting 2 million visitors per month and generating $1.5 billion annually while supporting 15,000 jobs. This work needs funding, and the American Battlefield Trust relies on generous donations to maintain the trust. For a focused capital campaign period, the Trust needed a brochure-style marketing website to share with potential donors.
Approach
Campaign sites have a singular mission– to help users find the donation button. Interactive Knowledge developed a user interface with strong color contrast and consistent branding to help users quickly find the donation module. The “Donate Now” button is a call to action featured prominently in the header in easy-to-see red and white. In addition to the header, the donation button is featured on every page. Whether users are ready to make a donation when they first visit the page or after learning more about ABT’s mission in the Preserve, Educate, and Inspire sections, the site is ready to capture and convert the donations. We built a site that functions at the highest standards for secure fund transfers, while providing users with a seamless process that minimizes roadblocks where users are likely to rethink their donation.
For users who need more time to explore information about American Battlefield Trust, the Our Enduring Legacy site provides a clear organization built around other “action” words (“Preserve,” “Educate,” “Inspire,” and “Ways to Give”), conveying the foundation’s forward-thinking approach. Users see a balance of large headers, compelling photography/videography, and informative graphics that help to share key information without overwhelming the user.
Key Features
- High Conversion UX: Prominent donation button placement encourages engagement.
- Novel Brand Consistency: Visually appealing design that supports the brand while providing novel content for users.
- Active Navigation: Clear, bold navigation terms that guide the user while conveying the foundation’s mission.
Results
Our Enduring Legacy provides an engaging experience for American Battlefield Trust donors, helping them to access donation options quickly while providing compelling reasons for their donation. With an on-brand visual design that emphasizes the “Donate Now” button and a clear navigation structure that conveys the foundation’s mission, users encounter multiple nudges towards providing a credit card for a worthy cause.