Helping BGCA connect with their most loyal donors

 
 

My role

Lead Service Designer

Team

5 people

Timeline

5 months

 
 
 

Project background

Boys and Girls Club of America, a 1.8 billion dollar charity, was losing donors to competitors such as the YMCA. They approached us to help them craft better brand, communications, marketing and services that would resonate with their donor base.

 
 
 

My Role

I led the user experience component of BGCA's service redesigned, contributing to multiple facets of the service roadmap.

I created frameworks that illuminated critical data points in a narrative format, that allowed us to bring the stakeholder team along as we constructed the strategy. 

I ensured that our deliverables supported the vision and aligned with persona research, brand messaging and positioning, and BGCA programs, values and services.

I composed experience maps that enabled our stakeholders to understand their customer touchpoints.

 
 
 

The Framework

The framework that I created aimed to illuminate the underlying motivations behind why BGCA's target personas engaged with the brand. 

 

 
 
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Barriers 

The barriers or friction points the consumer faces that keeps them from transitioning to the next phase in the journey. 

 
 
 
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Tactics

The key marketing and content tactics used to drive the consumer to the ideal state of mind. 

 
 
 
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Ideal States

The harmony of messaging that guides the consumer to actively engage in the next phase of the journey. 

 
 
 
 
 
 

Engagement Cadence

The optimal engagement cadence relative to BGCA's financial investment in activation, and the consumer's emotional investment in the brand. 

 
 
 
 

Donor touchpoints

The maps combined tactical marketing implementation with a theoretical model of persona centric outcomes and transformation across the lifecycle of each persona journey.

 
 
 
 

Connecting with personas

Narratives were created for each of our 4 personas, and aimed to give our stakeholders a playbook of the goal-centric marketing strategy.

 
 
 
 
 
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Bringing it all together

Each persona was given a unique combination of messaging and channel activation tactics in order to overcome their barriers and actualize their fullest capacity as investors in the BGCA brand, mission, and vision.