A Modern Approach
Fact Forward
Many believe that lung cancer is not as common as other types of cancer, which creates a greater need for awareness. Other stereotypes LCRF actively works to combat is that lung cancer is a “smoker’s disease” and that men are at higher risk than women. By highlighting key statistics and promoting the diverse stories of survivors, LCRF's website conveys the need for their work. To date, LCRF has funded 383 research grants, totaling nearly $36 million.
Clear Navigation
LCRF's old site made it difficult for users to find the information they needed quickly. We know that when information isn't accessible it leads to higher bounce rates and therefore lower conversions. With that in mind, we created a navigation that felt intuitive for the user. In addition to the main navigation, we created the tiles below to target key audience segments with the specific information they need.
Easy to Manage
LCRF had several pain points with their old site. They needed something that was easy to manage and update. Like many non-profits, LCRF uses Blackbaud for fundraising campaigns and relies on this system to work in tandem with their site to generate and measure results. Our developers created a seamless experience with Blackbaud to make fundraising more manageable and successful.
Often times hard to manage websites are viewed as a necessary evil rather than an asset. Once their systems were well-integrated and their CMS optimized, the site was seen as a major marketing win.
Intentional Details
We often use animation to grab the user's attention or direct their user journey. On the home screen, LCRF’s cause is brought to life, and users are connected to their cause through text that is animated in a breathing rhythm. The use of a background video was also intentional to quickly convey the work of LCRF. LCRF has swapped this video out several times since the site has launched to keep the site fresh or communicate seasonally-focused initiatives. 