The Client
Founded in 1984, the National Law Enforcement Officers Memorial Fund (NLEOMF) is dedicated to honoring and remembering the service and sacrifice of law enforcement officers in the United States. A nonprofit [501(c)(3)] organization headquartered in Washington, DC, the NLEOMF built and continues to maintain the National Law Enforcement Officers Memorial – the nation’s monument to law enforcement officers killed in the line of duty. The Memorial Fund is governed by a Board of Directors representing 16 of the most prestigious law enforcement organizations in the country. Led by Chairman and Chief Executive Officer Craig W. Floyd, NLEOMF staff members bring diverse backgrounds and skills to the organization’s mission. The Memorial Fund does not receive taxpayer dollars for its day-to-day operations, but relies on the generous contributions of the public.
The Problem
NLEOMF needed to improve its online presence by redesigning its website with a fundraising focus that engaged visitors effectively and inspired them to give and/or become engaged in the organization’s mission. The existing website was outdated both in terms of design and content. Updates were tedious and time-consuming to make because the same changes had to be made in multiple places. The organization wanted a sophisticated solution that could meet the majority of their needs: an online fundraising program that incorporates email with conditional content; appropriate donation asks based on past contributions; a branded and streamlined online store with upsell opportunities, and a customized experience for website visitors. Ideally, the system needed to integrate with its offline database to provide a comprehensive view of NLEOMF’s supporters. Additionally, with limited technical expertise in-house, NLEOMF wanted to ensure that all staff could make updates to the website easily, without engaging the assistance of an external resource.
How We Solved It
Several teams in Convio Services department came together to provide an integrated approach to NLEOMF’s diverse needs. Driven by a single point of contact, Convio provided NLEOMF with various services, including Project Management, User Experience, Design, Strategy, Implementation, and Data Integration.
The User Experience team performed a site audit and made recommendations for the site architecture. After this phase of the project was complete, the Design team used the results of the site audit to provide ideas for creative direction. NLEOMF selected one of the options and Convio moved ahead with the redesign efforts. Based on the design, the Implementation team scoped the execution and rollout of the new website.
In parallel to the redesign process, a Convio Data Integration consultant worked with the client and the Project Manager to ensure that data would be transferred seamlessly between Convio and a custom data application. A Convio Interactive Specialist helped to develop and refine email stationery and donation forms, so that NLEOMF could launch email and fundraising campaigns in the interim, before the redesigned site was live.
The Outcome
Within three months of the project kickoff, NLEOMF began to actively use Convio Email Marketing, Fundraising, and DataSync, which integrated information contained in the organization’s online and offline databases. Several months later, NLEOMF’s redesigned website, complete with eCommerce functionality, was launched just in time to generate traffic and purchases during the holiday giving season.
Convio products used: DataSync, Ecommerce, Email Marketing, Fundraising, Web Content Management
