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Modernizing a nonprofit for future growth

For over three decades, Washington Women in Need (WWIN) empowered women to achieve economic independence. However, the nonprofit faced new headwinds from legislative changes to a lack of younger donors. Big Thinkers worked with WWIN over a two year period to modernize the nonprofit for future growth.

Phase I of this project included a complete rebrand and the development of a marketing plan to increase awareness and engagement for both donors and grantees. This work included the development of a full scale marketing plan, a brand identity and messaging framework update and a rebuild of their website. In addition, Big Thinkers Society managed all email, social and website communications for an 18-month period, as well as the production of donee video stories.

Phase II included charting a new path forward through the development of a comprehensive growth strategy attuned to younger donors, the evolving nonprofit landscape, and the changing needs of women. An extensive research initiative, including surveying current supporters while also conducting quantitative surveys and focus groups with potential donors, was undertaken, along with competitive auditing and trend analysis.

This 360-degree view informed recommendations for donor acquisition, tailored messaging, modernized communications and events, and data-driven fundraising projections. With the board's approval, this transformative strategy positioned WWIN for continued impact, empowering women economically for decades to come.

A new brand strategy and identity system were created.

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Videos telling the stories of award recipients were produced.

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Research was conducted with current and potential donors to understand expectations and growth factors.

A data-driven Future Donor persona was created to define the target audience for growth.

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Five insights were identified, based in qualitative and quantitative research, competitive auditing and trend analysis.

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An in-depth SWOT analysis was conducted across multiple facets of the organization.

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