Nonprofit / Road Safety Advocacy
Building a Road Safety Nonprofit's Digital Presence: 20,000+ Monthly Visitors
- 20,000+ monthly visitors
- 15%+ increase in online donations
Audience and Mission
AUADD is a national nonprofit working to reduce deaths and injuries caused by distracted, drunk, and reckless driving. Its website needed to support that work.
They came to us needing a website that could serve multiple audiences: potential donors, advocacy partners, people affected by dangerous driving, and media looking for data and expert commentary.
Site Requirements
A multi-audience nonprofit site is harder to build than a single-purpose site. The homepage can’t be all things to all people. Content architecture has to guide each audience to what’s relevant to them without confusing the others.
Advocacy organizations also need content that’s credible enough to be cited and shared, which requires more depth and sourcing than a typical small business site.
Implementation
Audience-segmented navigation. Clear pathways for different visitor types: donors, advocates, people seeking resources, media. The homepage introduces the mission; the navigation directs different audiences to the right content.
Data-driven content. Road safety statistics, research summaries, and advocacy resources give journalists and researchers material they can cite.
Donation and engagement flow. Optimized donation pages, recurring giving options, and petition/pledge mechanisms for advocacy engagement.
News and media center. Press releases, a media kit, and spokesperson contact details support journalists who cover traffic safety.
Mobile-optimized throughout. Advocacy content gets shared and consumed on mobile. The site performs well on all device sizes.
Traffic and Donations
| Metric | Result |
|---|---|
| Monthly visitors | 20,000+ |
| Increase in online donations | +15% |
Lesson
Nonprofit pages must show why the organization is credible and how a visitor can help.
Search brought many of the site’s 20K+ monthly visitors to road safety information. Those visits expanded the audience beyond people who already knew AUADD.
Note: We also built the AUADD mobile app (iOS + Android): see AUADD App case study for the Flutter development project.
Case study review
Want to improve the way your website brings in leads?
Send the current site and what is not working. We will review the page structure, calls to action, search visibility, and practical next step.