As part of a complete redesign, The Charleston Elves needed to update their content to better reflect the tone, voice and mission of the organization in order to increase charitable donations.


Persuading Donors to Give

The Charleston Elves are a South Carolina-based charity that helps make sure children with cancer and their families have the toys and food they need to have a merry Christmas. In order to help get their message out to the widest possible audience and attract potential charitable donors, they needed a website that effectively communicated their mission and made it easy for donors to learn more about the children who were available to be sponsored. As part of a complete site redesign, I helped create compelling copy and call to actions that reflected the unique voice and tone of the organization and helped persuade donors to give.


Telling the Story of the Elves

The Charleston Elves had a uniquely compelling story and mission, and it’s that story that resonated with people and moved them to want to help. Unfortunately their current website wasn’t doing a good enough job conveying that story to people who weren’t already familiar with the Elves and their mission. Through research and interviews with Elves’ staff members, I was able to clearly communicate both the problem (that the financial burdens of treating a child with cancer often mean that there is little left over to help celebrate the holidays) as well as the solution (the Charleston Elves help charitable individuals give deserving children and their families a happy holidays).