Keeping the Faith

So Grizzard and URM came up with a branded positioning statement, You Are the Mission, aka URM. So the online shift started from that brand positioning statement how all the communication channels fit into this big idea.

Online cleanup
Once that unified message was established, the really difficult task began. URM had to do a complete audit of its online fundraising arm, everything from the website to e-mail and social media, and it was found to be, in the words of URM Vice President of Marketing and Development Jacqui Groseth, “a mess.”