Keeping the Faith

“A big part of the success was the behind-the-scenes SEO work,” McKinney says. “The SEO cleanup was a big part of the fundraising change; people found them more often. As much as it’s the creative, I also think it’s the things people don’t see that was a big impact on the success.

“The direct-response calls to action were key as well. The No. 1 reason people don’t act is because they’re not asked,” he adds. “That was a challenge from Jacqui, to make sure that it is an action-oriented website … It was one of the key directives from the organization, to make sure it’s a fundraising-based website. You see it in the results.”