What I’m Up to: Landing Pages
InterVarsity’s very first one!
I was working with Marketing on their section for the revamped InterVarsity homepage. There was a bit of confusion on the purpose of the homepage and who it was for.
I clarified that in the context of InterVarsity, the homepage had been designed to serve the breadth of our audience — students, long time donors, people who are interested in learning about InterVarsity, staff, etc, and while we could give Marketing a section to advertise their current campaign, it was an overview page with multiple calls to action, not a Do This One Thing page.
To achieve their goals, Marketing needed separate landing pages, so a project was started to start building specific landing pages.
Theme
InterVarsity campus staff don’t have summers off — they typically spend it building up and caring for their donor base. It is a tough job even when you have a great network of generous people.
Many staff don’t have the network to have a sustainable income- they may come from an atheist background, a small church, a culture that is generous in ways that don’t match up with typical giving models. “Partner with Staff” is a theme to help fill that gap for these staff.
Concept
Coming up with a message that speaks to potential donors is difficult, and we cycled through some different ways to impress upon potential donors that giving to staff is worthwhile.
One concept was the idea of a “Beautiful World” — that by exposing students to the message of Christ, we will ultimately impact the world.
Another concept tossed around was the lack of Christ on campus and how InterVarsity staff fill that gap.
We ultimately went with the second concept and developed this:

Results
It’s a little early to say (the campaign has been running for less than a week), but so far we’ve got a 5.3% overall conversion rate — of the total number of visits to the page, 5.3% of those have given to our staff!
Hurry and go check it out at http://supportcampus.intervarsity.org; we’re already gearing up for Landing Page #2!
Edit: After 3 weeks, we’ve brought in $14,000 for staff!
Credits
Andrea Thomas — Director of Marketing
Joseph Kwan — Marketing
Laura Li-Barbour — Art Director
Gary Nauman — Graphic Designer
Ashley Crutcher — UX
Lots of help from my friends at Kingdom Designers as well.
Ashley Crutcher is a Digital Designer at InterVarsity located in Madison, WI. She tweets at @ashleyspixels and enjoys cuddling with her cat, crafting, working out, and thinking too much about everything.
