San Diego Foundation
Redefining the San Diego Foundation's Online Identity
San Diego Foundation (SDF) is the region’s largest community foundation. They have been working for over 50 years to create just, equitable, and resilient communities by inspiring enduring philanthropy and enabling community solutions to improve the quality of life of those who call San Diego home.
In 2021, SDF adopted a bold, new strategic plan that repositioned the organization holistically and reflected the direction they were heading in under new leadership. They were focusing on a rebrand, including a slight shift in the foundation’s name. With these changes, there was a need to introduce a new visually appealing and technically capable website. This is when they reached out to Fifty & Fifty.
Our main objective was to bring the new strategy and brand to life through a website redesign. In our process, we rebuilt the architecture of their website from the ground up, making the user journeys for donors and prospective clients much easier. We also provided a new design system that simplified wayfinding and brought the foundation’s story and impacts to life. In the midst of the rebrand, we also launched the San Diego Regional Policy and Innovation Center (SDRPIC), a brand and site that strung together a handful of regional partners under one partnership umbrella.
Increase in conversion rate
Improvement on email signup
Increase in lead-gen on planned giving
Increase in lead-gen on private foundations
Increase in lead-gen on corporate giving