WCU Foundation Messaging Framework & Website
West Chester University Foundation
Unlike brands that focus on marketing products and services, the West Chester University Foundation aims to encourage various groups to appreciate the importance of selflessness and philanthropy. To achieve this, they need to clearly and consistently communicate their mission, the beneficiaries of their efforts, and how audiences can participate and witness the outcomes. A significant aspect of effective storytelling is understanding these diverse audiences, each with different levels of familiarity with the Foundation and its goals. Every message must consider the perspectives and concerns of donors, particularly on the WCUF website. In an exemplary collaboration that involved a thorough exploration of the donor experience, FVM and WCUF closely developed a Messaging Framework tailored to various audiences, including: • Alumni, friends, and family • Corporations and organizations • University faculty and Foundation staff • University-affiliated entities • Current students This framework recognized the subtle distinctions in how to engage each group, addressing their inquiries and providing compelling reasons to support the University’s mission. Concrete examples of tailored messaging for each audience were included, along with carefully crafted personality and tone guidelines. The next phase involved the WCUF website, where we confidently applied these new messaging insights, grounded in our thorough understanding of the donor experience. Beyond the strategic vision for the site, our web development team faced the unique task of incorporating an existing platform (Blackbaud) into the new design to facilitate donation capabilities and donor tracking. FVM successfully established a seamless integration with Blackbaud while creating a new WordPress site that showcased compelling storytelling informed by our messaging framework. Through a meticulous planning process that included content hierarchies, copy development, wireframes, and design, FVM delivered the project on time, within budget, and aligned with the messaging goals. www.wcufoundation.org