test glide thumbnail.png

A millennial engagement strategy for a nonprofit in transition

The Glide Foundation X California College Of The Arts
Research, Organization Design & Strategy

Design Team: Lauren Argo, Lizzie Garrett, Brett Moody, Shar Shahfari
Advisor: Sharon Green, PhD
Sept. - Dec. 2015

Screen+Shot+2016-02-21+at+1.27.52+PM.png
Client: The Glide Foundation

Client: The Glide Foundation

For over 50 years, Glide has played a critical role in supporting San Franciscans in need. From its daily free meals program to harm reduction services, Glide's mission is to alleviate suffering and break cycles of poverty and marginalization.

Our CCA design team partnered with Glide to help them connect with the next generation of volunteers and philanthropists.

Church_2.jpg
Overview

Overview

Glide recognized that their current marketing strategy wasn’t reaching the next generation of volunteers and philanthropists that would be critical to the future of their organization.

This project aims to connect two primary audiences:

1. The Glide Foundation: A nonprofit and church that has a rich history of social activism. For decades, it has been a force that has created transformational change in the city.

2. San Francisco millennials: Many have moved to San Francisco to seek opportunity, but they are also deeply interested in building a community and creating positive social impact through what they do.


Glide Meals Room.JPG
01 | Unpacking the Glide Story

01 | Unpacking the Glide Story

Good communication is an essential component of organizational success. In collaboration with Glide, we used generative research methods to better understand the organization’s communication ecosystem and identify opportunities for innovation.

We conducted interviews with Glide team members, donors, and volunteers in order to learn how each person had been personally impacted by the organization. With their help, we began to paint a rich picture of Glide's potential and what it could be in the coming years.

what is glide@1x.png
"I came here because I wanted to transform lives.”

"I came here because I wanted to transform lives.”

Glide empowers individuals to break the cycles of poverty, and team members are driven to create even more impact.

“I don’t feel like I have to hide any part of my identity here. I feel free.”

“I don’t feel like I have to hide any part of my identity here. I feel free.”

Glide is a place to connect, where everyone is welcome, and authenticity and vulnerability are shared by all.


03 | Connecting the Dots

03 | Connecting the Dots

We analyzed the findings from both sets of interviews and identified patterns among what Glide team members value about Glide and what millennials value about organizations.

Next, we identified areas of alignment between the two. We used these areas of overlap to influence development of the final design solution.


“Change is coming. There’s an opportunity there.”

“Change is coming. There’s an opportunity there.”

Glide has a powerful history, and an opportunity to evolve its narrative.


Mapping the Glide Ecosystem

Mapping the Glide Ecosystem

We analyzed the findings from stakeholder interviews to help us understand all the components of the Glide communication ecosystem.

Our objective was to evaluate Glide’s current program and vision alignment, as well as evaluate existing internal and external communication channels. We developed a set of journey maps for Glide team members, participants, donors, and volunteers.

Opportunities to improve communication

Opportunities to improve communication

Seven opportunities to improve Glide’s communication ecosystem came from these conversations. Along with Glide, the team decided upon the combination of two as the main focus for the remainder of our project.

opportunities.png
whiteboarding.jpeg
02 | Who are the millennials?

02 | Who are the millennials?

We talked to 15 people between the ages of 25-35 to understand what they care about. Where do they find personal value? What do they value in organizations?

We asked three sets of questions focused on helping us understand where millennials find meaning and belonging, organizations that inspire them, causes they they support, and how they interpret some of the words that Glide currently uses to describe itself.

millennial questions.png
 We asked three sets of questions focused on helping us understand where millennials find meaning and belonging, organizations that inspire them, causes they they support, and how they interpret some of the words that Glide currently uses to describe itself.

We asked three sets of questions focused on helping us understand where millennials find meaning and belonging, organizations that inspire them, causes they they support, and how they interpret some of the words that Glide currently uses to describe itself.

millennial quotes 1.png
millennial quotes 2.png
millennial quotes 3.png
sticky notes.jpeg
 Our final prototype proposes redesigning the ‘cover’ of Glide for millennials, in order to help them see Glide for what it truly is. It is a splash page that millennials would be guided to before they enter Glide’s main website. The following two pages explain the content of the page and how it connects millennial needs to things Glide either already has or has the potential to implement.  We used our findings to develop a prototype of a Glide landing page specifically for younger generations of volunteers and donors. The page tells the organization’s story in a way that we believe will resonate with millennials in San Francisco.  We also developed a strategy to implement this prototype, along with suggestions of complementary ways for Glide to further engage with this specific audience using social media and volunteer programming.

Our final prototype proposes redesigning the ‘cover’ of Glide for millennials, in order to help them see Glide for what it truly is. It is a splash page that millennials would be guided to before they enter Glide’s main website. The following two pages explain the content of the page and how it connects millennial needs to things Glide either already has or has the potential to implement.

We used our findings to develop a prototype of a Glide landing page specifically for younger generations of volunteers and donors. The page tells the organization’s story in a way that we believe will resonate with millennials in San Francisco.

We also developed a strategy to implement this prototype, along with suggestions of complementary ways for Glide to further engage with this specific audience using social media and volunteer programming.


glide splash.jpeg