GBC Fundraising Website Modernization Case Study

In this website modernization case study I take you through my process of transforming GBC Fundraising’s website into a modern, story-driven experience that reflects their mission and puts users first.

Key Highlights

• Goal: Modernize GBC’s website to reflect its mission and improve user experience.

• Focus: Customer-first messaging, brand clarity, and storytelling-led design.

• Process: Developed wireframes, digital design, and copywriting based on existing personas and brand positioning.

• Outcome: Enhanced brand perception, simplified navigation, and clearer communication that drives engagement.

• Result: A modern, story-driven website that connects emotionally while delivering the information users need—fast.

Overview of this Website Modernization Case Study

When I began working with GBC Fundraising, their website didn’t reflect the heart of who they were. The design felt outdated, the navigation was cluttered, and their powerful mission—to help communities raise funds through storytelling—wasn’t coming through.

My goal was simple: transform the site into a modern, emotionally resonant experience that builds trust, clearly explains their programs, and inspires organizations to take action.

Strategy

Before diving into design, I grounded the project in the brand positioning and customer personas I had previously developed. These insights became the foundation for a value-driven, customer-first message hierarchy.

Every design choice and line of copy was tied to three principles:

1. Clarity: Make it effortless for users to find what they need.

2. Connection: Reflect the empathy and authenticity behind GBC’s mission.

3. Confidence: Elevate the visual design to feel modern, credible, and community-focused.

Process

I started by mapping user journeys and creating detailed wireframes to simplify the site’s structure. This stage helped me identify friction points and opportunities to guide visitors more intuitively from curiosity to conversion.

From there, I moved into digital design—introducing a fresh color palette, clean typography, and consistent spacing to create breathing room for the story to shine. Each section was built to balance visuals with emotional storytelling, from community impact photos to testimonials and easy-to-scan program benefits.

Once the design direction was approved, I refined the website copy to align with the new visual tone: clear, empathetic, and mission-driven. The final messaging shifted from “selling programs” to telling stories—helping site visitors feel part of something bigger than a transaction.

Impact

The modernized website created an immediate shift in perception. Visitors could quickly understand GBC’s value, access program details in fewer clicks, and feel the heart behind the brand’s mission.

The new experience not only enhanced brand credibility but also simplified internal processes by reducing confusion and repetitive inquiries. Most importantly, it gave GBC a digital presence that matches their purpose—helping organizations fundraise through storytelling that connects and inspires.

Reflection

This project reinforced one of my core beliefs: when design and messaging work together, they inspire action.

Modernizing GBC’s website focused on aligning every element with the brand’s humanity and helping their audience see themselves in the story.