Redesigned Website Steps Up Flow of Information

The Foundation's redesigned website (www.cfmdin.org) that went "live" on January 15, is deeper, faster, cleaner, more cost-efficient and color-coordinated.

Translation: We've added dozens of features that total almost 60 pages of information; we've repackaged the material in a way that visitors can quickly locate what they need; we've streamlined the "look" with easy-to-read text and uncluttered graphics; and we've specified the same signature colors-burgundy and gray-that dominate our newsletter, annual report, brochures and other communication products. Best of all, the improved website is built on a content-management system that enables Foundation staff members to quickly add and delete news about Foundation activities. This means that users will want to check in frequently to keep current on what's happening.

"Over time, this will be a big cost savings," explains Matt Howell, operations director at SpinWeb Internet Media, the Muncie-based company that oversaw the project. In the past, SpinWeb managed the website, posting fresh content four times a year. Although we were aware that news grows stagnate after three months, we also knew that frequent updates added to the cost of website maintenance. By moving the management responsibilities in house, we've curbed costs and saved time. The same day that we deliver a news release to the media, we can post it on the website. "Users will get fresh information all the time," says Howell.

Depending on how much time users have to spend, they now have the option to read a brief story about a Foundation grantee, skim a testimonial from a donor, or go directly to a nine-item menu that presents layers of information about grants, scholarships, background about the Foundation, related links and frequently asked questions (FAQ). The website isn't designed to replace other modes of communication but to support them. In fact, the last item on the menu is labeled "contact us" and offers everything from our street address (complete with a map) to our e-mail, telephone and FAX numbers.

"The Foundation provides the community with a lot of good communication pieces and this is just one of them," says Ben Seal, the freelance writer who worked with us to create the content of the website. "The old website had good information and good intentions but people got confused when they had to drill down, click after click, to find out about a specific fund or grant. What I did was take the existing information and reorganize it in a way so users could find what they needed-fast! I boiled down the material in a language that makes sense. It gives users quick answers to their questions, but it certainly doesn't mean that the Foundation staff isn't available to talk on the phone or meet face to face."

Seal predicts that users will want to return to the website more often than in the past in part because of the changing content but also because "people come back in different capacities." Over time, a scholarship recipient may become a grantee; a grantee may decide to establish a fund; a financial planner may become a donor. Various sections of the website will appeal to different users depending on their evolving needs and interests.

Another beneficial feature of the new site is the capacity for the Foundation staff to track the number of "hits" that the site attracts. This will indicate the areas that are most popular and that the staff should consider expanding. Overall, the number of hits is expected to soar as more people turn to their computers for information. "Across the board, statistics show that using the Internet is no longer limited to a particular age group," says Seal. "The idea of going online doesn't scare people anymore. Kids are getting e-mails from grandparents, who are becoming increasingly comfortable surfing the web."

The website's new design is just one component in a multi-faceted plan to update and unify all of the Foundation's communication efforts. Also included in this comprehensive initiative are the annual report, a series of advertisements, and brochures explaining our services and opportunities.