On Point’s website serves as the digital front door for students, alumni, and supporters. It’s where first impressions are made, applications begin, and community stories are shared. As On Point has grown, so has the need for a strong digital presence that reflects our mission and meets the needs of diverse audiences. I have led the organization through two major website redesigns, each representing a step forward in how we communicate, engage, and serve people online.
2016 Website Redesign
When I joined On Point in 2016, the organization’s website redesign was already underway but had stalled. I stepped in to lead the project to completion, developing all site copy and content, creating clear, student-centered messaging and stronger donor narratives. The redesign modernized On Point’s online presence and established a flexible structure that could support future updates and rebranding.
In 2018, I led the integration of On Point’s new branding into the existing site, bringing greater visual consistency across print and digital materials. In 2021, I directed a restructuring that simplified navigation and enhanced usability across devices while maintaining a cohesive brand experience.
Below: On Point's homepage before the 2016 redesign, after the redesign, and after the rebranding was applied to the homepage in 2018. On Point's 2016-era site navigation and its 2021 simplified navigation.
Further Refinements
Subsequent updates focused on strengthening functionality and user engagement. The addition of an integrated events calendar made it easier for students, alumni, and volunteers to find and participate in On Point programs, while also improving transparency around organizational activities.
I introduced FundraiseUp, an AI-driven donation platform that personalizes giving suggestions based on user behavior and encourages recurring gifts. Since its implementation, the tool has generated more than $90,000 in recurring donations and streamlined the online giving experience for donors.
Additional improvements include connecting the website to On Point’s student, volunteer, and donor databases, enabling real-time data exchange and more cohesive engagement across departments.
Below: On Point's current events calendar and the FundraiseUp widget on the site.
Below: On Point's current events calendar and the FundraiseUp widget on the site.
2026 Website Redesign
On Point’s next web evolution represents a complete reimagining of how the organization serves and connects with its audiences online. In partnership with Trainor Associates and Purplewire, I am leading content strategy, design alignment, and accessibility to ensure that the site reflects On Point’s mission, values, and expanded reach.
The redesign focuses on clarity, functionality, and inclusion — helping users find what they need quickly while better representing the communities we serve. Key enhancements include:
• Simplified navigation that prioritizes usability and presents a clear pathway for students, alumni, and supporters to reach the right part of the site.
• Audience-centered language that replaces internal terminology with wording familiar to students (e.g., “former students” instead of “alumni”).
• Dynamic impact visuals that show On Point’s overall reach and allow users to explore results by office or region.
• Integrated event registration through a redesigned calendar that connects directly to On Point’s student database, eliminating the need for external tools like Eventbrite and Google Forms.
• Streamlined application process enabling students to apply online and allowing advisors to review and approve applications directly through the site, reducing paper use and accelerating onboarding.
• Unique office landing pages that function as mini-sites, featuring local images, directions, contact details, community site schedules, partner listings, and real-time impact infographics. These localized pages ensure that every region, especially newer and rural partners, is represented authentically within the On Point ecosystem.
Together, these features will create a cohesive, accessible, and data-informed digital platform that reflects On Point’s growth and brings its mission to life online.
Below: screenshots from various sections of the new On Point website.
Driving Traffic
Beyond design, I manage On Point’s digital communications to ensure the website remains an active hub for engagement. I develop and coordinate content that connects audiences to the organization’s mission, aligning web updates, blog stories, and campaigns with ongoing marketing and fundraising initiatives.
With the buildout of the blog and new event calendar—both now integrated with On Point’s student database—we’re creating reasons for people to return to the site after their first visit or initial connection with the organization. These features encourage ongoing engagement by offering timely, relevant content for students, alumni, and supporters alike.
On Point’s blog and direct search consistently rank among the largest sources of web traffic, reflecting strong organic interest in the organization’s stories and services. Through a combination of content strategy, search optimization, and steady storytelling, the site continues to grow as a dynamic platform for student success, donor engagement, and community connection.
Below: screenshots from On Point's blog on the new website and representative quarterly data from Nonprofit Megaphone showing ad reach and engagement under On Point’s Google Ad Grant.
