The Heat and Warmth Fund (THAW) does important work in the community by helping Michiganders who need assistance in keeping their heat and electricity on. Those that visit the THAW website are there to either receive financial assistance or to donate – opposite sides of the same coin which seeks to improve the quality of life by removing energy burdens.
Giving site visitors an understanding of what a heavy and common burden many families in Michigan face was first on the list. We also needed to streamline the user journey from the onset – give them an easy path to follow whether there to donate or receive without losing interest along the way.
Create a website with two distinct funnels
Pre-qualify those asking for assistance
Create a visual that allows the user to identify with those in need