WorkWebsite
Pursuant: making data feel human.
A fundraising-technology company for nonprofits, leaning hard on its data engine: GivingDNA, Augmented Intelligence, hyper-personalization. The risk was sounding like a martech vendor. This homepage had to put the technology forward and still feel like it was about people, not pipelines.
- Client
- Pursuant
- Sector
- Nonprofit / Fundraising Technology
- Role
- Brand & Site Direction
- Year
- 2020
00The opening
Name the IP, promise the payoff.
“Unlock the GivingDNA of your supporters” — the proprietary idea and the benefit in one line, over a child mid-laugh, not a product shot. It leads with the thing only Pursuant has, then softens it with a human face before the word ‘intelligence’ can chill the room.
01The reframe
Borrow the standard your buyer already lives by.
“From Amazon to Netflix, we now live in a world of magical personalized experiences. So how come we still engage supporters like it's 1999?” The page benchmarks nonprofits against the consumer apps everyone uses daily. The gap does the selling; the product just closes it.
02The offering
Pair the technology with people.
Two columns: the GivingDNA Platform and a Concierge Giving Service. The tech gets a human counterpart on the same row, equal weight. A deliberate hedge against the cold-software read — the platform is the engine, but people are still in the car.
03The product
Show the actual software.
“Decode your supporters” sits beside a real product UI — executive summary, open opportunities, dollar amounts. Not an abstract diagram, the actual screen. Showing the thing is the difference between a platform and a promise.
04The metric
Move the goalpost from gift to relationship.
“Maximize Supporter LTV. Treat supporters like relationships, not transactions.” The page reframes the whole scoreboard — lifetime value over one-time gifts. It tells nonprofits the metric they should care about, then sells the tool that serves it.
05The proof
Let the logos do the arguing.
Children’s Miracle Network, Habitat, Feeding America, Wake Forest, the National Cathedral. “Join hundreds of organizations using Pursuant.” A wall of names you already trust, no chest-thumping around it. Borrowed credibility, placed exactly where doubt would start.
06The voice
Quote the change, name the believer.
“We knew something had to change. We needed new strategies and tactics for stewarding and retaining our existing donors.” — Vanessa Andrews. A named customer telling the before, not the brand bragging about the after. Proof in a human voice.
07The close
Ask once, ask warmly.
“Schedule a Conversation.” Not a demo, not a trial — a conversation. After a page full of technology and dashboards, the final ask is the most human thing on it. The CTA matches the brand’s temperature: technology forward, people first.
A brand is a system
or it’s a costume.
Every decision here keeps the user in frame while the work earns its trust. The system holds across every fold, which is the only test that matters.
Want the work to
hold like this?
It starts with an honest read of what you have now. $4,500. Two weeks. Your market, on tape.