Protest march

A reimagined content strategy to highlight global inequality

Durable helped Ford Foundation become the standard of excellence for how large philanthropies articulate their mission in digital channels.


Business case

Under the new leadership of Darren Walker, the Ford Foundation sharpened its focus on global inequality. A reimagined content strategy was required to communicate this strategic shift and related changes to the foundation’s program areas. The content strategy also needed to advance the foundation’s long-term goals for transparency and thought leadership.

In addition to signaling a strategic evolution, it was essential to reflect the cultural shift taking place at the foundation. Walker’s vision for the Ford Foundation rejected the bureaucratic approach common in the philanthropic world, pushing the foundation to flourish as a vibrant, nimble organization. To convey this sense of dynamism, the IA and UX were reevaluated.


Our solutions

Working closely with the Ford Foundation Office of Communications, we helped define a new content strategy and a redesigned IA and UX. The new site is built on Umbraco, hosted on Azure and integrated with Workday, MS Dynamics, and Ford’s grants management database.

Energetic and timely

Screen capture of grants visualization

Transparent

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People-focused

Screen capture of InequalityIs landing page

Open dialogue


Results

A qualitative research study commissioned shortly after launch confirmed we met the critical content strategy goals for the website.

“...really cool for Ford, not what you would expect.”

“...visually friendly, it paints a picture and then gives you the narration you need in order to navigate.”

“The way it feels really open says something good culturally.” Article closing icon

Services provided

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Want to learn more?

We welcome the opportunity to share our perspectives on content strategy.

Contact Peter Gassiraro at +1 917 336 6191 or peter.gassiraro@durabledigital.com.