The Tipping Foundation:
The Tipping Foundation is a not-for-profit organisation that is one of Victoria’s leading providers of support and community services for both vulnerable young persons and people with disability. With over 1000 clients and 1500 employees, the Tipping Foundation approached our team of digital experts to reinvigorate the business and drive organisational growth through digital.
To help reinvigorate the Tipping Foundation’s growth online, we developed a new website with a brand new look and improved layout and clarity as to what the not for profit is all about. The new site entails an improved navigation to click through an array of useful content for its clients, and in particular, a more structured and easy access to The Tipping Foundation’s range of service offerings, on its homepage as well as its ‘Our Services’ page. We worked closely together with the not for profit, to map out the different users that access their website and created clear Call To Action (CTAs) around those users so they can click through the relevant content to find out more about how they can engage with the organisation.
The Tipping Foundation wanted to establish its organisation as thought leaders in the disability space. An example of achieving this objective was to continually push updated and relevant content around the National Disability Insurance Scheme (NDIS) on their site and their blog, when it becomes available. To enable the internal staff to achieve this objective quickly, we moved their proprietary CMS to an open source CMS (WordPress) with a Visual Composer backend so that internal staff can update NDIS specific content when it becomes available, as well as manage any content on their site and blog to increase its organic reach.
Investing in unique and useful content is a challenge for The Tipping Foundation due to a limited budget allocated to its digital spend; which is why it was important for us to set up Google Analytics and help the not for profit understand who their audience is, and the type of content that is most engaging to their customers. For example, within a few months of analysis, the not for profit was able to ascertain who their largest captive audience is so they can allocate the appropriate spend on creating unique content for this audience group. They were also able to make strategic decisions on content, based on the analytics identifying the least engaging content on their website.
We integrated several Call To Actions (CTAs) throughout the Tipping Foundation’s website to facilitate a host of outcomes, including capturing new client enquiries via the website. Historically The Tipping Foundation found that their clients prefer to speak to someone over the phone rather than filling in a web form. With this knowledge, we placed the ‘Let us call you’ link throughout the site and made the CTA trackable, so The Tipping Foundation has a complete data set for deeper analysis of their online acquisitions.
The analytical tools we set up for The Tipping Foundation have enabled the staff in a short timeframe to obtain valuable insights, and pinpoint areas in need of optimisation and improvement. Going forward, the Tipping Foundation will be able to use the insights gained from these analytical tools to grow and build upon their existing digital marketing strategy. Since the new and improved website, The Tipping Foundation has significantly improved a number of key outcomes in its first phase of using digital to reinvigorate its online growth.
increase no. of visitors in the year succeeding the new website’s launch
increase in the Services pages’ monthly page view
increase in client enquiries