American Kidney Fund
Building a digital ecosystem that drives donors to give
The gap between a compelling mission and a high-performing fundraising program is often a digital one.
The American Kidney Fund (AKF) takes a comprehensive approach to supporting the more than 35.5 million Americans living with kidney disease, and their mission drives everything that they do. They came to Interactive Strategies to become a fundraising-first organization, with a website and digital marketing strategy to match.
There was a divide between the urgency of AKF's mission and the digital infrastructure supporting it. Their brand was evolving, their audiences had specific access needs, and their fundraising program hadn't yet reached its potential.
When the work so directly affects people's lives, getting it right isn't just a project goal, it’s the whole point.
What we did
- Brand strategy
- Content strategy
- Copywriting
- Digital marketing
- Drupal
- Email marketing
- Fundraising strategy
- Paid media
- Performance tracking
- SEO
1%
increase in yearly revenue since 2020
#1
Webby Award Honoree
1%
increase in new donor growth
The focus
AKF had a powerful origin story, a growing patient community, and a brand ready to say something bold. They needed a digital ecosystem that could turn that into sustained fundraising growth and ensure that those who needed AKF and its resources could easily find them.
Our strategy
We started with the people AKF serves and built every decision outward from there.
Integrating a new brand. AKF was rolling out a "fighting on all fronts" brand that captured how they support patients from prevention through post-transplant living. We carried that positioning through the website and marketing content, advancing the visual brand with design that communicates authenticity, community, and compassion.
Designing for the audiences most at stake. Kidney disease disproportionately affects low-income people of color who primarily access the internet through their phones. A mobile-first approach wasn't a preference, it was a necessity. We prioritized Spanish translations of education materials, met AKF's accessibility targets, and used keyword research to surface topics that help patients and caregivers live healthier lives.
Pivoting to meet a crisis. One month into our partnership, COVID-19 hit. We quickly launched a multi-channel rapid-response campaign for AKF's Coronavirus Emergency Fund, the only national program addressing patients' immediate needs at the time.
Building a fundraising program. Through an Annual Day of Tribute, a 37-Mile Challenge virtual fundraiser, and a coordinated digital strategy, we acquired new donors, re-engaged lapsed audiences, and built toward retention.
Tying the donor experience together. We built a digital ecosystem connecting donor campaigns to website content from first touchpoint to completed gift. The redesigned AKF Tribute Wall lets people publicly honor or remember a loved one while giving, turning a personal moment into sustained support.
The results
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