Livability Initiative
Livability Initiative wanted to get their website live as quickly as possible, so they could start fundraising and working towards their goals. To that end, Mutti was hired to provide copy that would communicate their vision and facilitate fundraising in just one week’s time. To meet this ambitious deadline we conducted our first-ever writing sprint.
What We Did
Branding
web content
Content Strategy
About the client
Livability Initiative is a non-profit committed to improving accessibility for people with disabilities and aging adults. Their goal: to make Richmond, VA the most livable city on the map, while also dreaming up ways to expand their reach.
Communicating the mission
Goals
As a new non-profit, it was important to establish a compelling digital presence for the Livability Initiative brand while also communicating its mission and program details. There was a definite sense of urgency around launching the site quickly in order to build awareness and raise funds, hence the compressed timeline.
Content goals included the following:
Bring the Livability Initiative’s unique brand voice to life
Communicate their mission, vision, and key program information
Facilitate and drive donations
What makes a non-profit tick
Discovery
To better understand Livability Initiative’s mission and goals, we reviewed their existing marketing materials, and performed a quick audit of top regional and national non-profit websites. We also conducted stakeholder interviews with the founder, Bill Sweeney, and other key members of the team.
It quickly became apparent that the founder’s vision and drive set the tone, but that the whole team was invigorated and unified by the desire to make the world a more universally livable and welcoming place.
Writing SPrint
Approach
With the Livability Initiative’s blessing, we decided to try a totally new mode of content development – the writing sprint. Used often in software design and development, a sprint is a brief, focused period of time in which a task is completed and prepared for review. Here is what a writing sprint looked like for this project:
One working day was blocked for heads-down time on the Livability Initiative website
Two writers were assigned
In advance of the sprint, we mapped out the site, created a mini style guide for voice and tone, and created copy doc templates
During the sprint, two writers wrote for approximately 8 hours generating copy for 6 web pages
The client sent feedback within 24 hours
Final edits were made and the website content was delivered on schedule.
Quality work for a good cause
Results
The entire project, from discovery to content delivery, took just one business week while still producing top-quality copy.
Not only was the client pleased with the results, we were grateful for the opportunity to showcase Mutti’s agility and skill while supporting a very worthwhile cause.
