Mothers’ Milk Bank Austin
Helping babies thrive, drop by drop.
Mothers’ Milk Bank Austin believes in the power of human donor milk to save fragile babies’ lives. When we first met their team, they were in need of novel ways to solicit more milk donors in their area to support their mission. We began researching. And learning. And thinking. And planning. Ultimately, we delivered a year-long communications plan and a reimagined website to help them and the babies they serve to grow into the future.
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A Researched Approach
The Milk Bank’s primary goal was to get more local milk donors, as it is more economical and attainable to process their donations. With that goal as our north star, we developed a comprehensive research plan to learn who our target market was, where they look for information, and how to best communicate with them. A straightforward task on the surface, however, Austin is one of the most rapidly evolving metropolitan areas in the country and the complexities were undeniable. Enthusiastically, we accepted the challenge.
Here were our biggest research takeaways
- Austin is changing. And fast.
- There were opportunities to speak to moms at all stages of their journey.
- Mothers and expecting mothers trust their doctors more than anyone else.
- Milk Bank needed a more consistent (and proud!) visual and messaging strategy.
- There were holes in Milk Bank’s own data that needed to be plugged.
Where the Milk Bank’s and new moms’ journeys intersect
The pregnancy and motherhood journey is long and changes drastically from one milestone to the next. To make the most impact, we zeroed in on when potential milk donors were most likely to give when crafting the community outreach plan.
02
A Plan to Reach the Community
Our big research takeaways became tactical strategies in the Community Outreach Plan we developed. Because the Milk Bank had a lean marketing team, we intentionally structured the plan in phases: What can we do for some quick wins, and what can we work on slowly throughout the year? After all, a plan is only valuable if it gets done.
A phased approach to nonprofit marketing
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A Mission-Driven Web Design
Web design is about making information beautiful and understandable, as well as making that information, and the brand that publishes it, compelling and trustworthy. Donating breastmilk can be a sensitive topic for a number of reasons. The site we designed for Mothers’ Milk Bank Austin aimed to break down barriers, and create an experience that feels comfortable and encourages people to donate for the greater good.
A new, more trustworthy look
Strong design doesn’t just look pleasing to the eye, it inspires a sense of trust in the audiences it serves. The design direction we chose for the Milk Bank’s website draws notes from their existing logo while pushing it in a more modern direction. In addition, thoughtful icons have been crafted to represent key actions or resources, making the donation process easier to understand and navigate.
04
Web Development That Works
Successful web development is more than just building a website that doesn’t break. The site we built for Mother’s Milk Bank Austin is an example of how development and design are both stronger when they work in sync. Not only does the final build work, but it’s also filled with small moments of delight for visitors that reinforce brand’s mission, and encourage visitors to explore.
Small animations, big impact
Throughout the site, we built in micro-animations and other rollover states to help the site match the vibrancy of Milk Bank’s brand, while encouraging users to interact with important resources.
Going the distance to help donors
Mother’s Milk Bank Austin encourages donations both at their main facility and at donation depots set up throughout their target regions. To make it even easier for donors to contribute, we built an interactive map that connects people with the best donation location for them.
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Launching the Brand
To drive engagement to the new website and increase donations, Push10 created a campaign concept that highlights specific experiences shared by breastfeeding new Moms. The woman-to-woman headlines create a sense of solidarity and compel Moms to support one another.
Working with Mother's Milk Bank allowed us to create a website that reflects their mission of supporting families in need. The focus was on making the site both visually appealing and user-friendly, ensuring easy access to vital resources. We're proud of the result and the impact it will have on their community.
PUSH10
Tyler Shea, Senior Designer
