Nonprofit / Road Safety Advocacy
Building a Road Safety Nonprofit's Digital Presence: 20,000+ Monthly Visitors
- 20,000+ monthly visitors
- 15%+ increase in online donations
The Mission
AUADD is a national nonprofit working to reduce deaths and injuries from dangerous driving — distracted driving, drunk driving, reckless behavior. The work is important. The digital presence needed to match.
They came to us needing a website that could serve multiple audiences: potential donors, advocacy partners, people affected by dangerous driving, and media looking for data and expert commentary.
The Challenge
A multi-audience nonprofit site is harder to build than a single-purpose site. The homepage can’t be all things to all people. Content architecture has to guide each audience to what’s relevant to them without confusing the others.
Advocacy organizations also need content that’s credible enough to be cited and shared — which requires more depth and sourcing than a typical small business site.
What We Built
Audience-segmented navigation. Clear pathways for different visitor types: donors, advocates, people seeking resources, media. The homepage introduces the mission; the navigation directs different audiences to the right content.
Data-driven content. Road safety statistics, research summaries, and advocacy resources — content built to rank for informational searches and be citeable by journalists and researchers.
Donation and engagement flow. Optimized donation pages, recurring giving options, and petition/pledge mechanisms for advocacy engagement.
News and media center. Press releases, media kit, and spokesperson contact — building credibility with journalists who cover traffic safety.
Mobile-optimized throughout. Advocacy content gets shared and consumed on mobile. The site performs well on all device sizes.
The Results
| Metric | Result |
|---|---|
| Monthly visitors | 20,000+ |
| Increase in online donations | +15% |
What This Project Taught Us
Nonprofit sites require more trust-building work than commercial sites. Every page has to answer: “Why should I believe this organization and act on what they’re saying?”
The 20K+ monthly visitors reflect a content strategy that attracted people searching for road safety information — people who found the site through search, not just direct traffic. That’s the difference between a brochure site and a content-driven digital presence.
Note: We also built the AUADD mobile app (iOS + Android) — see AUADD App case study for the Flutter development project.
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