Lake Lanier is located in North Georgia, about an hour’s drive North of Atlanta. The lake has 692 miles of shoreline and borders five counties: Hall, Forsyth, Dawson, Gwinnett and Lumpkin. The Lanier Fuller Center chapter was established in 2013 to serve the counties surrounding the lake. Not long afterward, one of the original board members created a website to serve as a landing place for potential volunteers and donors. Unfortunately, as with everything technology-related, the website had become outdated and ineffective. A new website was needed.
Starting as a volunteer through Grace Chapel, Connor Jordan began learning about Fuller Center and how the Lanier chapter raises funds, secures building materials, and coordinates volunteer efforts for their Greater Blessing Program.
Initially, as a way to help spread the word, he came up with a plan to reinvent how board members can tell their story. Realizing there was no “one-size-fits-all” story to tell, the message was broken down into specific storylines based on the audience. In other words, a conversation with a potential corporate sponsor is very different than one with a church youth group wanting to volunteer.
Having defined audience “personas,” Connor developed talking points based on each personas motives for being interested in supporting The Fuller Center. The new direction in messaging was approved and adopted by the board. For each newly defined audience there is now a specific flyer that can be distributed.
Based on the simple concept of making the audience the centerpiece of the messaging, plans quickly evolved to include an update to the online presence for the Lanier chapter. New imagery was procured and/or designed. A LinkedIn company profile was created. And, now, a new website has been published. With the new digital assets in place, Lanier Fuller Center is poised to increase awareness, sign up more volunteers, accept more financial contributions, and continuing serving the community.