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CASE STUDY
A Website Built to Promote Insight, Not Products
Donlon Agency partners with public health organizations, nonprofits, and universities to raise awareness, inspire giving, and drive meaningful philanthropic impact.
As the agency evolved, its website needed to do more than describe services. It needed to reflect how Donlon actually works, which is by leading with insight, sharing generously, and helping organizations navigate complex fundraising challenges.
The goal of the website refresh was to create a site that positioned Donlon as a trusted authority in its space, one that attracts the right partners through clarity, usefulness, and confidence, rather than traditional agency promotion.
THE SITUATION
Creating a Destination
After eight years, Donlon Agency was established and recognized among competing agencies and NCI-designated organizations. Their goal was to re-design their website to reflect the stability, innovation, and expertise of the organization. They also wanted the website to still feel alive and relevant without the grind of consistently creating content. The challenge was to rethink the site not simply as an agency brochure, but as a destination. A place where prospective partners could immediately recognize Donlon’s perspective, insight, and experience.
THE SOLVE
Showcasing Expertise
A Brave New worked with the Donlon Agency to completely reimagine the website around a clear set of guiding principles that shaped both structure and design. These were:
Lead with expertise and generosity
Rather than centering the site on services, we positioned content as the primary attraction. The new site functions as a content hub designed to surface Donlon’s thinking, experience, and point of view — all while still serving as the front door to the agency. This approach allows visitors to engage with Donlon’s expertise first, building trust before ever encountering a sales message.
Sales takes a backseat
Service and capability pages were intentionally streamlined and focused. Instead of broad descriptions, these pages clearly communicate Donlon’s leadership in healthcare, cancer center fundraising, and university alumni engagement, along with its comprehensive offerings and results-driven approach. Clear pathways make it easy for prospective partners to understand how to get started without overwhelming them.
Content-focused, but not content-dependent
Because content is a core element of the site, we designed the experience to feel rich and complete regardless of publishing frequency. Layouts are flexible, and the design emphasizes themes and insight over volume. The goal is to maintain a sense of relevance, clarity, and momentum.
Visually, the refreshed site balances professionalism with approachability. Clean structure and restrained design choices reinforce Donlon’s authority, while warm language and thoughtful storytelling reflect the human impact of the work.
THE RESULTS
A Stronger Path to Long-Term Growth
The refreshed Donlon Agency website positions the organization as a clear leader in its field. By shifting the focus from selling services to sharing expertise, the site creates a more authentic and compelling entry point for prospective partners.
With a flexible, durable design and a clear articulation of Donlon’s strengths, the new website supports long-term growth, reinforces credibility, and better reflects the way Donlon builds trust and delivers results for mission-driven organizations.
