Case Study

Gilda’s Club Twin Cities strengthens community connection through modern design and authentic imagery.

“So That No One Faces Cancer Alone™.” This is the philosophy of Gilda’s Club Twin Cities, which provides emotional, social, and psychological support for cancer patients. The Gilda’s Club Twin Cities clubhouse is a healing environment where community members learn from one another while receiving guidance from licensed mental health professionals.

Our Role

  • Blueprint / Strategic Planning
  • WordPress Website Redesign
  • Website Optimization
  • SEO Optimization

The Challenge:

Like most nonprofit organizations, Gilda’s Club has numerous audiences with unique values and needs. That challenge and an outdated web platform resulted in an ineffective online experience. Gilda’s Club came to ArcStone facing the difficulty of being unable to serve multiple diverse and unique audiences while communicating its mission online.

Their website was running into functionality issues due to a convoluted technical infrastructure and was experiencing insufficient integration with third-party systems. Their strong brand didn’t match their digital presence with inauthentic images and shallow content. We were excited to work with them and knew how to get this tremendous local organization a fresh digital start.

Our Approach

Our partnership with Gilda’s Club Twin Cities began with our blueprinting phase. We reviewed their website analytics at this phase and identified audiences, goals and objectives, website functionality, and necessary third-party integrations. These blueprints gave us the information to thoughtfully approach Gilda’s Club Twin Cities’ design and development.

After visiting Gilda’s Club Twin Cities, we understood how the space is integral to their work and how the people are the organization’s heart. Incorporating authentic imagery was essential for showing the culture and bridging the gap between digital and in-person experiences. The navigation needed to resonate with each of the core audiences.

We used the navigation to target their specific audience groups. These included healthcare professionals, volunteers, and families. Our strategy was to take the proper steps to understand these audiences to provide them with valuable and efficient content quickly and easily.

Year Over Year Results

Since its launch, we’ve seen a significant improvement in metrics for the Gilda’s Club Twin Cities website. Users, new users, and sessions have all seen an average of 20% increase. This indicates that Gilda’s Club Twin Cities is reaching the people that make up their target audience. New users are up over 20% yearly – speaking to the efforts put into the website’s functionality and value of their content. Blog post page views are up over 760%. Most importantly, more people are discovering Gilda’s Club programming and resources, increasing this incredible organization’s chance of helping even more community members. 

760% Increase

After a year of being live, the redesigned blog received over seven hundred percent more views.

20% Increase

Website users were also up twenty percent.

2,500% Increase

Compelling blog content drove a lot of search traffic, resulting in a more than two thousand percent growth in blog entrances.