YAI revamps site for better engagement

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Nonprofit the YAI Network has integrated its relaunched Web site with its online marketing, fundraising and advocacy system, with the goal of better engaging visitors. The organization's previous two Web sites focused on providing information about YAI's services.

YAI realized that more people who are interested in giving a donation, looking for a job or looking for training resources visit the site than parents wanting to learn about YAI's service, affirming it needed a change, said Stephen Freeman, COO of YAI.

"We found with our previous Web sites that people were using it for more than just to find out about our services," he said.

YAI is a group of seven nonprofit health and human services agencies providing programs for people with developmental and learning disabilities and their families. It has 450 community-based programs and offers conferences and training seminars. The site includes several blogs, a Spanish-language site and numerous training videos.

YAI partnered with Fenton Communications and Convio to relaunch the site. The portal's front end is integrated with the Convio CMS, a content management system for nonprofit organizations. It also integrates Convio's e-mail marketing platform with the fundraising and advocacy system used by the organization. Visitors can sign up to receive an online newsletter with information specific to their initial query.

The relaunched site will also play a bigger role in the organization's fundraising efforts. Last year was the first time YAI did an integrated online and direct mail fundraising campaign during the holiday season and it outperformed the previous year's appeal by 35%.

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