ACLU of Northern California

democracy thrives when everyone’s voice is heard

introduction

Community Input Identifies Project Outcomes


Based on our shared values, rootid and ACLU of Northern CA believed a successful project would require us to create space for a diverse set of opinions and lived experiences.

rootid designed a staff and community input process that helped elevate navigational and content challenges on the existing ACLU of Northern CA site. After 10 years of very active content generation, the community reported that it was often hard to identify what content was most important.

Internal staff members reported that they frequently used the site to share resources with grass roots organizations and communities. But, as content had grown over time it was harder to find and share.

Work Completed:

visual rebrand
content strategy
user experience
website design
drupal 7 -> drupal 9 migration
data-driven website optimization

links:

aclunc.org


Visual rebrand

A National Brand that Reflects a Local Community

As part of a national network, the ACLU of Northern CA uses ACLU national brand guidelines for visual brand and marketing. Staff members and community members both expressed that they wanted to have a unique visual identity within that system.

rootid carried out a visual brand development process that stayed within the national organization guidelines, but closely reflected local community input. Through stakeholder interviews, surveys and staff listening sessions, rootid’s brand strategy team developed a unique visual identity that was a closer reflection of the community.

woman with megaphone

content strategy

Building an Audience-Centered Content Strategy

By developing values-based target audience profiles, rootid helped the ACLU of Northern CA create a site navigational structure that made it easier for staff members to find resources.

Rather than the navigation mirroring departmental structures, our user experience team used audience profiles and analytics to identify key navigational pathways on the site that would help audience groups find content more easily.

We also created better search capabilities and update the interface design to reduce large blocks of text and make navigation on mobile devices easier.

Drupal Website Design

Empowering Staff to Manage Content

One of rootid’s core beliefs is that clients feel empowered to manage their own websites. rootid should never be a bottle neck in getting important content and messaging out to an organization’s community.

With more than 15 content contributors, the ACLU of Northern CA produces a lot of content! Working together, the ACLU of Northern CA and rootid developed a staff training program that helps new staff members quickly and easily release digital content.

Drupal 9 web development

Making Complex Web Pages Easy to Create and Manage – No Code Necessary!

rootid builds Drupal editing experiences that are intuitive and easy to use. It allows the ACLU of Northern CA staff to build flexible and complex layouts using a library of components (think like a set of legos). No code necessary!

With a simple drag and drop experience, editors can move staff around the page and create dynamic interfaces that have been proven to increase user engagement and improve mobile experience.

website optimization

Increasing Traffic through Content Optimization

As one of the thought leaders around civil liberties, the ACLU of Northern CA produces a lot of powerful resources that answer some of the most pressing questions of concerned and impacted citizens.

What are my rights when interacting with police?
What are my rights when it comes to abortion access in California?
As a student what are my rights to privacy?

rootid’s strategy team leveraged organic search optimization strategies to help the ACLU of Northern CA’s communications team grow online site traffic to these target pages. Through interface testing we have been able to increase this traffic into donors, email subscribers and activists.

website analytics & reporting

Google Analytics 4 & Custom Reporting Dashboards

As one of the thought leaders around civil liberties, the ACLU of Northern CA produces a lot of powerful resources that answer some of the most pressing questions of concerned and impacted citizens.

  • What are my rights when interacting with police?
  • What are my rights when it comes to abortion access in California?
  • As a student what are my rights to privacy?

rootid’s strategy team leveraged organic search optimization strategies to help the ACLU of Northern CA’s communications team grow online site traffic to these target pages. Through interface testing we have been able to increase this traffic into donors, email subscribers and activists.