With the participation of over 1,000 community members, $7.4 million in funding secured, and 2.2 acres purchased, the RICH project is becoming a reality to the communities who need it the most. The first-of-its-kind hub will provide 115 units larger, affordable housing units, a global village market for small business growth, and emergency and direct services for refugee and immigrant families in San Diego.

As the PANA team builds connections with funders and communities, they needed a microsite that would engage folks for the long-term.

RICH Board Members’ meeting 2024 / Photo Credit: Randy Torres-Van Fleck

Determining Priorities.

PANA is known for their ability to collect feedback and uplift their constituents’ perspectives, so gathering the goals and desired actions of microsite visitors was an easy process. The primary actions were identified as:

• Donate to RICH, especially smaller tangible projects within the RICH hub
• Reach out to become a partner, for larger funders and organizations
• Follow the status of the RICH project
• Get to know the people behind the scenes

Designing for Multiple Audiences.

Although PANA had recently rebranded, the RICH project is a collaboration with 15 other community organizations, so marketing RICH required a subtle nod to PANA without being too overbearing. The brand for their microsite utilized the same typography and feel as PANA’s, but we flipped the color palette and used a more selective color dosage that would be unique to RICH. Throughout the microsite are technical drawings of maps, buildings, and foliage to communicate the work in progress.

Taking Action.

Through the Get Involved section of the microsite, donations are solicited from individual donors and larger funders and organizations. For the individual donor, a donation form is presented alongside progress bars for multiple projects within RICH. These progress bars are connected to fund designations in their fundraising platform Little Green Light, so that each donation is tallied and reflected in the progress bars automatically.

For the larger funders, they decided to highlight their progress in four major phases of funding. This shows that there is funding momentum behind them and further opportunities to get involved.

The microsite also included a timeline to understand the project from a long-term perspective. The PANA team also has access to multiple CMS collections including a blog to make announcements and update visitors on their progress, a team and board member section to post bios and photos of the people behind the scenes.

Visit the live microsite at globalvillagesd.org. Special thanks to Nesima Aberra and Stephanie Ong at Change Consulting for the content guidance and marketing magic.