In 2004, Message Agency developed and implemented an identity campaign for this health agency as a way to target a highly diverse community—not only regarding sexual orientation and gender identity, but also in terms of race/ethnicity, education levels, income levels, and health care needs.

To ensure consumers are not flooded with information irrelevant to them and their interest is not lost, our solution was to develop a branding strategy that emphasized how health consumers can customize their experience with Mazzoni by obtaining the services and information relevant just to them. The “My Mazzoni” branding concept has been implemented in print and on the website. On the site, consumers can establish “My Mazzoni” accounts and select areas of interest for content filtering.

In 2010, Mazzoni Center approached Message Agency about porting their existing site to Drupal and refreshing the original branding campaign we developed over 6 years ago. We developed a fresh look and feel, included several interactive elements on the home page, and reorganized content to make it more accessible and discoverable. We also were asked to implement and integrate Salesforce for agencywide contact management, and worked with Sputnik Moment to deliver this solution, which goes live in July of 2011. We began with a thorough requirements engagement to define all of the features that were needed and arrive at a realistic budget.

Project highlights include:

• Online Fundraising Pages, that allow Mazzoni Center supporters to create online personal fundraising pages that assist them in soliciting and receiving donations on behalf of Mazzoni Center. The pages include the ability to invite users, send updates to subscribed users, post updates (journal), receive donations on their pages (and sum donations for each user), as well as post photos. The total amount a user raises online is tallied and presented on their pages.
• Searchable Online Guides. We are “digitizing” the various guides that Mazzoni currently prints and make them available, as well as searchable, online. These guides include the Lesbian Health Guide, the Transhealth guide, and a Youth guide. Mazzoni staff can manage and update the guide listings online and then export the up-to-date versions to an Excel Spreadsheet for print production.
• Salesforce Integration. The integration includes contact management, donations, online fundraising pages, program inquiry forms, event registration, and a new Webform Campaign feature that allows admins to generate custom campaigns with advocacy or fundraising components that pass user data to Salesforce.