American Lung Association – Online Overhaul

Project Description

The American Lung Association is the leading organization working to save lives by improving lung health and preventing lung disease, through research, education and advocacy. Charity Dynamics partnered with the American Lung Association to extensively explore their constituency before responsively redesigning their website and pushing the boundaries of the Blackbaud CMS platform.

Project Details

Client American Lung Association
Skills Strategy, Technology, UX Design
View lung.org


  • Seamless integration of all charter-based microsites under lung.org
  • Utilize IP address based geo-location to serve dynamic local content based on user’s state, including custom-built infrastructure for associating content with states
  • Enhance storytelling to highlight the organization’s impact on real people and increase engagement opportunities


  • Comprehensive constituency engagement analysis including surveys, interviews, and comparative analysis to develop baseline goals, establish target personas, and identify engagement paths to determine site architecture and creative strategy brief
  • Intensive evaluation of content structure of over 5,000 webpages to develop new streamlined site architecture organization
  • Display meaningful photography and highlight social media integration site-wide
  • Interactive wireframe process to outline layout and functionality


  • Designed a compelling, responsive, user experienced focused website to unify the organization internally while offering each defined persona a unique experience when navigating throughout the website
  • Creation and configuration of Blackbaud CMS instance and migration of existing content from Pagebulilder
  • Multiple, consistent wrappers to provide a seamless user experience across all Blackbaud Luminate Online modules
  • Complementary responsive email stationery and eNewsletter for use with Blackbaud-configured email campaigns and auto-responders

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