Non-Profit Website Design Case Study for Jay Fund

The Tom Coughlin Jay Fund Foundation, established in 1996, serves a critical mission: providing financial, emotional, and practical support to families tackling childhood cancer. With a footprint spanning Northeast Florida and the New York/New Jersey metropolitan area, the organization required a digital presence that balanced its prestigious NFL heritage with its deeply empathetic mission.

The Challenge

Building Branding and Technology

The Challenges

1. Dual-Market Identity: The Jay Fund operates in two distinct geographic markets (Jacksonville and NY/NJ). The previous site struggled to make these unique service areas apparent, leading to confusion for both donors and families seeking help.
2. Brand Balance: The organization sought a “60/40” or “65/35” split between its non-profit mission and its football roots. The challenge was to maintain the legacy of Coach Tom Coughlin while leading with empathy for families in crisis.
3. Complex Navigation: The website must cater to three primary audiences—donors, patients/families, and corporate partners—ensuring each group can find their path within 1–2 clicks.
4. Integration of Systems: To streamline operations, the new site needed to transition and integrate multiple third-party platforms, including Blackbaud NXT for donor management and OneCause for peer-to-peer fundraising.

Take a look at Jay Fund’s Non-Profit New Website!

tcjayfund.org

At Fisher Agency, we don’t just build websites; we build partnerships based on purpose. Helping Jay Fund translate their mission of dignity and respect into a digital reality was a privilege.

The Impact

A Digital Extension of Care

Our team delivered a comprehensive suite of services designed to modernize the Jay Fund’s digital ecosystem:.

Key Outcomes:

• Website Redesign & Development: A sleek, clean layout built on WordPress, optimized for both desktop and mobile users. This included creating dedicated landing pages for mobile to ensure seamless navigation for families on the go.
• Savvy Vision Brand Strategy: A total refresh of the brand’s visual identity, including an expanded color palette incorporating “Jaguars Gold” (representing childhood cancer) alongside their traditional Giants Blue and golf-inspired green.
• Donor & Platform Integration: We successfully nested NXT forms directly into the website to keep donors on-site and integrated OneCause for event management.
• Content & Storytelling: Redesigning the “Patient Stories” and “Impact” sections to focus on emotional storytelling. We implemented an interactive “Key Moments” timeline to celebrate their 31 years of impact.
• Search Engine Optimization (SEO): A full SEO strategy to increase visibility in target markets, focusing on keywords related to childhood cancer support and financial assistance.
• Google Ads Management: Managing the Jay Fund’s advertising grant to drive ticket sales for signature events like the Wine Tasting Gala and Celebrity Golf Classic.
• AI Support Center: Implementation of an AI-powered chatbot to help families and donors find immediate answers to frequently asked questions.

The Results

The new website serves as the hub for the Jay Fund’s 31st-anniversary celebration. By focusing on non-profit website design in Jacksonville, FL, we created a platform that honors the promise made to Jay McGillis while providing over $39 million in support to more than 6,400 families since 1996.