Untangling messages and code-shifting was paramount. For instance, a diverse collective impact model has its advantages but when it came to message implementation on the Lift To Rise website the messaging felt scattered, with everything from local community events to complex public policy analysis shared on the same platforms, with the same tone and to a broad audience. This lack of focus made it difficult to clearly convey the vision, mission, and value of Lift to Rise and the associated Community Actions Network (CAN). The CAN’s strategic roadmap, a 2-year Action Plan, was buried in a PDF on their website, making it even harder to access. Our task was to bring that plan to life, using it as a consistent thread across communications that could engage a wide range of groups—residents, developers, politicians, and more. Untangled, relatable, and topical.

Our role was to elevate the current brand, providing a more defined hierarchy in typography, a consistent icon system, an expanded color palette, and defined tone/voice to aid in brand recognition, messaging, and polish.

The previous website relied on a single call to action across all pages: directing users to a PDF of the CAN’s Action Plan, which primarily targeted those in the affordable housing sector. After reviewing the site’s Google Analytics, we discovered a low click-through rate and a high bounce rate for the Action Plan. In response, we created a new, user-friendly platform offering relevant content for everyone—from advocacy opportunities to events, news, donations, and more. Instead of hiding the Action Plan in a PDF, we developed a comprehensive page highlighting key strategies, actions, statistics, and progress toward goals. We also amplified the voices of those most affected by the CAN’s work through the “Stories from Home” feature, which is integrated throughout the site.

To engage audiences at different levels of understanding and involvement, we employed a variety of communication tactics, including first-person narrative videos, animated infographics, social media, digital ads, and newsletters. Our discovery research showed the importance of focusing on positive messaging—spotlighting success stories from residents and coalition partners while highlighting progress on CAN goals. We centered our communications around three key pillars: advocacy, planning, and funding for affordable housing developments and increased economic mobility. Using rich, authentic photography, cross-sector quotes, impactful statistics, partner spotlights, news highlights, memes, and parody, we conveyed the core Lift to Rise message: when the sun rises, it rises for everyone.

Lift to Rise is always up to something. Whether at the White House, statewide policy roundtables, or local town halls, each event requires strategic communication plan to make an impact. Swell developed a suite of collateral, including social media templates, a 2022-24 Impact Report & Action Plan, petitions, digital invitations, email newsletters, and event landing pages, ensuring their messaging is both clear and effective.

Shortly after partnering with Swell, Lift to Rise saw a 33% increase in Facebook page views and a 56% boost in engagement. Their monthly newsletter open rate also climbed to 41%, which is 10 points higher than the average for nonprofits.

More importantly, Swell helped execute a successful bilingual grassroots campaign that secured a $15 million allocation in Governor Newsom’s 2022-23 state budget for Lift to Rise’s catalyst fund, supporting affordable housing production in the region. Swell designed a click-to-write campaign targeting members of the budget committee, which saw over 1,500 participants from the Lift to Rise community and a 34% conversion rate from open to completion. This funding will play a crucial role in helping Lift to Rise achieve its goal of 10,000 new affordable housing units by 2028.