Helping Users Engage Tax Policy
Analytics and thoughtful web design helped this Nonprofit increase engagement
NTU wanted to focus on their mission rather than diverting away from what they did best.
The team at the National Taxpayers Union, NTU, creates content that informs taxpayers on current issues. Their articles showcase detailed information on representatives and their stances on tax policies.
Thoughtful Website Design
NTU, the National Taxpayers Union, is a 501c4 nonprofit organization focused on being the “Taxpayers’ Lobbyist.” Per their website, their mission is to achieve favorable policy outcomes using the most effective pro-taxpayer team on Capitol Hill and in the states. The ultimate marker for success would be educated and engaged voters, supporting their position.
Stronger Content Engagement
After launching the redesign, visitors time-on-site has increased by 34.71% since 2015. The number of sessions per user has also increased by 4.95%.
What this means is visitors to NTU’s website are engaging with more content. This metric means that visitors are reading more. These engaged users are far more likely to become advocates and donors of NTU.
These results speak to the success of the site design as well as NTU’s digital content strategy.
In 2017, NTU worked with a state partner on a policy that connected with NTU’s mission on a national level. Our digital partnership allowed them to focus on their grassroots effort. We set up a page that coordinated efforts with a petition from both NTU and their partner in 24 hours.
“Instead of them focusing on “how to make a field” or “where is this supposed to go”, they were able to tell us what they need and we were able to build it. They were able to focus on organizing people on a local level and having their talking points ready.”
As their full stack partner, we noticed some trends on their site. There were a few pages that were receiving a majority of their traffic. These were questions like who pays income taxes
“We ended up building this into an entire section of the site and it ended up changing their strategy on what research they were going to be doing for the upcoming years.”
eResources recommended tying a call-to-action when publishing their in-depth research. Online campaigning works by building small donation widgets into articles on specific issues. We built a custom widget where visitors can donate to the issues that they feel strongly about.