Writing Samples

Communications Audit

Background

GiGi’s Playhouse is a nationwide nonprofit organization that is devoted to promoting acceptance and providing opportunities to individuals with Down syndrome and their families. While Down syndrome is the largest chromosomal disability in the United States, it is the least funded. GiGi’s Playhouse is dedicated to a lifetime commitment to those with Down syndrome and their families. Our client is GiGi’s Playhouse Raleigh, whose magic blossomed on June 18, 2016  by a group of individuals that have had great influence from those with Down syndrome. Their current president, Michelle Pfeiffer, was influential to the start of the Raleigh location. 

The original GiGi’s Playhouse began in 2002 at Hoffman Estates, IL when Nancy Gianni gave birth to her daughter, GiGi. Nancy had a vision to ensure her daughter’s success, which then blossomed into what we know now as GiGi’s Playhouse. 

GiGi’s Playhouse Raleigh offers more than 30 programs for prenatal assistance to adults. All programs at GiGi’s Playhouse are free of charge. Some programs GiGi’s Playhouse offers are educational, therapeutic-based and career development programs. GiGi’s Playhouse offers programs for all ages, and some are particularly tailored to individuals of specific age brackets: early learners (ages zero to four), school-age learners (ages five to 12), teenagers (ages 13 to 17) and adults. Programs are devoted to advancing literacy, math and motor skills. Programs are led by professional therapists and teachers. 

GiGi’s Playhouse has an ongoing campaign, called the “I Accept You” pledge. People who take the pledge become a part of #GenerationG. People who are a part of #GenerationG have the chance to be a part of ongoing initiatives, programs, and events that GiGi’s Playhouse is offering to show their solidarity and put an end to bullying and prejudice those with Down syndrome face. The goal is simple, join the movement and send a global message of acceptance for all. More ways you can spread acceptance are available online at their website. 

In order to function as an effective nonprofit organization, GiGi’s Playhouse heavily relies on support from volunteers. People can register to volunteer online and can commit to volunteering either once a week or once a month. People can register as program leaders or program volunteers, but it is preferred that program leaders have experience in education or developmental, occupational, physical, and behavioral therapy or social work and special education-related fields. 

GiGi’s Playhouse Raleigh also has a few events throughout the year that are critical to securing funding to ensure their programs remain totally free. Each year, GiGi’s Playhouse Raleigh hosts a Gala. They also have their yearly GiGiFIT Acceptance Challenge. More information about their year-round events can be found on their website. 

Strengths 

GiGi’s Playhouse benefits from having an omnichannel presence with cohesive uses of a strong color palette, well organized webpage information, and strong messaging. This allows GiGi’s to not only establish a strong sense of brand identity, but also a profound storytelling that users and people who visit the website can engage with consistently and meaningfully. This sense of engagement combined with strong messaging will prove to foster long-term engagement as well as strong performance for the nonprofit. By continuing to use strong messaging, GiGi’s Playhouse builds trust with its audience which in turn, allows for maximum enjoyment for users and potential members/donors, as well as increasing involvement from the broader community in the form of volunteers. 

GiGi’s Playhouse’s main strength is its power in storytelling. Using video platforms such as YouTube, Instagram and their owned media (website), GiGi’s is able to tell a story from a point-of-view that not very many people get to see. These stories range from how GiGi’s is supporting their community and their community’s families, stories of their different programs and powerful testimonials that leave potential users feeling as if they too can make a difference in their community. This storytelling and the way it makes potential users feel is an important part of being a nonprofit, because without people feeling like they should or need to support, you are left with a nonprofit that is not able to achieve its mission.

Lastly, GiGi’s Playhouse’s website is organized in a way that allows users to find all the information they need in an easy-to-follow manner. GiGi’s Playhouse provides many programs that can be difficult to organize, but the way in which the nonprofit organizes its site, it is easy to find all of the information needed for people who want to learn more and for people who might want to sign up for their programs. Menus are a great way to organize websites, and GiGi’s does it spectacularly, along with its easy page organization for easy readability. GiGi’s also uses keywords to maximize SEO to help people navigate to their website depending on their interests or search engine inputs, connecting people in the community and the broader world to their mission and pillars. 

Weaknesses

GiGi’s Playhouse’s website is very well done, but has a few weaknesses that may be addressed. The website design does not seem to be compatible with all devices, appearing disorganized and slightly difficult to use on some cellular devices. Some of the older iPhones in particular seem to have this problem. This could be troubleshooted and improved so everyone can enjoy the website from the phone. 

Another thing that GiGi’s website lacks is linking the website to their social media pages. There are icons and links, but it could be useful to have some photos or posts directly connected. This way users will be able to efficiently navigate between the website and social media, encouraging them to connect on different platforms. 

The About Us page does not have individual contact information. It would be helpful to add one or a few contacts of individuals on the board who are able to provide personalized information. This might help engage families and make reaching out feel more personal. A list of employers would be helpful as well, so people know who to expect to see/work with on site. A directory could be helpful for families to connect with each other as well. 

The event list could also be more updated and offer a bit more explanation for different things coming up. There is a good depiction of program opportunities, but it can be overwhelming to see everything at once, so there is room to improve with display. Perhaps a simple list of programs and events with dates could be easily viewed and understood. 

The website lacks testimonies or examples of programs in practice, which would be beneficial for the website. There are no interviews or videos of the programs online to view easily. Participants could talk about why they love GiGi’s and how they have grown. There could also just be some filming from programs to show how they typically run and what to expect. 

Opportunities: 

As a nonprofit organization, there are several opportunities that GiGi’s can rely on for growth and awareness. To start, the website can be utilized as a volunteer hub. Information about ways to get involved with the organization should be kept current and straightforward so that new and returning volunteers can quickly access news. Fundraising options should also be front and center on the website. As a nonprofit, GiGi’s needs to collect donations to continue running. The website is a good place to make a quick and easy donation in a low-stress way. For individuals already involved in the organization, the program page and calendar is an opportunity to share information in a single place. As long as the website is easy to access and understand, it can become a one-stop shop for information. 

Another opportunity is the authenticity of GiGi’s. Part of what makes GiGi’s so wonderful and impactful are the people. The stories of overcoming fear, finding a community, and breaking boundaries are inspiring and heartwarming. The website is an opportunity to see prove of the love and family that GiGi’s provides. Posting photos and videos of events, honest blogs about experiences, and providing in-depth profiles about real people can show the love GiGi’s has to an average viewer. Photos and videos should be utilized as much as possible on the website because viewers are more likely to connect to the story and mission when they see they people they are supporting. 

A third opportunity is the Triangle area. Duke, N.C. State, and UNC-Chapel Hill are three amazing resources for volunteers, fundraising, and awareness. Utilizing the alumni base and current students at these universities is a powerful tool. GiGi’s currently offers internships and service-learning partnerships with these schools, and they should continue to do so. For example, the relationship GiGi’s has with the N.C. State Football team has raised awareness and created lasting bonds with the football players. Asking to be on newsletters, email chains, and on sponsorships lists involved with the three universities can help spread the word about GiGi’s. 

Threats: 

GiGi’s Playhouse Raleigh faces several threats that require attention. From financial vulnerabilities to potential challenges in maintaining online engagement and brand consistency, these threats highlight the importance of devising strategies that secure the organization's continued success in fulfilling its mission.

One of the biggest threats facing GiGi’s Playhouse Raleigh is financial instability. As a nonprofit organization, GiGi’s relies heavily on donations and community support to run its programs and services. Convincing the public to donate and participate in fundraising events is crucial to securing the organization's finances. Without sufficient funding, GiGi’s may struggle to maintain its free programs and services for individuals with Down syndrome and their families.

Another significant threat is the risk of decreased traffic to the organization's website. In today’s digital age, maintaining an active online presence is crucial for nonprofits to engage with their audience effectively. To address decreasing viewership, the website must be consistently updated with fresh content and information. Regular updates will not only keep visitors engaged but also encourage them to return to the website for new information and resources. Failure to do so may lower exposure and importance within the community.

Given GiGi’s Playhouse’s nationwide presence, following a strict theme for all media outlets poses a challenge, particularly in web development, as each site must follow a specific format required by the organization. This need for uniformity may limit creative freedom and flexibility in web design, potentially hindering the effectiveness of GiGi Playhouse Raleigh’s, individual location’s online presence.

Lastly, any negative publicity or controversies associated with GiGi’s Playhouse Raleigh could hurt the organization's reputation and weaken community support. Negative press or public perception may deter potential donors, volunteers, and program participants, impacting the organization's ability to fulfill its mission effectively. Therefore, proactive measures must be taken to address any potential sources of negative publicity, safeguarding the organization's reputation and integrity.

Team Recommendations: 

The educational programs highlighted on GiGi’s Playhouse’s website could include testimonial video from people who are in those programs or completed the program. Testimonials are a great way to showcase aspects of a nonprofit like GiGi’s Playhouse with the added benefit of being personal. Hearing testimonials from people who are actively involved in those programs helps viewers form a better idea of how the program will benefit people who want to join. Not only will testimonials help inform and engage people who want to participate, but these also help sway stakeholders, or people who are willing to donate their earnings to the nonprofit. This is important to remember because the funding for these programs is strictly provided by donors who are willing to make donations. These testimonials can serve as a powerful tool for GiGi’s Playhouse to integrate not only on the programs pages, but any page where a message combined with a mission is present. 

The GiGi’s Playhouse website has a ton of fantastic information, but it can be difficult to find what you’re looking for with so many headers and sections. The website could simplify some of the content and narrow down the headers to include fewer tabs to click on and have more information consolidated in each section. Adding a search feature could also be very beneficial for the website. Allowing users to search for what they’re looking for would help them find the information quicker and make the page seem less overwhelming. When users can navigate the website with efficiency, the programs and opportunities at GiGi’s can be found more easily and more people can be involved. Another resource on the website that could be easier to navigate is the contact information found online. It would be beneficial to include some of the board members and staff’s contact information so individuals can reach out to them instead of a generic GiGi’s account. This would allow for more personal help and help narrow down inquiries and questions people have. Participants and volunteers may feel more guided and comfortable when knowing who they are speaking with. 

Another suggestion would be to highlight the amazing community partnerships the Raleigh Chapter of GiGis’ has. This could be as simple as a feature story on the home page or a subpage under the About header. The Cary Police Department and Cary Fire Department are frequently involved in GiGi’s events, such as the World Down Syndrome Day Party and the GiGiFIT Acceptance Challenge. GiGi’s also has a 6-year relationship with the N.C. State Football Team. In August, individuals with Down syndrome get paired with a buddy on the team, and they participate in a day of fun activity in Carter-Finley Stadium. All of these great relationships deserve to be shared and highlighted on the website. New visitors can see these stories and feel reassured by the true community involvement GiGi’s provides. There are local restaurants that regularly support GiGi’s events as well, like Shake Shack. Posting information about annual events or collaborations with these businesses could encourage community members to visit. The Raleigh Chapter of GiGi’s Playhouse has worked so hard to connect the Playhouse with the Triangle Area, and these partnerships deserve to be celebrated and displayed.