Once Upon a Website (It takes two…)

This post originally appeared on ‘Round the Square.

Chorus America

The new Chorus America website launched earlier this year.


Lessons learned from the client perspective—our friends at Chorus America share lessons learned during a major website project.

In the fall of 2010, we were lucky enough to be selected by Chorus America—the national service organization for choruses, choral leaders, and singers—to collaborate with them on a complete overhaul of their website. For non-profit membership organizations, websites are crucial. Not only must they communicate value, drive earned and contributed revenue, and market programs and services—they’re also often a primary means of delivering programs and services to the field. We’ve had plenty of experience over the years collaborating with non-profit cultural groups and membership organizations (including Chorus America’s peer in the orchestra world, the League of American Orchestras), and felt confident we were an excellent fit for the project.

We learned many things over the ensuing year, but what really sticks out is how excellent a fit the client was for this project. The team at Chorus America was prepared, hands-on, and ready to roll from the get-go. They understood that a project of this stature requires engagement at the highest levels of their organization, and that they would be partners in crafting the strategy and vision for the new site. Perhaps most importantly, they dug in and took ownership of their content.

Fast forward to earlier this year and the launch of the new Chorus America website. We’re certainly proud of the strategy, information architecture, design, and development work that ultimately led to their new website—one that places Chorus America’s value front and center, and dynamically connects individuals in the field with the information they need to do their jobs, further their careers, and advance their organizations.

But so much of the credit must go to the team at Chorus America, and we encourage anyone considering a major website project to read their story: Once Upon a Website (How Building a Website Can Transform an Organization) shares lessons learned from Chorus America’s point of view. It’s an excellent, honest piece.

Fit matters. And success always takes two.

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