Join the Fight

Background.

When Texas Jump$tart set out to inspire young Texans to take control of their financial futures, the goal was clear: create a powerful platform to unify and mobilize educators, students, parents, legislators, and financial institutions. With a fresh website, an interactive member portal, and a cohesive communication strategy, the Join the Fight campaign galvanized support across the state, delivering tools and resources that amplified financial literacy education like never before.

Challenge.

Since its founding in 2003 by the Texas Credit Union Foundation, Texas Jump$tart had been an advocate for financial literacy. But after being reorganized under new leadership in 2015, the organization recognized it needed to evolve dramatically to remain relevant and impactful.

The organization’s traditional outreach methods were becoming increasingly obsolete. Labor-intensive and limited in scope, these approaches struggled to meaningfully engage a diverse, tech-savvy audience of educators, students, and advocates across Texas. Expanding membership and creating genuine connections seemed like an insurmountable challenge.

At the core of their struggle was a fragmented resource ecosystem that hindered collaboration and communication. Information was scattered, making it difficult to provide cohesive support and demonstrate the organization’s value to potential and existing members. They needed a transformative solution that could unite their community and amplify their mission.

The Join the Fight campaign emerged as their strategic response, a digital platform designed to be more than just a website. It would serve as a dynamic epicenter of financial literacy advocacy, drawing together educators, students, parents, legislators, and financial institutions under a unified mission of empowering young Texans with critical financial knowledge.

Campaign.

Relationships were central to the mechanisms behind Texas Jump$tart’s activities, whether they were creating awareness, sharing best practices, or forming collaborative partnerships among diverse financial education champions. So when Texas Jump$tart approached us with their goal to design their website and develop a membership platform, we looked at how we could build on these relationships to increase both membership and membership renewal.

Naturally, the ‘Join the Fight’ campaign evolved out of the idea of creating a singular, multi-purpose platform that would connect the community and energize the cause.

We first developed the art direction with a keen focus on what would matter to members, targeting diverse demographic groups such as teachers, students, parents, lawmakers, and other financial institution members. One crucial element in the development of the website, member portal, and knowledge base was a clean-cut information architecture, guiding users to relevant resources, information, and other support in a friendly and stress-free manner.

With the art direction, the website, a member portal, and knowledge base, the final touches to the ‘Join the Fight’ campaign included an assortment of targeted sales copy to better communicate the value-added proposition and scale engagement to new audiences with clear, action-orientated information.

Results.

The Join the Fight campaign revolutionized how Texas Jump$tart connected with its members, fostering unprecedented growth and engagement:

• Membership enrollment increased by 37%, with the highest-ever renewal rate of 70%, a milestone in the organization’s history.
• Membership funds surged by 300%, thanks to automated processes and an enhanced value proposition.
• Texas Jump$tart hosted its most successful Financial Literacy Summit and teacher workshops, drawing record attendance and engagement.

By creating a digital platform that empowered members to champion financial literacy, the Join the Fight campaign amplified Texas Jump$tart’s mission and laid the foundation for sustained impact across the state.

FIVE

The ‘Join the Fight’ campaign depended on an interactive, user-friendly space where Jump$tart could actively support the cause of financial literacy and reinforce the organization’s awareness efforts and events with a value-focused membership program.

The website, member portal, and knowledge base were fundamental to converting new members and ensuring membership renewal. With the art direction and sales copy, however, we were able to scale the brand’s reach to connect with more diverse and relevant audience segments.

ONE

The idea behind the ‘Join the Fight’ campaign was a unifying effort galvanizing influential, like-minded individuals to take action and support the cause. From this core strategy, we could heighten the utility of the platform and foster engagement with a communications platform and knowledge hub specifically designed for teachers, students, parents, legislators, and financial institution members.

TWO

Following the campaign, Texas Jump$tart experienced continual membership growth with its highest-ever rates of membership renewal in both 2018 and 2019. From this brand loyalty, we were able to spur referred demand. With new member enrollment increased by 37%, Texas Jump$tart had its most successful new membership roundups, teacher workshops, and Financial Literacy Summit in the same years.