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Drawing a line between donations and impact.

The Tiger Athletic Foundation (TAF) is the primary fundraising engine behind Louisiana State University (LSU) Athletics, contributing to student scholarships, infrastructure development and enhancement, and to the overall growth of LSU's athletic program. They see themselves as the philanthropic “team behind the Tigers,” but by the outside world are often viewed as little more than a premium seating ticket office.

Making matters worse, donating to TAF has never been easy. Requiring significant effort, time, and money, the donation experience was complicated and disconnected from the real impact donations were having on LSU and the lives of student athletes, alienating an emerging segment of donors who wanted an easier way to give and to know how their donations were being used.


The human connection with students energizes donors. When looking at pictures of a finished project funded by TAF, donors don’t want to see an empty weight room. They want to see a weight room being used by real students.

Approach & Solution

Be where the action is at.

College sports is an experience–one that needs to be had first hand to truly understand it. So we took a trip Baton Rouge, and attended an LSU home football game to get the full donor experience. While at the game, we interviewed donors about why they donate and how they interact with TAF’s website and toured several TAF-funded facilities to see first hand how TAF contributes to the LSU athletic program.

Using what we learned from donor interviews and from workshopping we did with the TAF team while in Baton Rouge, we came to the conclusion that any experience we designed had to tap into the experience of LSU sports. We learned from donors that they care about specific sports and they care about student athletes, so we started here – with these stories guiding the entire design. For instance, we created entirely new sports pages so donors can learn about TAF’s impact on any LSU sport through facilities and student-athlete testimonials, and donate to specifically to that sport from there.

But also make it easy.

While compelling storytelling that connects personally with donor experience will inspire more giving, giving must still be easy and accessible. By simplifying the process of giving into three easy steps, removing the login requirement, and giving donors the option to donate any amount they choose, TAF donations can now be made by anyone, in a matter of seconds, to a specific team, sport, or project.

Using a mobile-first approach helped us simplify the experience, encouraging us to focus on communicating using bite-sized content


30 Sec

The time it now takes to make a donation to the Tiger Athletic Foundation


“Now our donors can truly understand the profound impact they are having on LSU athletics.”