The Challenge

Navy Memorial was falling short of its goal of registering all Navy veterans in its Navy Log. Of more than 5,000,000 eligible veterans, only 7.4% were registered and, because communication between them was difficult, participation was low. Navy Memorial offered a wealth of interactive features, merchandise, and information about its real-world site in Washington, but inconsistent branding and navigation led to further disengagement among members and potential donors.  Navy Memorial wanted to find a way to increase its visibility to the public and make it easier for their existing and potential new members to use and actively participate in the Navy Log.

The Solution

iBelong utilized its Engagement PlatformTM, its expertise with nonprofit best practices, and viral networking tools to redesign the Navy Log, organize the Navy Memorial’s content in an intelligent way, promote new features and provide a scalable social network that:

• Empowers the Navy Memorial to reach out to new members and potential donors via viral web marketing tools, intelligent navigation and consistent branding.
• Energizes existing members on the iBelong Platform by integrating an expanded database with new functionality that includes, groups, news, calendars, blogs, documents and photo galleries.
• Engages new and formerly excluded members, enticing them to participate by joining mailing lists and creating communities

The Results

The Navy Memorial’s new network of micro-communities is creating a consistent connection between all of the various groups within the Navy Memorial universe, using iBelong’s web-based tools. Registration in the Navy Log has increased, and navigation through all of Navy Memorial’s web properties has improved, thanks to a new, more cohesive design. Members have found the tools easy to adopt, and are actively using them to form groups where they share photos, events, news memories and more.