Case Study: System Reboot: How One Nonprofit’s Revamped Web Site Helped Deliver Its Message to the Masses


Company: Open Books Ltd. Timeframe: 2008 In a city where 37% of the adult population cannot read well enough to fill out a job application or read a simple story to a child, Chicago-based Open Books executives had their work cut out for them when they set a lofty goal: to make reading a fun and fundamental part of life for students at every level. Dedicated to raising awareness about illiteracy and improving reading skills, the nonprofit bookstore, literacy community center and volunteer corps has enjoyed considerable growth since its 2006 launch, boasting a volunteer workforce of over 700 and a program roster that includes everything from one-on-one reading with elementary school students to tutoring adults in basic reading skills. The organization's Web site was an integral piece of that successful outreach. However, in 2008, the team at Open Books wanted to streamline its marketing capabilities as well as more effectively spread the message of what every reader--not just those in the Chicago area--can do to combat illiteracy.

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