The typical pro football player’s career is over after only three years and can end quite abruptly, making the shift to life after the NFL a formidable experience. Serving former San Francisco 49ers, The Golden Heart Fund (GHF) provides “a bridge that eases this transition” by providing quality, personalized support from peers who understand the challenges.
 
In order to garner more support, GHF needed a clearer value proposition, one that lent itself to communicating their unique benefits to both supporters and clients. It had to be crafted in such a way to compel donors to give. Plus—understanding the courage and humility it takes to ask for help—the value proposition also had to maintain the dignity of the players doing so.
 
Moreover, following a leadership transition, the organization needed to leverage improved messaging and expanded impact goals through a quickly redesigned website. The goal was to achieve greater donor reach and fundraising success when launching their soon-to-happen annual Golden Heart Run event.