University of Florida Foundation

Going further, going higher, going greater

What we did
  • Copywriting
  • Website

The University of Florida Foundation engages alumni and organizations to advance the university’s mission through charitable donations. Donors were having trouble navigating the 6,000+ funds on the Foundation’s website, and online engagement was poor. The UF Foundation came to Parisleaf to reinvigorate their website, encourage online donations, and rethink the user experience behind that process. In addition, UF Advancement’s brand identity needed refinement in order to jell with the many other University websites – and perhaps even set a new standard for how UF websites should look and function.

We also created a dashboard that allows advancement staff to create fully custom engagement packages for specific donors. These include stories and funds that align with each donor’s philanthropic interests.


Within two weeks of launch, site traffic grew significantly. The Advancement website’s strongest two weeks are typically December 18 through December 31. In December 18–31, 2016, the old site saw 23,577 page views and 17,804 unique page views. In just the first two weeks after the new website launched, there were 33,792 page views and 26,369 unique page views. We’re on track to have over 400,000 total page views in the first year.

In the words of Jason Phenicie, the Foundation’s Director of Digital Communications: “I have truly enjoyed working with the Parisleaf team. We were looking for a creative partner who could take our comprehensive campaign style, make it approachable, and revolutionize our website. Parisleaf certainly delivered – in droves. What we now have is something truly unique in the world of higher education advancement websites, and it has already received high praise.”