The short answer
NAWIC Atlanta, the local chapter of the National Association of Women in Construction, had a dated website and no automated systems for managing members, attracting new ones, or supporting fundraising. I redesigned the website, built automated SMS and calendar systems, and created customized journeys for member engagement and donor outreach. Organic traffic exploded from 800 visitors during their busiest week to over 21,000 during that same week the following year. The systems I built allowed the Board of Directors to bring in more donations and attract new members because for the first time, nobody was slipping through the cracks.
Problem
NAWIC Atlanta is a chapter of a respected national nonprofit supporting women in the construction industry. The organization had an active and engaged Board of Directors, a strong mission, and a growing membership base. But the digital infrastructure was holding them back.
The website was outdated, difficult to navigate, and not optimized for search. For an organization that depends on visibility to attract new members and sponsors, being hard to find online was a real problem. During their biggest annual event week, the site was only pulling around 800 visitors.
On the operations side, there was no automation. Member communications, event registrations, donation follow-ups, and new member onboarding were all manual. Board members were spending hours on administrative tasks that could have been automated, and potential members and donors were falling through the cracks because there was no system to catch them.
Approach
Full website redesign and SEO optimization. I rebuilt the site from the ground up with a focus on organic discoverability. This meant a clean site architecture organized around the topics and questions people actually search for when looking for construction industry organizations, women in construction resources, and professional development in the trades. Every page was optimized for both traditional search engines and AI-powered search tools.
Automated member management systems. I built SMS and calendar-based automation that created structured touchpoints throughout the member lifecycle. New member inquiries received immediate follow-up. Existing members got personalized communications based on their engagement level and interests. Lapsed members got targeted re-engagement sequences. None of this existed before.
Donor journey automation. For the Board of Directors, I built customized outreach journeys for potential and existing donors. Each touchpoint was personalized and timed so that the board could manage a significantly larger donor pipeline without proportionally increasing their administrative workload. The system tracked engagement so the team always knew who to follow up with and when.
Event and registration systems. I integrated event registration with the member database and automated the entire pre-event and post-event communication flow: reminders, calendar invites, thank-you messages, and follow-up surveys. This freed up volunteer hours and created a more professional experience for attendees.
Result
| Metric | Before | After (Year 1) |
|---|---|---|
| Peak week organic visitors | 800 | 21,000+ |
| Organic traffic growth | Baseline | +2,525% |
| Member follow-up | Manual, inconsistent | Automated, personalized |
| Donor outreach | Ad hoc | Structured journeys with tracking |
| New member acquisition | Reactive | Proactive, no one slipping through |
The traffic number is the headline, but the operational impact is what changed the organization. The Board of Directors went from spending hours on administrative communication to having systems that handled it automatically. That freed them up to focus on what they do best: building relationships, securing sponsorships, and growing the chapter. Donations increased because every touchpoint was tracked and no opportunity was missed.
What I'd do differently
Implement the member management automation before launching the new website. The new site drove a surge of interest and inquiries that temporarily overwhelmed the board because the automated systems were not fully operational yet. Launching the backend systems first would have ensured every new visitor who raised their hand got an immediate, professional response from day one.