Campaign Components
Brand Identity & Strategy | Website Development | Content Marketing & SEO | Marketing Technology | Analytics & Reporting
- ADA compliant website, and visual cohesion strategies, Brand architecture strategy, BuddyBoss, community website, content creation, Elementor, implementation planning, Integrated Marketing, membership website, messaging frameworks, non-profit marketing, visual identity systems, WCAG standards, website development, website migration, WooCommerce, WordPress, WP All Import/Export
The National Button Society (NBS) is a non-profit organization that has been committed to the education, preservation and exhibition of buttons since 1938. With three separate websites that had been in use for decades, NBS decided that it was time for a consolidation and update.
Organization Goals
The organization wanted to combine three websites: the public site for NBS, the member site and the Button Country educational resource for button collectors. This new site would need to be a member-focused, content-rich and user-friendly platform with resources, events and community platform.
Challenges
NBS wanted an umbrella site focused on engaging hobbyists, organizing resources and promoting events through a modern, accessible web experience. The site would showcase community engagement, content-driven storytelling and audience segmentation.
The website would need a clear non-profit UX strategy for delivering content, resources, a store, an online social platform and events. This site would be content-heavy and archival-rich with a broad range of interfacing features, including:
Attraction of new junior and adult members
Visual clarity
Member communication
Searchable document archive
Integrated events calendar
Store with member and non-member pricing
Simplified backend interface for non-technical users to manage updates
Marketing Strategy
NBS approached The Deciding Factor (TDF) to develop the new community website for hobbyists. This refresh focused on serving a nationwide membership audience with a mix of evergreen educational content, event promotion and searchable archives.
The non-profit’s collaboration with TDF included a deep content, complex migration of three decades-old sites into one cohesive, modern website experience. This migration included:
The newly created website features a cohesive, modern experience that includes:
- A custom design system
- Public/private content
- ADA compliance and accessibility features aligned with WCAG
- CMS configuration for decentralized content management by board members and volunteers
- A multi-team and multi-event style calendar
- Numerous forms with dedicated purposes
- Storefront, ticket and event payment gateway
- Membership portal with a searchable member directory, direct messaging, groups and forums
Website Redesign Results
The partnership between NBS and TDF has produced a streamlined and scalable website that has been attracting attention. User engagement since the launch of the site on May 5, 2025 includes:
Al Schulz, Web Master for National Button Society, has only praise for TDF:
"They didn’t just build us a better website — they asked the questions we didn’t even know to ask, uncovered opportunities we hadn’t considered and helped us do things we didn’t think were possible... Most importantly, they brought a true marketing lens to our organization and helped us build a vibrant, accessible online community that can grow with us into the next generation. We couldn’t have made a better choice than The Deciding Factor."
Conclusion
TDF worked with NBS to tackle a complex challenge: creating something fresh, functional and future-focused for our members from three outdated websites. This project demonstrates the benefits of audience segmentation, legacy document organization, learning a client’s nuances and coordinating with volunteers and stakeholders every step of the way.
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