CASE STUDY
Five Outdated Websites, One Platform
CHRCL is a Los Angeles legal organization that protects the rights of immigrants, refugees, and children. Its five websites were split across three platforms and breaking. I rebuilt them, then ran its donor emails and ad grants.
Public Interest Law
Web Design
Email Marketing
KEY IMPACT
+15%
Monthly website traffic over one year
-29%
Website bounce rate over one year
$10k/mo
Google Ad Grants credit, after I enrolled CHRCL
+39%
Email open rate, after I rebuilt email camapigns
+36%
Email conversion rate
AT A GLANCE
Role
Communications Coordinator
Team
Legal and Communications
Timeline
Nov 2022 - July 2024
WHAT I DID
Websites
I rebuilt five sites: CHRCL, Project Reunify, Tents4Homeless, Maasai United, and Casa Libre, and later merged them into one CHRCL site.
I rebuilt email campaigns in Constant Contact and Salesforce around audience segments and A/B-tested subject lines. Open rates rose 39% and conversions 36%.
Ads
I enrolled CHRCL in Google Ad Grants, set up the account, and ran ads that recruited pro bono lawyers and made CHRCL easier to find.
Brand and training
I wrote a brand and social media guide, built templates in Illustrator, InDesign, and Canva, and trained staff on Salesforce and Google Analytics.
FEATURED WORK
CHRCL homepage
The old homepage opened on a slideshow of other outlets' headlines, with each program explained in a centered paragraph. The rebuild leads with the Center's own cases, sorts the menu by what it does (litigation, advocacy, resources, get involved), and gives Donate its own button.
TOOLS & PLATFORMS
Wix, Figma
Constant Contact
Google Analytics
Google Ads
Social Media Platforms
Adobe Suite, Canva
CAMPAIGNS I WORKED ON
Litigation updates
Know Your Rights Resources
Pro Bono Lawyer Recruiting
Outreach campaigns
Programs & Workshops
"In his role as a Digital Strategist at the Center for Human Rights and Constitutional Law, Kalle delivered exceptional performance. Kalle worked on all of our digital outreach and marketing from designing our websites to running our email marketing campaigns."
Peter Schey
Executive Director, CHRCL
"I worked with Kalle and saw his dedication, work ethic, and professionalism firsthand. I discussed my goals and wishes with Kalle. Kalle worked diligently and exceeded my expectations. Kalle brought my website vision into reality. Kalle made the process effortless."
Antonia Reyes
Founder, Antonia Reyes Law P.C.
Let's Make Complex Marketing Easier to Operate
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"Kalle is a professional, talented, and thoughtful employee and colleague. He sets an extremely high standard for himself in all of his work and pays attention to perfecting every detail. He takes initiative to identify and address organizational needs without needing to be asked to do so."
Sarah Kahn
Interim Legal Director, CHRCL