Helping the Mitchell Thorp Foundation Turn Its Mission into a Story People Understand

Scope of Work

Messaging Strategy

Branding Refresh
Website Redesign & Development
Video Production
Event & Campaign Creative

THE Real Problem

The issue wasn’t design.

It was perspective.

The foundation was communicating like an organization explaining itself instead of a guide helping people understand their impact.

Programs led the story.
People were secondary.
Emotion was buried under information.

The Shift

JerseyMade helped reposition the foundation around a simple idea:

People don’t support programs.
They support outcomes.

We reframed the message to answer three questions immediately:

• Who needs help?
• What happens when donors give?
• Why is this organization different?

The result became the new foundation of the site:

Give hope to families in crisis.

Clear. Human. Immediate.

What Changed

Instead of rebuilding pages, we rebuilt the story.

• Simplified the site structure and removed unnecessary complexity
• Rewrote messaging to speak to donors and families at the same time
• Highlighted the foundation’s unique approach of paying bills directly for families
• Designed a modern website that builds trust instantly
• Created supporting videos and campaign creative to carry the message beyond the site

Over a 4–5 month partnership, JerseyMade stepped in as both strategist and creative lead, helping move the organization from internal language to external clarity.

The foundation now communicates its mission with confidence.

Visitors immediately understand:

Who the foundation helps

How support works

Why their involvement matters

Why it Matters for non-profits

Many established nonprofits don’t have a mission problem.

They have a clarity problem.

Over time, messaging grows inward. Programs multiply. Language becomes familiar internally but confusing externally.

When that happens, growth slows—not because the work isn’t meaningful, but because the story isn’t clear.

JerseyMade helps nonprofits rediscover what makes them special and communicate it in a way donors and families immediately understand.