Merging data and technology for a common good.

Valley of the Sun United Way is a nonprofit organization that helps identify the needs of our community in Phoenix by delivering solutions to those in less fortunate circumstances. By addressing important social issues, VSUW is responsible for bringing people together to help the common good. Their commitment to establishing diversity, equality, access to resources and inclusion are felt throughout all Arizona communities in the Valley.


  • Preliminary Research
  • Audit
  • Strategy Development
  • Data & Analytics
  • Information Architecture
  • UX/UI Design
  • Website and App Development
  • Creative
  • Quality Assurance
  • Conversion Rate Optimization
  • SEO
  • Email & Landing Pages
  • Monthly Check-ins
  • Yearly Planning
  • Ongoing Campaign Optimizations

The Challenge

To implement a donation tracking system, allowing for discovery of key insights and an increase in donations.

When VSUW came to us, their main goal was to increase donations from their website. With their current CMS, there were many limitations and challenges our team had to consider to implement the best donation tracking system in Google Analytics. At the time, they knew the total donation amount they were receiving but didn’t know which campaigns these dollars were going to or what channels were driving these donations. VSUW also didn’t have any optimizations in place for SEO and a CMS that did not allow for customizations.

The Solution:

Donation Tracking & Analytics

Through our thorough auditing process, we identified the top priorities for VSUW and implemented a tracking system through Google Tag Manager that allowed the right data to feed into Google Analytics. Now the VSUW team and its partners are able to clearly see detailed donation information down to the campaign and source level, enabling them to make more informed decisions around their marketing strategy.


Our audit findings also indicated that there was an opportunity to improve their SEO efforts. Our team built out a clearly defined keyword strategy and based off this, laid out key on-site optimizations (title tags, meta descriptions, H1 tags) to help boost organic rank and improve the user experience. To make many of these updates this also required our development team to make changes inside their CMS to allow for customized optimizations to be put in place.

Website Development

Throughout all of the specific initiatives outlined above, our adept team of developers maintained the website in an archaic CMS that had many limitations and elements that would break frequently. Our team identified solutions within this system to limit these issues and also elevate the user experience with projects such as improving the site speed. We’ve also laid out the plan to transition to a new CMS and redesign the website altogether. The future is looking bright for VSUW.

The Results:

Increase in total website donations (2021 FY vs 2020 FY)
Increase in total number of donations (2021 FY vs 2020 FY)
Increase in donation conversion rate (2021 FY vs 2020 FY)
Improvement in website speed

Client Testimonial:

“Overlap has brought Valley of the Sun United Way, and our approach to the utilization of our website, to the next level. With our partnership, we are now focused on expanding our reach and giving users a world-class and easy-to-navigate experience. With ongoing reporting and insights, our teams now work collectively to improve and enhance customer engagement using one of our most critical marketing channels.”

Laura Grey, Senior Director, Marketing

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