• Goldfarb & Associates
  • Szymkowiak & Associates
  • The Law Office of William E. Grande
  • Career Partners | Buffalo Niagara
  • Gooding Co. Inc.
  • Shield Manufacturing
  • Cannon Heyman & Weiss, LLP
  • iSciWNY
  • The Ride For Roswell


The Ride For Roswell

The What:

Redesign, write, and help manage the front end of a website for one of Western New York’s most successful fundraising events.

And How:

The Ride For Roswell is an annual fundraiser for Roswell Park Cancer Institute that began in 1996. It has become one of the Institute’s signature events, and is on track to raise more than $30 million by the time it observes its 20th anniversary, in 2015. Approximately 10,000 people are involved with the event as registered riders or volunteers.

The Ride website thus had to serve many purposes. From a client standpoint, that meant it needed to do four main things:

• Communicate the what, where, when, and how of the event;
• Communicate the why of the cause;
• Make it easy for participants to register;
• Make it easy for donors to contribute.

Our solution was, for want of a better metaphor, a Swiss Army Knife-site. We designed and wrote it to be simultaneously functional, multi-faceted, and friendly while balancing bells, whistles, buttons, plug-ins, and animation. And while that made for a lot of pieces on the home page, balancing them off so they didn’t trip over each other was a challenge we believe we successfully pulled off.

On pages 2 and 3 (click below to view), you’ll see how we extended the event’s branding to the secondary sublevel, delivering extensive content in an easy-to-access style. We also made use of The Ride’s extensive photo bank to reinforce the “why” of the cause wherever possible, placing typically moving photos of participants and their supporters on pages wherever possible.