Catalyzing Climate Action on Cape Ann
How 118Group helped TownGreen build a website that supports regional climate leadership and community action.
Project Details.
Services Provided.
Digital Strategy & Discovery
Website Design & Development
Information Architecture
CRM + Donation Platform Migration
Event Calendar Integration
Accessibility Optimization
Staff Training & Post-Launch Support
The Client.
TownGreen is a nonprofit working to build climate resilience across Cape Ann, Massachusetts. Through education, strategic partnerships, and community-based projects, the organization helps municipalities and residents respond to the region’s most pressing climate challenges. As TownGreen matured from a grassroots initiative into a regional convener, it needed a website that could reflect the depth of its work, support collaboration, and inspire meaningful local action.
The Challenge.
When TownGreen approached 118Group, the organization was undergoing a significant evolution. What began as a small, education-focused nonprofit was transforming into a strategic convener—facilitating regional working groups, leading ecological restoration projects, and partnering with municipalities on climate resilience. With this shift came a need for clarity: TownGreen needed support articulating its new direction, organizing a growing body of programs, and building a website that could communicate its purpose, invite engagement, and reflect its expanded regional role.
We’re in a growth period, shifting towards a new model, and it’s a maturing nonprofit”
Our Focus.
TownGreen needed a website that clearly expressed its evolving role as a regional climate convener—while making space for community engagement, program growth, and long-term credibility. The primary focus was to transform the website from a patchwork of program updates into a unified, future-facing platform that reflects TownGreen’s maturing strategy. With that in mind, the core objectives were:
Clarify TownGreen’s identity and regional role by organizing content around its working groups, educational initiatives, and collaborative projects, helping users understand both what the organization does and how to get involved.
Make the site more navigable and engaging by simplifying structure, elevating key programs like Cape Ann MARCH and the Planning for Reality series, and reducing jargon across pages.
Create a scalable, trustworthy digital platform that supports grant funding, program participation, and strategic partnerships—positioning TownGreen as a credible leader in regional climate adaptation and resilience.
The Highlights.
Clarified TownGreen’s Evolving Mission
We helped TownGreen define and communicate a clearer narrative as it transitioned from an education-focused nonprofit to a regional convener of climate action—elevating its identity through focused messaging and purposeful content.
Upgraded Event and Donation Tools
We modernized TownGreen’s donation platform with a GiveButter integration and implemented a new event management system that supports virtual programming, paid ticketing, and streamlined promotion.
Built a Simpler, More Scalable Website Structure
We reorganized the website around TownGreen’s core focus areas—like Cape Ann MARCH and citizen science projects—making it easier for users to understand what the organization does and how to engage.
Created a Design That Reflects Place and Purpose
We replaced generic icons and outdated layouts with a warmer, more local design—highlighting the Cape Ann community, improving accessibility, and giving TownGreen a more professional, credible online presence.
Key Outcomes.
By clearly defining our focus for the project, we were able to deliver transformation outcomes for our client across a few key areas.
Clearer Mission, Clearer Pathways
Refined navigation and content flow now reflect TownGreen’s four key focus areas, replacing jargon-heavy program names with accessible language for the public and partners alike.
Streamlined Fundraising
Donations, donor data, and communications now live in one place—with no monthly platform fees. Donors experience a frictionless giving flow, and staff can automate follow-ups and acknowledgments with ease.
Event Participation Made Easy
The new calendar tool allows TownGreen to highlight upcoming community events, webinars, and restoration projects—improving turnout and minimizing manual registration tasks.
A Site That Feels Like Cape Ann
The design features locally sourced imagery, moving away from generic iconography. The result is a site that feels rooted in place, reflecting the real landscapes and communities TownGreen serves.
The work we did together fundamentally changed our organization, sharpening our focus areas and moving us forward on a new direction… Now, we have a new vision for the organization, new goals, and several new projects that were prompted by the 118Group process. We are grateful!”
Interested in Results Like These?
Let’s talk about how we can help your organization improve service access, user trust, and internal capacity.
