Whether you're launching a new website, logo, or annual report for your nonprofit, there's often a familiar pattern: a quick post that says “It’s live!” and a link.

That’s a good start. But it’s also a missed opportunity.

Design work takes time, resources, and collaboration. It plays a big role in how your organization connects with the people you serve and support. A thoughtful announcement of the launch of a new design project can highlight what’s new and, more importantly, why it matters.

In this article, we’ll walk through a simple, low-lift plan to help you share the story behind your next launch. Whether it’s digital or print, internal or public-facing, this approach can help your audience see the value of the work and how it supports your mission.

Show the care behind the change

With a new design, people often notice the surface first. They might comment on the updated look, the different layout, or the fresh color palette. But your announcement is a chance to show what’s behind those changes: the thinking, the listening, and the goals that shaped the work.

Start by briefly explaining why the project happened.

Was your old website hard to navigate? Did your brand no longer reflect your programs? Did you want your annual report to be more accessible or aligned with your values?

You don’t need to go into every detail. Offering even a sentence or two of context helps people see the work as intentional. It builds transparency and helps your audience understand how design connects to strategy.

Highlight what’s new and how it helps

Once you’ve shared the reason for the change, it’s helpful to point out a few of the improvements.

What’s easier, clearer, or more useful now?

Maybe your new website has simplified navigation so visitors can get to key programs faster. Maybe your new report is digital-first, which makes it easier to share and more environmentally friendly. Or maybe your refreshed logo better reflects your community and values.

Focus on the changes that will benefit your audience.

These might be donors, program participants, partners, or your internal team. The updates are often small, but they can have real impact. Naming them helps people understand the care that went into the work.

Keep it connected to your mission

One of the most important things you can do is link the design to your broader purpose.

A good announcement should explain how the change supports your mission.

Callout: “Our new site makes it easier for families to find services faster.”

Or maybe: “This brand refresh reflects the growth of our organization and the diversity of the communities we serve.”

For nonprofit teams, this kind of framing can build trust and alignment. It helps people see that every design choice was made in service of your work. The design supports your goals and values.

You don’t need a big campaign

A strong announcement plan doesn’t have to be elaborate. Most teams already have what they need: a few communication channels and a story to tell.

Here’s one way to roll out a new design without adding too much to your team’s plate:

• Share a blog or news post with a short article about what’s new and why it matters
• Include a feature or section about the launch in your email newsletter
• Post two or three social updates over a couple of weeks, each highlighting a different part of the change
• Send a message to staff and board so they can share and explain the update
• Include your new site, report, or brand as a key accomplishment in your year-end wrap-up

You might also add a temporary line to your email signature:

✨ Take a look at our new website → [link]

By sharing across a few places over time, you create more chances for people to notice the update and understand what’s behind it.

A good example: Flying Labs

We love how Flying Labs approached the launch of their new website.

They didn’t just share the news. They wrote a blog post that explained why the update was important. They created a short video to walk visitors through the site and posted about it across multiple channels. They even included it as part of their year-end communications.

This kind of thoughtful, multi-touch announcement shows that they saw the launch as a milestone in how they serve their global network.

Make your next launch part of the story

Design plays a role in how your organization works, how clearly you communicate, and how much trust you build with your community.

So the next time you launch something new, take a little time to tell the story. Share what you changed, why you changed it, and how it helps you do your work better.

You don’t need a big splash. Just a clear, mission-driven message that reflects the care and intention behind your work.

We help nonprofit teams connect their story to mission and showcase their growth through design. Get in touch if you're working on something new.