01 / Participate
Answer a few questions
Give visitors a clear starting point for creating a personal prayer.
Washington National Cathedral / Custom web experience
A personal way to take part in prayer.
Visitors answer a few questions to create a personalized prayer, then view the prayer on screen or receive a copy by email. We adapted the generator for different occasions.
- Client
- Washington National Cathedral
- Work
- Custom web tool & launch support
- Focus
- Personal participation and ongoing connection
The challenge
Make participation personal.
The Cathedral wanted to give visitors a personal way to take part in prayer and stay connected with its work. The experience needed to guide people from a few questions to a prayer they could keep.
The development work
Connect the answers to a personalized prayer.
We developed a generator that uses visitors’ answers to create a personalized prayer. Visitors could read the prayer on screen and receive an email copy.
We also supported the launch with advertising and tested variations of imagery and copy. Later versions adapted the existing tool for new occasions.
02 / Read
See a personalized prayer
Present the prayer on screen after the visitor enters their information.
03 / Keep
Receive an email copy
Let visitors return to the prayer through their inbox.
04 / Reuse
Adapt for another occasion
Build on the existing generator with revised prayer content and presentation.
The result
One tool, used for different moments.
The Cathedral reused the generator for Lent, prayers for veterans, and “Prayers for Our Heroes” during the pandemic. The work connected a personal visitor experience with the Cathedral’s outreach.
Evidence from the Lent launch
A March 2017 launch update recorded a cost below $0.25 per email address acquired for the Lent campaign.
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