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W.K. Kellogg Foundation Launches New Site

Children’s philanthropic foundation debuts adaptive, mobile-friendly website
Nov 19, 2013

SAN DIEGO – The W.K. Kellogg Foundation (WKKF), among the ten largest philanthropic foundations in the United States, devoted to creating conditions for vulnerable children and their families so they can realize their full potential in school, work and life, has launched a new website, designed, engineered and built in partnership with the digital marketing, technology and data company, Digitaria.

The adaptive website—which means the site’s visual display adapts to fit the size of the screen and device upon which it is seen—launches today at, and is among the first fully adaptive websites for a philanthropic foundation.

“We wanted to evolve the foundation’s website, not just from a design and content perspective, but also in the way that it would be most effective for  the people who visit it the most: grantseekers and grantees,” said Joanne Krell, vice president for communications of the W.K. Kellogg Foundation. “As more and more people use tablets, mobile phones and other devices to access information about the foundation and our grantmaking, we aimed to make our site as relevant and useful as the technology they use every day.

“And, since the foundation’s work focuses upon ensuring that all children and families have opportunities to thrive, we emphasized that commitment through vivid imagery,” added Krell.

Calling the new site “more human, less corporate,” Digitaria’s design director Paul Drohan said the tone of website is now more service-oriented and child-focused, as well as “brighter, more open, less busy, and uses the inherent advantages of digital design to explain the foundation’s mission, goals and strategies in easy-to-digest chunks, instead of too much all at once.”

“Our 83-year-old foundation has a history of innovation that was evident right from the start in our founder W.K. Kellogg,” said Sterling K. Speirn, WKKF president and CEO. “The adaptive design and usability of the new is the kind of thinking our founder, an ingenious entrepreneur and inventor of new ways to reach customers, would have done. We like to think that our website tries to emulate his entrepreneurial DNA.”

The new website makes it easier for users to learn about what kinds of work and projects the foundation supports with its grantmaking, where the foundation funds and how to seek a grant. While the entire site is available in English, the site also will have selected content translated into Spanish and Haitian Creole because of the foundation’s place-based work in micro-regions in Mexico and Haiti.

“We are optimistic that this site will serve grantseekers and grantees most effectively, and will convey our values-driven work,” continued Speirn.

About the W.K. Kellogg Foundation
The W.K. Kellogg Foundation (WKKF), founded in 1930 as an independent, private foundation by breakfast cereal pioneer, Will Keith Kellogg, is among the largest philanthropic foundations in the United States. Guided by the belief that all children should have an equal opportunity to thrive, WKKF works with communities to create conditions for vulnerable children so they can realize their full potential in school, work and life.

The Kellogg Foundation is based in Battle Creek, Mich., and works throughout the United States and internationally, as well as with sovereign tribes. Special emphasis is paid to priority places where there are high concentrations of poverty and where children face significant barriers to success. WKKF priority places in the U.S. are in Michigan, Mississippi, New Mexico and New Orleans; and internationally, are in Mexico and Haiti. For more information, visit Follow WKKF on Twitter @wk_kellogg_fdn.