wiki/clients/current/three-gaits/2026-04-05-capital-campaign-landing-page-development.md · 816 words · 2026-04-05
Capital Campaign Landing Page Development — 2026-04-05
Overview
Working session between Mark Hope (Asymmetric) and Jolie Hope (Three Gaits) to develop an initial landing page for the Three Gaits $4M capital campaign. The session used Claude AI to analyze comparable campaigns, synthesize existing content, and generate an HTML draft as a starting point for designer handoff.
Attendees:
- Jolie Hope — Three Gaits (jolie@three-gaits.org)
- Mark Hope — Asymmetric (mark.hope@asymmetric.pro)
Campaign URL planned: three-gaits.org/unbridled-potential
Campaign Context
- Goal: $4 million to build a new heated indoor arena and barn
- Purpose: Enable year-round programming for people of all abilities in southern Wisconsin
- Naming opportunities: Arena, barn, and classroom spaces (not individual stalls); donor recognition wall also planned
- Giving options: By name, in honor of someone, or anonymously
Key stats to feature on page:
- 43 years of service
- 2,000 annual lessons
- 100+ volunteers
- 60+ person waitlist
AI-Assisted Development Process
Mark used Claude AI (Projects feature) to drive the session:
- Created a Claude project scoped to Three Gaits capital campaign materials — limiting the AI to discrete, relevant inputs rather than open web browsing
- Loaded source documents: Jolie's draft landing page content, architectural renderings PDF, pledge sheet, and brand guide
- Fed comparable campaigns for analysis:
- Agape Riding — Beyond the Barn (agape-riding.org/beyond-the-barn) — $15M campaign, noted for naming opportunity display; layout considered a weak example overall
- Enduring Sanctuary campaign — noted for emotional resonance, community ownership framing, and leadership video
- Claude analyzed gaps in the existing draft: suggested adding specific impact metrics, investment breakdown by line item, personal testimonials, and sustainability framing (Jolie noted sustainability detail belongs in pitch deck, not landing page)
- Generated initial HTML draft with brand colors applied from the Three Gaits brand guide
Draft Landing Page Structure
The AI-generated draft includes the following sections (in order):
| Section |
Notes |
| Header / Hero |
Tagline: "Building Hope One Ride at a Time" + campaign goal + CTA buttons |
| Campaign Goal Banner |
Reinforces $4M target |
| Facts / Stats Bar |
43 years, 2,000 lessons, 100+ volunteers, 60+ waitlist — to be displayed horizontally with icons |
| Who We Are |
Organization overview |
| Our Impact |
Program outcomes |
| Community Support |
Testimonials / quotes |
| Why Now? |
Case for urgency — to be expanded |
| Our Vision |
Architectural renderings to be placed here |
| The Investment |
$4M breakdown by facility component |
| How Your Gift Makes a Difference |
Donor impact framing |
| The Rider Experience |
Day-in-the-life narrative |
| Ways to Give |
Giving levels and options |
| Naming Opportunities |
Arena, barn, classrooms |
| Donor Recognition |
Wall + giving attribution options |
Tagline confirmed: "Building Hope One Ride at a Time"
Visual Assets Plan
| Asset |
Source |
| Architectural renderings |
PDF in shared drive — entry view, green space site plan (hand-drawn style preferred over 3D), covered arena view looking backward |
| Photography |
Reuse from Walk Trot Toast landing page |
| Campaign video |
To be uploaded to Vimeo by Mark |
| Blueprint/layout drawing |
Consider as expandable element (not prominently displayed) |
Note: Claude cannot directly place images in HTML output — image placement will be finalized in Figma mockup stage.
Key Decisions
- Reuse Walk Trot Toast assets rather than sourcing new photography — Jolie to select specific images
- Video hosting on Vimeo — Mark to upload
- Blueprint drawing to be an expandable/optional view element, not a primary visual
- Sustainability financials belong in pitch deck, not landing page
- Naming opportunities limited to arena, barn, and classroom spaces — not individual stalls
- Designer workflow: HTML artifact → Figma mockup → approval → build
Action Items
- [ ] Jolie — Review AI-generated landing page draft; provide feedback on sections to add, delete, or change
- [ ] Jolie — Select specific images from Walk Trot Toast landing page for use on campaign page
- [ ] Jolie — Schedule follow-up meeting with Mark (next day)
- [ ] Mark — Query AI for optimal image placement recommendations in the layout
- [ ] Mark — Upload campaign video to Vimeo
- [ ] Mark — Finalize image and video placement in draft
- [ ] Mark — Send HTML draft to designers for Figma mockup
- [ ] Both — Review and approve Figma mockup before final build
Next Steps (Workflow)
AI HTML draft → Jolie review & feedback → image/video placement finalized
→ send to designers → Figma mockup → approval → final landing page build