Email Template Redesign

Overview

Homage Senior Services is a nonprofit connecting older adults and people with disabilities in Snohomish County, WA to community resources that support independent living. As the resource database curator, I manage 800+ partner agency listings and run annual outreach to verify their information is still accurate.

Over 12 months of outreach to 500+ partner agencies, the average verification completion rate was only 25%. When agencies don't verify directly, accuracy falls back on secondary sources, like agency websites, which can be outdated or incomplete.

This matters beyond operational efficiency: the database feeds directly into Washington Community Living Connections, a public portal older adults and caregivers use to find services. A wrong phone number or outdated program listing can mean a missed connection to care.

What I've done

What I learned

• Many don't recall the email. 17 of 27 respondents said "No" or "Maybe" when asked if they'd received it, suggesting it isn't memorable or is easy to miss.
• Lack of time is the top barrier. Among those who did recognize it, "no time" was the most common reason for not responding.
• Motivation isn't the problem. Most respondents want to keep information accurate; the issue is friction, not apathy.
• Trust is fragile. Both interview participants hesitated on links in the email, despite trusting Homage, because of phishing-awareness training.
• "Short and sweet" is critical. One participant noted visual brevity matters as much as actual length.