U.S. Masters Swimming delivers fresh, targeted content
U.S. Masters Swimming (USMS) is a national membership-operated nonprofit that provides benefits to nearly 65,000 Masters swimmers across the United States. USMS traditionally appealed mainly to competitive swimmers. However, the organization also offers substantial benefits to people who swim for fun or health. Seeing these fitness swimmers as the key to membership growth, USMS aimed to reach them more effectively.
The organization set out to build a site that would increase community engagement by continuously delivering fresh, targeted content to all types of swimmers throughout their membership lifecycles, and would serve as a communication hub for members, clubs, and volunteers at 52 local chapters nationwide.