NYCLASS reduced annual website costs by $40k per year
About
NYCLASS (New Yorkers for Clean, Livable, and Safe Streets) is a prominent animal advocacy organization and political action committee based in New York City. Founded in 2008, the group is most widely recognized for its high-profile, long-standing campaign to ban horse-drawn carriages in Central Park. Beyond the carriage horse debate, NYCLASS lobbies for a broad range of animal rights legislation, including the “Beagle Bill,” ending the sale of puppy mill dogs in pet stores, and increasing protections for shelter animals. By mobilizing voters and supporting “animal-friendly” political candidates, the organization seeks to evolve New York’s legal framework to prioritize animal welfare and public safety.
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Challenges
Before partnering with Unica, NYCLASS was hindered by a restrictive and prohibitively expensive digital infrastructure that drained over $40,000 annually in maintenance costs. Their outdated website platform and database offered virtually no flexibility for upgrades, leaving the organization trapped with a stagnant online presence and inefficient backend systems. This reliance on legacy technology not only strained their budget but also stifled their ability to effectively share their mission, mobilize supporters, and process donations.
Strategies
To address these challenges, Unica delivered a comprehensive digital transformation centered on a complete brand refresh and a high-performance, SEO-friendly website. The new platform was designed for ease of maintenance, allowing NYCLASS to update content and respond to shifting political landscapes in real-time. Crucially, Unica engineered a custom API and bespoke database architecture that replaced their expensive, rigid legacy software. This tailored solution not only modernized the user experience and streamlined donation flows but also drastically reduced overhead by eliminating high annual licensing fees, providing NYCLASS with a scalable foundation for future advocacy.
Industry
Non-profit:
Animal advocacy
Services Used
- Branding
- Web Design
- Development
