WWB website thumbAbout

Website: WordsWithoutBorders.org

Words Without Borders (WWB) fosters cultural understanding through the translation, publication, and promotion of the finest contemporary international literature. Founded in 2003 at a time of post-9/11 cultural isolationism in the US, WWB opens doors for readers of English to the multiplicity of viewpoints, richness of experience, and perspective on world events offered by writers in other languages.

The Challenge

WWB was poised to expand the reach of their online magazine and scale up their new education program. However, the team lacked the capacity to harness existing technologies and respond to the fast-paced digital landscape. WWB came to Whole WHale with one question: Why has our traffic stopped growing? The team wanted training in digital strategy, enabling them to build new competencies and increase their impact in measurable ways.

What we did

Over the course of 2 months, Whole Whale brought WWB up to speed on all things digital through our Nonprofit Accelerator package.

Impact Mapping

Whole Whale worked with WWB to understand their online and offline goals and, through impact mapping, developed a funnel of engagement framework specific to the organization. We identified 8 goals for the organization to track in Google Analytics.


Google Analytics Configuration

We configured Google Analytics and Google Tag Manager for the WWB and WWB Campus sites and began tracking important user actions. We customized dashboards, giving team members access to the data that matter most.

Google AdWords Grant

Whole Whale maxed WWB’s Google AdWords grant within several weeks of managing the account, driving hundreds of new users to the site’s key content and email signup pages.

Digital Training

Whole Whale provided custom training for the WWB team in many areas of digital strategy, including Impact Mapping, Google Analytics, Google AdWords, SEO, and Content Marketing. We ended our contract with the team ready to roll out new content to help their SEO soar and already making changes based on our recommendations.


“Our time with Whole Whale was productive, enlightening, and (dare I say it?) fun. We’re an online publication with readers around the globe. In a short amount of time, WW figured out who we were and what we needed. When it came to our Google Analytics, WW was able to help us get a much more nuanced picture of our readers’ behavior on our site while also setting up metrics and conversion tracking to better track our impact. They also provided us with insights, advice, and training on Google AdWords that will help us optimize a Google grant. WW’s content marketing training re-shaped the way we looked at how we curate and format pieces on our blog and will no doubt inform future website development. Throughout the process, the WW team was organized, enthusiastic, smart, and always willing to go the extra mile.”

– Karen Phillips, Executive Director at Words Without Borders. (September 2016)

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