Boosting member engagement by empowering local trusts through a unified digital platform
Client overview
For over a century, The Wildlife Trusts has dedicated itself to the conservation of wildlife in the UK, managing a vast network of 2,300 nature reserves and serving over 800,000 members.
Their digital platform is a central hub for multiple local trusts, facilitating the management of educational content and member activities nationwide.
Their digital platform is a central hub for multiple local trusts, facilitating the management of educational content and member activities nationwide.
The challenge
As The Wildlife Trusts focused on conservation efforts, their digital presence lagged significantly behind. Many local trusts lacked the tools necessary to maintain their own online identities, resulting in outdated information and a poor user experience.
Their primary goals were to empower local trusts with control over their digital presence, deliver more relevant, timely content to local audiences and increase membership and online donations.
To address this, we realised a collaborative approach was essential. We worked hand-in-hand with The Wildlife Trusts’ internal digital team, combining our expertise with their insights to craft a responsive, user-friendly website.
Their primary goals were to empower local trusts with control over their digital presence, deliver more relevant, timely content to local audiences and increase membership and online donations.
To address this, we realised a collaborative approach was essential. We worked hand-in-hand with The Wildlife Trusts’ internal digital team, combining our expertise with their insights to craft a responsive, user-friendly website.
The approach
By collaborating closely with The Wildlife Trusts’ internal digital team, we ensured that our solutions were not only technically solid but also aligned with the mission of empowering local trusts. This partnership allowed us to focus on creating a digital platform that enhanced member engagement while preserving the individuality of each local trust.
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Custom branding
We redesigned the central and local websites, giving local trusts the option to create a cohesive yet personalised front. We enabled trusts to edit their logos, straplines, and colour schemes using custom Drupal modules, ensuring brand consistency and a unified user journey across sites. -
Content architecture and centralised CMS
To manage extensive content effectively, we developed a bespoke code solution for content migration and sharing. This feature allowed universal content, such as Nature Reserves and Events, to be easily accessed while empowering individual trusts to highlight their unique offerings without duplication. -
Empowering local trusts
Our solution decentralised control, allowing local trusts to manage their content independently. This autonomy enabled them to promote local information relevant to their communities, enhancing the overall member experience. -
Improved user journey
We optimised the user journey by integrating search functionality across all trust sites, making it easier for users to find relevant information based on their location and interests. -
Interactive nature reserve locator
The ‘Find a Nature Reserve’ feature streamlines the user experience, with Google Maps integration and filtering options. This enables users to locate nature reserves easily, adjust filters based on preferences, and navigate to local trust websites for more details. -
Mobile-optimised design
Recognising that many users would access the site while exploring, we ensured the website was mobile-responsive, providing quick navigation for on-the-go species identification. -
Welsh language integration
To support the five Welsh trusts, we included a language translation feature, enabling Welsh speakers to engage with the site comfortably. This addition not only promotes inclusivity but also acknowledges the rich cultural diversity of the regions served by The Wildlife Trusts.
The results
Our extensive collaboration with The Wildlife Trusts culminated in the successful launch of the National Wildlife Trusts site, accompanied by the Surrey site, within 18 months. Each trust is now equipped to engage its community effectively, driving home the vital mission of The Wildlife Trusts to conserve Britain's wildlife while promoting environmental awareness across the country. This approach resulted in significant advancements, including:
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Each local trust now has the capability to manage its content independently, leading to tailored communication that resonates with their communities, thereby fostering stronger relationships.800,000members
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The introduction of a centralised platform allowed for brand consistency while providing local trusts with the tools to personalise their online presence, enhancing user experience and recognition.47trusted websites
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With a streamlined user journey and interactive elements such as the ‘Find a Nature Reserve’ feature, users can now search and discover nature reserves more easily based on their interests and locations, increasing visitation and participation in local events.UXimproved content accessibility and navigation
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By delivering relevant local content and improving the overall user experience, the platform has led to an uptick in memberships and contributions, which support the ongoing conservation efforts.uptickin membership and online donations
