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Hi, I'mLee Onions

Background

Throughout my travels, I was constantly reminded of the destructive and reckless nature of our race, having witnessed massive amounts of deforestation, ineffective waste management in cities, unbelievable amounts of pollution caused by private transportation and the general adverse effects of overpopulation in our major cities.

Following this, I wanted to experience the world of non-profit organizations and ideally one whose goals related to making a positive difference to the environment.   When the opportunity to work with Wildlife Asia and the KWCI appeared, I jumped at the chance to get involved.

Both of these organizations support various wildlife conservation initiatives across South-East Asia, aiming to preserve the environment and protect critically endangered species.

  • The KWCI is its own standalone project, created as a collaborative working group between various organisations and managed by Wildlife Asia.  The KWCI project is based in Myanmar and is solely focused on protecting the natural environment of some of the worlds most pristine primary rainforests.
  • Wildlife Asia is the Australian NGO which manages the KWCI project and supports various other conservation projects based around Asia including gibbon, tiger and rhino conservation projects.

As can often be the case with NGO’s and non-profits, both of these projects had a relatively modest budget.  They had the future hope of using their online presence as a means of raise funding and the desire to incorporate new CRM functionality to improve donor management.

TYPE OF PROJECT : 
Web Development
PRODUCTS VERTICAL :
Wildlife Conservation NGO
SITES: 

REQUIREMENTS

I was initially taken on to complete only the KWCI website but after a couple of weeks of working on the KWCI site I was also asked to overhaul the Wildlife Asia.   Both websites had similar goals which could be described as follows:

  • Revamp the existing sites to look more professional as they both looked dated and homemade
  • Give a consistent presentation style between both websites thus establishing a logical connection between both organisations
  • Research various donation management platforms and implement a system capable of:
    • Creating PDF receipts for tax purposes
    • Connecting to Mailchimp
    • Take one off and recurring payments
    • Provide management reporting on donations and performance
    • Work with multiple payment gateways
  • Produce a modern looking, mobile responsive website which would be able to showcase the high-quality imagery they have access to.  These would be used to create compelling and emotive fundraising campaigns in the future.
  • Research cost-effective solutions for managing donors in terms of acquisition, retention, reporting and management
  • Showcase and explain their achievements as part of their efforts to create transparency on spending with donors
  • Diversify income streams by building up its base of recurring private donations

TECHNOLOGIES

The final sites incorporated the original requirements along with a host of additional tweaks and developments. This included:

  • User analytics and monitoring
  • Interactive mapping to showcase locations and achievements to date
  • An E-commerce ready site
  • Interactive presentation of annual reports

RECOMMENDATIONS

Although the budget for the projects has been exhausted I've made recommendations for improvements and developments once the budget permits. 

These recommendations include:

  1. When creating their first B2C fundraising campaign they should concentrate their efforts on a single fundraising target, picking the campaign with the broadest appeal.
  2. Imagery is a key part of explaining the cause and harnessing emotion to encourage spontaneous donations.   I recommended focusing on a campaign which they have access to the most emotive imagery in order illustrate the cause without lengthy written explanations.
  3. Employ the services of a professional copywriter to create concisely written content that explains the project and its cause in an emotive and engaging way. The current content is very clear but written in a reportative fashion.
  4. Create a fundraising funnel which includes an outreach email to a landing page and donation page, with simple messaging and clear calls to action.
  5. Test their fundraising message with their current base of newsletter subscribers to gauge their interest and response, refine and re-test by segmenting the audience.
  6. Once satisfied, test a similar fundraising funnel on social media channels, tailoring approach to each platform.
  7. Look at opportunities to collaborate with one of their numerous existing partners as means of reducing outreach costs.
  8. Utilise free Google Adwords promotional credit which is available to non-profits and thus test display marketing and re-targeting with Google's partner network