A clearer digital story for some of the country’s most important landscapes

Bush Heritage Australia · Strategy Design, Funding Strategy, Communication Strategy · Environment

A digital strategy designed to turn people who care about nature into lifelong supporters.

The challenge

Bush Heritage Australia protects some of the country's most important landscapes, but its website wasn't telling that story. With around 1,500 pages and more than 5,000 media files, content was dense, first time visitors struggled to understand what Bush Heritage actually does, and the donation journey felt fragmented. Volunteers were sometimes turned away with “no positions available”. At the same time, a new donor CRM was being rolled out in parallel, and the two projects had to work together.

What we did

We ran a requirements workshop with the Bush Heritage team and defined five core audiences: existing supporters, potential supporters, landholders and partners, volunteers, and stakeholders. For each, we mapped what they need and where the current experience let them down. We set a tone of voice, “scientific but straightforward, ambitious but down to earth”, and goals tied to donations, engagement and new supporter growth. We then advised on how the website and the new Blackbaud CRM should connect, weighing three options and recommending the approach that would let Bush Heritage keep testing and improving its donation journey rather than locking it into off the shelf forms.

The impact

Bush Heritage gained a clear roadmap for its digital presence and an informed, costed decision on CRM integration that protected its ability to grow online giving.

Deliverables

Requirements and situation analysis

Audience archetypes

Tone of voice

Pain point mapping

Goals and success measures

CMS and CRM integration options paper with costed recommendations

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