Nature Canada needed a website that could spur action. Visitors could be encouraged to donate, volunteer, contribute content, sign petitions, and receive newsletters.
Our new user journey reflects the real-world path of many conservationists. Beginning with a moment of discovery (Discover Nature), visitors then spark interest in more ways to get outside (Enjoy Nature) and ultimately foster a desire to preserve and protect (Defend Nature).
Within a few months of launch, newsletter signups nearly doubled. So did the number of guest contributors. Nature Canada was also able to drive thousands in new donations through petition engagement.
As a direct result of the new website, Nature Canada has seen significant increases in audience support and engagement. Within a few months of launch, newsletter signups through the website nearly doubled. The number of guest contributors also doubled, with new inquiries continuing to rise. Armed with new web-based tools, Nature Canada was also able to increase their campaigning activities. They saw high levels of engagement on petitions, including thousands of dollars in new donations over the same period last year.