Rainforest Trust
Turning a crowded space into a competitive advantage
In the conservation space, every organization is fighting for something worth protecting. The differentiator is rarely the mission. It’s how well the digital experience makes a case for it.
Rainforest Trust plays a significant role in global conservation efforts, working to purchase and protect vulnerable lands and the species, ecosystems, and communities that depend on them. We partnered with them to build a digital experience that could cut through a crowded field and connect with donors in a way that moved them to act.
The challenge was visibility and clarity. The site wasn't making a strong enough case for why donors should choose Rainforest Trust and, when it did, the 110+ open projects were confusing and overwhelming, creating donor friction and drop off.
Our job was to help a mission-driven organization find its distinct voice in a crowded space.
What we did
- Audience research
- Brand strategy
- Content strategy
- Fundraising strategy
- Information architecture
- UX
- Visual design
- Website development
- Wordpress
1%
increase in average donation size post-launch
1+
projects reorganized into a clear, browsable structure
The focus
Rainforest Trust had the mission, the photography, and the portfolio. They needed a site that spoke to multiple audiences, and made giving feel like the natural next step.
Our strategy
We started with the donors and let their motivations shape the architecture and experience.
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Creating an experience worth scrolling through. We wanted visitors to feel the environment that Rainforest Trust is working to protect. Designers and developers worked together to build scroll-triggered movement, three-dimensional animal cutouts that emerge from page components, and environmental details that are carried all the way through to the footer. The immersion isn't decorative. It's a case for why this work matters.
Simplifying the donation ask. There were far too many open projects for donors to choose from with confidence. We helped Rainforest Trust prioritize and organize their projects into the site's three primary sections so that every browsing path leads somewhere meaningful for the user. Every page includes a clear route to donate and a reminder of their most compelling differentiator, that 100% of donations go directly to conservation efforts.
Setting the content up to succeed. Content can be the most time-consuming portion of any project. We built in early content strategy support with tools and workshops on topics like writing for the web, SEO, brand voice, and content structure. The Rainforest Trust team launched with content that told their story and spoke directly to what their audience cares about.
The results
Within months of launch, the impact was measurable. Average donation size increased by 123%. Visitors now arrive at an experience built around what they care about, are guided toward the projects that resonate with them, and are met with a clear, confident donation ask. Most importantly, our work helped Rainforest Trust turn a competitive landscape into an opportunity, giving the lands, species, and communities they fight for have a stronger chance of protection.
Action Against Hunger
