What we do

“We appointed Strange to revamp and launch our website to reflect our work in 2010 and beyond. The online world is a critical platform for us to communicate with people, get them involved in our campaigns and raise funds. Strange has produced a great new site that is exciting and easy-to-navigate, and has delivered real business results beyond our expectations.”

Adeela Warley, Head of Communications, Friends of the Earth

The challenge

Environmental campaigning charity, Friends of the Earth wanted a new dynamic communications platform to increase fundraising transactions, talk to their wide audience and increase engagement with a new generation. 

Better fundraising

We took a user centric approach to the design process, using prominent calls to action, and applied conversion rate techniques throughout the project to optimise the fundraising function of the website. 

The modular design of the home page allows a wealth of scaled information to be displayed up-front. This includes ‘donate now’ links, newsletter registration and all the latest information about Friends of the Earth's campaigning work.

The redesign went through extensive user testing before, during and after the build process to further optimise conversion rates.   We presented Friends of the Earth’s activism and campaigning propositions more clearly, using a spacious layout and simpler information architecture to improve the user journey and encourage donation transactions.

Large and emotive imagery, visual communication techniques and video were used to help each page tell its story more effectively.  The new site provides better integration with social media channels like Twitter and YouTube to encourage social sharing and widen the audience reach.

Strange employed a rigorous approach to developing this website and evaluated it at key project stages against our defined user personas. 

The performance

The new site is fast, exciting and easier to navigate.  In the first five months since launching:

• donation transactions have increased by over 260%
• revenue is up 232%
• site conversion rate has increased by 259%

Users can find out how to put pressure on politicians for change locally, nationally or internationally, get involved in supporting the charity or make green lifestyle changes. 

The website recently won ‘Outstanding Achievement’ at the international Interactive Media Awards in the charity category.  The site scored a over 92% in areas of design, content, functionality, usability, standards compliance and cross browser compatibility.