National Wildlife Federation
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Carla Brown
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Online Project Operations Manager
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National Wildlife Federation
The goal of our website is to support our mission statement by engaging and informing people in an intimate and user-friendly way, ultimately raising revenue for the organization. Our new solution has already returned value with increased time on site, a better navigation flow and the ability to cross-promote to our visitors.
The Background
The National Wildlife Federation is America's largest conservation organization. Working with more than 4 million members, partners and supporters in communities across the country, the NWF mission is “Inspiring Americans to protect wildlife for our children's future”
NWF relies heavily on its internet presence to support this mission by keeping the public informed and aware of wildlife's ability to survive the challenges of the 21st century. The website must be intuitive, accurate and easy to navigate.
Prior to engaging in this project, the previous online solution was managed by an internet team who needed input from Program Managers to update content. The groups were siloed, the site fragmented and the subject matter frequently out of date.
The Solution
The NWF engaged NLC to help them create a long term online strategy, reconsider the role of their website within that strategy, and redeploy the site in a content managed environment that allowed Program Managers direct access for fresh, accurate and timely updates.
To build consensus and capture all relevant input, NLC conducted close to 100 interviews with NWF stakeholders across the country, developed a comprehensive plan that covered infrastructure, e-marketing, social media, content and audience profiling as well as planned a logical and non-disruptive deployment that took into account architecture, usability, design and search engine optimization. Finally, the NLC CMS team developed templates and deployed the site so that the CMS is integrated with enterprise systems for a seamless end user experience.
The Outcome
Built consensus and fostered communication across a diverse group of stakeholders.
Deployed a content management system that has dramatically reduced the time and complexity of content publishing by providing Program Managers direct access to their own content, ensure it remains fresh and is updated more frequently.
Developed a new information architecture that is driving significant improvements in key performance indicators, including time on site, repeated site visits, and donated revenue.