Wildlifedirect.org Overview
WildlifeDirect is an internet based conservation charity that aims to connect those who care about wildlife directly with those at the conservation front line. The organization raises awareness and donations for 88 different conservation organizations in Africa, South America and Asia. They do this through hosting of project blogs that allows these projects to talk about issues which affect them in their daily work and raise awareness for people interested in conservation to support them. WildlifeDirect represents the largest online community of African conservationists. WildlifeDirect provides a global news service from the conservation front line through video, podcasts, photographs, print and online media to major news networks.
Key Problem
When WildlifeDirect approached Pamoja Media, it had been in operation for two years. The site had grown to host 115 different conservation project blogs. Some of these blogs had become inactive or cancelled. The site enabled online donations but the organization wanted to greatly increase the amount generated. The ultimate goal was to grow the website’s impact on the organization and allow donations from the site to support the organization’s entire costs which are around 10% of the amount donated monthly.
An online marketing budget was underutilized due to poor conversion rates. The retention of new visitors to the site was low and so was engagement with people who have previously donated to any of the projects supported by WildlifeDirect.
WildlifeDirect wanted a complete overhaul of their online strategy in order to become competitive. They wanted a better system of running the site and ensuring that all customer touchpoints allowed them to build their brand and also increase donations. Innovative ways to engage their target demographic was also important.
The Solution
Pamoja Media had to address key areas of the WildlifeDirect online strategy:
1. Traffic retention – The site engaged around 80,000 unique users but this number had stagnated over the years. An online marketing campaign kept reaching the same users as before. Pamoja Media’s site redesign created a better email newsletter subscription area, easier access to key areas within the site, a social network for the organization to engage their key supporters who can then spread their message and a mapping system to allow the organization to record instances of wildlife occurrences for people visiting different wildlife sanctuaries called Wildlife Trackers. The target is to double the traffic on the site within 4 months.
2. Online media buying – Pamoja Media has reworked the organization’s media buying to target key areas where they have a high rate of conversion and engagement in conversations on the site and donations. This high impact targeting has already increased the donations online by 30% in the first month since launch. The goal is to grow donations by 500% in 6 months.
3. Improved conversion rates – When Pamoja Media started working with WildlifeDirect, the organization used to send people to the homepage with all their campaigns. This was detrimental since any homepage has many options and links that people can click which causes them to get lost in the clutter. Pamoja Media developed campaign landing pages and banner ads for specific causes which reduces the decision a user makes and allows them to quickly rally for a cause. The value and size of the donations have improved by 15% since the launch of the campaign less than a month ago.
4. Alternative revenue streams – Pamoja Media has developed a CSR and sponsorship package to allow for conscious organizations to rally and support the WildlifeDirect brand. This will see the organization develop additional revenue streams through special sponsorship packages for brands that support them.
5. Improved measurement – Prior to working with Pamoja Media, WildlifeDirect tracked site performance using amount donated and the traffic numbers. Pamoja Media has installed a better measurement structure where sources of donations, subscriptions to the organization’s newsletter, members within the social network, the number of mapping instances on the Wildlife Trackers, engagement on different social media accounts and conversion rates from campaign landing pages.
Services Rendered
Digital marketing strategy
Digital media planning
Digital media buying
Development of digital media inventory
Sell of digital media inventory
Social media monitoring
Email marketing strategy
Digital marketing concepts creation
Web design & development
Testimonial
We have been working with Pamoja Media for a few months now in the redevelopment of our website. They are professional, use good project management tools, are responsive and have given us a really good product.
We chose them after scouring the Kenyan web development scene, though newly operating in Nairobi, they came with strong recommendations. We have worked with several other web development companies in Kenya, Italy and USA and I can say without hesitation that Pamoja Media are by far the best. The combined talents of good developers with marketing savvy Joshua Wanyama makes this a really professional and high performance team who helped us with thinking through what we wanted, as well as completely transforming our Google Adwords campaign. We continue to work with them and have enjoyed it tremendously.
I don’t think you could go wrong with them.
- Paula Kahumbu, Executive Director WildlifeDirect.org
