Defenders of Wildlife

Since 2013, Rad Campaign has served as Defenders of Wildlife's web agency, executing iterative refreshes of key landing pages, a responsive retrofit of their non-mobile site, and a blog redesign, along with CRM support, A/B testing and analytics help, and design and infographic development.

Rad Campaign redesigned the Defenders of Wildlife website using a data-driven, user-focused approach, with the aim of increasing donations and advocacy actions.

• Consolidated disparate websites into one open source CMS (Drupal) for easier content management and integrated messaging focused on mobilizing people to protect wildlife and wild places.
• Simplified an overly-complex taxonomy to connect content related to issues, wildlife, wild places, and more.
• Created robust and flexible templates using Drupal 8’s Layout Builder functionality, allowing Defenders to build new landing pages to fit whatever they need.
• Customized lightbox functionality to allow Defenders to set up and schedule pop-up boxes, including starter forms such as gift amounts that link to donation pages, and email and mobile signup boxes.
• Implemented automated integrations with Medium, so Defenders of Wildlife can continue to engage with the audience they had built there.
• Set up API level integrations with Defenders of Wildlife’s CRM tools, syncing action pages with new Drupal content pages.

With a 25% increase in mobile web traffic globally, failing to be mobile responsive hindered Defenders of Wildlife's ability to reach current supporters and grow their supporter base. A mobile retrofit yielded a significant increase in site traffic. Our ongoing A/B testing has also helped to more than double donations on key landing pages. In addition donations on the homepage have increased by 37% and page load time has decreased by 21%.