Friends of Free Wildlife

Website and Social Media Campaign

Friends of Free Wildlife is a non profit organisation that works to rescue and rehabilitate the urban wildlife. The organisation heavily relies on donations from the public to keep the organisation going. The social media campaign, A Flight to Recovery has been designed to help the organisation communicate its needs better to the public.

The challenge was to redesign the Friends of Free Wildlife website and identify a problem that the organisation was facing that would be solved through a social media campaign.

Design Frame

Problem

Friends of Free widlife need to create transparency as a means to increase awareness and engagement with their Wishlist, ensuring a greater understanding of the organization's needs and fostering community support

Design Frame

How might we utilise transparency to bring awareness to the Friends of Free Wildlife Wishlist?

Solution

Website: Show donors what their donations are being used for and communicate to the public the multiple ways they are able to help the organisation.

Campaign: Guide the public through the process of donating. Let donors know what their donations are being used for.

Research Summary

The research insights were extracted from an interview done with the volunteers and stakeholders of Friends of Free Wildlife. There was also additional research done through the analysis of the organisations website and social media. Research on the organisation's competitors was also done.

Donations

Lack of clear indication regarding the purpose of user donations.
There is no clear call-to-action for corporate partnerships.
The organisation has not posted a wishlist or information about corporate donations.
They need to establish trust and credibility with potential donors.

Raising Awareness

They attempted to organise fundraisers, quiz nights, and tea events.
They arrange visits to various locations for talks and orientations about their center to raise awareness.
They share content on social media platforms like Instagram, Facebook, LinkedIn, and YouTube. However, their primary audience is mainly on Facebook, given the higher engagement levels.
They are struggling to engage with their audience and need to captivate viewers' attention and maintain it.

Site Map and Content Inventory

The pages focused on in the website are the pages that help the organisation communicate their needs to the public. These pages being those that encourage people that visit the website to make donations. The website also provides visitors with blogs that inform them of different topics.

Features and Functions

The website encourages visitors to donate throughout their journey on the website. It provides them with the different options they have to help the organisation. Throughout the journey the visitor is provided with information on what they are donating to.

Campaign

The campaign leads visitors to the organisations wishlist. The wishlist in the organisation's needs. Visitors are encouraged to donate to a specific birds needs and are also prompted to donate other things that the organisation needs. The organisation communicates how far the organisation is in reaching their target.

Campaign

The campaign encourages visitors to donate to a specific bird. The bird has certain things that it needs and a visitor is able to donate the amount of their choice one of the things needed by their chosen bird. The visitor is also given information on how far the organisation is in receiving the target for the specific bird so that their is transparency between the organisation and the donor.

Volunteering

Visitors are encouraged to volunteer at the organisation. This could be considered as another form of donation.

Blog

The blog educates visitors on animals and also addresses topics about the urban wildlife.

Visual Designs

The website encourages visitors to do their part in making a different for the animals taken in by the organisation. The paint splats represent the mark that one leaves when donating to an animal. Throughout the website visitors are given an opportunity to make a donation and when making a donation, the visitor is guided through the process providing the visitor with information on which animal they are donating to, how much money has been donated to the animal, and allows a visitor to choose what need they would like to donate to.

Friends of Free Wildlife.mp4

Social Media Campaign

The purpose of the campaign is to bring social media users to the organisations website so that more donations can be made toward the animals and the organisation. The campaigns are on different social media platforms. Emailers as well as web banners are also used to bring traffic to the website in attempt to get more donors.

Campaign

The campaign encompasses all essential information related to the organization's name, message, and the objectives needed to be to fulfilled.

Social Media

The social media should consist of content guidelines for the organisation's team to facilitate post creation.

These guidelines should encompass specifications for sizes, design, profile pictures, and cover images.

Emailer and Banners

The emailer should be formatted as a template, and the web banners must adhere to the appropriate sizes.

Funderaising Goal

Raise a specific amount of money to support the rehabilitation journey of the delicate creatures in your care.

"Raise R50 000 to fund the rehabilitation and care of wounded wildlife."

Donor Engagement Goal

Encourage a certain number of donors to participate in the campaign.

This goal could be expressed as "Engage 10 000 new donors to be part of our compassionate community and support our cause.".

Awareness and Impact Goal

Create awareness about the importance of rehabilitation and its transformative impact on the lives of vulnerable animals.

"Reach a broader audience and increase understanding of wildlife rehabilitation through 10 000 social media mentions or shares."

Campaign Visual Design

Instagram screen 1

The user first needs to choose a bird that they wild like to donate to.

Instagram screen 2

Next the user will choose which one of the birds needs the user would like to donate to.

Instagram screen 3

After the user has donated they will be updated by the organisation on the birds healing journey.

Instagram screen 4

Users are informed on different topics that are addressed on in the blogs in the organisations website.

Instagram screen 5

Users are reminded how important their donations are to the animals.

Facebook

On Facebook users are also informed about the campaign and how they are able to help the organisation and the animals.

On Linkedin users are also informed about the campaign and how they are able to help the organisation and the animals.

Emailer 1

The organisation stays in contact with donors and thanks them for their contribution.

Emailer 2

The organisation reminds donors of the campaign to encourage more donations.

Web banner 1

The web banners give users a little information on what users are able to do to help the organisation and the animals that they take in.

Web banner 2

The web banners give users a little information on what users are able to do to help the organisation and the animals that they take in.

The website and the campaign work to encourage visitors of the website as well as social media users to encourage users to donate to the organisation. This is done by making the process of donation more personal as donors are told exactly what the animals need as well as what the organisation needs to help the animals. This results in trust being built between the organisation and the donors due to transparency and an increase in donations for the organisation.

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