Empowering Conservation Teams to Fundraise with Confidence.

CLIENT: AFRICAN PARKS
PROJECT: DIGITAL FUNDRAISING WORKSHOP
IMPACT: RECORD-BREAKING WORLD RANGER DAY CAMPAIGN

The Challenge

African Parks manages 22 parks across Africa in partnership with governments and communities. While the team had delivered successful on-the-ground initiatives, previous digital campaigns had underperformed, including a recent campaign that became our starting point for discussion.

Our Approach

I designed and delivered a workshop for African Parks’ marketing team, focused on demystifying online fundraising and providing practical tools to design and execute campaigns with confidence. The goal was to give the team a repeatable system they could apply to all future campaigns.

Using the recent campaign as a live case study, we:

• Audited the landing page, donation flow, and storytelling approach.

• Identified friction points

• Mapped out donor journeys that combine storytelling, transparency, and a sense of community

• Discussed how to maintain ongoing connection and when to deliver big campaigns

• Highlighted the importance of specificity and trust signals to increase conversion.

The Results

Just weeks later, the team put these strategies into practice for their World Ranger Day campaign. The impact was immediate:

• More funds were raised in the first two days than the organisation’s entire online fundraising total for the previous year’s campaign.

• Most traffic on the website in 3 years

• Proof of the potential of online fundraising to diversify revenue and appeal to a new and wider audience.

"Heleen’s workshop transformed how we approach online fundraising. We now understand not just what to do, but why — and the results speak for themselves."

- African Parks Marketing Team

Takeaway

Even the most dedicated, world-class conservation teams need the right tools and frameworks to unlock digital fundraising potential. With the right support, it’s possible to turn an underperforming campaign history into record-breaking results. If you’re a nonprofit marketing team struggling to raise the funds your work deserves, let’s talk.

Get in touch to see how I can help you turn your next campaign into a success story.
Book a free 30-minute call to explore how we can work together.