Friends Across the Flyway for BirdLife International

A visually stunning digital campaign to raise donations to support the Friends Across the Flyway fundraising effort

An engaging website to raise donations

BirdLife International identified the need to develop a new website to support the Friends Across the Flyway campaign.

The website was launched to coincide with a digital fundraising campaign to benefit the BirdLife Partnership’s conservation work along the Atlantic Flyway in the Americas.

Stunning photography and imagery was used from a variety of wildlife photographers, image libraries and archive material to bring the campaign to life.

An endangered Piping Plover searches for food by probing its foot into the wet sand along the shoreline.

Raising awareness as well as money

  • We created awareness and raised donations for the Flyway work of BirdLife Partners in the Americas.
  • Built a community of BirdLife followers throughout the Americas.
  • Showing what is happening in each of the countries specifically.
  • Enabled BirdLife and its Partners to showcase the conservation they are undertaking and how users can help, contribute and donate.

Bringing the campaign to life

One of the key functions was an interactive map to highlight the countries and the projects that each BirdLife partner was undertaking in each of their countries.

The main aim of the website is to collect donations. Stripe was integrated in to the website to enable this and donations could be made any of the local currencies.

The website was designed to work on desktop and mobile versions.

Audience participation

Our target audiences were primarily North and South American donors in seven locations.

The functionality of the map was a key part of the interactivity of the website allowing users to navigate in a fun, interactive and different way.

Icons and pins were added to the map to show particular projects allowing users to jump directly to that project as well as see country overviews and explore the detail in an overview format.

To help achieve engagement in the different locations the website was translated to work in English, Spanish and Portuguese and accept payments in the local country currencies too.

Locally effective, global success

The campaign achieved considerable success following its launch and went on to succeed in achieving its international fundraising. The local projects have benefitted and grown helping make the Flyway Friends campaign reach new audiences.