Countryside Alliance

Engaging and growing members across the nation.

Countryside Alliance is a 90,000-strong membership organisation which is best known for its work on wildlife and management, however its agenda also incorporates food and farming, local businesses and services, and the injustices of poor mobile phone signal and broadband in the countryside. Countryside Alliance aims to represent the interests of country people from all backgrounds and geographical locations.

Countryside Alliance mockup.jpg

Countryside Alliance wanted an updated digital platform that was more user-friendly, more engaging, and of course mobile responsive. It was important that procedures were simplified for administrators through better page templates and the CRM integration. Ultimately, the organisation was looking to drive revenue through increased memberships, donations and sales from its retail store.

The Challenge

Countryside Alliance commissioned Reading Room to redevelop its existing website to provide a complete resource for their news and events, and increase digital engagement from every part of the rural community and economy.

Increasing new membership subscriptions, as well as renewals from existing supporters, was also a key metric, along with growing the number of online donations received.
The website development included integration with a 3rd party CRM system, which was being developed in parallel. This presented a huge challenge, as there were many unknowns during development.

The Solution

We built the new Countryside Alliance website in Kentico 10. The website features a strong design that modernises the look and feel of Countryside Alliance’s digital presence, whilst maintaining the authority and heritage of the brand.

The website encourages an increase in audience interaction with more images, richer content and features such as eye-catching widgets to engage users. Reading Room has re-focused the content layout, meaning that navigation is simple and intuitive. Also, the web parts of the website give the ability of displaying featured related content across the website for more user engagement.

The Outcome

"From the very beginning, we were determined to work with an agency who could deliver not just a pretty website, but a complex integration between Kentico CMS, Microsoft Dynamics CRM and DotDigital’s Engagement Cloud. Reading Room gave us the confidence right from the beginning that they could deliver this, and did not disappoint us. The team worked seamlessly with key stakeholders and external parties, and have been instrumental in enabling the Countryside Alliance to embrace a digital future head on. The level of integration of digital platforms that Reading Room have implemented is ground-breaking, not just for the sector, but for the Countryside Alliance. It allows us to engage in a more timely and relevant way with our members and supporters across multiple platforms, which is integral to our future."

Lauren Knight - Digital Marketing & Communications Manager.