The Partner
Sutherland Self Help Trust (SSHT) is a New Zealand-based charitable trust that has distributed millions to causes nationwide since 1941. It supports a wide range of charities by offering annual grants. With deep historical roots and strong family values, SSHT needed a refreshed digital presence to stay relevant and accessible to a modern audience of charitable organisations and fundraisers.
Data Story Services
Website Development
Conversion Rate Optimisation
Quick wins
The Challenge
The Sutherland Self Help Trust had a strong legacy and proven impact but was facing brand fatigue and digital friction. Their website and application process no longer met the needs of modern users.
The pixelated logo and outdated site design didn’t reflect the values or scale of SSHT.
They needed a way to better tell their story and clearly communicate their criteria to applicants, especially as their criteria evolve annually.
With limited internal marketing resources and high-impact giving at stake, SHHT required a partner to bring clarity, relevance, and effectiveness to their digital presence and grant process.
The strategy
To refresh their brand, we started with brand purpose. We identified the key values and realised that the values of Ben Sutherland 80 years ago are still just as important to the Sutherland family today. We wanted to communicate this through the brand so decided to evolve the family crest alongside a website refresh.
What we did:
The SSHT brand was due for touch up. The logo was pixelated & not suitable for mobile. The web fonts, layout and colours needed refinement to better reflect the trust.
Research & Benchmark:
Engaged with previous grant recipients and internal stakeholders to uncover key motivations and friction points.
Design & Build:
Refreshed the website, including logo enhancement, mobile-friendly UX, and optimised typography.
Test & Learn:
Tested a simplified landing page experience with clearer messaging and faster access to the grant application form.
Research & Benchmark:
Engaged with previous grant recipients and internal stakeholders to uncover key motivations and friction points.
Design & Build:
Refreshed the website, including logo enhancement, mobile-friendly UX, and optimised typography.
Test & Learn:
Tested a simplified landing page experience with clearer messaging and faster access to the grant application form.
The results
After 3 months of iteration, we delivered these results to Sutherland Self Help Trust.
- 116% increase in grant conversion rate with refreshed site design and simplified application flow.
- The rebranded identity, anchored in Ben Sutherland’s original values, built trust and engagement.
- Past charities noted they felt better “seen” by the new messaging.
- A legacy brand was modernised, and as a result, more charities gained access to critical support.
Key Takeaways
Simplicity Drives Action.
A clear landing page and fast access to eligibility criteria significantly boosted conversion rates.
Understand Your Audience.
By engaging past grant recipients, we uncovered language and insights that shape how to communicate impact, ensuring the messaging resonates with those who need it most.
Test, Test, Test.
As a result of testing, and using qualitative data we learnt that there was a clear need to communicate application criteria clearly.
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