Your purpose is powerful. But only if people understand it.
Organisations like the National Trust for Jersey do vital work. But if their messaging is too broad, too vague or too inward-looking, they can fail to connect with their audience. And when you rely on donations and memberships for funding, that can be fatal.
That’s why we started this project not with designs, but with words. We created a clear messaging framework to help the Trust explain what they do, why it matters and how people can get involved. Clearly, concisely and persuasively.
Make it easy to support you
We helped the Trust articulate its core value proposition: to protect, manage and preserve Jersey’s natural beauty, wildlife and historic places. That concept needs to connect with a broad audience who have varied interests. So we built core messaging pillars around discovery, enjoyment and protection, ensuring that the Trust's purpose will emotionally engage a wide range of supporters.
We translated those ideas into:
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Clear, consistent homepage and landing page messaging
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Positioning statements for audiences like members, donors, sponsors
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Navigation and structure that supports clarity and action
The result? A site that not only tells a story, but drives memberships, increases donations and builds lasting financial support.
From framework to culture
Strong messaging isn’t just for websites. It’s the foundation for every communication that follows: social media, newsletters, campaigns, fundraising appeals and more. For purpose-driven organisations, it can also be a powerful internal tool.
The Trust now has a shared language to express its impact, guide its tone of voice and onboard new staff. When everyone speaks with clarity and confidence, your mission resonates more widely - and your audience responds more willingly.