Bonfire Collaborative was thrilled when long-time client, Shane McConkey Foundation, was ready to revamp their website. It was time to clarify the fun-loving and mission-driven voice of the nonprofit throughout their digital presence. With an emphasis on the legacy of the Foundation through their Shane McConkey EcoChallenge supported through a clarification of the programs and events that support SMF, we worked to clarify the WHEREs and WHYs of the donor channels.
Shane McConkey fans know that the Pain McShlonkey Classic is the greatest ski competition known to man or woman. And that International Snowblade Month (March) has been unofficially declared by the nonprofit to honor Shane’s alter-ego SaucerBoy. But the Foundation’s larger message of protecting the planet that Shane loved so much was often lost.
Bonfire Collaborative was primed with a deep understanding of the Foundations’s unique connections between irreverent snowblading events to the very real work of supporting students making important environmental impacts in their schools and communities. The result is a refreshed website with a clarified brand voice and a 240% uptick in traffic and clarified information architecture channeling traffic more effectively into the intended channels. Not to mention that the shop has added a new revenue stream where Shane McConkey fans can purchase swag that was previously only available at in-person events.