Golden Gate National Parks Conservancy
Membership & Donor Program
Positioning Strategy
A strategic repositioning of the Conservancy’s membership and leadership programs to create a clearer, more emotionally resonant journey from supporter to steward.
Challenge: The Golden Gate National Parks Conservancy had a strong base of members and donors, but the programs were positioned as parallel tracks, making it difficult for supporters to understand how, or why, to deepen their involvement.
Approach: I led a positioning strategy and messaging initiative grounded in existing research and peer analysis, clarity, emotional connection, and progression.
The work included:
Synthesizing complex internal research into clear, actionable insights
Designing a unified supporter-to-leader journey framework
Developing positioning and messaging pillars that ladder from “belonging” to “leadership”
Translating strategy into practical website and UX concepts to guide future execution
Impact: The final strategy provided the Conservancy with:
A clear narrative connecting Membership and Donor programs into one cohesive journey
A positioning framework anchored in NOT SURE HERE…
A strategic roadmap leadership teams could rally around and build from
The recommendations were presented to senior leadership, including development and communication executives, and is now being used as a strategic foundation for upcoming relaunch efforts.
Selected Slides from the Final Strategy Deliverable
A snapshot of the positioning journey framework, tier structure, website wireframe concept developed for the Conservancy.
Positioning strategy deliverable
Core positioning framework defining the progression from member to donor
Reframing shared benefits to reinforce emotional progression across tiers
Visual metaphor for website concept, illustrating the journey from belonging to leadership
Peer and category benchmarking to inform visual and narrative strategy