Case Study›Sutherland Self Help Trust

Sutherland Self Help Trust

Refreshing a Legacy Brand to Increase Grant Applications

July 2025

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 DevelopmentConversion Rate Optimisation

116%

Increase in grant conversion rate with refreshed site design and simplified application flow

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.

Outdated brand identity

The pixelated logo and outdated site design didn't reflect the values or scale of SSHT.

Unclear grant communication

They needed a way to better tell their story and clearly communicate their criteria to applicants, especially as their criteria evolve annually.

Limited internal resources

With limited internal marketing resources and high-impact giving at stake, SSHT required a partner to bring clarity, relevance, and effectiveness to their digital presence and grant process.

Our Approach

We researched, designed, built, and tested a refreshed digital presence for Sutherland Self Help Trust, grounding everything in the motivations and friction points of real grant applicants.

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. A 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.