Arkyard ran a comprehensive digital audit for us and exceeded expectations from day one. They went above and beyond throughout the process, bringing real depth of expertise and a genuinely collaborative approach. The audit itself was thorough, insightful and clearly structured, with tangible, prioritised recommendations we could act on immediately. Their communication was excellent - clear, proactive and transparent at every stage.
Digital Strategy for Working Animals International.
Working Animals International came to us for a proper digital review before a rebrand and website refresh. Not a run engagement. A one-off strategy piece to work out where they stood and what to do next. Six channel audits, real user research, a face-to-face workshop, and a Now / Next / Later roadmap they could act on straight away.
Client:
Working Animals International
The brief
Working Animals International (formerly knowns as SPANA), helps improve the welfare of working animals in vulnerable communities around the world. In 2026 they were planning a rebrand and a website refresh, and they needed to know what they were building on.
They wanted a proper review. How was the website performing? What was actually happening in user behaviour? What was working across the other digital channels, and what wasn’t?
The output had to be usable. Not a slide deck of observations. A prioritised list of what to do, when.
The approach
We split the work into two phases: Digital Review, then Road-mapping.
The Digital Review
Six channel audits, each run by the specialist in that discipline:
- Heuristic assessment and behavioural analysis of the website
- Technical development assessment of the website
- Email marketing review
- Organic social media review
- Paid search and paid social review, including Google Ad Grants
- User research with current supporters and non-supporters
Every audit was scored against sector benchmarks and our own data from comparable clients. That gave the team not just what was happening on each channel, but how it compared to what should be happening. Perspective, not just numbers.
The prioritisation workshop was a standout moment. It helped us align internally, focus on what would drive the most impact, and leave with a practical, phased roadmap rather than a long list of ideas.
The Road-mapping
We pulled everything into themes: strengths, gaps and real opportunities. Then we ran a face-to-face prioritisation workshop with the Working Animals International team.
We used ICE scoring (Impact, Confidence, Effort) so decisions were made together, not handed down. The whole point of the workshop was to end with a plan the team had ownership of, not one they’d been sold.
The scored actions went into a Now / Next / Later roadmap. Quick wins to act on straight away. Bigger strategic pieces sequenced across the year.
The results
The project delivered:
- A clear picture of the strengths, gaps and real drivers of performance across every channel
- Insights backed by data and real user behaviour, not opinion
- Quick wins the team could act on straight away
- Strategic priorities sequenced across the year
- A Now / Next / Later roadmap they owned, not one they’d been handed
Critically, the deliverables shaped the rebrand and website refresh that followed. Working Animals International knew what to build for, not just what to build.
Just as importantly, the plan focused a limited team’s time on the things that would matter most, and connected that time to the wider charity strategy.
Their knowledge across the full digital spectrum - SEO, paid search, paid and organic social, email marketing and analytics - gave us confidence that every part of our ecosystem had been properly evaluated. They were flexible, responsive and an absolute pleasure to work with. We now have real clarity and momentum in our digital strategy development.
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