Perennial

A website that no longer met Perennial’s needs.

As the only UK charity dedicated to supporting people in horticulture, Perennial plays a vital role in offering financial, emotional, and practical assistance to thousands of professionals and retirees each year. 

However, as digital engagement became increasingly critical, Perennial faced a major challenge - its existing website lacked the flexibility and functionality needed to: 

• Deliver tailored content to multiple audiences 
• Empower the team to manage and update the site with ease 
• Support the charity’s ambitious new digital strategy 

Working alongside Productle, Perennial developed a comprehensive digital roadmap, which identified the urgent need for a new, future-proofed website. That’s where Giant Digital came in, to design and build a leading platform that would serve the charity for years to come. 

A digital destination for Perennial’s community.

Perennial serves a wide range of audiences, from horticultural professionals in need of support to the garden-loving public who help fund the charity’s work. 

The new website needed to: 

• Simplify navigation to help each audience quickly find relevant information 
• Enhance content accessibility for a more inclusive experience 
• Support online donations to sustain Perennial’s vital services 
• Embed Perennial’s brand identity to create a stronger digital presence 

Through in-depth discovery sessions, user research, and strategic planning, we built a scalable, high-performing website that delivers on all fronts.  

A digital platform rooted in accessibility and engagement.

1. A more inclusive and accessible experience 

With nine distinct audience groups, we prioritised accessibility and inclusivity in the site’s design and functionality. 

• Updated imagery to better reflect the diverse communities Perennial supports 
• A modern, welcoming design infused with Perennial’s brand identity 
• Reworked content structure to improve navigation and ease of use 
• Stronger storytelling elements to make key content (like financial advice) more engaging and digestible 

2. A smarter, more manageable website 

One of the biggest challenges Perennial faced was website administration - updates were slow, difficult, and frustrating for the team. 

To fix this, we: 

• Built the platform with flexibility in mind, ensuring the Perennial team could easily update content 
• Implemented a more intuitive content management system (CMS), allowing for seamless content creation and organisation 
• Created a clearer user journey, ensuring visitors quickly find the support, resources, and donation opportunities they need 

3. A platform that supports growth and fundraising 

Perennial doesn’t just provide support, it also needs sustained donations to fund its work. 

To help boost engagement and fundraising, we: 

• Optimised the donation journey, ensuring a frictionless giving experience 
• Improved key visitor engagement, particularly within the Home & Garden section, which helps drive fundraising opportunities 

A website that works for Perennial's mission.

The new platform is not just an immediate improvement, it’s a scalable, future-proofed solution that will support Perennial’s mission for years to come. 

Founded in 1839, Perennial has been a lifeline for horticultural professionals for 185 years. With its new digital platform, the charity is now better equipped than ever to: 

• Support those in need through accessible, engaging content 
• Educate and raise awareness about the challenges facing horticultural professionals 
• Increase donations to sustain its vital services 
• Continue evolving its digital strategy with a flexible, adaptable website