A practical approach to modern marketing.

California Trout’s Online Makeover

California Trout needed a makeover; their static website was hard to navigate, and this membership organization wasn’t keeping in touch with their members — via email, website or social media.

They didn’t simply need a new website. CalTrout needed an online presence.

The CalTrout website

My web partner and I built them a sophisticated WordPress-based website — one that integrated with their donor management, email and social media programs. We also created a new social media program and completely remodeled their email channel.

What emerged was a powerful new communications framework — just in time for the organization’s 40th anniversary. Today, information flows through CalTrout’s website and into its active email and social media programs.

We automated much of the process, and continue to upgrade the technology.

I’m also writing for CalTrout and providing online presence management on a contract basis.

This overhaul represents a huge success for a membership-driven organization like CalTrout, but change like this can only come from the top of a committed organization.


  • WordPress-based website (easy for staff to update)
  • Donor management, email & social media integration
  • Advanced analytics (integrated with email and social media metrics)
  • Onsite gear shop (ecommerce)
  • Powerful event scheduling/calendaring
  • Multiple slide shows
  • Tabbed front-page widget featuring live feed updates