The Enchanted Forest:
Website Development & Online Donations

The Campaign Brief

The Enchanted Forest is one of Scotland’s largest annual events and a cornerstone fundraiser for The Enchanted Forest Community Trust, drawing hundreds of thousands of visitors to Pitlochry each year. As Cunningly Good Group’s client and marketing partner for over a decade, the Trust needed a website that could operate as far more than a ticketing gateway: a platform robust enough to handle high-volume seasonal traffic spikes, an online shop for official show merchandise, and a means of capturing charitable donations, with Gift Aid, that fed directly into the Trust’s fundraising CRM without manual reconciliation. With all ticket purchasing activity funnelled through the site, protecting the significant SEO equity the website had built up over many years was also a critical requirement.

Cunningly Good Group’s Approach

We built and continue to maintain the Enchanted Forest website on WordPress, adding a WooCommerce shop to sell official show merchandise alongside the core ticketing journey which is handled by SEE Tickets.

We developed a specialist integration between the website and the Trust’s fundraising CRM, so that donations, Gift Aid declarations and supporter data flow directly into the charity’s systems without duplicate data entry, and built an online donation facility with Gift Aid opted in by default to maximise the value of every gift. We also worked with SEE Tickets to improve their donation experience during the ticket purchase experience. Recognising that the website sits at the heart of all marketing activity, with all purchasing funnelled through it, we prioritise technical SEO work every year, improving on-site optimisation and refining target search terms to protect and grow the site’s substantial backlink profile and domain authority.

In 2025, working alongside SEE Tickets’ technical team, we also implemented enhanced end-to-end conversion tracking, giving the Trust reliable, channel-level visibility into which marketing activity actually converts traffic into ticket and merchandise sales for the first time.

The Cunningly Good Results

Website traffic reached 621,540 visitors in 2025, up 21% on the previous year’s 513,493 & 104% of the 600,000 target. Traffic has now surpassed pre-pandemic levels.
Online donations during the ticket purchase process increased by 111%
The site maintains a strong Domain Rating of 51 on Ahrefs, with 29.9k backlinks from 576 unique referring domains, including Wikipedia, the BBC, The Guardian, The Telegraph and The Times.
Purchase conversion rate reached 3.73%, above the 2.5–3% industry benchmark, and up 7% year-on-year.
Ticket conversion rate reached 13.1% across all traffic sources.
New end-to-end tracking captured 19,522 transactions and attributed £1,556,360 (79% of all sales) to specific marketing channels – giving the Trust reliable, channel-level sales data for the first time.
Direct and search traffic, the two channels most directly reliant on the strength of the website and its SEO – accounted for a combined 86% of all site traffic and 74% of revenue.