The Royal Society for the Protection of Birds (RSPB) has redesigned its Web site in an effort to boost revenue generation and lifelong learning online. RSPB has selected the Tridion content management solution as part of the complete site overhaul. It selected Tridion to support the management of the new site, which will serve the RSPB's membership base. The content management solution will help the RSPB focus its online presence on three core interests: birds, gardens, and the countryside. Using Tridion, regional offices of the RSPB will be able to develop and post relevant content on the site, while the Web team at HQ continues to retain overall control over structure, design, and programming. This is intended to increase productivity and the speed with which information is updated, as well as improve the relevance of the site for the RSPB's audience. Further objectives of the Web redesign include membership recruitment and conservation advocacy. In addition, it will enable the public to browse online information repositories, such as a guide to UK birds. In the future, Tridion R5 could also allow the RSPB to use its Web site content in print and publishing functions.