We launched a 3-month, multi-channel campaign that included two direct mail appeals, a 6-part email series, and an SMS campaign. The bold design was coupled with a mixture of storytelling and historical accounts from the iconic battle. Detailed troop movement maps showing two different time frames for the battle and the target tract of land (highlighted in yellow) were coordinated in the direct mail and featured online. The email campaign included on-location videos narrated by the Trust’s chief historian. The combined campaign generated more than double the revenue needed, and surpassed all expectations—a testament to the campaign’s innovative approach and compelling messaging. More than 30% of donors who had shown past interest in Gettysburg responded.