California State Parks Foundation, like many environmental and conservation nonprofit organizations, participates in Earth Day. Our goal was to build out a more expansive campaign to fully capitalize on the momentum Earth Day creates for both donor engagement and fundraising.
A multi-channel online campaign incorporated email, social, search, display, video, and Connected Television ads (CTV). A countdown started in March to build awareness and excitement for Earth Day on April 22. Volunteers were recruited with the promotion of an “Earth Day kit.” The multi-media campaign targeted audiences across all online platforms including the donors and supporters on the email file with dynamic creative to encourage donor support. Additionally, several online prospect audiences were identified and included. The result of the campaign was a 20% increase in revenue compared to the previous year’s campaign and a 10% increase in new online donors compared to the same period in the previous year.
