National Trust for Historic Preservation
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"NTHP’s This Place Matters campaign has appeal across the organization’s membership as well as the group’s larger constituency — not just those engaging in the initiative. The campaign is a key demonstration of the ways in which the Trust truly is placing preservation in the hands of the general public to help advance the mission of the organization."
- Donna Wilkins, President, Charity Dynamics on behalf of, National Trust for Historic Preservation
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About National Trust for Historic Preservation
The National Trust for Historic Preservation (NTHP) is a membership organization that provides leadership, education, advocacy and resources to save America’s diverse historic places and revitalize the country’s communities. The Trust has 250,000 members and thousands of preservation groups in all 50 states.
The challenge
- Wanted to maintain a consistent level of engagement with members while increasing awareness and building interest among the general public about the organization’s mission.
- Sought innovative and fresh approaches to keep members involved following the launch of its newly branded website, www.PreservationNation.org.
- Had already launched an engagement campaign the previous year, but soon realized that the process was too cumbersome and time consuming for both NTHP and its members, and it also lacked elements that allowed the Trust to efficiently capture constituent information.
The solution
- Worked with partner, Charity Dynamics, the team built upon the organization's previous efforts that culminated in the re-launch of the organization’s “This Place Matters” campaign with a more innovative and engaging approach.
- Utilized open technology, the new campaign included a social media strategy that involved Google Maps and Flickr.
- Charity Dynamics helped NTHP utilize APIs (application program interface) that tie Google and Flickr into the organization’s Convio online database which tapped into the power of open source tools. The API development enabled NTHP to seamlessly capture constituent data in its eCRM system while dynamically displaying user generated content on the group’s website.
Results
- 725 individuals participated in NTHP’s This Place Matters campaign — 20 percent of which made both a Google Map and Flickr photo submission.
- More than 1000 photos were loaded to the This Place Matters photo stream, and 582 of the participants were not members prior to the campaign, demonstrating the great opportunity for This Place Matters to draw new constituents into deeper engagement with the organization.
- A membership acquisition appeal with This Place Matters messaging generated a .13 percent conversion rate, a typical response rate for NTHP acquisition emails, and the conversion rate for This Place Matters participants was significantly higher at 2.3 percent — demonstrating the strong success of campaign participation in converting new constituents and participants into NTHP members.
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