Convio Innovator Awards 2011: Best Integrated/Multi-channel Campaign
Best Integrated/Multi-channel CampaignCombining online and offline marketing channels and utilizing cross-functional teams
to generate awareness and fundraising results.
The Trust for Public Land: Year-End Campaign
Generated 41.2% more net revenue than the previous year-end campaign, and increased online revenue by 55.4%, year over year.
The Trust for Public Land (TPL) conserves land for people to enjoy as parks, gardens, and other natural places, ensuring livable communities for generations to come. TPL was founded in 1972 with goals of protecting land in and around cities and pioneering new land conservation techniques. Over the years, the organization’s work expanded to include projects from inner city to wilderness, and TPL’s broad experience has made them a national leader and innovator in city park creation, state and local conservation funding, and using GIS for conservation planning.
Challenges, Innovation & Results
In addition to having a new team in place, and a new consultant assisting with the organization’s fundraising strategies, TPL faced a tight deadline for its annual matching gift campaign. The goal was to take the year-end campaign to the next level by improving net revenue, integrating online with direct mail, and reducing expenses.
TPL launched an innovative, 2-month long multi-channel campaign. Aggressive messaging is not something TPL’s file was used to, but through creative and fresh looking art, e-cards and homepage takeovers — including a focus on deadlines — the files didn’t fatigue and performed tremendously. In the mail, a lead and a follow dropped 4 weeks apart from each other. Online, TPL sent 8 hard ask emails, and 2 ‘give a gift’ ecard emails with soft fundraising asks. Enewsletters had the same look and feel to the entire campaign, and also offered additional giving opportunities. Lastly, a thorough analysis of historical performance resulted in several negative segments being cut from the campaign, an innovative way to decrease cost and increase efficiency of the campaign.