Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren

Boston Marketing Campaign 2013

BSC: Boston• Integrated staff/trustee team FY12• Timed with capital campaign• Coordinated with WO MEMB, MA PHIL• Costs:

• $175k BSC spend in FY13• $45k in FY14• $65k donation for new FY14 event

series

Goals• The priority goal of the Boston BSC

marketing program is growth of private financial support in the near term and the next 5, 10 and 20 years.

Objectives• Generate awareness to support

Philanthropy and Membership • Engage current/potential supporters• Grow membership revenue • Expand donor pipeline • Retain existing supporters

Outcomes to Date• 61 million impressions

• 900+ new social media relationships

• 500 new qualified contacts (events)

• Thousands of acts of engagement

• Trustee enthusiasm (donations for more)

• Membership growth TBD

• Awareness growth TBD

The Program

Ads: Creative• Start a conversation! • Increase TNC awareness!• Be provocative + Boston smart• Agency: Kemp Goldberg Partners, Portland

Hashtag for conversation

Nature and people

Grab attention withfalse choice

Soften tone with CTA

Ads: Relationship Mgmt• Members received mailer to explain

campaign concept and justify expense.• Futureofnature.org explains TNC’s

position on issues from campaign, Twitter feed and ways to get involved.

MEMBER NEWSLETTER

WEB PAGE

Ads: Placement• Out-of-home placement followed

potential donors along commute, from home into city.

• Local print placements reinforced awareness near home.

• Residential placements map to high-value zips as well as canvassing locations.

CITY INFO PANELS

CITY INFO PANELS

SUBWAY KING POSTERS

COMMUTER RAIL POSTERS

SUBWAY CAR CARDS

DIGITAL BILLBOARDS

Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren

CITY INFO PANELS COMMUTER RAIL POSTERS SUBWAY KINGS DIGITAL BILLBOARDS

IMPROPER BOSTONIANOCTOBER 9-22, 2013

MNI STYLE & BEAUTYOCTOBER & NOVEMBER 2013

DIGITAL BULLETINS

DIGITAL BULLETINS

Ads: Trustee Response• “I have had three people who don’t even know

I’m on TNC’s board mention these ads to me in a positive light. This is what we should be doing.”

• “The work is outstanding!  The visuals are strong and the messaging is thought provoking and inspiring.  The visibility will be fabulous for us.”

• “One man’s opinion- This is simply GREAT!! ” • “…the visuals and messaging are… catchy and

thought-provoking. I'm excited to see the impact in terms of laying groundwork for our campaign and broadening our base.”

Media Reach, Cost and Savings

Review: Cost and OutcomesCost:

•$26,000 spent on agency (discounted rates)

•$97,000 spent on $200,000 worth of advertising

Result:

•58 million estimated impressions

•600+ new FB likes, 300+ new Twitter followers

•150+ hashtag tweets, most TNC or partners

•Most web conversions were event ticket sales

•Positive trustee response

Event SeriesIncrease awareness of TNC as thought leader

Engagement with conservation concerned

$60k budget = $35k underwriting + $25k

costs

$20k event value contributed from WBUR

The Future of FoodApril 22 | Artists for Humanity

Speakers:• Oran Hesterman, founder, Fair Food Network• Paul Greenberg, author of Four Fish: The Future of

the Last Wild Food• Michael Leviton, chef, Lumière and Area Four, Chefs

Collaborative• David Cleary, strategy director, agriculture, The

Nature Conservancy

• Moderator: Sacha Pfeiffer, WBUR, host of All Things Considered

The Future of EnergyMay 13 | Boston Society of Architects

Speakers:• Dan Kammen, Professor and director of the Renewable

and Appropriate Energy Laboratory, UC Berkeley• Jigar Shah, CEO, Carbon War Room• Joe Fargione, lead scientist, North America Region, The

Nature Conservancy

• Moderator: Anthony Brooks, WBUR, host of Radio Boston

The Future of WaterJune 10 | Calderwood Pavilion

Speakers:• Sandra Postel, Director, The Global Water Policy Project• Steven Solomon, author of Water: The Epic Struggle for

Wealth, Power and Civilization• Brian Richter, co-leader, Global Freshwater Team, The

Nature Conservancy

Moderator: Meghna Chakrabarti, WBUR, host of Here & Now

Underwriting: Sample ScheduleCampaign included three flights similar to below

chart.

Review: Cost and Outcomes

Cost:

•$35,000 underwriting = ~$45,000 value• 116 spots, BUR web cal, e-mails, online pledge drive

•$25,000 spent on $46,000 production total

Result:

•2.5 million estimated impressions

•500 attendees, new e-mail contacts

•Reinforced 10+ partner relationships

•Donor gift toward 2014 event series

MembershipTested campaign insert for…

•Lapsed mailings

•Acquisition list test

•Canvassing hand out

New Member Acquisition Mail Test

June State Insert Tests (early read) Sent

Response Rate Avg Gift Net/Donor GPM CPM

1QTHT10Q - NMA HUNTSINGER NY CONTROL 5,000 0.40% $31.10 ($64.32) $124.40 $381.66

1QTHT10R - NMA HUNTSINGER NY INSERT 4,996 0.54% $26.81 ($49.01) $144.92 $409.80

1QTHT10S - NMA HUNTSINGER MA CONTROL 1,986 0.60% $25.83 ($38.57) $156.09 $389.13

1QTHT10T - NMA HUNTSINGER MA INSERT 1 1,987 0.20% $16.25 ($215.04) $32.71 $465.60

1QTHT10U - NMA HUNTSINGER MA INSERT 2 1,987 0.20% $17.50 ($213.80) $35.23 $465.63

Notes: Early read shows the NY insert has life in NMA as well as Lapsed, however MA is not showing the same result. Will look to update as this is an early read on these tests.

Lapsed Direct Mail Test

Quantity Response # Response % Total Gifts Average Gift Size

Control Letter 5,000 27 0.54% $505 $18.70

Control +FON Infographic Insert 4,998 30 0.60% $920 $30.67

Control +FON Text/Image Insert 5,000 28 0.56% $618 $22.07

Review: Cost and OutcomesCost:

•$2,500 design and printing of insert

Result:

•Increase rate, ave. gift for lapsed mailings

•Acquisition test: loses to control package

•Canvassing cost-per-member as low as $18

vs. $31 for direct mail. Campaign connection

TBD.

Assessment: Deltas• Budget realities limit ability to reach

critical mass in market• Need stronger integration with WO

Membership to tie campaigns to membership growth

• Workload vs. capacity resulted in work/life balance challenges

• Alignment with chapter staff included bright spots as well as bumps

Assessment: Plus• Millions of brand impressions =

awareness• Trustee support/enthusiasm during

capital campaign• Alignment with chapter staff included

bright spots as well as bumps• New/bolstered partnerships

Photo credits: (top) Mark Godfrey; (Bottom) Jez O'Hare; Scott Warren

Boston Marketing Campaign 2013