Integrating Online & Offline Activities How clicks can become a movement.

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Presentation transcript:

Integrating Online & Offline Activities How clicks can become a movement

Strike While the Iron is Hot! California State Parks Foundation (CSPF) May 26, 2009: Sacramento releases news that 220 parks may close due to budget cuts Within one week CSPF was able to execute a successful full scale multi-channel strategy to fight this budget crisis head on. Online, Direct Mail, and Telemarketing worked together to increase awareness of the imminent threat and garner public support to save California’s magnificent state parks and beaches.

Website redesigned Aggressive online petition & donation campaign Facebook Friend Get a Friend campaign –10 times the fans in 4 days –90 times the fans in 4 months (517  48,828. Now over 66,000 fans!) Google & Facebook Ads 24,512 clicks –Over 75% of petition signers came from Facebook and Google Ads Education & Action to Expand Reach 42% page completion rate! 89% of all signers were new to the file 12% of signers came from TAF

Multichannel Maximizes the Message & the Impact Efforts mirrored offline with three DM “Urgent Grams” Current TM calls stopped & restarted with the urgent appeal scripts

73% of petition signers were new to the file! TM reinstatement call including an activist conversion track 2 part conversion series –Garnered an amazing.81% response rate Activist Conversion

Crisis drove robust adoption, but staff commitment to their digital brand has maintained & improved their online presence since. Over 700 advocates gather in Sacramento each March at Park Advocacy Day to fight for the parks they love. Budget cuts are again threating parks. 70 have already closed in CSPF has launched a new campaign: Defend What’s Yours! Then & Now

Online … Turning Anger in Action Takeaways: Be Flexible Be Aggressive Maintain Seamless Communication Across Channels

Questions? Thanks! U can find Brenna Holmes Deputy Director Interactive Department, CCAH