Campaign Workbook_ Preserve the Port Gamble Forest
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Transcript of Campaign Workbook_ Preserve the Port Gamble Forest
Campaign Workbook Integrated Campaign to Engage Fundraising Influencers
Community Campaign to Preserve the Port Gamble Forest
Submitted as Final Assignment: UW Michael G. Foster School of Business Integrated Marketing Class,
Professional & Continuing Education Program
PRESERVE A PUGET SOUND FOREST
3X the size of Central Park FOR FUTURE GENERATIONS
Context
Source: Kitsap Forest & Bay Community Campaign web site
Growth is good… …but it puts undeveloped lands at even greater risk… Kitsap County lost 9,383 acres of land
to development between 2001 and 2011 That annual rate of loss is 737.2% higher
than the rate of loss across the West
We're working hard to preserve the Port Gamble Forest from development. Managed as a
working forest Harvested regularly Public can access
for recreation
Source: Google Maps
3,000 acres: 3X times the size of New York's Central Park
~60 miles of trails; estimated 20K users
The forest's enormous size, lowland location, and proximity to the Seattle metro area make it an ideal year-round recreation destination.
We have until July 2017. After that, the Port Gamble Forest will be sectioned and sold, ending recreation access.
We can act now to save a huge, beautiful forest for ecological and recreational use.
For Future Generations Time is short. Puget Sound Playground
Photo Credits: Night Owl Cycling; Brian Kilpatrick
We've exhausted our grant options Now it's up to individuals and businesses in the
community Working together, we can raise the last $3.5 million
to preserve this unique and beautiful place
Goal
This campaign engages conservation and fitness enthusiast influencers to find donors.
Target Persona
Leanne
Outdoor Fitness Enthusiast and Conservationist
Personal Profile
Age: 35 to 55
Gender: 50:50 male to female
Mid-career professional or business owner
Enjoys nature, fitness, outdoor activities such as trail running, hiking, backpacking, kayaking, beachcombing, and sailing
May participate in organized fitness events such as fun runs or mountain bike races
Lives in or near Puget Sound
Conservationist; environmentally conscious / responsible
Likely drinks coffee, enjoys local craft beer or Northwest wines, and owns one or more dogs, which she brings along on many outdoor adventures
Motivators for Engagement and Involvement
Highly values access to outdoor fitness and recreation in the natural environment (wooded forests, public access to salt and fresh waterways)
Enjoys variety; willing to travel to access different regional recreation places in nature that are still fairly close to urban areas surrounding Puget Sound
Is concerned about the preservation of natural space for native species and future generations
Understanding of the value of the effort and her contribution
Sphere of Influence
Involved in one or more formal or informal outdoor fitness or recreation groups, e.g., mountain biking social group or alliance, trail running meetup group
Has some direct or indirect influence in corporate charitable giving and/or volunteerism at his/her workplace
May have connections at other companies who could influence charitable giving/volunteerism there
What She’s Looking for in a Conservation Campaign
Defined goals and objectives, e.g., $2,500 saves one acre of forest
Sponsorship materials that she can share with prospective partners/donors, both individuals and corporations. Prefers digital information over information printed on paper.
Turnkey materials, e.g., compelling social media posts she can share with messaging that’s compelling and easy to understand and convey
Lead conservation organization with solid reputation and trustworthy/verifiable financial stewardship actively partnering with other conservation groups, tribes, corporations, and individuals
More than one way to contribute, e.g., give directly, solicit partnership from colleagues/businesses, volunteering…
Promotion
Web site for Kitsap Forest & Bay Community Campaign (exists)
Social media Landing page Email Radio interview
Offer
Sponsor packet (online) containing resources for soliciting donors
Drip email campaign containing ideas, helpful resources, and tips for engaging potential donors. Weekly, maybe more frequent when appropriate, e.g., matching grant offer or event invite
Landing Page
Photo Credits: Night Owl Cycling; Brian Kilpatrick
Photo Credits: Night Owl
Cycling; Brian Kilpatrick
Emails
#1 Transactional (thank you)
#2 First in a series of drip emails
Photo Credit: Brian
Kilpatrick
Photo Credit: Kitsap
Forest & Bay
Community Campaign
web site
Social Media - Twitter
Social Media - Facebook
Photo Credit: Brian
Kilpatrick
Radio Interview (airing Apr. 15 8:00 am)
Listen online: http://soundretirementplanning.com/category/radio/
Interview with Chairman Forsman of the Suquamish Tribe and Michael Kowalski (trail user)
KKOL 1300 am Over 25K listeners tune
in to KKOL weekly
Thanks to Jason Parker and Emelia Bernal of Parker
Financial and Sound Retirement Radio for helping
promote efforts to save the Port Gamble Forest
Tools
Landing page: Unbounce Email: Mailchimp Blog post and press release: WordPress
Thank You!