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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

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Integrating online offline activities how clicks can become a movement

Integrating Online & Offline Activities

How clicks can become a movement


Strike while the iron is hot
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.


Education action to expand reach
Education & Action to Expand Reach

42% page completion rate!

  • 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 camefrom Facebook and Google Ads

89% of all signers

were new to the file

12% of signers came from TAF


Multichannel maximizes the message the impact
Multichannel Maximizes the Message & the Impact

  • Efforts mirrored offline with three DM “Urgent Grams”

  • Current TM calls stopped & restarted with the urgent appeal scripts


Activist conversion
Activist Conversion

  • 73% of petition signers were new to the file!

  • TM reinstatement call including an activist conversion track

  • 2 part conversion email series

    • Garnered an amazing .81% response rate


Then now
Then & Now

  • 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 2012.

  • CSPF has launched a new campaign:

    Defend What’s Yours!


Online turning anger in action
Online … Turning Anger in Action

Takeaways:

  • Be Flexible

  • Be Aggressive

  • Maintain Seamless Communication Across Channels


Questions?Thanks!U can find me @Brenna Holmes Deputy Director Interactive Department, CCAHccah.com | @[email protected]


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