Integrated Year-end Campaign
The Nature Conservancy of Canada (NCC) is a charitable leader in conservation of wild species and habitat, for all Canadians. For over 50 years, they’ve employed the very best science-based conservation practices, thanks to donor support.
In the last quarter of the year, many charities receive upwards of 40% to 50% of all their charitable gifts. That’s why capitalizing on what many see as the season to give becomes essential. And the best way to do that is by using consistent messaging through multiple channels – such as direct mail and email – to engage donors.
NCC’s 2017 End-of-year integrated campaign comprised email, social media, and direct mail messaging. The mailing included a great value-add in a handy hibernation guide, and the impact-focused email featured a clear and urgent call to action. Similar key messages and imagery were used across channels, but tweaked to fit comfortably into each space. This fosters familiarity with donors, generates authenticity in every channel, and keeps NCC top of mind in the ‘giving season’.
This campaign was a great example of what can happen when a charity communicates with their donors where they are, as they are.
“Working with Good Works is always a pleasure. They genuinely care about my charity’s work and helping us connect with our donors. They are passionate and dedicated and easy to work with.”
Nature Conservancy of Canada