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

Press Release (View)

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!