Create brand visibility for America's National Parks™ (ANP) funds at work and increase interest in donors supporting their education efforts at National Parks.
Impact
261% growth in web traffic year over year (YoY)
3M+ impressions for ANP across social media and AllTrails
48% increasein average donations per donor YoY
“It was great working with AllTrails on this promotion and seeing that the value of our partnership and funds at work messaging resonated with visitors. We found it to be very insightful to see how donors behaved during this campaign and are excited to continue our work together!”
Background
America’s National Parks™ (ANP) supports education and preservation efforts at nearly 170 national parks. Their parent company, Eastern National, is an official nonprofit education partner of the National Park Service. Since 1947, they have provided more than $180 million in aid to the NPS through our park stores, tours & programs, and custom products.
Challenge
Building awareness among AllTrails visitors about the educational programming from America’s National Parks™ and increasing support from donors during the Month of Giving campaign.
Approach
America’s National Parks™, in partnership with the AllTrails Public Lands program, created a “Month of Giving” campaign that focused on building brand awareness and donations for ANP using:
Storytelling and interactive trail lists to highlight ANP’s funds at work in three key parks: Acadia National Park, Cuyahoga Valley National Park, and New River Gorge National Park & Preserve
Co-branded assets and messaging to drive interest in support for educational efforts at ANP’s parks
Incentive donations through an AllTrails+ membership giveaway
Geo-targeted ads, unique landing page(s), social media, and eBlasts
Outcome
Using storytelling and the power of partnerships, America’s National Parks™ increased brand awareness and donor support.
ANP’s website saw a 261% increase in web traffic YoY
Facebook and Instagram saw a 100% rise in engagement rates MoM
3M+ impressions for ANP across social media and AllTrails geo-targeted ads
Donors gave an average of 48% more in donations YoY
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