Appalachian Trail Conservancy – Integration: Turning Gold Into Platinum

The Objective:
Our objective was to transform the Appalachian Trail Conservancy’s (ATC) traditional calendar appeal from a primarily direct mail effort into a robust, integrated multi-channel fundraising campaign. Historically, this appeal had been a cornerstone of our direct mail efforts, yet the previous year’s campaign, which included minimal digital promotion through a single lightbox, generated less than $11,000. Recognizing a significant untapped potential, we optimized the campaign by improving segmentation, refining the mail piece, and broadening our approach to include a comprehensive multi-channel strategy. This integrated approach aimed to expand the reach of ATC’s message, motivating a broader audience to support their mission through the calendar campaign. We refined the messaging to underscore the crucial role of donor contributions in preserving the Appalachian Trail (A.T.). By shifting from a transactional “give-to-get” appeal to one that emphasizes the wider significance of their support, we sought to deepen engagement and foster a stronger connection with donors.

The Strategy:
We executed a comprehensive strategy that began with refining the direct mail segmentation to ensure accurate targeting. We also launched a series of three emails and a homepage lightbox on the ATC website to promote the calendar. The emails included an initial message, a resend to non-responders, and a last-chance offer, all focusing on the calendar offer while emphasizing the importance of supporting ATC’s critical conservation efforts. The lightbox, featuring stunning photos of the Trail, directed visitors to a custom donation page with a clear minimum donation of $70 to receive the calendar. The campaign lightbox ran from the mail drop date through the deadline, allowing maximum exposure to ATC’s considerable web traffic. We ensured consistent branding and mission-driven messaging across all channels to foster a seamless experience and emphasized the urgency of the campaign deadline.

The Impact:

The integrated campaign raised $42,500 in digital revenue, an increase of $31,500 (286%) from the prior year. Overall, it became the most successful calendar effort in ATC history, generating $131,700 across all channels, with an average gift exceeding $100. Notably, 78% of contributions surpassed the $70 minimum, demonstrating strong donor engagement. Gifts from digital channels contributed 32% of the total revenue, compared to less than 10% in the previous year, underscoring the value of our multi-channel approach. This success enabled us to replicate and expand on similar strategies for ATC’s year-end campaign, which delivered outstanding results.