Integrating Online & Offline ActivitiesHow 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• 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.

• 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

Education & Action to Expand Reach

42% page completion rate!

89% of all signers

were new to the file

12% of signers came from TAF

Multichannel Maximizes the Message & the Impact • Efforts mirrored offline with three DM

“Urgent Grams” • Current TM calls stopped & restarted with the

urgent appeal scripts

• 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

Activist Conversion

• 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!

Then & Now

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, CCAH

ccah.com | @ccahdirect@bfholmes