The Client
The Yellowstone Park Foundation (YPF) is a 501(c)3, non-profit organization and has been the official fundraising partner of Yellowstone National Park since 1996. A group of concerned citizens, working with the National Park Service, started the Foundation in order to protect, preserve, and enhance Yellowstone National Park. The Foundation works to fund important projects and programs, many of which are beyond the financial capacity of the National Park Service. The Foundation receives no annual government funding; it relies instead upon the generous support of private citizens, foundations, and corporations to ensure that Yellowstone's great gifts to the world will never diminish. Since its inception, the Yellowstone Park Foundation has successfully funded more than 150 projects in Yellowstone.
The Problem
YPF needed to grow awareness of their park improvement and conservation activities, in order to connect with a wider community of potential supporters.
How We Solved It
Convio's Go! Program consultants worked with YPF to define an online giveaway contest — publicized entirely by email and the foundation's website — that would highlight compelling features of the park experience while empowering supporters to spread the news within their online networks. The contest prize was an iPod Touch, known for its ubiquitous appeal to tech-savvy individuals seeking music, photos, videos, and more. This particular iPod Touch came engraved by the foundation and pre-loaded with Yellowstone ranger podcasts that would "put an electronic roving ranger" in the pocket of any park visitor. The campaign included a three-part email series to current subscribers, and encouraged entrants to increase their odds of winning by sending eCards about the contest to friends and family, or by donating online.
The Outcome
With over 12,000 contest entrants yielding a fresh influx of park supporters, the foundation brought their message of park preservation to many more members of the public. With their ongoing email newsletter series, YPF plans to nurture these relationships for long-term mutual benefit.
Convio products used: eCards, Email Marketing, Fundraising
