Nature Conservancy's Nancy Eiring on Earth Day 2010 Campaign, Part 1

FS: How do you make sure everything stays consistent and on message with so many offices?
NE: One of the things that we did in 2010 was we created templates. We housed everything in one place on our internal intranet so that everyone had easy access to all of the promotional items, and we pushed it out across the field so that we could share everything with everyone at the same time. We actually created our Earth Day guide for the field, which was really a quick read; it laid out different engagement opportunities — some that were super quick, some that were semi-quick and some that would take some time to implement but still provide an opportunity for the office. That meant they could take advantage of specific opportunities in the state, like doing different events such as screening opportunities or how they could reach out to the media, and other tools like e-cards to donors, how they could change their e-signature, how they could use different social-network reposts and how to use Facebook in terms of our Oceans event.