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

The first Earth Day promotion began on March 28. That kicked off all of the campaign opportunities. We launched our Earth Day Twitter event. We did all our Facebook advertising. And we began our partnership support that day.

Our April campaign was our match campaign — the first time we had done that — and it increased our response rate about 20 percent. But the main focus was primarily online. It went to our e-subscribers, our social media (Facebook and Twitter) and then inside social media, all of our field offices operate their own Twitter and Facebook accounts, so they promoted it as well.