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

FS: How was response as Earth Day approached?
NE: In April, we raised 61 percent more than we did the previous April — pretty significant.

FS: Did you expect that big of a jump in response?
NE: I don't think we expected that much. We do know that if we operate cohesively, we always have success, and this just demonstrated how well we executed all of our engagement opportunities and took advantage of every engagement opportunity. We used Disney's "Oceans" as a jumping off point, but we marketed our marine work pretty heavily. We went to a lot of media markets trying to get mentions, so that helped too. We did a lot more on social media than we had in the past. We were promoted in the Disney trailer. A lot played into the jump in response.