Nature Conservancy's Nancy Eiring on Earth Day 2010 Campaign, Part 2

FS: What were the specifics goals of the campaign?
NE: We always look to increase the metrics from the previous year. We did have certain benchmarks — one was growing our e-mail subscriptions, and we hit that mark. The other one is Web traffic, and in terms of Web traffic over the month of April we had 78 percent more visits to Nature.org on Earth Day. We had a splash page for the campaign as well, and we had 105 percent more views of that page than in previous years.

FS: How did donors donate to the campaign?
NE: Donating was all online. We had an Earth Day landing page that was updated each week with those new tips we e-mailed out - i.e., how to keep our oceans healthy.

FS: What worked well with this campaign?
NE: Having the participation at the state level where our states pushed out content and took advantage of opportunities, whether it be those screening events or doing an online ad on their state media news sites. It's not that we haven't had that level of participation in the past, but it was amplified. It was really amazing that everybody was operating on all cylinders. It also clearly helped that we laid out how they could get involved and how to make it easier for them so they weren't reinventing the wheel along the way.