Using strong, mission-focused messaging and National Park Trust’s outstanding imagery, our pilot Facebook campaign resulted in 20.7% email list growth in five weeks and a wealth of insights about National Park Trust’s target audience.
Overview
National Park Trust’s mission is to preserve parks today and create park stewards for tomorrow. They work to achieve this through acquiring missing pieces of our national parks, the privately owned land located within and adjacent to our national parks’ boundaries.
Our team came alongside this organization to craft a digital strategy that would accomplish lasting results. Our primary goal for National Park Trust’s first-ever Facebook ad campaign was to increase its supporter base and build awareness of its preservation and environmental education work through lead generation. Given this was our pilot campaign, we also sought to understand who NPT’s ideal target audience is. Our strategy for this consisted of three parts:
Grace Lee Executive Director, National Park Trust
As we developed this digital strategy for the small nonprofit, given this was National Park Trust’s first Facebook ad campaign, we began with broad demographic targeting of individuals interested in all things outdoors and parks. With close monitoring of engagement, we strategically optimized our targeting parameters, which drastically decreased our cost-per-lead. Throughout the duration of the campaign the CPL dropped from $6.68 to $2.79, a 58% decrease in cost.
National Park Trust’s image library is outstanding, and we used a variety of shots in our ads. We tested ad variables, including messaging and imagery, to see which generated the most leads. The data we gathered allowed us to optimize our ads using the highest converting variables, while collecting critical insights to inform our future ad and organic social media strategies.
Using strong, mission-focused messaging and National Park Trust’s outstanding imagery, our pilot Facebook campaign resulted in 20.7% email list growth in five weeks and a wealth of insights about National Park Trust’s target audience.
