New Online Donation Program Generates Immediate Return and Builds Awareness for Non-profit Group Dedicated to Saving Endangered Habitats
Online PR News – 14-January-2011 – – BERKELEY, Calif. (January 12 2010) – RadiantBrands (www.radiantbrands.com), a full-service creative interactive branding agency that builds brands and campaigns online and off, has launched a new online donation and advertising campaign for Seacology (www.seacology.org), a non-profit group dedicated to preserving endangered island habitats around the world. The new “Save an Acre” program is designed to expand the non-profit’s donor base and increase revenues by offering individuals the chance to adopt an acre of endangered coral reef of rainforest for only $40.
In the past, Seacology received most of the funding for their work preserving island habitats at risk from large annual donations allocated to support specific projects. The non-profit needed to generate additional funds and enable individuals concerned about the environment to participate in a meaningful way. RadiantBrands helped develop the “Save an Acre” campaign using Facebook and online advertising, as well as print advertising. A $40 donation helps protect an acre of the Soto Lob Rain forest on the Philippines' Mindanao Island or the Muir Reef on Raratonga in the Cook Islands, and donors receive a personalized acknowledgment card with information about the acre they helped protect.
What makes the campaign successful is RadiantBrands’ use of simple messages and visual elements to attract individuals and drive online traffic. The campaign resulted in a substantial amount of online traffic the first week and continued to deliver a high conversion rate throughout the holidays. In its first 30 days, the campaign yielded more than $1,000 in donations and it continues to gain momentum.
The specific elements of the Save an Acre campaign included a targeted Facebook pay-per-click ad campaign and a targeted Google Adwords campaign targeting surfers, divers, and conservation-conscious individuals interested in coral reef and rain forest preservation. The campaign also includes print advertising running in Islands magazine later this year. RadiantBrands was responsible for building and managing the entire program, including messaging, creative, web and donation form design, and online ad management.
“Despite the tough economy, online giving is on the rise, and it was important we launch this campaign in time to take advantage of the holiday season,” said Michael Zinke, co-founder of RadiantBrands. “After studying trends in online giving, we determined that the average donation in 2009 was around $140, so building a program to drive $40 donations in exchange for something tangible – protecting an acre of endangered habitat – has proven to be a winning strategy that has had a substantial positive impact on Seacology’s fund-raising efforts.”
According to a survey by Blackbaud, Inc., online fundraising grew by 46 percent in 2009, with 30 percent of the revenue and 18 percent of the transaction volume taking place in December. The average online gift for 2009 was $144.72, a 5 percent decline from the previous year but still significantly higher than other giving channels.
RadiantBrands is a full-service interactive creative agency with over 25 years of experience in creating and implementing brands in a wide range of environments from print to retail to interactive. Their philosophy of understanding what experiences motivate customer loyalty is driven by their use of research, interviews and strategy to create memorable and compelling brands. RadiantBrands specializes in helping its clients build brands that illuminate their value. An atypical branding and design firm, RadiantBrands combines disciplines such as brand strategy, strategic design, and integrated marketing, working with clients to expose their unique brand and reach customers through naming, brand identity, communications, and web and online media – anywhere the customer encounters a brand experience. RadiantBrands works with start-ups to Fortune 500 companies in healthcare, technology, retail, financial services, B2b and B2C, and other segments, helping them define their unique market value using research, strategy, and creativity.
RadiantBrands is based in Berkeley, California. For more information, visit RadiantBrands online at www.radiantbrands.com.
Woolf Marketing & Media