Overview

Creative Contest Generates Increased Interest in Nonprofit List

The National Wildlife Federation (NWF) is the largest private, nonprofit conservation education and advocacy organization in the United States. NWF is a voice for wildlife, dedicated to protecting wildlife and habitat and inspiring the future generation of conservationists.

What We Provided

Brokerage

Management

Alternative Media

Digital

Creative

The Brief

The List Marketing team at RMI had a goal of creating a list promotion campaign that would drive traffic to National Wildlife Federation’s list microsite: a hub for all NWF list news, datacards, and sales promotions. The campaign would also seek to generate awareness and leads among list brokers, in a fun and creative way.

The Solution

Every month, the editors of National Wildlife® magazine select an unusual or funny photo from entries in their annual photography competition and invite readers to submit clever captions for a chance to win a prize. RMI was inspired to host our own caption contest for NWF to engage mailers and brokers within the direct marketing community.

With this campaign, we:

  • Invited the industry to submit their wittiest captions for a photo of our choice, in effort to win an iPad.
  • Chose the best submissions and let the industry vote for the winning caption.
  • Drove traffic to the NWF list microsite, and captured leads with every promotion.

RMI’s multichannel campaign included postcards, email blasts, banner ads, features in our e-newsletter: RMI Today, and promotions at the DMA Annual Conference.

The Results

NWF Case Study Spread

The feedback was positive and the results were astounding. During the two months of the campaign, 65 leads were generated for RMI’s sales team to follow up on. Traffic to the NWF microsite hit an all-time high with a 633% surge in visitors compared to the 12 months prior to the contest. One lucky broker earned a new iPad for their winning caption.

Sandra Miao, National Wildlife Federation

"I received great feedback from associates in the business about how fun and innovative this promotion was. Thank you all for all your work in developing and implementing this campaign."

633%

increase in traffic to NWF’s list microsite

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