In 2023 The Wilderness Society Action Fund set out to diversify their new member acquisitions in terms of age and race cost effectively. By tapping into creative trends, targeting, and platforms that represent younger and more diverse audiences, TWSAF aimed to reach bold but realistic goals.
The campaign also serves as a starting point for continued efforts in diversification with lessons learned informing optimizations for campaigns moving forward. This case study details the journey and results in an effort to inform and inspire the wider environmental community.
(Note: The campaign was conducted by TWSAF c4; the insights from this case study are applicable across any organization or campaign. Consult with your organization’s legal counsel on the use and application of these results.)
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