WORK ABOUT SERVICES INSIGHTS Work> Communicating Limitless Potential The Nature Conservancy Campaign messaging, themeline, global rollout The Challenge Some of the world’s most ambitious philanthropists are committed to protecting the environment and slowing climate change—and they know what it will take to succeed. Donors to environmental causes are many and diverse. The Nature Conservancy came to us looking for storytelling crisp and powerful enough to amp up donor enthusiasm—and flexible enough to accommodate precision and customization. The Impact Lipman Hearne created a set of narrative framing devices that elevated and augmented The Nature Conservancy’s storytelling toolkit. Then we got to work building buy-in and confidence among the global team of 6,000 active fundraisers who would use these narratives on a daily basis. The Nature Conservancy’s $4 billion campaign launched, picked up speed, turned into a $7 billion campaign—and then exceeded its goal. PROJECT COMPONENTS Campaign strategy Campaign framing: positioning, name, anthem, pillars, messages Socialization strategy Modular case narrative Communicators’ guide Pitch deck with script Interactive workshops (500+ fundraisers) Rollout (6000 fundraisers) OUR WORLD The Nature Conservancy’s Global Campaign The campaign positioning established a confident, energized tone, reclaiming the power of human agency for good and articulating attributes—informed optimism and scientific grounding—with which donors will affiliate. An intrepid response to the forces that threaten our living earth, summoning the collective will of visionary philanthropists from around the world, bringing to bear the power of science and informed optimism to deliver meaningful, lasting outcomes. The campaign anthem and pillars offered communicators concise, differentiating, aspirational language—and empowered communicators to make choices informed by their knowledge of prospect interests. The threats facing nature are real, complex, and changing. But the irrepressible human craving for solutions is a formidable force. The Nature Conservancy and its supporters are well-informed optimists armed with science, ingenuity, and savvy. And we are already delivering outcomes that matter on an unprecedented scale. Campaign pillars Protect and restore landscapes, rivers and oceans at an unprecedented scale Inspire leaders and empower new ambassadors for conservation Transform the way businesses and governments use nature through innovative science and partnerships Campaign vision Campaign success means the lands and waters that support all life are healthy and thriving, and people have the food, water, energy and resources they need to prosper. Campaign voice and personality Optimistic, open-hearted, resourceful, ingenious, exuberant No trace of defeatism about ability to effect real change; we see a way forward Embracing “and” instead of “either/or” Embodying irrepressible human instinct to make things better Sign up for our newsletter. Don't worry, we hate spam too—that's why we only send out monthly emails. First name Last name Email address LOCATION 200 S Michigan Ave Suite 1600 Chicago, IL 60604 312.356.8000 info@lipmanhearne.com FOLLOW US Twitter LinkedIn Instagram REACH OUT Contact Us Meet our Team Join our Team Marketing Partner for Visionary Organizations © 2021 Lipman Hearne Inc.