Marketing Campaigns
During my time at California State Parks Foundation, I managed all campaigns annually and raised $37 million for state parks. I oversaw execution of the multichannel marketing strategy to maximize revenue, grow the membership database in line with annual goals, and deepen member engagement. Campaigns were often activated across email, direct mail, SMS, digital ads, and social.
Explore a few campaigns below.
Membership Recruitment with Park Passport
Giving Parksday
Giving Parksday is California State Parks Foundation's take on Giving Tuesday, a high-energy fundraising moment to engage donors with compelling wildlife storytelling, an urgent match, and clear calls to action. The campaign spanned email, SMS, web, and digital ads, with cultivation and giving-focused content.
Average gift was $92 for this campaign; raised a total of $135,517 in 2025.
This membership invite campaign encouraged nondonors to become members of California State Parks Foundation. The campaign included 6 emails, accompanying social posts, and web content. It heavily focusing on a limited-edition Park Passport benefit (a 111-page state park index with information about each of the state parks in California).
Mention of the Park Passport in subject lines significantly increased email open rate, and 486 new members joined during July 2025.
Earth Day Climate Action
This month-long celebration of Earth Day in April 2025 encouraged giving on behalf of parks and fueled volunteer workdays across the state. The campaign spanned email, direct mail, SMS, web, digital ads, and more. Content was focused on resilience, restoration, and protection of parks, demonstrating how every gift supports real, programmatic outcomes.
A limited-edition sticker incentivized giving, along with a $100k matching gift from a sponsor, which we met and exceeded.
Annual Calendar and Cover Contest
This flagship campaign at California State Parks Foundation promoted the gift of a state parks wall calendar, and the audience was able to vote for its cover photo in advance. The voting aspect created additional incentive to donate and receive the calendar via mail.
The 2025 campaign focused on both acquiring new members and earning additional gifts from existing donors. This was one of the highest earning appeals/acquisitions of the year.
