The Glacier National Park Conservancy is the official non-profit fundraising partner of Glacier National Park and works to improve the experience for park visitors by providing support for preservation, education and research through philanthropy and outreach. They annually raise over a million dollars to help fund projects throughout the park.
A large portion of their funding is raised annually through “Give Back to Glacier Week” every September. A goal of $50,000 was established for this campaign. It was to be matched which matched, dollar-for-dollar, by the Glacier Conservancy Board of Directors, creating $100,000 in total funds.
Residents in northwest Montana are surrounded by endless recreation opportunities, many of which are available without charge. Visitors to Glacier National Park largely have a misconception that the money they are paying for entry fees goes toward the park itself. This is largely false and most of the money for improvement projects comes from outside sources such as the Glacier National Park Conservancy.
Give Back to Glacier Week has existed for numerous years and had become somewhat stale. The Conservancy was in need of a fresh approach to draw the attention of locals and encourage them to open their wallets for the park to ensure it will continue to be enjoyed for generations to come.
The National Park Service was also in the process of launching its #findyourpark campaign with increased fundraising efforts underway. This required extra attention to avoid being confused with this national campaign.
Glacier National Park is a magical place. It touches all of us who call the surrounding areas home. We kept this in mind as we created a colorful, bold campaign that reflected on the unique experiences we find while playing in the park. Whether it’s a magically peaceful sunset on the shore of Lake McDonald, a breathtaking view found on a strenuous hike, or an explosion of stars viewed from Logan Pass, we all have found these (or similar) memorable experiences while inside Glacier National Park.
The campaign also paid a tongue-in-cheek nod to the #findyourpark campaign by the National Park Service by utilizing the tagline: YOU FOUND IT. This was tied directly into a call to action of “FUND IT” that created a natural progression for the eyes as they moved across the creative elements.
This one blew away all expectations. The original goal was to raise $50,000 which would be matched by the board of directors to make $100,000. Once all the donations were calculated, $160,840 was donated by the public (322% of their goal!). Combined with the $50,000 donated by the Board, this came to a grand total of: $210,840! We couldn’t be more thrilled at how well this turned out knowing that this money will go toward funding projects to provide education, preservation and research in Glacier National Park.
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