My TN State Park Fundraiser

My Role:

Project Management, Graphic Design, Social Media Management, Email Marketing, Web Design.

Challenge

Since 2020, Tennessee State Parks have experienced record spikes in visitation, serving over 38.5 million visitors in 2021 alone. As one of only seven state park systems in the nation to offer free entry, Tennessee State Parks rely on voluntary donations to continue investing in quality programs and services. We were tasked with creating a new and exciting way for visitors to show their appreciation for parks through donations.

Solution

We identified a desire in visitors to establish a connection to their favorite parks in a meaningful way, and donations fit that need. We also identified the need to motivate staff internally through friendly competition. We created a simple system where visitors could donate to vote for their favorite Tennessee state park. $1 donation = 1 vote. Through weekly voting report emails, smart social, and in-park signage, we brought this campaign to life.

Results

In 2021, the first year of this campaign, over 2,500 people donated $96,000. In 2022 I served as project manager and increased donations by 16%, raising $111,000. In 2023, over 1,600 people donated $113,000 for Tennessee State Parks. View 2023 final results.

Social Media

Email Marketing

Print Design