My favorite outdoor playground is under attack. I retaliated by producing one of my best email sales campaigns.
You’ve got this fire inside you too. I hope my story inspires you to find it!
I was in shock when Bears Ears National Monument–my favorite rock climbing area–got slashed by 85%. The unprotected land can now be leased to the highest bidder in the U.S. government’s oil and gas leasing frenzy.
Bears Ears is much more than a playground where adrenaline junkies go for their euphoric high. It’s where hardy adventurers go to see ancient cliff dwellings and petroglyphs—while they explore serpentine canyons and spiral towers.
It’s a refuge where I refuel myself from burnout. My family fondly refers to Bears Ears as the place I met my husband way after they lost hope of ever seeing my marriage.
Now, oil and gas drilling threatens to destroy the pristine wilderness I love.
The leasing frenzy doesn’t stop with Bears Ears. 1.5 million acres of land will be bargained away. Including 22,000 acres in my home state of Colorado.
This steamrolling threat to public lands kicked my advocacy into high gear. I wrote to my representatives. Emailed. Called. Tweeted. Commented.
But sadly nothing changed.
I got tired of reps who wouldn’t listen. So I did something more powerful than I ever imagined…
…I used my conversion copywriting chops to give an organization that packs a punch, extra mojo to protect public lands. I helped Sierra Club Colorado (SCC) get more revenue.
The fundraising campaign I wrote turned out to be one of the most amazing projects of my career. And the results make me want to high-five the wilderness guardians. I helped SCC:
- triple the conversion rate
- increase revenue 10-fold
- nearly triple the number of donors
Here are my 5 takeaways from that experience.
1. Businesses and nonprofits will make more money when they sell solutions for their customers. This campaign was successful because we found out what SCC’s supporters needed. We responded with a plan to help their supporters achieve their desires.
2. A digital sales funnel audit is vital for improving campaigns. The audit identified which areas of the funnel needed to be optimized with for-profit conversion copywriting and design strategies.
This overview shares 5 optimization strategies I used in the campaign. Use it to identify areas in your funnel where you’re losing prospects. You’ll also learn how to seal those leaks.
3. Educate businesses about why your expertise will work through case studies and industry research. I did that in my funnel audit, and it got everyone on the same page on how to achieve our conversion goals. Everyone collaborated in ways that drove good results!
4. Do things you’re passionate about as often as you can. Passion will help you find an internal power that often lies dormant. Using it will make you more confident. More creative. Less scared.
5. Channel frustration, sadness and discouragement into positive energy by rolling up your sleeves and getting involved. YES, you can find a fulfilling way to make a difference.
Positive collaboration builds a force that’s difficult to stop. I was blown away at how many people stepped up to the plate to help with the campaign. Every time we needed a resource someone appeared to fill the gap.
What if you could trade discouragement for pride?
Facing my government’s terrifying policy shift turned out to be extremely rewarding. I encourage you not to shrink the next time something rocks your world. Don’t hide your head in the sand hoping someone else will take care of the problem.
Instead, find your fire and follow your intuition on how to take action. Chances are high you’ll have a blast kicking ass!
“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure. It is our light, not our darkness that most frightens us. We ask ourselves, Who am I to be brilliant, gorgeous, talented, fabulous? Actually, who are you not to be?”
BTW, Public lands are still being leased off, but we are slowing down the momentum. An auction in Colorado is on hold thanks to public comments. Cases have been filed against the Trump Administration’s revoke of the land previously protected by Bears Ears National Monument.
Kudos to the Team That Worked on the Campaign
Jim Alexee – Director of Sierra Club Colorado
Hillary Larson – Digital Innovation Campaigner at SierraRise
Emily Skala – Graphic Designer at Sierra Club Colorado