Better Left Bare
Custom photo and video marketing assets, landing pages, paid ads, and graphic design support to help get the client over their goal of $4 Million raised for their capital campaign.
“Working with Bigtop has been stellar! They were able to learn our brand, create compelling content, and run a campaign for us that exponentially raised our exposure, built awareness of the project, and drew new interest in our organization with a very modest budget.”
Inland Northwest Land Conservancy
The INLC hired our team to help them bring awareness to their capital campaign, grow their audience, and develop unique messaging and creative assets that they could use on a revolving basis over the next several months.
DELIVERABLES:
- 3 unique campaigns comprised of both static and video assets
- Design and development of WordPress landing pages
- 2 print ads and 1 article for use in a regional publication
- Fundraising kickoff event support as well as on-site, day-of filming of board members for future video asset creation
- 90-day ad management and reporting services
STRATEGIC ELEMENTS
It was vital that the ads we created spoke authentically to both sides of the organization’s core messaging, which are:
- They ARE pro preservation
- They are NOT anti development
This was a very fine line to walk, and we worked in close collaboration with their team to ensure that all messaging and imagery properly conveyed their purpose, vibe, and vision.
We also needed to reach multiple audiences with these campaigns, including existing donors that were very intentional in their desire to help conserve land for future generations and new potential donors that have never heard of the organization and are not necessarily “passionate” about conservation for conservation’s sake but are active outdoor enthusiasts. This meant that our messaging had to appeal both to “passionate preservers” and “conservation adjacent” audience types.
The organization also had a very modest 90-day ad spend budget of $7,500 – and they had never run paid ads in the past, so we were starting from scratch in terms of KPI development, targeting, and strategic management of the campaign as a whole.
0.72
Average Cost Per Click Across All Platforms
810
Total Impressions Across All Platforms
9.3
Average Engagement Rate Across All Platforms
Static Graphics
Video Assets
The Better Left Bare campaign was developed based on the idea that some things – like children’s feet and wide open nature spaces – are better when left bare, free, and wild. The organization loved this concept, as it allowed us to utilize adorable, catching imagery while still speaking to one of their core missions, which is to preserve public access to wide open spaces for hiking, camping, and just enjoying nature in general – especially for those that live in or near bustling city areas, where access to areas without a lot of noise or light pollution or beautiful, serene landscapes are difficult to come by.
The Imagine If campaign was a highly collaborative concept driven by a desire to help locals “imagine if” the already preserved lands they use every day for camping, hiking, trail running, and more had never been preserved by previous generations (and to then be inspired to “pay it forward” and help preserve additional land for the generations to come. We used photos of beloved local nature areas and then used AI tools to graphically re-imagine those same images with construction, buildings, and even heavy equipment obstructing the pristine nature in the photos.
The Adopt an Acre campaign was designed to give larger donors – especially those with a previous connection to the Inland Northwest Land Conservancy – the opportunity to take large-scale “ownership” over this capital campaign fundraising initiative in an effort to preserve 1,060 acres next to the Little Spokane River. We hoped that individuals and businesses alike would love the chance to “claim” an acre or two at a relatively high donation price point – and in return, those donors received a tangible piece of the land they helped preserve in the form of a branded coaster cut from fallen trees on the property.