Piedmont Park Conservancy is the nonprofit organization that manages and maintains Piedmont Park, Atlanta's vital green space in the heart of the city. The majority of that funding is through donations rather than municipal sources. When a tumultuous 2020 ended, they needed a new approach to raise money – a challenge they previously undertook through in-person events. In This end-of-year donor campaign sought to remind Georgians how visits to Piedmont Park proved essential to their physical and emotional wellbeing during the pandemic.

I created the concept "Keep Piedmont Park" that challenged the audience to take ownership of the Park, donate, and help the Conservancy maintain the place that is so important to them. The campaign strategy involved using digital channels, social and email, to drive people to the Conservancy's website and invite them to become Keepers of the park through donations. The modular campaign theme became an anchor for messaging, a rally cry for the facility and its users, and it became a badge of honor for those who had the ability to give.

The chevron, iconic to the Conservancy's logo, was a perfect visual tie to the brand while also enabling legibility to the modular layout. Social media, email, display, and updates to the existing website established a successful marketing funnel. Donors were provided with Keeper-branded swag and pieces to display the pride displayed in their gracious generosity.

Keep Piedmont Park was a resounding success at a crucial time for the beloved Park. The initial campaign raised $167,899 in donations, a 67% YoY increase, including $100,000 in individual donations from 65 new unique donors. The concept I created also garnered an AMY Atlanta Marketing Award for Best Integrated Campaign, Non-profit. The impact of the Keeper campaign is reflected in the great upkeep of the grounds and the free educational programing on the events calendar, and the creative direction has remained a key component to the Park's messaging to this day.