Inspiring Action

Central Park Conservancy

Preserving a Piece of NYC

Founded in 1980 to restore New York City’s beloved Park to its former glory after years of neglect and crime, the Central Park Conservancy raises 85% of the $26 million annual operating budget from private funds to maintain the Park. Despite a loyal donor base response rates had been slipping, and in 2007 TLC was brought on board to reenergize CPC’s fundraising efforts.  

In addition to increasing renewal revenue by nearly 60%, we also refocused the appeals program to include more aggressive messaging on urgent issues that needed immediate support. In Fall 2009, many of the Park’s trees were damaged due to strong storms. After an initial email campaign, we monitored response to the storm on Twitter and determined that people were still talking about the problem. We created a “telegram” package that realized net profits of more than $110,000 -- making it the most successful appeal in recent history. By continually engaging and responding to its members, CPC’s appeals and renewal programs have allowed the organization to increase overall lifetime value.

Services: Integrated Marketing, Creative Messaging, Data & Targeting, Analytics

Related: Boston Symphony Orchestra