INCREASING NATIONAL AWARENESS AND DONATIONS FOR RETIRED CHIMPS
Chimp Haven, the world’s largest chimpanzee sanctuary, is a nonprofit organization that is home to more than 300 chimpanzees formerly used in biomedical research, but many dozen more remain in research facilities awaiting sanctuary retirement, and Chimp Haven needed to expand to support their retirement to sanctuary.
To meet its objective of providing sanctuary retirement to those chimpanzees, Chimp Haven needed to raise $20 million in private donations to expand the facility. In addition, it requires an increase annual fund contributions to care for the increasing number of chimps in sanctuary.
Unfortunately, Chimp Haven’s existing donor base was limited. For long-term continued growth and stability, it needed to increase both the number of donors and the amount of donations provided. PCI was engaged to provide communications counsel, develop strategy, and support the execution of a new and refined communications approach across owned and shared channels, donor communications and traditional media relations. The core goals were to increase the volume and amount of donations for the annual fund, and influence and secure major gifts in support of the capital campaign.
Chimp Haven’s donor base was limited. For long-term continued growth and stability, it had to increase both the number of donors and the amount of donations provided. PCI was engaged to provide communications counsel, develop strategy, and support the activation of a new and refined communications approach across owned and shared channels, donor communications and traditional media relations.
To grow the sanctuary’s audience, with limited marketing budget, we emphasized earned media strategy. National media relations were central to our strategy. Our goal was to secure major national media placements in highly targeted outlets to attract more people to the sanctuary’s channels and influence donation.
MEASURE OF SUCCESS
Securing national media placements in prioritized outlets, and seeing a measurable increase in donations to the sanctuary.
Chimp Haven secured multiple high-profile placements in the national media outlets identified as most important, including NPR, New York Times, BBC, NBC National News and Chronicle of Philanthropy. This October, an entire docu-series about Chimp Haven will premiere on Disney+ as a result of our work.
Annual Fund: Chimp Haven enjoyed a 65 percent increase in contributions to its annual fund year over year.
Major Gifts: An anonymous donor with no prior history with the organization made a $2 million donation, directly citing learning about Chimp Haven through media placements as the impetus for the gift.