WILDLIFE CARE AND CONSERVATION ORGANIZATIONS

SHOWCASE

MEDIA RELATIONS

Brief into copy to set up the two selected case studies, Chimp Haven
and Save Giraffes Now.

SEE SELECTED CLIENT RESULTS
Chimp Haven Logo 1

DONOR ENGAGEMENT WITH

RETIRED CHIMPS

Chimp Haven, the world’s largest chimpanzee sanctuary, is a nonprofit organization that is home to nearly 300 chimpanzees formerly used in biomedical research. With more than 200 chimpanzees still in research facilities awaiting sanctuary retirement, Chimp Haven is continuing to expand.

To meet its objective of providing sanctuary retirement to those chimpanzees, Chimp Haven is working to raise $20 million in private donations to expand the facility. In addition, it is working to 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.

KEY PROGRAM ACTIVITIES
Chimp Haven needed to raise $20 million in private donations to expand the facility while also increasing the volume of annual fund contributions to care for the increasing number of chimpanzees
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.
grow the sanctuary’s audience, with limited marketing budget, we emphasized earned media strategy. National media relations were central to our strategy.
secure major national media placements in highly targeted outlets to attract more people to the sanctuary’s channels and influence donation
Measurable increase in donations to the sanctuary
RESULTS
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.
Chimp Haven enjoyed a 65 percent increase in contributions to its annual fund year over year.
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.
Save Giraffes Now Logo

INTERNATIONAL GIRAFFE

RESCUE AWARENESS

Save Giraffes Now, a Texas-based nonprofit, is committed to saving giraffe from extinction by supporting action-oriented work with immediate impact for the rapidly declining populars across Africa.

In a remarkable ongoing rescue, SGN has joined forces with Kenya Wildlife Service (KWS) and an African non-government organization to float a group of Rothschild’s giraffe to safety from their flooded Kenyan rangeland.

This story deserved to be told, and told well – both to highlight the dedication and creativity needed for successful conservation today, and to inspire people to financially support this important work.

The first giraffe moved, Asiwa, and the second, a juvenile named Pasaka, were floated to the Ruko Community Wildlife Conservancy in a smooth and successful operation. A month later, they were followed by Lbarnoti, a large male. All three are now on the mainland, away from the floodwaters, and doing well.

KEY PROGRAM ACTIVITIES
Highlight the dedication and creativity needed for successful conservation today, and to inspire people to financially support this important work.
Due to the remoteness of the area and COVID-19 restrictions, media were unable to attend the rescues — Develop a vivid news release to set the scene, updating the release in real time as the moves occurred. A professional photographer/videographer also were hired to provide stunning visuals.
Develop extensive list of national and international media to share the news
RESULTS
Secured international coverage – from CNN and the BBC to PEOPLE.com and The Independent
Since Dec. 1, 2020, nearly 300 articles have been published, with a potential audience of more than 1 billion and a likely reach to at least 1.5 million of them, primarily in the United States, Germany, the United Kingdom and Italy. The estimated publicity value is $750,000.
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