The 30 Days Wild campaign is a national nature engagement campaign run by The Wildlife Trusts that encourages people to do one wildlife-related activity each day in June. Since its launch in 2015, participation has grown significantly each year. The document discusses optimizing the supporter journey through the campaign by improving sign-up methods, increasing the variety of information packs sent to participants, and developing follow-up engagement strategies with supporters after June. It analyzes the effectiveness of different digital marketing tactics like Facebook advertising and provides recommendations for improving the campaign in future years.

1. Optimising the 30 Days Wild
supporter journey
Leanne Manchester, The Wildlife Trusts

2. The Wildlife Trusts
The Wildlife Trusts want more wildlife and more wild places, and people
closer to nature. We believe that everyone should have the opportunity
to experience the joy of wildlife and wild places in their daily lives.
• 46 Wildlife Trusts covering the UK, Alderney and the Isle of Man;
• Federated charities with a common goal;
• Working together as a movement.

3. The 30 Days Wild journey
• Launched 2015
• National nature engagement campaign
• Connect people to nature near them
• Promote pro-nature activities and improve health and wellbeing
• 30 Random Acts of Wildness – one wild thing every day in June
• An active online community of nature enthusiasts
• Build evidence base on the impact of activities in nature on health and
wellbeing (with the University of Derby)

4. The 30 Days Wild journey
2015 2016 2017 2018 2019 (as of 7th
June)
Total no of
sign-ups
12,500 29,000 49,000 69,000 77,000
Estimated
total no of
participants
16,250 94,400 237,940 359,000 500,000
No of warm
leads
n/a 21,700 37,200 40,000 TBC

5. The User Journey
User sees
CTA via local
Wildlife Trust
or central
team.
Click through
to Engaging
Networks
sign up page.
Simple sign
up journey.
User received
email with
digital pack
and link to
resources.
User receives
postal pack in
May
personalised
for location (if
requested).
Digital
engagement
with central
team. Follow
on journey
with their
Wildlife Trust.

6. Improving the Engaging Networks journey
• Optimising the address form
• Increasing the variety of packs
• Individual/family (2015-present)
• School (2016-present)
• Business (2018-present)
• Care home (2019 pilot)

7. Increasing sign ups – Facebook advertising
Outdoor
lovers
Families Schools
Picture
of pack
Picture
of
people
Picture
of pack
Picture
of
people
Picture
of pack
Picture
of
people

8. Outdoor
lovers
Families Schools
Increasing sign ups – Facebook advertising

9. Families Schools
Increasing sign ups – Facebook advertising

10. Increasing sign ups – Facebook advertising

11. What did we learn from Facebook
advertising?
• People like to see what they’re getting!
• Women convert at a higher rate
• 26-44 are core audience
• Constantly retarget – boosts sign ups
• Conversion rate from Facebook – around
50%
• Vast majority were individual packs (over
30k)
What will we do differently next year?
• Target previous 30 Days Wild users in an
extended campaign – warm leads
throughout the year before targeting
• Optimise our audiences even further and
plan messaging further in advance
• Learn more about Facebook advertising!
Increasing sign ups – Facebook advertising

12. Increasing sign ups – Twitter and LinkedIn advertising
DOES. NOT. WORK. FOR. US.

13. Increasing sign ups – Google Ads
• Useful, but not as much ROI as Facebook
• Time wasted creating a new Google Ads account (as
separate from Google Grants)
• Use an agency to manage our Google Ads
• Next year – more hands on

14. Wildness Quiz
• Participants complete the Wildness Quiz
3 times – start of June, start of July, start
of September
• Gives them a ‘Wildness score’
• Provides research to the University of
Derby

15. Social media strategy - June
Build an online network of nature enthusiasts across our channels:
• Facebook group – 22k members
• 30 Days Wild Twitter page – 13k followers
• Promote on core channels too (not just advertising)
• Instagram increasingly popular - engaged influencers and made
use of stories
• Engage with as much as possible

16. Follow on journeys with Wildlife Trusts
Throughout June Wildlife Trusts send emails to participants. Post-June they
should continue the follow up journey.
Sussex Wildlife Trust
• Led warm lead campaigns with 30 Days Wild participants via email e.g.
submit hedgehog sightings
• Ran these over six month period leading up to Jan sales
• Targeted for Jan sales
• Played the long game!

17. So what are our limitations?
• Capacity and resources
• The federated structure – both a strength and added complexity

18. What did we do differently this year?
• More specific, strategic Facebook targeting
• Follow on journey from the central team, as well as from individual
Wildlife Trusts
• Toolkit for follow on journeys for Wildlife Trusts
• Care home pack
• More intensive work with influencers, particularly across Instagram

19. Looking ahead to next year
• More specific central email follow on journey
• Heavily targeted Facebook ads – including long
lead in time
• Early prep with Wildlife Trusts to earn support
digitally
• Google Ads prepared earlier

20. Thank you! Any questions?
Leanne Manchester, Digital & Content Manager, The Wildlife Trusts
lmanchester@wildlifetrusts.org
01636 670085

21. Optimising your digital
content to improve
supporter journeys
Midlands networking group
13 June 2019
Birmingham
#CCMidlands
Wifi: BTopenzone

22. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk