PAY IT FORWARD
Inspire altruism. Engage Advocacy. Increase Contributions.
CASE STUDY: What Are Forests Worth?
For over 20 years, Dogwood Alliance has worked with diverse communities, partner organizations and decision-makers to protect Southern forests across 14 states. They do this through community and grassroots organizing, holding corporations and governments accountable and working to conserve millions of acres of Southern forests.
To drive traffic to and help inspire contributions for the annual membership drive, we produced a video featuring a testimonial from Ron Maxwell, a Hollywood Director and strong proponent of forest protection.
Main objectives:
Draw attention to the growing citizen opposition to the unchecked growth of the wood pellet export industry in Virginia and across the Southern United States
Drive viewers to a donation page for the annual membership drive
Leverage the network of Hollywood Director Ron Maxwell to reach a new audience beyond the organization
We filmed the interview and footage on-location at Ron Maxwell’s house in Chesapeake, VA. We also captured b-roll at a clearcut adjacent to his property. Shots of Dogwood Alliance in action were picked up at the home office, combined with archival footage from previous investigations.
Director of Photography: Andrea Desky
Camera 2: Andy Crespo
Editor: Andrea Desky
The video was embedded on the annual Membership Drive landing page. It was shared on social media and through a marketing newsletter blast to drive traffic to the page and help increase contributions.
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