Company: The Nature Conservancy
Company background: The Nature Conservancy is a global environmental nonprofit working to create a world where people and nature can thrive.
Contact: Madeline Van Tassel
Title: Interim Director of Digital Channel Strategy
Related URLs: https://www.nature.org/en-us/
Kudos Category: Engagement for Good
1. Tell us how you are leveraging Khoros technology to drive a positive social outcome in your community (think: inclusive campaigns, filtering out hate speech, driving donations, etc.).
At The Nature Conservancy, we have a large number of social accounts – 194 to be exact! – connected to Khoros. These accounts are managed by a dedicated and wide-ranging team of social admins across the globe. Sharing organizational-wide social content with this large group is no easy task; however, the Khoros platform has been invaluable, especially when we participate in social awareness moments that help us vocalize and champion values-centered causes. For instance, these are trending social moments – such as Black History Month, Asian American & Pacific Islander Heritage Month, Pride Month, and more – that align with our core values and mission. As such, these moments are opportunities to honor and uplift the voices of diverse communities, peoples and cultures, and celebrate their contributions to the environment.
How do we accomplish this mission? By utilizing Khoros’ content center. TNC's global social team is able to share social copy, supporting visuals, and community management guidance with all 194 of our connected Khoros accounts. Through Khoros analytics, we can track participation from each account and performance of the content to ensure our efforts are meeting our awareness goals. And, because each of these themes resonate outside of their designated "months," we have access to the content year-round in Khoros and can build on it as we go.
2. What are some initiatives, causes, cultural moments, or social justice movements that you’ve been able to support or be involved in using the Khoros platform?
TNC believes that conservation is best advanced by the leadership and efforts of people with diverse backgrounds, experiences, and identities. During Black History Month, for example, TNC amplified and uplifted Black environmental voices and celebrated their contributions to conservation. We equipped our social admins with copy and guidance on key messaging to write their own copy. An example of their excellent work is shown below:
Another example of where we’ve partnered with the Khoros platform to support important values-centered moments is highlighted in our work during Asian American & Pacific Islander Heritage Month. Finding joy and peace in nature starts by seeing yourself represented. For AAPI Month, we shared stories from 12 TNC colleagues discussing their AAPI heritage and their experiences in conservation. Like our Black History Month activation, copy was generated for our accounts to use, and graphics were shared to bring these stories to life across our social channels:
A current campaign we’re working on is our celebration of Pride Month this June. TNC’s work is so much stronger when we include diverse perspectives in the decision-making process – that’s why we feel it’s so important to include our incredible LGBTQ+ colleagues and partners. Using the Khoros content center, we shared social copy, photos, and the Pride logo files to use in June. An example of our work can be found here!
3. What were the results? Tell us how this helped your team uphold brand values, drive brand trust with your audience, reach your goals, increase cost savings, increase efficiency, etc. Please include metrics and examples if possible.
The idea of showing our organization's values in our social content isn't new to TNC – we've always been committed to this. But it's the detailed framework, thoughtful social strategy, and supporting technology that’s helped us find greater success with our social audiences, as well as our internal marketing staff.
By leveraging all TNC's social channels, not just our flagship ones, we've been able to expand our reach, unify our message, spotlight Black achievement, pay tribute to generations of Asian and Pacific Islanders who have enriched America's history, recognize the impact of the LGBTQ community, and more.
Black History Month 2022 was a stand-out moment that yielded participation from 32 local TNC social accounts, including two outside the U.S. This participation yielded an increase of 288% in the number of posts from the previous organizational-wide editorial theme.
A quote that we received from a local social admin sums up our efforts well:
"You all are making such huge strides in equipping all of us in the field to share unified messages that reflect TNC values and goals."