The Nature Conservancy Named 2012 Nonprofit Organization of the Year

Press release (July 13, 2012) — The DMA Nonprofit Federation (DMANF) is very pleased to announce that The Nature Conservancy (TNC) is the 2012 recipient of its prestigious Nonprofit Organization of the Year Award.

A gala awards luncheon will be held Thursday, July 26, 2012, during the Federation's 2012 New York Nonprofit Conference. Presented annually, the award recognizes outstanding achievement by a nonprofit organization using direct-response marketing to advance its mission.

The Nature Conservancy, a world leader in conservation of rivers and lakes, oceans and coasts, forests, grasslands and prairies, deserts and aridlands, works throughout the U.S. and abroad preserving nature and by extension, life.
"This award is a testament to The Nature Conservancy's 60 years of hard work around the world," said Geof Rochester, Chief Marketing Officer for The Nature Conservancy. "As a membership based organization we are very honored to receive this award."

In 2010, The Nature Conservancy membership team recognized the need to diversify the fundraising repertoire to acquire new and younger supporters — the future of every organization. While embracing other channels, The Nature Conservancy also recognized the continued importance of direct mail and made adjustments to its direct-mail program to ensure it functioned efficiently and in tandem with canvassing, digital, DRTV, social media and telemarketing efforts. "As of 2012, our reliance on mail acquisition has decreased from 83 percent to 68 percent, while digital and canvassing now represent more than 25 percent of the new donors we acquire. As a result, our membership is becoming younger, boosting the number of TNC supporters under the age of 45." TNC's success is the ultimate testament to a multichannel, donor-centric approach and an implementation model for nonprofit organizations of all stripes.

DMANF Senior Vice President Xenia "Senny" Boone said, "I am delighted that our Awards Committee made this selection. The Nature Conservancy sets an amazing example for other nonprofit organizations. The Nature Conservancy's success is indicative of not only hard work, but courage & motivation."

Be there as we toast The Nature Conservancy as the 2012 recipient of the Nonprofit Organization of the Year Award on July 26. You may view the list of previous Nonprofit Organization of the Year Award recipients here.