Situation

1% for the Planet is a global organization that connects dollars and doers to address the most pressing issues facing our planet. To drive new and increased environmental giving, 1% for the Planet desired to create a new, compelling product and engaging process.

The SEED (Solutions Elevating Environmental Donations) investment portfolio program was created as a way to provide everyday investors a simple, engaging and trackable option for environmental giving.

Prosper for Purpose was tasked with helping 1% for the Planet brand and launch a scalable SEED platform to deliver funds to the most impactful and innovative environmental nonprofits while managing risk and creating engagement for portfolio investors.

Services Provided

Brand Development
Public Relations
Community Engagement

Objectives

  • Develop the SEED investment portfolio initiative brand
  • Launch investment portfolios regionally (beginning in Ohio) in 2017
  • Launch investment portfolios nationally in 2018

Strategy

Develop a brand that resonates with the target audience and communicates SEED’s unique position, while also creating a regional pilot program and assets that will enable national scaling.

BRAND DEVELOPMENT TACTICS

  • Create a brand strategy, including architecture, positioning and key messaging
  • Design a visual identity, including SEED logo, color palette, typography and other guidelines

PUBLIC RELATIONS TACTICS

  • Distribute press releases
  • Conduct local and national media relations
  • Engage with key influencers
  • Social media campaign management

MARKETING TACTICS

  • Develop SEED e-newsletter for investors, showcasing results and progress
  • Place advertisements in regional publications focused on environmental sustainability
  • Design a SEED microsite which includes a downloadable promo toolkit
  • Social media campaign management

COMMUNITY ENGAGEMENT TACTICS

  • Partner with existing 1% for the Planet members to help spread the word about the SEED program
  • Participate in and/or speak at events target audiences would attend

Results

SEED Ohio successfully launched in July 2017. By engaging the local community, 1% for the Planet and Prosper for Purpose were able to raise $12,440 throughout the six-month live period of the program. The dollars raised benefited a group of Ohio nonprofits representing six different environmental focus areas: wildlife, pollution, water, food, climate and land. For highlights of the pilot program, including information about the nonprofit partners, visit onepercentfortheplanet.org/SEEDOH.