Case study · Trust for the National Mall
Growing the Friends of the National Mall
The Trust for the National Mall raises the private support that helps care for America's front yard. We run its social media, paid social, creator partnerships, and email as one program built to turn people who love the Mall into Friends of the National Mall.
- Client
- Trust for the National Mall
- Industry
- Nonprofits
- Services
- Organic and paid social, influencers, email, video
- Where
- Washington, DC
- Since
- 2025
Results
- 1.16M
- paid social impressions
- 14,600+
- link clicks from Meta ads
- 243
- donations tracked from Meta ads
- 17
- creator posts
- 84,850
- views on creator content
Sources: Meta Ads via Agency Analytics, February 1 to October 12, 2026; InfluenceKit, as of October 13, 2026.
The challenge
The Trust needed to reach more of the people who visit and love the National Mall, and give them a reason to become Friends of the National Mall donors. Its social media, paid campaigns, and email had been run separately, by different teams and vendors, without a shared plan or shared tracking.
What we did
- Social media strategy. A strategy guide and reels playbook built from an analytics read and a peer review of park conservancies, with ten content franchises and shoot plans.
- Paid social. Meta campaigns that drive people to join the Friends of the National Mall.
- Creator partnerships. A creator program tied to America's 250th anniversary, with seven local creators posting about the Mall.
- #MyNationalMallStory. A monthly Instagram photo contest that turns visitors' photos into community content.
- Email. An assessment of the email program and donor data, new templates for the newsletter, eAppeals, and announcements, and a UTM standard so every email can be tracked.
- Video and assets. On-site video shoots, and the Trust's photo and video library organized in one searchable place.
What we found
The email assessment showed donors click about three times as often as non-donors, and that lapsed donors were getting the same emails as people who had never given. Segmenting those audiences is now part of the program.
Where it's going
The program is still growing: new email templates are rolling out, and video shoots, on-Mall activations, and a unified donor landing page are next.