ENGAGING THE SCIENCE OF SUSTAINABILITY
The Earthwatch Institute (earthwatch.org) is an international organization that brings people together with leading scientists to provide hands-on environmental research and education. Instead of simply reading academic articles, Earthwatch gives individuals the opportunity to participate in sustainability field research themselves, allowing them to see the impact of their efforts firsthand.
This brilliant model is executed in part through Earthwatch’s “Expeditions,” which fuse adventure and scientific inquiry. Website visitors are invited to sign up for Expeditions ranging from studying “Birdsongs in the Olympic Peninsula” to “Reforestation in Brazil.” Participants pay to take part in these excursions, which makes the program both environmentally sustainable and financially sustainable. Earthwatch partnered with Nonprofit Megaphone to use the Google Ad Grant to reach an increasingly global audience in support of its global mission.
“We wanted a partner that could take the reins and move the strategy forward and come to the table with some ideas on how to improve the overall strategy . . . NPM has been a true partner who makes recommendations that they think would improve our end goals. It feels like they’re a part of the team.”
– Kyle Gaw, Digital Marketing Director
The results so far have been exceptional. In addition to great awareness, the Google Ad Grant ads are directly leading to Excursion bookings. With each booking representing $1.5k to $3.5k in revenue for Earthwatch, the financial ROI has been exceptional. But over the long term, the environmental ROI these programs help generate will be even greater.