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The Bloomies are our award for outstanding donor communications in the nonprofit sector. Each week, we’ll feature a newsletter, email, direct mail piece, acknowledgement, solicitation or social media post that caught our eye.

Nominated by: Steven Shattuck

Tell us about the fundraiser and/or organization you are nominating:

Greenpeace USA, the leading independent campaigning organization that uses peaceful protest and creative communication to expose global environmental problems and to promote solutions that are essential to a green and peaceful future.

Tell us about the piece you are nominating:

Last year, while the organization was filming a time-lapse sequence for an upcoming documentary, a curious marmot approached the camera and began licking the lens. Greenpeace isolated the clip, uploaded it to YouTube, and distributed it via their digital channels.

As of today, it has over 2.1 million views.

Why do you think they are deserving of a Bloomie?

The fact that they were able to make the video go viral isn’t as impressive as the fact that they took advantage of all of those views.

Towards the end of the video, a call-to-action appears on the screen:

YouTube-Annotation

Without it, most viewers would have just chuckled, closed the video and gone about their business. But by adding the CTA they were able to take advantage of all of those views by sending folks to a dedicated donation page:

Greenpeace-Donation-Page

Kudos to Greenpeace for making savvy use of digital technology, and for recognizing a serendipitous opportunity to show off their mission.

Know someone deserving of a Bloomie? You can nominate someone here >>

See past Bloomie winners here >>

Kristen Salmon

Kristen Salmon

Product Manager at Bloomerang
Kristen Salmon is a Product Manager at Bloomerang. Kristen holds a Master of Public Affairs degree with concentrations in Nonprofit Management and Policy Analysis from Indiana University Bloomington and a Bachelor’s degree in Sociology from Oklahoma State University. She also worked for two years as a Research Assistant in grad school on the multi-year Indiana Nonprofits: Scope and Community Dimensions project.