THE GORILLA FOUNDATION / KOKO.ORG

Client
Founded in 1976, The Gorilla Foundation/Koko.org promotes the protection, preservation and propagation of gorillas. "Project Koko" involves teaching a modified form of American Sign Language to two lowland gorillas, Koko and Michael. Their goal is to bring interspecies communication to the public, in order to save gorillas from extinction, and inspire our children to create a better future for all the great apes.

Challenge
To engage their KokoMail email database subscribers, and solicit donations for additional revenue to their online contribution program.

Solution
Create a compelling marketing campaign focused on Earth Day’s message of guardianship of planet Earth and its inhabitants. We contacted John McConnell, the founder of Earth Day to obtain a quotation for the campaign's landing page.

Campaign
Top HTML banner and email subject line: “Be Koko’s Earth Day Trustee." Landing page included John McConnell's quote and a link to a pop-up window that showcased to potential donors a personalized hand signed certificate by the founder Dr. Penny Patterson.

Results
The "Be Koko's Earth Day Trustee."" campaign was sent to KokoMail subscribers and real-time reporting provided the following successful results:

· Ecommerce revenue was increased over 45% for the
  month of April 2002.