NZNF A Good Boost to save endangered species


Giving a Good Boost for nature

New Zealand Nature Fund (NZNF) came to freshly rebranded with big ambitions to increase their conservation impact across New Zealand. NZNF was the first-ever beneficiary of the Good Boost, our annual give-back programme in which we dedicate $125,000 worth of marketing services to a worthy non-profit organisation over the course of 12 months. 

As a non-profit focusing on the restoration and recovery of New Zealand’s wild spaces and species, NZNF had been unable to invest in the kind of marketing plan that would leverage their new brand and raise awareness for their important projects. They found themselves with an ambitious 3-year fundraising target, with little in the way of marketing to support it. 

NZNF needed to get active on digital marketing platforms to get their new brand working to bring in new donors and partners, and to support their mission to deliver large-scale, ecosystem-level results. 


Ambitious environmental goals

NZNF’s goal as an organisation was to Increase both brand awareness, and awareness of their various conservation projects across New Zealand. Increasing the overall number and value of donations to these projects was an additional aim. In 2021, there was a particular focus on the Shore Plover Project, a partnership with the Department of Conservation to save the critically endangered tūturuatu, or Shore Plover. 


Our work supporting NZNF

Over the course of the 12-month engagement, embarked on customer experience, content and media projects with NZNF. We created Audience Personas and a Messaging Matrix to help NZNF define their target audiences and deliver tailored messaging.

We set up the organisation’s paid media accounts across the Facebook ecosystem and Linkedin in preparation to run their first-ever paid social media campaign, to support of the Shore Plover Project. Working with video from NZNF ambassador and actor Sam Neill, we designed a full suite of social content for both the Shore Plover Project. 

We also produced social content to promote the Orange-Fronted Kākāriki Project, which aims to restore populations of the rarest parakeet in New Zealand.  


Key Outcomes

With the help of a social media campaign promoting the Shore Plover Project, NZNF went from having practically no brand awareness to reaching over 100,000 people. 

With our help, NZNF hit their year 1 fundraising target for the Shore Plover Project. 


Shore Plover Campaign

  • Reached 115,557 people across LinkedIn, Facebook and Instagram
  • + 1,421 landing page views
  • Test and learn results gleaned from social channels across various audience groups


Leaving with a future focus

As the Good Boost engagement with NZNF came to a close, left the team with a comprehensive marketing strategy and detailed action plan for the next year. Covering marketing technology, full-funnel digital media strategy and content planning recommendations, this marketing strategy will give the team guidance as they continue to raise the brand profile and work toward their fundraising goals.


“The team impressed us with a superb quality of workmanship across every project, from strategy to creative execution. We gained fantastic assets that will be valuable tools for bringing in donors in the future. 

Not only did we make good progress toward our marketing goals with, we learned a lot from the team that we will be putting to use in our marketing efforts going forward.”

Evan Blackman

Trustee, New Zealand Nature Fund