Giving Parksday is California State Parks Foundation’s annual Giving Tuesday campaign, combining environmental storytelling, matching gifts, and coordinated outreach across email, website, SMS, and social media.

From 2022 through 2025, I supported the campaign across several roles. My work evolved from managing social media and partner toolkits to taking greater ownership of website content, email production, audience segmentation, tracking, testing, and campaign execution.

Giving Tuesday is one of the busiest fundraising days of the year. The campaign needed to stand out in crowded inboxes while clearly explaining why California’s state parks needed support and how each donation could make a difference.

For the 2025 campaign, I:

• Built, tested, and sent the full email series

• Supported email strategy and audience segmentation

• Managed campaign links, tracking, and quality assurance

• Developed and published the website content

• Wrote the biodiversity-focused Giving Parksday blog

• Updated website calls to action, banners, and campaign pages

• Supported social media promotion and performance reporting

In earlier years, I also managed the social media campaign and created promotional toolkits for partners.

Earlier Giving Parksday campaigns focused primarily on monarch butterfly conservation. In 2025, the campaign expanded to highlight biodiversity across California’s state parks, including wildlife, native plants, and habitat restoration.

The email series moved from early storytelling and donor stewardship into increasingly urgent fundraising appeals. Separate versions were created for different donor and engagement groups, supported by SMS, website promotion, social media, and tracked donation forms.

• 2025: $135,517 raised, including a $35,000 match

• 2024: $152,834 raised, including a $50,000 match

• 2023: $111,276 raised, including a $25,000 match

• 2022: $105,012 raised, including a $25,000 match

• $504,000+ raised across four campaigns

• 16,931 views across Giving Parksday-related web pages in 2025

• 14,044 active website users in 2025