The California State Library Parks Pass allows library cardholders to borrow a pass for free vehicle day-use entry at participating state parks. By 2023, 33,000 passes had been distributed through more than 1,100 public library branches.

When the program’s funding was repeatedly threatened, I supported a multiyear digital campaign designed to build public awareness and turn that interest into measurable action. The campaign connected email, web, social media, advocacy tools, fundraising, and media communications around a clear goal: protect the program and secure its long-term future.

Because funding had to be approved through the state budget each year, the program faced continued uncertainty and fast-moving deadlines.

The campaign needed to explain a complicated policy issue in a way that felt clear and relevant, demonstrate the program’s real-world value, and give supporters an easy way to respond. The longer-term challenge was to move the Parks Pass beyond temporary funding and establish a more stable future for the program.

I supported the campaign from planning through launch, optimization, measurement, and follow-up.

My work included:

• Coordinating campaign communications across email, web, social media, fundraising, and advocacy tools

• Building action alerts, emails, donation forms, and supporter journeys

• Translating policy developments into clear, audience-friendly messaging

• Managing segmentation, suppression, testing, tracking, and quality assurance

• Developing campaign landing pages, copy, graphics, and promotional materials

• Monitoring form activity and campaign performance throughout each budget cycle

• Adjusting outreach based on deadlines, previous actions, and audience engagement

• Supporting press releases, media resources, and partner communications

• Collaborating with advocacy, membership, communications, development, and leadership teams

Turn a Complex Issue Into a Clear Public Message

Campaign messaging centered on one direct consequence: whether Californians could continue borrowing free park passes from their local libraries.

Program data, community stories, and park imagery connected the state budget process to a service people could understand and value. As policy developments changed, campaign materials were updated to keep the issue timely and the requested action clear.

Build a Low-Friction Action Journey

Email, social media, website content, and streamlined action forms gave supporters a direct way to contact state leaders.

Campaign pages focused on a simple message, a clear request, and a prominent action. This helped reduce the distance between learning about the issue and completing the form.

Reach the Right Audiences at the Right Time

Audience segmentation and suppression helped tailor outreach based on previous action, engagement, and campaign timing.

People who had already completed an action could be removed from later requests when appropriate, while engaged nonresponders received more focused reminders near key budget deadlines.

Coordinate Communications Across Channels

The campaign connected:

• Action-focused email series

• Campaign landing pages and action forms

• Organic social media content

• Website placements and updates

• Fundraising communications

• Media and partner resources

• Deadline-driven reminders and follow-up messages

Together, these channels created a consistent journey from awareness through completed action.

Build Momentum Across Multiple Campaign Cycles

The campaign continued through several state budget cycles, with each year building on earlier advocacy, supporter feedback, performance data, and public awareness.

More than 5,000 advocates took action in 2024. Funding was threatened and restored again in 2025, and ongoing annual funding was secured in the 2026–27 state budget.

• Ongoing annual funding secured in California’s 2026–27 state budget

• 12,000+ constituent actions across campaign cycles

• $6.75 million restored through earlier budget campaigns

• 6,044 completed submissions through the 2026 action form

• 56% action-form conversion rate from 10,744 form views in 2026

The campaign paired clear messaging with a focused action journey, turning a complicated policy issue into sustained public participation and measurable results across multiple years.