The California State Library Parks Pass allows library cardholders to check out 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 that mobilized Californians through email, web, social media, advocacy tools, fundraising, and media communications.

Because funding had to be approved through the state budget each year, the program faced continued uncertainty. We needed to explain a complicated policy issue clearly, demonstrate the program’s impact, and mobilize supporters around fast-moving budget deadlines.

The longer-term goal was to move the program beyond temporary funding and secure its future.

I helped move the campaign from planning through execution, promotion, measurement, and follow-up.

My responsibilities included:

• Coordinated communications across email, web, social media, and advocacy tools

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

• Managed segmentation, testing, tracking, links, and quality assurance

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

• Supported press releases and media resources

• Monitored performance and adjusted outreach throughout the campaign

• Collaborated with advocacy, membership, communications, and leadership teams

Make the Stakes Clear

Messaging focused 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 budget process to people’s real experiences.

Make Action Easy

Email, social media, website content, and streamlined action forms gave supporters a direct way to contact state leaders. Campaign timing and audience segmentation helped focus outreach around the most important budget deadlines.

Build Support Across Multiple Years

The campaign continued through several budget cycles, with each year building on earlier advocacy, supporter feedback, and public awareness. More than 5,000 advocates took action in 2024, funding was threatened and restored again in 2025, and ongoing funding was secured in 2026.

• 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 cycles

• 6,044 submissions through the 2026 action form

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