Renewing our Promise

Case Statement for National parks conservation Association

As the 100th anniversary of the US National Parks System approached, its nonprofit “friends” group, NPCA, launched a campaign to strengthen itself financially. This case is a prime example of “selling the threat.” It takes advantage of a psychological phenomenon called “loss aversion.” Translation: people will go to extraordinary lengths not to lose the things they value.

Copy by Tom Ahern. Read the entire report here.

Copy by Tom Ahern. Read the entire report here.