Tree Canada needed a cost-effective way to grow their individual giving program while engaging new supporters in a meaningful way. Good Works developed a creative digital lead generation campaign that turned a simple action—clicking a button—into real environmental impact.
With the support of a major donor, we launched “Click to Plant a Tree”—a campaign designed to attract environmentally conscious individuals by offering an immediate, tangible outcome. Every sign-up triggered the planting of a real tree, creating an instant connection between digital engagement and conservation efforts.
The digital results were equally as impactful as the tree planting! With a remarkably efficient cost per lead at 50% of our projection—and an impressive 47.78% form completion rate, the campaign exceeded expectations. New supporters didn’t just click; they committed to Tree Canada’s mission.
Paul Dickson
Head of Individual Giving
We crafted a campaign that spoke directly to environmentally passionate individuals. Strategic climate action messaging alongside targeted audiences transformed complex conservation efforts into an accessible, rewarding experience. The low-barrier call to action invited supporters to be part of something bigger, making forest restoration feel personal and immediate.
The success of this initiative built on a previous campaign featuring the Carbon Tracker App, refining the approach to focus on a direct and compelling impact message. By removing unnecessary friction, the campaign provided an intuitive experience that encouraged participation while reinforcing Tree Canada’s commitment to restoring and protecting Canada’s forests.
Beyond the initial engagement, a carefully designed three-part email series nurtured these connections, ultimately integrating new leads into Tree Canada’s ongoing donor community. What started as a simple digital interaction blossomed into a lasting commitment to forest restoration.
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