The Wilderness Society

Filing Period

Oct 1, 2011 to Sep 30, 2012

Signed

Oct 28, 2013

Return Version

2011v1.5

Gross Receipts

$28,704,007

Mission

Major Activities

Activity 2

public education THE WILDERNESS SOCIETY IS THE LEADING AMERICAN CONSERVATION ORGANIZATION WORKING TO PROTECT WILD PLACES WITHIN OUR NATION'S PUBLIC LANDS -- THE 618 MILLION ACRES COLLECTIVELY OWNED BY THE AMERICAN PEOPLE AND MANAGED BY OUR GOVERNMENT. FROM WELL-KNOWN ICONS TO HIDDEN GEMS, THESE WILDLANDS PROVIDE US ALL WITH CLEAN AIR AND WATER; ABUNDANT WILDLIFE; HAVENS FOR RECREATION, LEARNING, AND SOLITUDE; AND A FOUNDATION FOR A HEALTHY PLANET. THEY ARE ALSO IMPORTANT SOURCES OF RENEWABLE ENERGY AND VITAL NATURAL RESOURCES WHICH MUST BE MANAGED WISELY. TODAY, WITH MORE THAN 500,000 ACTIVE MEMBERS AND SUPPORTERS, TWS CONTINUES ITS VITAL MISSION TO PROTECT WILDERNESS AND INSPIRE AMERICANS TO CARE FOR OUR WILD PLACES. BY USING ONLINE AND TRADITIONAL OUTREACH, WE'VE BEEN GROWING OUR BASE OF SUPPORT. THE FOLLOWING SUMMARY OF OUR ACTIVITIES HIGHLIGHTS SOME OF THIS WORK. BUILDING SUPPORT THROUGH DIGITAL CHANNELS - THIS WAS A BIG YEAR FOR DIGITAL COMMUNICATIONS AT THE WILDERNESS SOCIETY. HIGHLIGHTING THE YEAR WAS THE LAUNCH OF THE COMPLETELY OVERHAULED WEB SITE IN AUGUST 2012. THIS LAUNCH AFFORDED THE ORGANIZATION TO REFOCUS ITS EXTERNAL DIGITAL COMMUNICATIONS ON PROVIDING OUTREACH FOR ONLINE DONATIONS, ADVOCACY AND GENERAL NEWS RELATED TO OUR PROGRAMS. IT FEATURES A SIMPLE CONTENT MANAGEMENT SYSTEM THAT STREAMLINES PUBLISHING AND ALLOWS RAPID RESPONSES AND ITERATIONS FOR BREAKING NEWS AND INFORMATION. ENHANCEMENT CONTINUED ON THE SITE INTO THE WINTER WITH AN INCREASE OF DIGITAL STORYTELLING TECHNIQUES INCLUDING INTERACTIVE MAPS, TIMELINES, PHOTO GALLERIES AND VIDEOS. ADDITIONALLY, WORK HAS BEGUN ON MAKING THE SITE WORK ACROSS ALL PLATFORMS- COMPUTER, TABLET AND MOBILE DEVICES FOR AN OPTIMIZED EXPERIENCE. ON THE SOCIAL MEDIA FRONT, OUR FACEBOOK FAN BASE GREW TO OVER 34,000 FANS AS WE CONTINUE TO ENGAGE THIS GROWING AUDIENCE AND DYNAMIC PLATFORM. OUR TWITTER FOLLOWING INCREASED TO OVER 21,000 FOLLOWERS, AS DID THE FREQUENCY OF OUR TWEETS AS THIS EXPANDING OUTLET REACHES NEW AUDIENCES, INCLUDING MANY JOURNALISTS AND POLICY MAKERS. LOOK FOR THE DIGITAL TEAM TO EXPAND INTO INSTAGRAM AND PINTEREST IN THE COMING MONTHS IN THE EVER EXPANDING QUEST TO REACH OUR CONSTITUENTS. CONTINUING TO BOLSTER OUR ADVOCACY EFFORTS, THE DIGITAL TEAM CONTINUES TO USE ONLINE ADVOCACY TO SEND LETTERS TO MEMBERS OF CONGRESS, THE PRESIDENT AND OTHER DECISION-MAKERS IN ORDER TO GIVE THE PEOPLE A VOICE ON IMPORTANT LEGISLATION. MANY CAMPAIGNS CREDIT THE DIGITAL OUTREACH FOR SWAYING POLICYMAKERS. THE WILD DAYS OF SUMMER - THE WILDERNESS SOCIETY LAUNCHED AN INTEGRATED MARKETING CAMPAIGN CALLED THE WILD DAYS OF SUMMER THAT PROMOTED DIFFERENT WILDERNESS EXPERIENCES USING RADIO PUBLIC SERVICE ANNOUNCEMENTS, EMAILS, FACEBOOK AND TWITTER OUTREACH, ONLINE ENGAGEMENTS AND BLOG OUTREACH. THE CAMPAIGN INCLUDED A DONATED MILLION DOLLAR RADIO ADVERTISING CAMPAIGN THAT RAN ON ALL 111 ENTERCOM STATIONS. THE SPOTS FEATURED BETTY WHITE, DAVE MATTHEWS AND WENDIE MALICK URGING AMERICANS TO JOIN WITH THE WILDERNESS SOCIETY TO CHERISH AND PROTECT WILDERNESS. THE WILD DAYS OF SUMMER MARKETING CAMPAIGN WON A 2012 GOLD MARCOM AWARD OUT OF A FIELD OF 6,000 ENTRIES. SPONSORED BY THE ASSOCIATION OF MARKETING AND COMMUNICATION PROFESSIONALS, THE AWARD RECOGNIZES OUTSTANDING CREATIVE ACHIEVEMENTS-THE LARGEST COMPETITION OF ITS KIND IN THE WORLD. THE WILD DAYS OF SUMMER DROVE NEARLY 300,000 PEOPLE TO OUR WEBSITE TO LEARN ABOUT OUR WORK. ENGAGING CELEBRITIES TO GIVE VOICE TO WILDERNESS - OUR CELEBRITY SUPPORTERS CONTINUE TO GIVE VOICE TO OUR CONSERVATION EFFORTS, AND ENCOURAGE INDIVIDUALS TO JOIN THE WILDERNESS SOCIETY. THE WILDERNESS SOCIETY WAS A MAIN NON-PROFIT PARTNER ON THE DAVE MATTHEWS BAND TOUR; WE HAD A BOOTH AT 44 SHOWS DURING THE TOUR, AND GAINED OVER 1,300 NEW WILDERNESS SOCIETY SUPPORTERS. IN ADDITION TO THE WILD DAYS OF SUMMER RADIO SPOTS, WE PRODUCED :30 PUBLIC SERVICE ANNOUNCEMENTS FEATURING BETTY WHITE AND WENDIE MALICK WHICH RAN ON HULU, TV LAND AND THROUGH MULTIPLE MEDIA O

Filer

EIN

53-0167933