Two email habits worth copying from Ocean Conservancy

This is a feature in our Partner Profile series, where we highlight world-class email programs growing their lists on Civic Shout.

Your supporters signed an urgent petition. Months go by without another update.

Ocean Conservancy takes a different approach. 

They built an email program around two habits most teams know matter, but don’t always follow through on: sourcing real stories from the field and closing the loop when supporters take action.

Stories from the people doing the work 
Ocean Conservancy’s team has learned that animal-focused hooks and imagery consistently pull readers in.

But the storytelling goes deeper than wildlife photos.

When the team decides on a topic or action, like a bill they want to generate support for, they figure out which program staff might have a relevant story based on their backgrounds. 

They’ll talk to that staffer, ask them to share a story, and turn it into a short intro hook.

The emails read like they were written by people who actually care about this work, because they were.

Closing the loop and making it personal
Many organizations follow up on impact maybe once a year, but Ocean Conservancy does it throughout the year.

When a bill moves, passes, or is signed, supporters hear about it. The message is dead simple: this happened because you showed up.

That report primes supporters to say yes the next time you ask, because they have proof that their actions made a difference.

When Congress released its FY26 budget, the team mobilized its supporters to fund and staff the National Oceanic and Atmospheric Administration (NOAA) amid proposed cuts. The key was making NOAA personal, regardless of whether supporters lived on the coast.

Your hurricane forecast or maybe the daily weather on your phone? They’re not possible without NOAA data.

The emails generated a 40.5% open rate and 2.2% click-through rate, resulting in more than 11,000 targeted letters to Congress from email alone. 

Ultimately, NOAA’s staff and budget were not dismantled as badly as previously anticipated.

When the FY27 budget was released, the team could point back to that win. 

That rapid-response email achieved 5,300 signatures in 24 hours. Rapid-response fundraising also raised $5,121 from 103 donations across two emails. 

Notably, a note to lapsed donors reactivated 26 of them for $1,265.

How to apply this to your program 
Source stories from your staff before you reach for stock photos. Ask program staff what they’re seeing on the ground, who they’re working with in communities, or what inspired them to engage in the work.

Close the loop on advocacy asks within days, not months. Your supporters will appreciate learning how their petition signature made a difference.

Let previous wins do the heavy lifting in your next campaign. Ocean Conservancy reminded FY27 supporters that their FY26 advocacy had worked, then asked them to do it again.

The bottom line 
The Ocean Conservancy’s email program works because it treats supporters like they’re part of the team.

When you tell real stories and show people their actions had consequences, the next ask gets a lot easier.

Check our events list for more or reply to this email to submit one for consideration.

‘Til next time!
Sara