Power of the Pack

How the Wolf Conservation Center leverages community, communication and content to engage supporters and drive donations.

August 13, 2019

maggie howell, executive Director, wolf conservation center

Maggie Howell, Executive Director, has worked at the Wolf Conservation Center since 2005, starting as the WCC’s Managing Director and taking the helm as Executive Director in 2013. She continues to lead the WCC’s education and advocacy initiatives and be the main voice of the WCC.

Maggie’s interest and experience with wildlife run deep. Growing up in New York City, Maggie visited her local veterinarian more often than her pediatrician, routinely bringing in injured city “wildlife” she had rescued. She continued her studies more formally at Vassar, earning a degree in Biology, focusing on Animal Behavior and ecology. After a several years working in the jungles of Wall Street, her passion for natural wildlife led her to Washington State before returning to New York City to join the WCC team.

Our favorite takeaways from this podcast conversation:

  • Make monthly donors feel special — Wolf Conservation Center has created a unique program for monthly donors that’s on brand, fun and delivers exclusive content to them. WOLF PASS is promoted as a “ticket to adventure and community.” Members receive an alphanumeric ID name just like the wild wolves they’re helping with their monthly gift. How can you create a similar experience for your monthly donors?

  • Diversify messaging for different audiences — Make sure your content is varied enough to satisfy the different needs of your supporters. The WCC knows they have constituents who like more lighthearted interaction on social media and those who participate in scientific webinars. Their editorial calendar is built to ensure people are receiving the types of messaging they want.

  • Balance the need with the good donors make possible — Posts and updates can’t be all gloom and doom if you want to keep donors and advocates engaged. The WCC makes a point of emphasizing the outcomes made possible by the support of their donors so they’re consistently reminded of the impact of their engagement and generosity.