Shenandoah National Park Trust
Nonprofit Organization
Modernizing social media for a public lands nonprofit and dramatically expanding its reach beyond its existing audience.
At a Glance
Client
Shenandoah National Park Trust
Industry
Nonprofit / Conservation / Public Lands
Services
Social Strategy, Content Strategy, Social Management & Copywriting
Engagement
2024–2025
The Challenge
Shenandoah National Park Trust supports projects that protect and preserve Shenandoah National Park, but its communications needed to reach beyond its existing supporter base.
The organization wanted to connect with a younger and more diverse audience without losing the longtime supporters who already understood and cared deeply about its mission.
At the same time, the Trust was balancing several communications priorities: increasing visibility, educating its audience about its work, supporting fundraising initiatives, and showing people why protecting Shenandoah matters.
The raw material was already there. Between the park itself, funded projects, events, conservation work, staff expertise, and an engaged community of supporters, there was no shortage of meaningful stories to tell.
The opportunity was turning those stories into a clearer, more consistent digital presence.
Our Approach
Clarifying the message
We refined the organization’s messaging around its mission, impact, and relationship to Shenandoah National Park so that every piece of content reinforced why the Trust exists and why its work matters.
Building for discovery
Rather than treating social media as a bulletin board for organizational updates, we created content designed to reach people who did not already follow the Trust.
That meant identifying stories with broader emotional and educational appeal, creating stronger hooks, and packaging information in formats that encouraged people to stop, read, share, and engage.
Making the mission tangible
We used specific projects, park stories, events, conservation initiatives, and real-world outcomes to connect the Trust’s larger mission to things people could actually see and understand.
Instead of simply telling audiences that the organization supports Shenandoah, the content showed what that support makes possible.
Creating consistency
Bread & Butter took over content execution across Facebook and Instagram, creating a more consistent publishing rhythm and a clearer editorial direction.
The result was a social presence that supported both long-term brand awareness and the Trust’s immediate fundraising and communications priorities.
The Results
1.37M
Facebook Views
+435%
763,249
people reached on Facebook
Facebook Reach
+88.6%
Facebook content interactions
+534%
Facebook Link Clicks
161K
Instagram Views
+100%
Instagram content interactions
+120%
Facebook profile visits
Standout Content Moment
Standing Together for Shenandoah National Park
One of the clearest examples came from a March 5 post that combined timely messaging, the Trust’s mission, and a story with relevance far beyond its existing followers.
96% of views came from non-followers. The content wasn't simply performing with people who already knew the Trust. It was introducing the organization to a significantly larger audience.
71,062
views
1,761
interactions
207
new followers
