Preserving America’s history with technology
Overview
Against the onslaught of relentless real estate development, the American Battlefield Trust has been safeguarding the lands on which America’s battles have been fought for 30 years. “We preserve the land for future generations so visitors can walk in the footsteps of those who fought for our freedom,” says Lawrence Swiader, chief digital officer of the organization. The American Battlefield Trust preserves historic land around the country — including places where the American Revolution, the War of 1812, and the Civil War took place.
With a staff of 50, the American Battlefield Trust uses Bonterra EveryAction to efficiently engage with a broad swath of current and future audiences, from history buffs to students and educators to destination travelers.
The organization’s national mission resonates in its tagline: “Preserve, Educate, Inspire.” The Trust leans on bringing history alive for visitors through trails, apps, and digital content as part of its education pillar and helps nurture the next generation of battlefield preservationists.
Challenges
Threats to land preservation
Historic land preservation has to compete with modern-day development. Tract housing, solar farms, data centers, and retail all fall under such construction, which the American Battlefield Trust must contend with. Development and rising residential and commercial real estate prices present a challenge to the organization’s mission. “We’re asking more from our members than ever before to purchase that land,” Lawrence says.
Pandemic drop in visitors
COVID-19 was devastating for tourism worldwide. International travel plunged by a stunning 72% in 2020, according to the United Nations. These blows to the travel and leisure sector dealt a significant shock to The American Battlefield Trust as well. For an organization that depends heavily on foot traffic to drive revenue and awareness, the pandemic was deeply disruptive. “As with every other organization in the world, it was very much a learn-as-you-go experience,” says Mike Rosst, deputy director of digital production at The American Battlefield Trust.
Solution
Supplementing with digital experiences
On the one hand, the pandemic impacted the daily operations of the American Battlefield Trust. On the other, it made room for new avenues through which to reach a wider audience. Forced by circumstance to reinvent, the organization “experimented with some really interesting things that took root,” Mike says. Engaging digital content has been among those “really interesting things.”
“Probably the biggest innovation that came out of the pandemic for us was we started doing more virtual tours and became better at them,” Mike says. Events like Park Day, which usually recruits hundreds of volunteers to help with chores around the grounds, had to be placed on hold during shutdown, but a series of virtual field trips took off. The tours have stayed as an additional avenue to boost audience engagement. “We have really mastered them at this point and create professional-level productions,” Mike says.
Facebook helps attract new members, as does the organization’s website. A giveaway of calendars — the organization prints around 2,000 extra every year — helps as well. “We use the calendars as a bit of a carrot to bring people into the fold,” Lawrence says. Prospects also share name and contact information for a copy of the Trust’s popular magazine, Hallowed Ground. It’s common to see someone who first engaged through a lead generation activity eventually become a Color Bearer (major donor) a year or two later.
To drive home the impact of funding, the American Battlefield Trust spotlights not just history, but also how heritage tourism can benefit the local economy and the environment. While members have been stepping up to cover the costs of land preservation, the American Battlefield Trust has also supplemented funds with state and federal preservation grants.
Using technology to communicate effectively
Even virtual tours cannot get off the ground without attendance and publicity, which is where Bonterra EveryAction has been a valuable asset, Lawrence says.
The team’s previous customer relationship management (CRM) system made it difficult to fundraise because it couldn’t segment audiences effectively to create effective messaging. That changed when The Trust switched to Bonterra in 2018. Sending prospective, new, or color bearers targeted mass mailings has helped improve fundraising efforts and update current and future audiences about the latest happenings.
“It is a game-changer in that it really allows us to do all that in an easy and visually appealing way,” Lawrence says.
Automation tools in EveryAction also enable American Battlefield Trust to send targeted emails as part of member welcome series or to longer-term members. The organization also uses Bonterra to create effective digital content and messaging along with QR codes for direct-mail and SMS campaigns, which drive traffic — and donors — to the website.
Impact
Taking steps toward future engagement
Thanks to the hard work and dedication of members, the American Battlefield Trust has preserved more than 58,000 acres in 25 states. It is working to expand its Liberty Trail project from Florida to Canada to Ohio and Mississippi.
An active Youth Leadership Team and an annual conference have contributed to ensuring that the mission of the organization reaches a wide audience and endures.
With major historic anniversaries being celebrated, the American Battlefield Trust is never short of ways to bring the past to life. As commemorative historical events occur, the American Battlefield Trust hopes to release apps and educational materials so the public can have a battlefield guide in their pockets as they celebrate these events.
A Massachusetts Liberty Trail app was released just in time for the 250th anniversary of the start of the American Revolution in Lexington. A New Jersey Liberty Trail app is also part of the organization’s suite of user-friendly materials, which enables users to follow in the steps of George Washington crossing the Delaware River. Both are a part of the larger The Liberty Trail program.
“It’s been great to be able to tell stories about history and getting people out to the places where it all happened,” Lawrence says. With modern digital tools and committed membership, the American Battlefield Trust is looking forward to many more decades of keeping history alive.
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