Ocean Conservancy ‘let us know’ pop-outs online draw engagement and uncover hidden bequests

Exhibited by
Charlotte Meyer, Director of Planned Giving, Ocean Conservancy and Greg Warner, CEO & Founder, MarketSmart
November 17, 2016
Medium of Communication
Online, Digital
Target Audience
Advocates, supporters, members
Type of Charity
Environmental advocacy
Country of Origin
Date of first appearance
May 2014

SOFII’s view

SOFII really likes this simple, engaging idea. Based on a compelling direct proposition, it seems certain to work. And the results below appear to confirm it does. For Ocean Conservancy, 19 notified bequests could be very substantial with maybe three-times as many still to come. That’s pretty impressive. A pop-out widget may not sound like the fundraiser’s ‘must have’ for 2017, but that doesn’t mean it won’t be. Oh, and a planned giving microsite sounds pretty useful too.

Summary / objectives

The online ‘let us know’ pop-out widget aims to encourage digital dialogue among website visitors to uncover hidden legacy gifts and generate leads for fundraisers.


Ocean Conservancy is a nonprofit environmental advocacy group based in Washington, DC. The organisation helps formulate ocean policy at the federal and state government levels based on peer reviewed science. Ocean Conservancy is one of the few organisations that helps protect wildlife in the ocean.

Special characteristics

The pop-out widget is found on their planned giving micro-site programmed to expand right when ‘let us know’ is clicked. It can also be programmed to expand any number of seconds after a website visitor lands on the page. The tool alerts the staff at Ocean Conservancy when a form has been submitted.


Between May 2014 and October 2016 Ocean Conservancy has received 79 responses as follows:

  • Left a gift - 19
  • Considering - 40
  • May Consider - 20