How AllTrails found the right nonprofit partners
AllTrails joined 1% for the Planet in early 2019. From the onset of their membership, AllTrails wanted to establish strong, long-term partnerships with environmental nonprofits working to help get people outside. Through their website and app, AllTrails encourages people explore the outdoors with the largest collection of detailed, hand-curated trail maps as well as trail reviews and photos crowdsourced from a community of 10 million registered hikers, mountain bikers and trail runners. They offer a free service, and a pro-subscription, accessible via a mobile app and their website.
Identifying AllTrails’ scope and purpose
It was clear from the earliest conversation with AllTrails that their core values are at the heart of their brand. They wanted to identify nonprofits that share those values:
The outdoors are for everybody
People are healthier and happier when spending time outside
AllTrails believes in fostering a mutually beneficial relationship between people and their local nature by empowering people to get outdoors and explore responsibly
In addition to finding partners with a strong focus on enabling and supporting outdoor access, AllTrails wanted to leverage the diverse types of giving that the 1% for the Planet model offers. With the free version of the AllTrails app, they are in the unique position to donate digital marketing space to their partners as approved promotional support. They were also excited about in-kind donations of their pro subscription.
As our team worked with AllTrails, we asked questions about their market geography, their typical customers and their growth projections for the app. We came to understand the importance of their core values, and the fact that AllTrails is passionate about ensuring all user groups, especially those typically underrepresented in the outdoor space, have access to nature and the benefits of being outside.
1% for the Planet tailored recommendations
1% for the Planet staff considered not only which nonprofit might be good partners, but the specific programs and initiatives that AllTrails could support, along with which nonprofits could likely put pro subscriptions to beneficial use. We also considered characteristics like the reach of the nonprofit on social and digital channels, and how open the nonprofit is to customized partnerships.
After thorough research and several discussions with AllTrails, we presented them with 6 nonprofit partner options, suggesting that they pick two or three to be their main partners moving forward. Based on their initial reaction and excitement, we scheduled confirmed interested from the nonprofits, and then scheduled followup calls. After understanding the various ways they could support a particular partner, AllTrails then made their final decisions.
AllTrails nonprofit partners
The Trust for Public Land works to protect the places people care about, and to build parks close-to-home. Since 80 percent of Americans live in cities, many of their projects are in cities, where many of AllTrail’s customers and potential customers live. With a primary goal of creating healthy, livable communities, Trust for Public Lands is a perfect fit for AllTrails, and they have worked together to identify a specific project for AllTrails to support.
The SCA’s mission is to build the next generation of conservation leaders and inspire lifelong stewardship of the environment and communities by engaging young people in hands-on service to the land. After discussing the specific programs that the SCA offers, it was clear that the Community Crew program, where students work on crews near where they live, was a great fit. AllTrails is able to sponsor a local crew, where they’ll have the opportunity to get out and join the students, who are making a difference in their own backyard. The SCA is also excited to leverage the pro subscription donations, and the advertising space that AllTrails can provide.
SHIFT is an annual festival, held each autumn in Jackson Hole, that explores issues at the intersection of outdoor recreation, conservation and public health. In 2019, the theme of the festival was SHIFT Rx: Nature as Medicine -- which seemed perfectly tailored to the core value that people are healthier and happier when outside. AllTrails choose to sponsor SHIFT, and was able to attend the festival to learn and engage with thought leaders in this space.