In its current strategic plan, the Land Trust Alliance committed to designing and launching a coalition-based “Relevance Campaign.” The Alliance conducted market research studies that identified an audience of 33 million adult Americans who, like land trust current supporters, care about conservation and are committed to taking action. These “conservation concerned” individuals are young, diverse and have not yet engaged with the land trust community. In partnership with 14 land trusts, the Alliance developed and tested messaging to engage “conservation concerned” audiences, and, in April of this year, launched a pilot phase of the Gaining Ground campaign. In this session, participants will gain insights into what messages and tactics were effective as well as tips on how to participate in the ongoing campaign to broaden their base of support by incorporating the campaign messaging and other materials, including social graphics and digital advertising tactics, templates and videos, into their own communications and outreach.