What Message Resonates with Investors?

The Nature Conservancy (TNC) was planning to launch a Conservation Note, to provide loans to state, countries, and regions for environmental conservation programs. TNC had outstanding questions about how to position the Note. Hope Consulting conducted two focus groups with two segments of potential investors: those who were familiar with the Conservancy’s work, and those who weren’t. From this work, we determined the optimal messaging to reach investors interested by the Note.  In the Note’s first six months, it raised $16 million in capital commitments.