Auction benefits nature trust

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The National Park Trust has won a free creative campaign from JWT Chicago thanks to a winning bid on EBay.

The ad agency, which works with such high-profile clients as Nestle and Kraft Foods, put its time and creativity up for bid on a 10-day EBay auction last month. The agency was looking to help a nonprofit. Bidding started at $10,000.

Six bids were placed, including the winning $15,300 bid posted on behalf of the National Park Trust by George W. Stephenson, president of Stephenson Printing Inc. in Alexandria and Mike Carper, another National Park Trust donor and supporter.

"This was an opportunity to pick up something of real value without spending an ungodly amount of money," said Mr. Stephenson, whose firm handles printing for the trust.

It's good news for the private land conservancy, which has a limited budget -- like many nonprofit groups.

"We, as a charity, are going to play in every game we can," said Paul Pritchard, president and founder of the trust, based in the District. "All of us really have to be creative. We have to be opportunistic."

The agency, which is dedicated to preserving the country's 388 national parks, has a $500,000 annual budget with only a small percentage dedicated to marketing.

Mr. Pritchard contacted Mr. Stephenson when he heard about JWT Chicago's offer.

Mr. Stephenson agreed to donate but didn't know anything about the online auction site. So Mr. Pritchard contacted tech-savvy Mr. Carper, who made the online bids for Mr. Stephenson. Mr. Carper also contributed the final $300 to get the win.

The agencies will gather for a planning meeting in mid-May.