Case study: Friends of the Earth

The charity's campaign to save Britain's declining bee population has captured the imagination of more than 20,000 new donors so far

The Bee Cause is promoted across multiple media channels
The Bee Cause is promoted across multiple media channels

- This article was corrected on 9 October; please see final paragraph

Organisation: Friends of the Earth
Campaign: The Bee Cause
Agencies: Bluefrog, Nonsense and Open

Friends of the Earth's multi-channel, multi-ask campaign to save Britain's declining bee population has captured the imagination of more than 20,000 new donors so far.

Launched in March to coincide with bees coming out of hibernation, the Bee Cause has been promoted on a wide variety of channels, such as press inserts, posters in trains, targeted press adverts and social media.

Donors are offered three options to support the cause - a £3 SMS ask for which they receive wild flower seeds, a £15 donation for a bee saver kit and £100-plus towards a local "Bee World".

Debbie O'Dowd, fundraising investment manager at Friends of the Earth, says: "The 'asks' provide a tangible benefit to the donor.

"We know donors can feel daunted by the scale of environmental problems. This gives people something they can do to make a difference.

"When you see lots of individuals helping bees, it removes a barrier to supporting an environmental cause."

This year's campaign has generated 21,000 donors, with 28,000 expected by the time it ends in October. It will bring £500,000 in immediate income.

The figures represent a 25 per cent increase in the charity's donor base in less than six months.

EXPERT VIEW - Rachel Beer, fundraising and marketing consultant

Rachel Beer, fundraising and marketing consultantThis campaign seems to bee (sorry) a resounding success and it's clear why - it gets so many things right.

The creative is driven by an important insight and the resulting proposition is easy to understand and say yes to. It's an example of how to deliver what it now takes to engage and motivate people - collaboration between fundraising and campaigning, expertise from different agencies and a broad mix of channels, all working in concert and adding value to supporter and cause.

Expert rating
Creativity: 5
Delivery: 5
10 OUT OF 10

- The article originally said that the campaign was done in-house.

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