Donor acquisition – interactive mail showed people how they can make a difference
141%
response rate
14%
of donors who bought a Bee Saver Kit also bought one for a friend
Background
Friends of The Earth needed to raise money and win new supporters. However, they needed to overcome the fact people often say they feel daunted and powerless about environmental issues.
Solution
A mail pack was sent to people interested in environmental issues, especially wildlife. The pack contained wildflower seeds to help save bees and demonstrated that everyone can have an impact.
Results
Response rates for the campaign hit 141% of target and revenue reached 151%. 14% of donors who bought a Bee Saver Kit also purchased one for a friend.
Source: Friends of the Earth - DMA Award Winner Silver
