2013 Silver Charity

Client Friends of the Earth

How did the campaign make a difference? This multichannel marketing campaign was designed to raise money to save Britain's Bees. It persuaded donors to become pollinators, creating a buzz through their networks. It raised £281,000 and recruited over 18,000 new donors, increasing the donor base by 20%.

What details of the strategy make this a winning entry? The objectives were to raise money and win new supporters. Secondary objectives were to test an integrated approach, establishing new channels and audiences. Previous campaign activity revealed that taking action for bees doesn't equate to support for wider environmental issues. To generate quality leads, with a strategy focused around generating cash leads and converting them into long-term direct debit supporters. Messaging donors often say they feel daunted and powerless about environmental issues, so the strategy was to empower. Providing wildflower seeds to help save bees demonstrated that everyone can have an impact. There were three incentivised cash asks for different channels (£3, £15, £100+). Incentives included wildflower seeds, a Bee Saver Kit and the opportunity to fund a local Bee World. And a virtual wildflower was planted in recognition on the online UK map; this interactive tool allowed donors to share Bee Saver stories. Pushing communications through a range of paper-based, online and outdoor media channels (inserts, press ads, cold direct mail, online advertising, outdoor, email and telemarketing) reached over five million people. There was an unusual willingness from supporters to share campaign information about bees. To tap into this, member-get-member elements were incorporated throughout.

How did creativity bring the strategy to life? A cohesive, persuasive and fun set of materials showcased Honey the Bee Honey, who expressed a range of feelings from sadness to gratitude. As a bee spokesperson, Honey helped create a sense of urgency and jeopardy by communicating her story directly. Honey was featured on nearly all materials, helping maintain consistency across multiple channels. Clever design of the donate form clearly communicated that donors could purchase a Bee Saver Kit for friends, while the virtual wildflower map visually illustrated the campaign's success and covered the UK in wildflowers.

Results Response rates for the campaign hit 141% of target and revenue reached 151%. Donors were phoned a day after receiving their Bee Saver Kits; 15% converted to regular giving, generating thousands of new committed givers and delivering an excellent long-term ROI; 14% of donors who bought a Bee Saver Kit also purchased one for a friend, and their donations were on average £11 higher. Overall the member-get-member elements generated over £20,000 in extra income and delivered hundreds of new cash donors.