Magazine article Marketing

Industry/fundraising

Magazine article Marketing

Industry/fundraising

Article excerpt

The recession has turned the Green tide. In the mid 80s, Greenpeace was doubling its base of supporters every 18 months or so. However, the environmental organisations have suffered more than most charities in the colder climate of the last couple of years.

The brief to the agency was to break the inertia of members of the public who had not responded to the Green message despite 20 years of campaigning. This, the agency felt, required a strong emotional appeal. The plight of dolphins trapped in drift nets was chosen as the theme, and to increase the involvement of the recipient, a piece of drift net filament was actually enclosed with the pack, with the message "Test Your Strength". It was reinforced with a compelling photograph.

Ten weeks into the campaign--that is, with some weeks still to go--the new recruitment pack had already outperformed a more intellectual control pack by 42%. Charities view cold mailings as an investment: responses are inevitably low, averaging 1% in the recession, and the new supporters' first donations rarely cover the cost of the campaign. …

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