Great Leaps Forward

INTRODUCTION

The beautiful Gola rainforest in Sierra Leone has been home to some of West Africa’s most precious wildlife for millennia. For 25 years, the RSPB have been working to protect this jewel of nature against the constant threat of deforestation, hunting and mining. But as the region recovers from the devastating effects of Ebola, the RSPB’s work continues to need support at a time when many species that call Gola home face extinction – including African leopards, chimpanzees and white-necked picathartes – Sierra Leone’s most iconic bird.

THE CHALLENGE

This was quite a challenging appeal for the RSPB as the target audience had only received UK fundraising themes in recent years. Although themes around extinction have worked strongly on UK-based work, the international aspect of the campaign was a factor that could have been off-putting to some recipients.

OUR RESPONSE

The fact that the RSPB had been hard at work in the Gola rainforest for 25 years was certainly something to be celebrated. To highlight the fantastic progress that has been achieved, we designed a long, A5 12pp landscape rollfold to depict a timeline that really brought to life the longevity of the project and significant milestones reached by the RSPB and its partners over the past 25 years. With each of the rollfold’s reveals, we also discussed the special stories of some truly unique Gola wildlife that faced the threat of extinction.

OUR IMPACT

  • Average gift
    was higher than our target across both online and offline channels
  • DM pack
    proved significant nudge to donate online
  • Web donations
    exceeded target by 26% - also with a higher average gift

FIND OUT HOW WE CAN GROW VALUABLE CUSTOMERS

CONTACT
MIKE ASHTON