Friends of the Earth: giving nationally, acting locally

Challenge. To get donors fired up to give a donation and take action to stop the Government from reforming planning legislation – which would totally remove the rights of local people to challenge major developments in their locality.

Solution. A letter printed on the outside of the envelope, with a personalised headline naming the recipient’s road. Inside were two action and donation forms: one for the supporter and one for them to give to their neighbours/friends. All this generated standout, immediacy, authenticity and direct relevance to the recipient.

Results. As well as an excellent average gift per donor and response rate, thousands of extra ‘friend’ forms were requested from supporters, successfully recruiting peer-to-peer for the campaign.

Check out other campaigning communications for Camphill and Greenpeace.