Friends of the Earth is one of the highest profile charities in the UK. Barely a week passes without its name appearing in connection with its key campaigns including ‘industry and pollution’, ‘biodiversity and habitat’, and ‘biotechnology’. In 2000, the hottest issue was probably the tests on GM modified foodstuffs, something that did not appear popular with much of the general public. ‘We are here to transform society, and have a track record going back 30 years,’ said Steven Montgomery, development manager.
Founded in 1971, FoE strives to offer a ‘better future’ through campaigning, research and education.
As ever, fundraising is important. The direct marketing team looks after more than 100,000 supporters, and has its own mailing house in Luton. The fundraising mix is typical of sophisticated charities: members get a quarterly magazine, Earthmatters, and regular mailings containing appeals to fund specific campaigns. The typical FoE supporter is aged 35–55, well educated, geographically biased to London and the South East. Some 55 per cent of them are female. This profile is similar to the typical charity giver, with the exception of age: FoE supporters are younger than other donors. Not surprisingly, ideology is very important to FoE donors. They are committed enough about a better world to support their ideals through hard cash.
Montgomery and his team were particularly concerned to develop what they called ‘major donors’. They trawled the database and came up with more than 800 names who had given more than £250 per year. The decision was made to contact these people in an effort to increase the average donation by a considerable amount. Issue specific appeals would be the focus, with the first three being toxic pollution, food and climate change.

Future plans for major donors included invitations to special meetings and evenings to see behind the scenes, and find out where their money was going.

Before that, however, plans were being laid for the all important direct-
mail campaigns to the 800 key supporters. A powerful creative approach was needed. Montgomery had good resources available to him. What should he do?

Extract from ‘Mailing do’s and don’t’s’

● Don’t forget to keep your mailing simple and single minded if you want a good response.

● Don’t forget who your customers really are and what they want from you.

● Avoid the three Gs in copy: grovelling, grammar-ridden, gobbledegook.

● In other words, get straight to the point, don’t feel the need to stick to formal grammar, and avoid jargon.

● Think about the medium – direct mail is tactile.

Questions
Outline the key messages of the Friends of the Earth campaigns. Make creative recommendations for the copy tone of voice, artwork and layout. Your creative solution should consider key messages, audience, the outcomes desired, brand values of FoE and any other considerations you think are important.