# BBC Lifeline Appeal raises £25,300 for Fauna and Floral International

- Link: https://fundraising.co.uk/2003/10/15/bbc-lifeline-appeal-raises-25300-fauna-and-floral-international/
- Published: 2003-10-15T23:00:00+01:00
- Author: Howard Lake

Fauna and Flora International (FFI) raised £25,300 through the BBC Lifeline Appeal
aired in August this year. This is five times more than any other conservation appeal
has raised through the BBC appeal.
Through the BBC Lifeline Appeal, Sir David Attenborough
made a passionate 10 minute plea on behalf of the mountain gorilla.

 

 

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The appeal on behalf of the world’s oldest international conservation organisation
was supported by a direct mail campaign to FFI’s supporters which was implemented
by their agency, Cascaid. Through the pack supporters were encouraged to spread 
the word about the appeal by sending friends and relatives postcards, which included
a hard-hitting image of a gorilla with an injured hand and was accompanied by the
strap line – “I thought I’d send you a gorilla… while there are still a few left.”

 

 

Roger Lawson, Managing Director of Cascaid Marketing said; “One of the strengths
of this appeal was FFI’s enlightened approach by including their members in promoting
the appeal. Another part of its success is undoubtedly the offering of a variety
of ways for people to give. 45% of the response came through text messages, opening
up a whole new market for FFI.”

 

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