Rainforest Foundation raises £17,000 in first year of CRM campaign
Howard Lake | 25 February 2004 | News
Indigenous rights and environmental organisation The Rainforest Foundation has raised £17,000 in the first year of its cause related marketing (CRM) initiative with French wine company Comte Cathare.
Comte Cathare, the biodynamic and organic wine maker from the Languedoc region in the South of France, approached The Rainforst Foundation to ask if they could collaborate on highlighting rainforest issues and raising funds for the organisation.
The result was a range of wines named after rainforest medicinal plants – Una de Gato, Chincona, Catharanthus Roseus and Discorea – to highlight the medical value of forests. For example, Catharanthus Roseus, or the Madagascar Periwinkle, has been instrumental in increasing the childhood leukaemia survival rate from 20 to 80 per cent. The back of the label explains about the link between plants, medicine and rainforests. For each bottle sold, Comte Cathare donates 50 pence to the Rainforest Foundation.
The Foundation expects that the partnership will raise a further £20,000 during 2004. Joining the range will be two new labels, incorporating images of world-renowned photographer Brenda Eckles and animal rights activist Karl Ammann, depicting an orangutan and a gorilla. The Primate range of wines will be launched in March 2004 through a special window display in all of Oddbins 232 stores.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.