# Rainforest Foundation raises £17,000 in first year of CRM campaign

- Link: https://fundraising.co.uk/2004/02/25/rainforest-foundation-raises-17000-first-year-crm-campaign/
- Published: 2004-02-25T00:00:00+00:00
- Author: Howard Lake

**Indigenous rights and environmental organisation The Rainforest Foundation has
raised £17,000 in the first year of its [cause related marketing (CRM) initiative](https://fundraising.co.uk/2017/01/16/top-10-crms-charities-nonprofits/)
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.

## Advertisement

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.

 * **[Online game aims to save the rainforests](https://fundraising.co.uk/2004/11/24/online-game-aims-save-rainforests/)(
   24 November 2004) 

 * **[Breakthrough turns down £1 million CRM offer from Nestlé](https://fundraising.co.uk/2004/05/10/breakthrough-turns-down-1-million-crm-offer-nestla/)**(
   10 May 2004)
 * **[Six great one for one campaigns](https://fundraising.co.uk/2017/10/17/six-great-one-one-campaigns/)**(
   17 October 2017)
 * **[Cause related marketing book published](https://fundraising.co.uk/1999/10/24/cause-related-marketing-book-published/)**(
   24 October 1999)