# FoE appeal over Shell exceeds target by nearly 30%

- Link: https://fundraising.co.uk/2005/09/21/foe-appeal-over-shell-exceeds-target-nearly-30/
- Published: 2005-09-21T23:00:00+01:00
- Author: Howard Lake

**Public concern about lack of corporate accountability has resulted in a massive
response to a Friends of the Earth fundraising appeal focussing on the behaviour
of oil giant Shell.**

Developed by Burnett Works, the mailing to existing and lapsed supporters has exceeded
its targets overall for both cash raised and upgrades to existing regular giving
levels by almost 30%, raising a total of **£112,465**. Burnett Works is Friends 
of the Earth’s incumbent agency for supporter development activity.

Burnett Works’ creative took Shell’s distinctive logo and linked it in a teaser 
on the outer envelope ­ ‘meet your neighbour from hell’. Inside, the leaflet used
dark photography reminiscent of smoke and pollution to recount case studies of community
figures living close to Shell installations in South Africa and the USA. The dark
shades slowly clear as the copy moves on to the actions Friends of the Earth is 
taking to change the law and the fundraising ask.

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