FoE appeal over Shell exceeds target by nearly 30%
Howard Lake | 21 September 2005 | News
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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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.