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- Our ability to tailor brand communications to specific audiences
- Our capacity to simplify complex messages and create engagement
- Our understanding of the not-for-profit sector
The Soil Association is a leading global organic organisation, reliant on its membership and public donations to carry out its work, drive policy and build awareness about the benefits of sustainable, organic food and farming.
We were appointed to create awareness around the first phase of ‘A Manifesto for Change’ – a fundraising campaign to secure £20m, aimed directly at high net worth individuals with a vested interest or passion for organic methods, healthy eating and sustainability.
We focused the appeal around the highly campaignable and overarching message, ‘Food for Life’. This gave us the chance to develop a persuasive piece of communication highlighting the organic versus industrial farming story. To help distinguish between the story and the proposed financial programme, we devised a two-document format effectively creating 'a manifesto for change'.
Through evocative imagery (shot at HRH Prince Charles’ organic estate) and a compelling narrative, we created messages felt to be so powerful they were later used as posters to launch the US appeal – and stated a solid business case for the Soil Association.
20% of the phase one budget was raised in the first four months. Since then the campaign has flourished - our communications becoming the key fundraising tools and reinforcing the professionalism behind the appeal.