We aim to innovate in our work, and in this appeal to convert cash givers to monthly regular gifts, we aimed to try a new approach for Fauna & Flora International (FFI).

Research of the FFI supporter base revealed that it was particularly important for their donors to see that their gifts were having an impact on the natural world and the projects that FFI works on. We therefore devised a bold new offer – asking supporters to try giving a monthly gift for a year, and at the end of this period we will report back to them on the impact their gift has had, and they can then decide to stop their gift if they didn’t feel it was achieving enough. This is of course essentially what any charity supporter is free to do at any time, but we wanted to make this choice explicit, and to make the charity answerable to its supporters for its impact.

The pack included an impact report of the previous year’s activity, so that supporters could see tangible examples of what their gift could achieve. This approach was then duly followed up the next year with another impact report to show supporters what their gift had achieved. The campaign performed well and this approach was repeated in later years.