80th Anniversary ‘The Revivalists'

The Soil Association were about to reach a huge milestone. For almost 80 years, they had been leading the way in nature-friendly farming, helping to revive wildlife, restore soil health and transform the way we farm and eat across the UK.

But this wasn’t a moment to look back. With nature in decline and 70% of the UK made up of farmland, they saw their 80th anniversary as an opportunity to go further than ever before.

They wanted to engage a small group of visionary supporters capable of helping drive the next chapter of their mission. They approached us to develop a major donor proposition that would position nature-friendly farming as one of the most powerful investments a philanthropist could make today. One that could deliver lasting change for wildlife, landscapes and future generations.

From here, ‘The Revivalists’ was born. The campaign positions major donors as powerful catalysts in one of the defining challenges of our time: restoring nature. Rooted in optimism and action, the campaign frames philanthropy as a force for renewal, giving supporters the opportunity to join an exclusive cohort that will be instrumental in reviving Britain's soils, wildlife and landscapes for generations to come.

It's still early days, but the results have already well surpassed expectations. The campaign helped the organisation raise £100,000 through its Big Give appeal, doubling its previous best.

Since then, the organisation has already exceeded its full-year membership target, with member acquisition up an incredible 160% year-on-year.

Paid social has been a particular success, consistently achieving a cost per acquisition of well below the £100 target. The new creative also outperformed the organisation's strongest-performing campaign of the previous three years so quickly that the older campaign was switched off altogether.

But the impact has gone far beyond fundraising and membership. The campaign's manifesto and creative toolkit have become valuable assets across the organisation, shaping everything from the '80 Voices' video series and philanthropy fundraising films to corporate partnership presentations and the CEO's vision for the future.

The work has also helped the philanthropy team make the case for unrestricted giving for the first time, while giving teams across the organisation a clearer, more compelling way to communicate their shared mission.