Project title
Greenpeace – Orangutans
Medium
Background
The environmental pressure group Greenpeace campaigns against multiple environmental atrocities – and deforestation is one of the most alarming.
This email fundraising series solicited donations by highlighting the ongoing deforestation of the Sumatran rainforest. Importantly, it did so via a powerful emotional hook: the potential extinction of orangutans.
Creative
Email 1
Subject
Orangutans: extinct in 25 years
Copy
Email 2
Subject
Heartless
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Email 3
Subject
Safe – for now:
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Email 4
Subject
Fwd: Orangutans: extinct in 25 years
Copy
Results
The first three emails in this series generated over 100% of Greenpeace UK’s annual email fundraising projections, which made the campaign the most successful email fundraising campaign in the organisation’s history.
The campaign was so successful Greenpeace ran the fourth email in the series – a kicker, which solicited yet more donations.