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 initial results are incredibly encouraging. Since its launch, the campaign has helped exceed the organisation’s Big Give target, raising £100,000, more than double the previous appeal. Early paid social performance is equally promising, with ‘The Revivalists’ membership ads generating more than twice the results of previous campaigns.