Situation:

Forest & Bird protect all of New Zealand's native species and wild places. However, they receive no government funding, relying solely on revenue from membership fees.

Problem:

The charity category is cluttered and for people to give regular donations they want to know their money is being put to good use.

Opportunity:

If we would get people to see for themselves how their membership fee can make a big difference, they would be more likely to join.

New Zealand currency features images of endangered native birds – the same birds Forest & Bird are trying to protect. If we could make a connection between the bird on the currency and the real bird, we would have a better chance of convincing people to join.

We created background illustrations that perfectly match $5, $10, and $50 notes. The only difference is they didn't feature the bird found on the notes. Only when you put the note on the image could you see the bird back in its environment – a simple and effective way of demonstrating the difference your money can make.

The execution was relevant because ultimately it's what Forest & Bird need – cash.

Visits to the join us page increased 148%.

Unique page views (to the F&B site) increased 49%.

Online membership sign ups increased 99%.

Another unexpected benefit is that Forest & Bird received at least 11 donations where cash was stapled to the print ad and mailed to them.