For over 15 years, our client has dramatically and successfully reduced the poaching of elephants, rhinos, and lions in the greater Amboseli region. Just as that challenge was contained, a new one emerged. This new challenge lacked a clear antagonist; instead, it was driven by a complex web of bureaucracy, land management issues, and community dynamics. The threat of subdivision and the fragmentation of rangelands would have had a detrimental impact on both the wildlife and its ecosystem. The foundation devised a lasting solution that would benefit the community and the wildlife alike. It was the right course of action, but it required raising significant funds—and doing so quickly.

The Strategy

By engaging with donors, conservationists, and analyzing the non-profit market, it became clear that the competition was for mental market share. There was a window of opportunity: people typically support an average of four causes in their lifetime, so why not make saving the Amboseli region one of those causes?

To Raise Significant Funds Rapidly, The Focus Was On Three Key Factors

• Communicate the urgency of the issue
• Position the organization as uniquely capable of addressing the challenge
• Highlight the tangible impact that each donation would have

The Solution

The brand positioning was redeveloped to meet this challenge head-on. This involved realigning the brand’s vision to reinforce its identity as the organization best equipped to solve the challenges the region is facing. A comprehensive messaging framework was developed to support this vision while also conveying the urgency of the situation.