1 June 2017
DONATE™ Delivers Local Community Impact: Natural England's Bergum Wood
How DONATE™ helped Natural England raise £7,451 for Bergum Wood restoration in Shropshire, reaching a wider donor base beyond the local community through text and web giving.
Natural England required £12,000 for the restoration of Bergum Wood in Shropshire. The organisation faced a challenge common to many conservation charities: a limited local audience and a need to reach a broader donor base while enabling non-cash donations.
The Campaign
DONATE™ provided mobile fundraising resources including text and web options, running from February 20 to May 29, 2017.
Text giving options:
- £5 - text NENG001 to 70970 (supports 5 square metres, 250 bluebells and 1 holly bush)
- £10 - text NENG001 to 70191 (supports 10 square metres, 500 bluebells and 2 holly bushes)
Web giving:
- Variable amounts at easydonate.org/NENG001, including £50 for 50 square metres with multiple tree species
The campaign gave donors a tangible connection between their gift and the physical restoration - a powerful technique that increases both conversion and average donation size.
The Results
| Channel | Donations | % of total | Average gift (inc. Gift Aid) | Gift Aid rate |
|---|---|---|---|---|
| Text | 30 | 25% | £8.60 | 33% |
| Web | 90 | 75% | £79.74 | 72% |
- Total via DONATE™: £6,644 + £807.75 Gift Aid = £7,451.75
- Offline pledge: £5,000
- Combined total: £12,451.75 - exceeding the target
Community and Environmental Impact
Natural England noted the campaign "gained good support from the local community" with restoration phases including community events like acorn collection and tree-planting days. DONATE™ "helped us reach a wider audience" beyond the core local supporter base.
The restoration transforms what was barren conifer plantation into upland oak woodland with bluebells, supporting species including bats, tree pipits, flycatchers, dormice, and speckled wood butterflies - a lasting legacy that generations will enjoy.