Creator / originator

Rhia Docherty, individual giving manager and Nicola Humphreys, designer

Background

At SOS, our mission is simple yet urgent: to protect wild orangutans, their forests and their future.

Over the past 24 years, we’ve achieved remarkable milestones. Together with our supporters, we’ve raised over £7 million for frontline conservation programmes, planted more than two million trees to regenerate 2,000 hectares of orangutan habitat, and engaged over 10,000 people in conservation action.

A few years ago, we embraced a bold new strategy. By shifting from standalone projects to programmatic, landscape-level conservation with local partners, we aim to create lasting, transformational change. This approach is more impactful but requires greater investment, which is why growing our income streams is vital.

In response to this need, two years ago, I (Rhia Docherty) was hired as our first Individual Giving Manager. My role is to inspire and engage supporters more deeply. 

Summary / objectives

I am passionate about connecting people to the change they want to see in the world. And in order to do that, I think it’s essential to bring your organisation’s work to life for each and every donor. At SOS we wanted to do this in a tangible way – one that our supporters could, quite literally, hold in their hands. 

SOS wanted to create a moment of connection for donors who receive postal updates, helping them feel the impact of their generosity and the difference they are making.

Our objectives were to:

1. Bring the beauty of Sumatra into supporters’ homes through stunning wildlife photography.
2. Share powerful stories from our conservation programmes and fundraising efforts.
3. Offer transparency by sharing a clear snapshot of our financials.

To achieve this, we decided we needed a brand new way of communicating with our supporters. We designed an A5-sized booklet (14.8 centimetres by 21 centimetres) called ‘The Long Call’. We filled it with breathtaking images, inspiring stories, and vital information about our work over the past year. This was mailed alongside our end-of-year appeal, creating a heartfelt connection between our mission and our supporters.

Results

The results of our campaign exceeded all expectations and highlighted the incredible power of connecting supporters to our mission. 

By including ‘The Long Call’ booklet alongside our end-of-year appeal, we created a deeper connection with our supporters and saw remarkable outcomes: 

• The mailing raised 67 per cent more income than the previous year, with the average donation nearly double that of previous appeals.
• The response rate soared to 7.9 per cent, a significant increase from last year’s 3.3 percent. 
• For every £1 spent, we raised £2.95 – a testament to the value of investing in supporter experience.
• 14 supporters who had previously only received postal updates opted in to email communications, allowing us to engage with them more regularly.

This campaign showed us that when we invest in creating moments of connection, we not only raise more funds but also inspire deeper trust from our supporters.

Influence / impact

The purpose of this booklet was simple: to create a better experience for our supporters, particularly those who only receive postal updates. But its impact has gone far beyond that. 

The additional funds raised from this appeal could enable us to plant 4,000 fast-growing trees, such as Sungkai and Marak. In just three years, these trees will grow tall enough to provide safe nesting spots for orangutans.

This success also highlighted the power of connection. By sharing stories, images, and transparent updates we showed supporters the difference their generosity makes. We know that a great supporter experience not only inspires deeper commitment but also strengthens relationships for the long term, ensuring the sustainability of our mission.

Ultimately, ‘The Long Call’ has shown us that when we invest in our supporters, we’re investing in conservation itself - creating a future where orangutans and their forests can thrive.

Merits

We were proud to use the stunning photography and stories we already had on hand, while involving our entire team in shaping the content. This collaborative approach brought ‘The Long Call’ to life, creating a piece that truly reflected our mission and values.

The most time-intensive aspect of the project was coordinating all the moving parts from content creation to design. However, by setting clear deadlines and sticking to well-defined processes, we ensured that the project stayed on track without overwhelming our team.

This experience reinforced an important lesson: any organisation, regardless of size, can create a ‘wow’ moment for supporters by focusing on what makes them unique and presenting it in a tangible, heartfelt way.

Special characteristics

What makes ‘The Long Call’ truly special is how it reflects our mission to protect orangutans and their habitats. The name is inspired by the unique way orangutans communicate across the rainforest, a poignant reminder of why our work matters.

We were fortunate to have the support of Zac Mills, a world-class wildlife photographer and our ambassador, who donated his breathtaking images of orangutans from Sumatra. These photos help our supporters feel connected to the orangutans they are helping to protect.

Equally, the booklet would not have been possible without the incredible talent of Nicola Humphreys, who volunteered her time to design it pro bono. We found Nicola through Reach Volunteering, a UK-based platform that connects charities with skilled volunteers. 

By leveraging the unique skills and generosity of others, even small organisations can create something extraordinary to inspire their supporters.

Final notes

A great supporter experience doesn’t just enhance loyalty. It transforms the relationship between organisations and their supporters. By focusing on retention, we can build a community of committed individuals who share our vision for a world where orangutans and their forests thrive.

Transparency is at the heart of this approach. By sharing honest, impactful updates about how donations are spent and the difference they make, we empower supporters to make informed decisions about their giving. This trust is the foundation of long-term relationships.

The success of ‘The Long Call’ has inspired us to make this an annual tradition. Each year, we’ll build on what we’ve learned to create even more powerful moments of connection with our supporters, reminding them that they are at the heart of everything we achieve. Together, we can protect wild orangutans, their forests, and their future.

Other relevant information

You can read a full version of ‘The Long Call’ online, here.

IMAGES: © All images courtesy of SOS