Greenpeace has hired Cathy Anderson, a new media director at its below-the-line agency, as fundraising and marketing director as it looks to focus on the internet as a campaigning, fundraising and communications tool.
Anderson took up her new position with the environmental pressure group last month. She was previously new media account director with Greenpeace's direct marketing agency Burnett Associates. Before that she was a project director with Oxfam. Anderson replaces Annie Moreton, who left Greenpeace to take up a role at Burnett Consulting.
Anderson's arrival will signal a stronger focus on the net and viral marketing to expand Greenpeace's donor base. The charity has a regular donor base of around 150,000 members, which it wants to expand as issues such as genetically modified food gain prominence. Last year, Greenpeace launched a 'true food' web site to provide information on GM and organic products, which it hopes to expand (Marketing, June 17, 1999).
The charity is also campaigning on the back of the recent fuel crisis.
It has carried out a series of high-profile consumer polls indicating that the public considers high fuel taxes are justified if they aid environmental policy.
Anderson said there were no plans to review the group's advertising arrangements.
HHCL & Partners is currently developing a branding strategy for Greenpeace, which has a UK annual turnover of around pounds 6m.
'Greenpeace is a high-profile brand which we feel we can exploit effectively through new and traditional media,' Anderson said. 'HHCL's work will give the brand access to a wider spectrum of the population, while viral marketing on the net will also be a major opportunity.'
She refused to comment on Greenpeace's marketing and advertising budget, but said any work would increasingly look to chime with 'the growing environmental conscience of the general public'.
Greenpeace is prohibited from advertising on TV and radio under broadcasting guidelines banning campaigning groups with political aims from using those media. However, it is expected to unveil press and poster-based work through HHCL over the coming months.