---
title: Oxfam
date: 2025-04-22T11:59:51Z
modified: 2025-04-23T17:21:30Z
permalink: "https://forwardaction.uk/casestory/oxfam-ebook/"
type: casestudy
status: publish
excerpt: ""
wpid: 3361
tags:
  - Creative
  - Fundraising
  - Grow your audience
  - Innovation
featured_image: /wp-content/uploads/2025/04/li-an-lim-ycW4YxhrWHM-unsplash-scaled.jpg
timestamp: 2025-04-23T17:21:30Z
---

Across the UK, many people share Oxfam’s vision for a fairer, greener future. But belief alone isn’t enough — Oxfam wanted to help people take the next step and get actively involved.

They wanted to try a new approach – offering something useful and inspiring, that could educate on ways to get involved as well as invite people to give back.

Together we developed a campaign built around a free climate-focused eBook, a simple, powerful guide that gave readers ways to take action and invited them to become long-term supporters of climate justice.

#### See how we did it

##### Step 1. Eye-catching designs

Taking Oxfam’s expert information, we designed an accessible and eye-catching eBook, being sure to shine a spotlight on vital statistics about the climate and easy to take actions to engage supporters further.

![](https://forwardaction.uk/wp-content/uploads/2025/04/Screenshot-2025-04-03-at-17.27.52.png)

![](https://forwardaction.uk/wp-content/uploads/2025/04/Screenshot-2025-04-03-at-17.28.04.png)![](https://forwardaction.uk/wp-content/uploads/2025/04/Screenshot-2025-04-03-at-17.28.23.png)

##### Step 2. A multi-channel social strategy

We rolled out a multi-platform ad strategy – spanning Facebook, Google Ads, and Pinterest – to reach climate-conscious audiences at scale.

Informed by creative and strategic testing, we optimised messaging and visuals to consistently refresh our approach, including new and timely ad content, to maximise impact.

![](https://forwardaction.uk/wp-content/uploads/2025/04/Screenshot-2025-04-03-at-17.33.00.png)

##### Step 3. Action-packed landing pages and email journeys

We built inspiring onboarding journeys that moved people straight from ‘Download Your eBook’ landing pages into a daisy chain of actions – including joining Oxfam’s email list, sharing with friends, backing climate justice campaigns, and donating.

To keep that momentum going, we created a welcome email series that sparked deeper engagement and more action.

By tracking metrics and testing messaging at every stage, we learned that quick conversion was key – 92% of donors set up their gift directly on the landing pages.



![](http://forwardaction.uk/wp-content/uploads/2025/04/Screenshot-2025-04-03-at-17.30.35.png)

#### The results

### 3,000

**new email subscribers** 
in 8 weeks



### 2.5%

**converted to a regular gift**





This project showed how much supporters valued receiving something meaningful, building trust and goodwill to deepen their support. Oxfam took these learnings to kick-start more value exchange products, including a powerful guide to campaigning.

## Topics

**Tags:** [Creative](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/creative.md), [Fundraising](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/fundraising.md), [Grow your audience](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/grow-your-audience.md), [Innovation](http://forwardaction.uk/wp-content/uploads/wp-mfa-exports/taxonomy/post_tag/innovation.md)