Case Study:
The Royal British Legion/Coventry Building Society – Poppy Bond
Cause Related Marketing

• Client: The Royal British Legion
• Affinity Partner: Coventry Building Society
• Donation to Poppy Appeal: £1.6m

It’s rare for a financial product to guarantee great returns for individuals and give something significant to a good cause, but that’s what we achieved with the corporate partnership that we forged between the Coventry Building Society and The Royal British Legion.

Poppy Bond, a 1-year fixed rate bond, was launched on 1 November 2008 to coincide with the Remembrance period and the Legion’s annual Poppy Appeal. This was a classic cause-related marketing campaign. It was the first product of its kind and became the largest selling savings bond in the Society’s history.

Over a 2-week period, an amazing sum in excess of £650m was invested by the general public following a direct response multi-media campaign, in-branch promotions and major PR offensive.

Rachel Haworth, Head of Marketing at the Coventry said, “The overwhelming response to the Poppy Bond showed what huge support there is for an account which offers a great rate to savers and a generous donation to The Royal British Legion.”

Russell Thompson, The Legion’s Director of National Events and Fundraising, said, “We were delighted the Coventry chose to work with us in the form of the Poppy Bond, which generated an amazing £1.6m for our Poppy Appeal.”

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