SOFII's Choice(s)

So, it can still pay if things don't quite go according to plan.

Special characteristics: Possibly the first time that any major fundraiser has actually asked for such a huge sum via a tick box in an emergency appeal mailing — even if it was tongue-in-cheek.

Influence/impact: More than anything, this exhibit is all about the real meaning of "brand." The audacity of the tick box was entirely on brand for Greenpeace. So, as well as working, it didn't alienate those who couldn't give that much. And the money-back offer did more to build brand trust than almost anything else Greenpeace might have done. So all in all, it was about an organisation wearing its values on its sleeve — and profiting hugely.