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Kew Foundation appoints McCann London as first marketing and comms agency to sustain future of the charity

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By Jessica Goodfellow, Media Reporter

July 25, 2016 | 2 min read

Kew Foundation, the charitable arm of Royal Botanical Gardens Kew (RBGK), has hired McCann London to help raise awareness of the work it does for plant conservation as it looks to build a more sustainable business model.

Kew Gardens

Kew Gardens

It marks the first time Kew Foundation has hired an agency to specifically support the charity’s fundraising marketing and communications, following a competitive pitch process.

The agency has been tasked with raising funds and awareness for the work that Kew does in plant conservation globally.

Kew Foundation has appointed the agency for the first time as it looks to diversify RBGK’s funding sources, which rely heavily on donors and membership through the Kew Foundation.

RBGK receives approximately just under half of its funding from the government through the Department for the Environment, Food and Rural Affairs. Further funding needed to support Kew’s work comes from Kew Foundation’s fundraising work (from donors and membership) and from commercial activity including ticket sales.

Dr Lynne Guyton, co-chief executive of Kew Foundation said: “We are delighted that McCann London will help Kew Foundation in raising vital funds from companies, individuals and trusts to help Kew continue its role in plant discovery and protection for future generations.”

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