100,000 People Reached Every Month. 62% Email Open Rates. Shark Conservation.

Social Media Management | Newsletter Content Creation | Nonprofit Wildlife Conservation | Plymouth, UK

The Shark Trust

Results at a Glance

• 100,000 people reached on Facebook every month

• 62.3% email open rate vs 42.7% industry average

• 206% growth in Instagram following

• 169,570 non-followers reached on Instagram within 4 months

Client Overview

The Shark Trust is the UK's leading shark conservation charity, working globally to safeguard the future of sharks, skates, rays and chimaeras through science, education, influence and action. Founded in 1997 in Plymouth, they work with governments, the fishing industry, and scientists to create a better future for sharks. One of the most misunderstood and critically threatened species on the planet. With oceanic sharks and rays having declined 71% over the last 50 years, their work has never been more urgent.

Client: The Shark Trust

Industry: Nonprofit | Wildlife Conservation

Location: Plymouth, UK

Services Provided: Social Media Management, Newsletter Content Creation

Platforms: Facebook, Instagram and Email

The Challenge

Sharks are one of the most misunderstood creatures on earth. The Shark Trust needed to cut through that fear, inspire action, and drive real donations and funding for their conservation research, all without leaning on negativity or doom. The challenge was finding the balance between urgency and hope. Making people care deeply without making them feel helpless. Motivating action through education, positivity and storytelling rather than guilt.

The Strategy

We led with education and inspiration. The strategy was built on a simple truth: people take action for things they love, not just things they fear. So we made people fall in love with sharks first. Factual, fascinating content that shattered misconceptions, paired with positive, empowering messaging around how anyone could make a difference. Campaigns were designed to mobilise the existing community while reaching entirely new audiences who had never considered shark conservation before.

The Results

• 100,000 people reached on Facebook every single month

• 206% growth in Instagram following, from 5,000 to 15,300

• 169,570 non-followers reached on Instagram within 4 months through hashtag strategy

• 62.3% average email open rate vs 42.7% industry average

• 223 click-throughs per newsletter at a 5.2% click rate

• Big Shark Pledge campaign successfully promoted, raising vital funds for the conservation of sharks, skates and rays

What the Client Said

"We started working with Lauren to give our Instagram feed a boost and establish a new way of engaging support for our work. Lauren picked up the brief and ran with it. She's super-organised, flexible and fun to work with. And she's getting great results."

Paul Cox, Managing Director, The Shark Trust

The Takeaway

The most misunderstood predator on the planet needed a rebrand. Not of its identity, but of how the world sees it. Education did what campaigns alone never could. It made people care. And when people care, they show up. Lead with education, inspire with facts and give your audience a way to be part of the solution. For conservation brands, positive storytelling isn't just a content choice. It's the most powerful fundraising tool you have.