Perhaps ‘the dark arts’ is a slightly unfair and perhaps too-unforgiving label which has attached itself unrelentingly to the lobbying industry for years. However, there are an increasing number of conservation charities that are turning to lobbyists to help them influence policy and advocate for their causes.

Take the World Wildlife Fund (WWF) for starters. The charity is the world’s largest independent conservation organisation, which is working to stop environmental degradation and protect nature across more than a hundred countries. Long before climate change, net zero, and environmental policy were front-page news, the WWF was founded in 1961 with a manifesto that called for immediate international funding to rescue the global conservation movement – a call that has only increased in relevance and urgency.

The WWF boasts a budget for operational advocacy and environmental policy of €5.33 million and employs a total of 38 declared lobbyists. In the UK, the WWF is a client of Atticus Partners, a London- and Dublin-based political communications, public affairs and strategic reputation management agency. The agency helps the WWF navigate the political landscape to shape environmental policy, designs media campaigns to raise the profile of its conservation efforts, and networks with civil society and government figures on its behalf. The results of these efforts are difficult to quantify, but the lobbyists give the WWF an essential ‘in’ into UK and Westminster politics.

Furthermore, the RSPCA has mobilised lobbying groups to promote its efforts to rescue, rehabilitate and rehome animals, as well as investigate incidents of animal cruelty and campaign for animal welfare laws across England and Wales. The RSPCA is registered as a client of Camlas and Deryn, two of the most prominent and competitive public affairs agencies in Welsh politics.

“Hanbury Strategy was brought in to help the charity navigate intense culture war scrutiny”

Hanbury Strategy is also joining in on the good works. The National Trust hired Hanbury Strategy around late 2020 to handle communications and specific public relations challenges. The hiring followed public backlash after the charity published a 115-page report examining the links between its historic properties and slavery alongside colonialism. Hanbury Strategy was brought in to help the charity navigate intense culture war scrutiny, which had propelled the organisation to the front pages of both left-leaning and conservative media.

On the public relations side of the equation, PR and communications agency Greyling Group was appointed by Battersea Dogs & Cats Home in April 2002. The agency supported the home with social media relations and the relaunch of its website, managing annual summer London-wide campaigns educating pet owners on holiday care, and helping to raise the profile of the increasing number of cats at the sanctuary. Now H/Advisors partner Sonia Khan does pro bono work for the animal rescue charity.

Across the Atlantic, Born Free USA, the US sister organisation of the well-known UK charity the Born Free Foundation, co-founded by Will Travers, has appointed Orange Orchard as its PR agency of record, having previously worked with Adam Ritchie Brand Direction. Furthermore, the US organisation Checkmate, which has just opened a London-based office, acts pro bono for various conservation causes, including advisory work for the Vantara conservation park in India. Vantara is run by Anant Ambani, an Indian businessman and executive director at Reliance Industries. Ambani and his family are ranked among India’s top donors and have donated major educational grants, disaster relief and public health funds, and donations to temples and religious sites, amongst other initiatives.

“Perhaps the lobbying industry itself needs a PR makeover”

Despite the opaque nature of the lobbying industry creating a sense of distrust amongst the public, there are, in fact, a growing number of charitable initiatives that lobbyists are working with for the greater good – and an increasing number of these initiatives involve pro bono work. Perhaps the lobbying industry itself needs a PR makeover, as across the United Kingdom and the USA there are lobbyists who are advocating for a more ethical and protected society, environment, and culture.