Friends of the Earth

What Friends of the Earth does

Friends of the Earth is a UK not-for-profit limited company (Friends of the Earth Limited) founded in 1971, operating across England, Wales and Northern Ireland as the country's largest grassroots environmental campaigning network. The organization is governed by a Board of Non-Executive Directors and led by Chief Executive Asad Rehman, who returned to the role in 2025 after a previous 11-year tenure. Its operational structure includes a headquarters in London plus regional offices in Belfast (Northern Ireland) and Cardiff (Wales), and it operates within the broader Friends of the Earth International federation spanning 74 countries with 2 million+ supporters worldwide.

The organization's core offerings centre on grassroots environmental programs rather than technology products. Key programs include the Postcode Gardener Projects (restoring nature in 1,000+ spaces across England and Wales), the Money Movers peer-support community (£3.3M+ moved to greener finance since 2019), a network of 200+ local action groups, and the Young Friends of the Earth network for marginalised 16-30 year-olds. Supplementary services include eco-friendly digital ecards, organic-cotton merchandise through the Teemill store, free educational resources (Planet Protectors Pack, Hope Starts Here poster), and a Bee Saver Kit. The underlying technology stack is conventional (website, petition platform, e-commerce storefront, cookie-based digital advertising) with no proprietary systems or AI/ML capabilities disclosed.

The business model is donation-driven. Revenue streams comprise voluntary one-off and recurring donations, legacy gifts/bequests, corporate partnerships with purpose-led brands (The Co-operative Bank, Triodos Bank UK, Good Energy, Patagonia, etc.), merchandise sales through Teemill and eBay for Charity, premium ecards, and challenge fundraising events. The go-to-market motion is community-led: mobilizing supporters through petition campaigns, local action groups, volunteer networks, email marketing, and legal action as a strategic lever against fossil fuel and polluting developments. The organization has secured multiple landmark legal victories (Horse Hill Supreme Court, Whitehaven coal mine, Larne Lough gas storage) and was instrumental in passing the Climate Change Act 2008 and the Northern Ireland Climate Change Act 2022.

Name

Friends of the Earth

Legal name

Friends of the Earth Limited

Website

https://friendsoftheearth.uk

Company type

Private

Founded year

1971

Operating status

Operating

Short description

Friends of the Earth is a UK nonprofit environmental campaigning organization operating in England, Wales and Northern Ireland with 200+ local action groups and programs including Postcode Gardener Projects and Money Movers, funded through donations, legacies, and corporate partnerships.

Ownership category

akta.pro rank

Product category

Environmental Advocacy and Campaigning

NAICS

Environment, Conservation and Wildlife Organizations (813312), Social Advocacy Organizations (8133), Civic and Social Organizations (8134)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Climate Change Mitigation & Adaptation (BPAGAGAF)

akta.pro secondary industries

Biodiversity & Habitat Conservation (BPAGAGAA), Environmental Education & Outreach (BPAGAGAH), Forestry & Reforestation (BPAGAGAD)

Keywords

• Environmental campaigning
• Grassroots activism
• Climate advocacy
• Environmental nonprofit
• Legal environmental action

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Donations: Friends of the Earth generates revenue primarily through donations from supporters, including one-off gifts, monthly donations, and major gifts. Donations support the organization's environmental campaigning work protecting people and planet.
2. Legacies and Bequests: The organization accepts legacy gifts left in wills, allowing supporters to contribute to environmental protection for future generations after their death.
3. Corporate Partnerships: Partnerships with purpose-led businesses who pay to be associated with Friends of the Earth brand and align their business practices with environmental values.
4. Merchandise Sales: Sale of eco-friendly merchandise including organic cotton clothing, tote bags, tea towels through the Teemill store, and bee saver kits.
5. Ecards: Free and premium animated ecards with optional donations to Friends of the Earth for special occasions.
6. Fundraising Events: Challenge events including marathons, trekking events, and community fundraising activities organized or partnered by Friends of the Earth.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Friends of the Earth is a UK environmental campaigning organization that runs grassroots climate and nature campaigns through a network of 200+ local action groups. It delivers programs including Postcode Gardener Projects (community greening), Money Movers (ethical finance switching), eco-friendly ecards, eco-merchandise via the Teemill store, and youth networks. The organization also pursues high-impact legal action against fossil fuel projects and partners with purpose-led businesses to drive environmental and climate justice.

Product overview

Friends of the Earth England, Wales and Northern Ireland offers a portfolio of environmental programs and services rather than a unified tech product. Core offerings include the Postcode Gardener Projects (greening 1,000+ spaces), Money Movers financial program (moving £3M+ to green finance), and an extensive Local Action Groups Network (200+ groups). Supplementary services include eco-friendly e-cards, educational resources like the Planet Protectors Pack, merchandise through Teemill, and youth networks. These programs work together to enable grassroots climate action, community engagement, and sustainable behavior change.

Differentiator

Problem solved

Functional benefit

Products and services

• Postcode Gardener Projects Community greening service where professional Postcode Gardeners and local communities work to restore nature in 1,000+ spaces across England and Wales, primarily in nature-deprived neighbourhoods.
• Money Movers Peer-support community program that helps participants move their personal finances to greener, more ethical options. To date, participants have moved over £3.3 million for the planet.
• Eco-friendly E-cards Free animated and customizable digital greeting cards that can be sent worldwide, with optional donation to Friends of the Earth. Features paperless delivery and scheduling options.
• Teemill Store (Shop) Online shop offering 100% organic cotton clothing, hoodies, tote bags, and tea towels supporting Friends of the Earth's work.
• Local Action Groups Network Volunteer-run network of 200+ local action groups across England, Wales and Northern Ireland working to make communities more climate-friendly and fight harmful local projects.
• Young Friends of the Earth Network supporting youth-led climate and nature action, providing funding, training and platforms for marginalised young people (aged 16-30) to organize for climate justice.
• Bee Saver Kit Kit to create a bee-friendly patch in your garden and identify which bees visit, supporting pollinator conservation.
• Tree Stories Project Hull Friends of the Earth's project funded by the National Lottery Community Fund to commission an artist to explore local people's relationships with trees.

Quantifiable outcome

• Money Movers programme participants have moved over £3.3 million for the planet
• +5 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and supporting.

• The Co-operative BankcoreGTM or Marketing PartnerWorking with The Co-operative Bank to bring back nature through supporting Postcode Gardeners in the most nature-deprived communities, connecting people together to transform where they live. This partnership enables greening of underserved neighbourhoods.
• Triodos Bank UKcoreGTM or Marketing PartnerTriodos Bank UK sponsors the Money Movers resource hub. One of the UK's most sustainable banks generating positive impact through loans and investments. Supported Friends of the Earth's Money Movers work since its early development and together promotes practical resources for ethical finance. Partnership spanning over 20 years.
• People's Postcode LotterycoreGTM or Marketing PartnerCorporate partner raising money for good causes. Players of People's Postcode Lottery help fund Friends of the Earth's environmental work, including supporting the Near Me initiative for local climate action.
• Good EnergysupportingGTM or Marketing PartnerGreen energy supplier partnership allowing supporters to switch to renewable energy through Friends of the Earth's platform, supporting the transition away from fossil fuels.
• LiformesupportingGTM or Marketing PartnerPlanet friendly, body kind yoga and lifestyle brand partnership with Friends of the Earth.
• Neal's Yard RemediessupportingGTM or Marketing PartnerOrganic and natural health and beauty brand partnership promoting environmental and ethical business practices.
• NatracaresupportingGTM or Marketing PartnerEco-friendly feminine care products brand partnership aligned with environmental values.
• 1% for the PlanetsupportingGTM or Marketing PartnerGlobal organization where members pledge 1% of sales to environmental causes. Friends of the Earth benefits as an approved nonprofit recipient.
• PatagoniasupportingGTM or Marketing PartnerOutdoor clothing company committed to environmental activism and sustainable business practices.
• HuddlecraftsupportingStrategic or Co-development PartnerCollaborated with Friends of the Earth to develop Money Movers content independently, providing educational resources for ethical finance.
• Woodland TrustsupportingStrategic or Co-development PartnerLambeth Friends of the Earth partners with the Woodland Trust to bring more trees to nature-deprived estates across Lambeth, demonstrating local collaborative environmental action.
• Toast BrewingsupportingGTM or Marketing PartnerSustainable brewing company supporting environmental causes through its business model.
• Alex MonroesupportingGTM or Marketing PartnerIndependent jewellery designer known for nature-inspired pieces and ethical production.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Greenpeace UK: UK arm of the world's largest direct-action environmental campaigning network. Closely comparable grassroots, membership-funded, confrontational campaign model targeting fossil fuels, climate, and corporate accountability.
• The Wildlife Trusts: Umbrella body of 46 UK wildlife trusts with a federated local-group structure directly analogous to Friends of the Earth's 200+ local action groups. Comparable community-led conservation model.
• ClientEarth: Environmental law charity that uses litigation and regulatory action to fight climate breakdown. Closely comparable legal-track record (including successful UK climate cases) and donor-funded advocacy model.
• WWF-UK: One of the UK's largest environmental charities with comparable mass-membership fundraising, policy advocacy, and global network affiliation. Overlaps on climate, nature, and corporate partnership programmes.
• RSPB (Royal Society for the Protection of Birds): UK's largest wildlife conservation charity with comparable membership scale, donation-led funding, regional offices, and policy advocacy on nature and biodiversity.

Broad incumbents

• Natural Resources Defense Council (NRDC): Large US environmental advocacy group combining legal action, policy advocacy, and science. Comparable mix of litigation, donor mobilization, and international climate campaigning.
• Environmental Defense Fund: Major US-based environmental advocacy organization with significant legal and climate campaign capacity. Broader portfolio than Friends of the Earth but directly comparable litigation-led climate strategy.

Others

• Eden Reforestation Projects: Global reforestation nonprofit with comparable donation-driven funding model and nature-restoration mission. Operates as an adjacent enabling organization in the environmental NGO ecosystem rather than a direct competitor.

Emerging players

• Climate Coalition: UK coalition of over 80 organizations working on climate advocacy. Overlaps with Friends of the Earth on UK climate campaigns and shared grassroots mobilization.
• Surfers Against Sewage: UK grassroots environmental charity focused on plastic pollution, water quality, and coastal activism. Comparable community-mobilisation GTM and rapid supporter growth trajectory.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/reel/DORJPmmCIfa
• Xx.com/friends_earth
• LinkedInlinkedin.com/company/friends-of-the-earth

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Friends of the Earth