4,000 to 62,000: turning nature-finance research into a global audience

Sector

Nature Finance / Biodiversity / International Development

Stage

Scaling global organisation

Duration

4+ years (ongoing since Feb 2022)

Services

Social media strategy & management, Content creation, Graphic design, Video editing, Report support, Website support, Analytics & reporting

The Challenge

A global non-profit producing highly technical research at the intersection of nature and finance needed to reach policymakers, central banks, and financial institutions through digital channels - without dumbing down the work.

What We Did

Became NatureFinance's core social media and digital content team: ran strategy, content creation, graphic design, publication support, website support, and analytics over 4 years.

Key Results

4,000 to 62,000 LinkedIn followers (15x, 100% organic). 10.3% engagement rate - 3x the LinkedIn average. 48 publication launches reaching 1,700+ identified organisations

The Client

NatureFinance is an international non-profit developing solutions to shift global finance towards nature-positive outcomes. Their research and publications - covering biodiversity credit markets, sovereign debt, bioeconomy policy, and climate-nature risk - inform decisions at institutions including the European Central Bank, OECD, World Bank, and G20. Their work has spanned initiatives in nature markets, sovereign debt, nature investment, and regional finance.

Where they started

When Adopter began working with NatureFinance (then F4B) in February 2022, the organisation had around 4,000 LinkedIn followers, a stretched one-person in-house communications team, and limited digital reach. The content challenge was significant: NatureFinance produces research on topics like bioeconomy and nature-related financial data standards, across dozens of publications a year. The target audience - senior professionals in financial services, banking, government, and international organisations - expect depth and precision, not marketing fluff.

The problem wasn't a lack of substance. NatureFinance had the research. What they needed was the capacity or specialist skills to translate dense, technical publications into content that would cut through on LinkedIn and drive the right people to their website and reports.

What Adopter did

We work with organisations at the edge of innovation, our team are naturally curious and passionate about understanding new ideas. Continuous learning, personal development and expertise honing are core parts of the way we work.

Building the foundation (2022)

Adopter started with NatureFinance's core LinkedIn account, running strategy, content planning, copywriting, and graphic design on a consistent publishing schedule. Within the first year, engagement rose 67% and click-through rate jumped 86% compared to pre-Adopter performance. The team also supported the launch of new initiatives - including the Taskforce on Nature Markets and SSDH - building channels and websites from scratch on accelerated timelines.

Scaling the audience (2023-2024)

Most organisations see engagement drop as their follower count grows. NatureFinance's did the opposite. As the LinkedIn audience grew from 4,000 to 25,000 by the end of 2023 - and on to 37,700 by mid-2024 - engagement rates climbed from 6.5% to above 7.5%, eventually reaching above 10%. The people following aren't passive. They work in finance, policy, and international development, and they engage because the content is relevant to their professional lives.

The growth was driven by a deliberate content strategy built around publication launches, COP event cycles, and consistent thought leadership. During COP28 alone, NatureFinance's follower growth rate was 270% higher than TNFD, a comparable organisation in the nature-finance space. All growth was 100% organic.

Supporting 48 publications (2022-2026

Every report publication on the NatureFinance website - 48 in total - was published during the Adopter relationship. For each, Adopter supported somAdopter’s role varied by publication, from social media launch campaigns and infographics design through to full report design, copy editing, webpage creation combination of report design and layout, social media launch campaigns, infographic creation, webpage development, and stakeholder coordination.

The Nature Investor Circle's paper on Web3 and nature finance Web3 paper illustrates the full-service model: Adopter ran the entire publication process - design, copy-editing, infographics, webpage, and social media launch. The campaign reached 12,000 professionals in the target audience with a 6.4% engagement rate and 4.47% click-through rate.Adopter ran the full publication process including design, copy-editing, launch, infographics, and social media. The campaign reached 12,000 niche-specific people with a 6.4% engagement rate and 4.47% click-through rate.

"Adopter simplified the technical language and shaped the messaging to reach our target audience. They also developed infographics and created an innovative design that fits our organisation's style."Konstantina Koulouri, NatureFinance / Nature Investor Circle

The content has lasting reach beyond launch week. Publication pages have become one of the main entry points to the NatureFinance website, ranking directly in Google as authoritative sources on topics like biodiversity credit markets and bioeconomy policy - and continuing to draw visits from institutions like the OECD, UBS, and Asian Development Bank long after publication.

"Adopter are a fundamental part of NatureFinance's communications infrastructure."Ceandra Faria, Communications and Engagement Lead, NatureFinance

Deepening the partnership (2024-ongoing)

As NatureFinance's profile grew, so did Adopter's role. By late 2025, five Adopter staff worked on the account - managing social media, supporting event communications through multiple COPs and G20 summits, providing analytics consulting, website support, and occasionally taking on full report design and production.

The ECB/PIK climate-nature scenario report was one of the most complex projects. A collaboration between the European Central Bank and Potsdam Institute for Climate Impact Research, it involved multiple external stakeholders with highly sensitive feedback. Adopter managed the production - design, infographics, and launch.

"The project was extremely complex, involving multiple external stakeholders with diverse needs and highly sensitive feedback - Adopter handled all of this with professionalism. They demonstrated a strong understanding of the climate and financial risk assessment space and ensured the content was technically accurate, accessible, and visually engaging."Anastasia Biselli, NatureFinance

COP30 in November 2025 was NatureFinance's biggest moment yet. Held in Belém, Brazil, the organisation hosted / co-hosted seven events, including the unveiling of the Bioeconomy Challenge, global, multi-stakeholder platform, launched by the Brazilian government and partners, to translate global bioeconomy principles into measurable actions by 2028. NatureFinance took the role of Executive Secretariat for the Challenge, a significant position in the context of the conference where the bioeconomy was placed as a central objective of the Action Agenda for the first time in COP history, formally recognising it as a strategic pathway to accelerate progress towards the Nationally Determined Contributions. Adopter ran social media coverage remotely for NatureFinance throughout the two-week summit, producing daily recaps, event content, and publication launches from the other side of the world.

"Working with Adopter is like having an in-house top performer who knows the content and staff thoroughly and dependably. Creative, agile, on the ball and always delivering even when it might feel that the well has run dry."Jo Benn, Head of Communications, NatureFinance

What we achieved together

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NatureFinance's digital presence went from a stretched one-person operation to a channel reaching the institutions that shape global financial policy.

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By the numbers

4,000 to 62,000 LinkedIn followers in 4 years - 15x growth, 100% organic, zero paid followers
10.3% average engagement rate in 2025, 3x the LinkedIn benchmark - and rising as the audience grew, not falling
48 publication launches supported, attracting readers from 1,700+ organisations including the ECB, OECD, World Bank, Goldman Sachs, UBS, HSBC, and Asian Development Bank
Website traffic up ~50% since 2023, with direct visits nearly tripling as brand recognition grew
Engagement rates consistently 2-3x higher than comparable organisations, rising to 82% higher during peak moments like COP30

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COP30 spotlight

During COP30 in November 2025, NatureFinance saw 6x its normal monthly follower growth rate and engagement 82% higher than similar organisations in this space.

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Audience quality

Over half of followers hold Manager-level positions or above, with nearly 1 in 7 at Director level or higher. The audience spans financial services, banking, government, and international affairs across four continents. Organisations with 1,000+ employees make up over half of website visitors and account for the majority of all visits - the largest institutions visit most frequently.

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NatureFinance content is shared internally within major institutions via Microsoft Teams and referenced in internal platforms at the ECB, Morgan Stanley, UBS, and Asian Development Bank.

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In the client's words

Heading

"There's a particular skill in disseminating our work, that is really quite technical and jargony, to something that works in social media. That's given us such a big following."

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