With more birds than ever on the Red List of conservation concern, the RSPB are leading by example to try and halt the perilous declines of our long-suffering birdlife, with vital conservation work underway across the UK. But with 1 in 4 UK birds in need of help, it was a message that formed a strong fundraising proposition – and for such an emergency, Cherry Tiger were challenged with creating both an urgent appeal and then a further regular giving pack.
Cherry Tiger initially developed an Appeal pack that focused on the plight of puffins and turtle doves – using hard hitting imagery and media quotes to demonstrate the threats they face. Following its success, we then had to think about how best to ‘rethink’ our approach for a regular giving mailing targeted at both those who had given to the Appeal and those who hadn’t (but had made a one-off donation in the past 2 years).
We ensured the regular giving ask:
Moving on from the Appeal approach, the centerpiece of our ‘Red Alert’ pack was a very visual treatment of the urgency of the ask – using a Maltese cross format to demonstrate the ‘emergency’ which really helped to differentiate the mailing. It’s a great example of how Cherry Tiger took a strong fundraising proposition and made it work across both appeal and regular giving asks. The proposition was also adapted again for a membership upgrade pack – which became the banker creative.