Great Leaps Forward

INTRODUCTION

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.

THE CHALLENGE

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).

OUR RESPONSE

We ensured the regular giving ask:

  • maintained the urgency of the Appeal (we identified the fact that 16 new birds had been added to the Red List)
  • clearly demonstrated the impact committed support would deliver (we worked hard with the RSPB to identify areas of work and species that would benefit)
  • gave a message of hope (our tone of voice struck a balance between immediate concern and hope for the future)
  • provided credibility of the RSPB’s involvement (we established the RSPB’s credentials by also demonstrating successes in saving species)

 

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.

OUR IMPACT


  • Beat average value targets
  • Beat ROI targets

  • Beat cost per acquisition targets

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MIKE ASHTON