Great Leaps Forward

INTRODUCTION

Every year the RSPB start to contact members about renewing one month before their annual membership expires. The pack that goes out contains their new membership cards and is one of the most crucial communications of the year – members are the lifeblood of the RSPB, raising millions each year. So we’re proud that they have entrusted Cherry Tiger with developing core renewal packs and follow-up communications for a number of years.

THE CHALLENGE

  •  Reviewing how we talk to members and inspire them about the work their memberships facilitate
  •  Reconsidering how we treated cash v direct debit payer
  •  Ensuring we maximised open rates (members sometimes don’t realise they’ve been sent their new cards – known as ‘missing renewals’)
  •  Considering a complex mailing matrix that meant copy and artwork variants needed to cover length of membership, payment type, gift membership, geographical location – ensuring the creative solution was cost effective

OUR RESPONSE

Along with close work with the client and production team at briefing and concept stage to challenge previous print limitations, we made significant changes to the pack in 2016:

  • Introduced a new format that made membership cards far more prominent
  • Strengthened clarity of messaging and design so that it was unequivocal as to why we were getting in touch
  • Tested outer designs
  • Dialled up the importance of saying thank you!
  • Introduced a different format for DD and cash paying members
  • Tested regional content

 

 

OUR IMPACT

15%

year on year increase in cash renewals

  • LOWEST EVER
    ‘Missing renewals’ complaints, saving thousands
  • NEW BANKER
    for 2017 with regional content retained
  • NEW FOCUS
    on length of membership for 2017 activity

Each year Cherry Tiger keep upping their game. We’re really pleased with the most recent pack, which led directly to noticeable improvements in multiple KPIs. We look forward to seeing what new ideas they’ve got for future packs, confident that they’ll be a boost for our all-important membership retention.

Micheal Harvey, Direct Marketing Manger, RSPB

FIND OUT HOW WE CAN HELP YOU GROW THE VALUE OF YOUR CUSTOMERS

CONTACT
MIKE ASHTON