Great Leaps Forward

INTRODUCTION

‘Giving nature a home’ is the RSPB’s central goal. Fundamentally, our wildlife needs places to live. With a nationwide network of over 200 reserves, the RSPB help to protect thousands of species. But, with so much wildlife suffering today, there’s always scope to give nature bigger and better homes.

THE CHALLENGE

The RSPB asked for Cherry Tiger’s help raising
£500,000 to match a further half a million pounds already raised through other funding organisations, in order to buy over 1,800 hectares of land for nature. Donors would be giving nature a home, in the purest sense possible. However, as the proposition was core to all of the RSPB’s communications, our challenge was to build on its meaning, and make our appeal as strong as possible.

OUR RESPONSE

Quoting areas of land can often lose its meaning; not many people know what 1,800 hectares looks like. Instead, we boiled our proposition down to the individual. We asked donors to fund a patch of land for nature – a place, small and secure, where nature could thrive; somewhere to call home. This was then mirrored in our format, a cute, compact 140mm square format that divided the UK into squares of land so that potential donors could see the immediate benefit as well as the bigger picture. Also, as the RSPB had already secured half of their funding, we were able to strengthen our proposition with a ‘double your donation’ message, that the RSPB were fully on board with. Furthermore, to build trust, we offered numerous examples of how previous RSPB land purchases had benefitted wildlife over the past few months.

OUR IMPACT


  • 13.13%
    Warm audience response rate
  • £27.82
    Average donation

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MIKE ASHTON