Maintaining and growing their network of over 200 reserves is key to the RSPB’s mission of ‘giving nature a home’ and they asked us to work on their appeal to raise £200,000 to buy a further 67 hectares of land at Arne.
RSPB Arne is one of their flagship reserves – protecting over 580 hectares of rare heathland that supports a staggering 2,565 species, making it one of the most biodiverse places in the UK.
When entrusted with such an important appeal we not only needed to use all our experience in driving donations, but also understand everything about the reserve: what species rely on it, what makes Arne so special and the significance of the additional land.
Equally important was then translating this knowledge into a really motivating proposition and an inspirational idea that would work in both direct mail, social and online.
Cherry Tiger developed a beautiful and compelling idea that was based around 3 central ideas:
– We got Chris Packham to support the Appeal: this was quite a radical and brave suggestion but the RSPB fully supported us. We knew Chris had a strong connection with the RSPB and had filmed at Arne, so who better to act as an advocate for the appeal? Chris’s support meant we could focus the pack on his quotes and ensure the letter came from him
– Our proposition was crystal clear: help raise £200,000 to buy 67 hectares of land at Arne. It was unequivocal about how any donation would be used – key to the success of any fundraising ask
– We demonstrated the uniqueness and importance of Arne for wildlife: highlighting that the habitat was rare and supported a plethora of species. We also developed specific graphics to strengthen the delivery of these key messages – which were also used in social media treatments.
Exceeded income target by 89%.
Income raised from social media is six times level initially forecast.