Great Leaps Forward

INTRODUCTION

Having regularly worked on their fundraising communications, the RSPB asked Cherry Tiger to create a pack to ask their flexible membership audience to upgrade.

THE CHALLENGE

As this pack was asking members that already voluntarily pay higher than standard fees to increase their membership, it was important to be sensitive towards these extremely loyal members. So, we needed to ensure that every single idea was supported by a clear reason to consider giving even more. And it meant demonstrating the new work that the RSPB is doing and the ever-greater need for their conservation work to be supported.

OUR RESPONSE

One concept looked at big themes, and different habitats in peril. This ‘Big Picture’ pack used beautiful imagery brought to life in a large format A4 16pp letter/brochure. And to ensure it wasn’t environmentally wasteful, we recommended a lighter stock.

In complete contrast, our ‘Little Victories’ C6 pack concentrated on outlining the huge impact very small changes can make – this cute, tiny pack featured many, many examples of specific projects and the small monthly or quarterly amounts needed to achieve them.

OUR IMPACT

  • HEAD-TO-HEAD
    Cherry Tiger tested both packs in a three-way split against the control
  • BEAT CONTROL
    Both packs outperformed original control
  • NEW BANKER
    Big Picture emerged as the winner and became the control pack, until we beat it again in 2017!

TAGGED WITH

  • RSPB
  • Big Picture

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CONTACT
MIKE ASHTON