Great Leaps Forward

INTRODUCTION

A significant segment of RSPB members choose their own monthly payment amount.

They are contacted each year to encourage members to increase their commitment for the coming year.

THE CHALLENGE

The RSPB challenged Cherry Tiger to better our current banker pack which asks these members to upgrade their monthly giftWe know that this is an important mailing to a committed audience, who have already gone the extra mile to give nature a home. We needed to be sensitive to this, acknowledging their loyalty, but also work hard to really inspire them to consider increasing their commitment.

OUR RESPONSE

Our current banker pack had itself beaten all previous others. For the 2017 mailing, we drew on our understanding of the audience, and other packs we knew had delivered a really strong response – using a ‘magazine’ format to tell powerful stories, beautifully.

We also carefully researched the proposition and story selection – a new State of Nature Report in 2016 had highlighted the serious ongoing declines of much of the UK’s wildlife.

We developed a proposition that was directly about how the RSPB were helping to tackle these declines, called ‘Respond for Nature’ – outlining a clear 4 Step approach of major steps and initiatives all designed to ‘inspire a new dawn for nature’ – an approach which also doubled as a compelling call to action.

Subsequently, because the RSPB felt we’d created a persuasive proposition; and to make cost effective use of the creative, we also adapted the pack for a life membership ask.

Traditionally, conversion to lifetime membership had been problematic –only tested via pack inserts and simple mailings – although we had been suggesting for some time that a more ‘substantial’ pack would be worth consideration.

OUR IMPACT

“Response for Nature’ is our best ever performing regular upgrade pack…it’s set all kinds of records, including the first ever 2% response rate to a single monthly mailer.”

“The latest Life Fellow pack, largely using the same concept, has done really well – it beat the last pack hands down.”



Michael Harvey
Direct Marketing Manager - Renewals, Upgrade & Life Fellows

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MIKE ASHTON