When it comes to RSPB reserves, there’s not many as dedicated to protecting red-listed birds as Coquet Island. Located just one mile out to sea from the harbour town of Amble on the Northumbrian coast, it is a treasured home to over 44,000 seabirds. Under the watchful eye and tireless work of RSPB wardens, Coquet Island has also played a critical role as home to the only significant UK breeding population of the rare roseate tern. The colony has grown from just 18 to 104 breeding pairs over the past 30 years.
To help protect and strengthen this important
colony, the RSPB asked Cherry Tiger to create a regular giving pack that would not only support these amazing seabirds, but all the species that make their home on Coquet Island. Our biggest challenge was to establish a sense of urgency that would encourage people to donate, because while Coquet Island is a story of success, ongoing investment is still vital to ensure that RSPB wardens
can continue managing the habitat, protecting and
studying the seabirds.
Our campaign invited donors to become a friend of Coquet Island, a personal message that helped make responders feel connected to the reserve. We also explained in detail how their regular gift would directly impact the future of thousands of seabirds – including the roseate tern.
We also went the extra mile to really understand the subject matter – not only speaking directly to Paul Morrison, an RSPB Warden who has lived and worked on Coquet Island part-time for the past 30 years, but actually visiting him and taking a tour around the island. It provided some amazing insight into his life, and all the work he and his team do throughout the year. The pack featured a letter that was written by the Paul, enabling
us to ensure that the tone of voice was authentic and personal.
Results showed strong ROI and response rates, with the regular giving gift higher than forecast.