Each year, the RSPB engage with many non-members who take part in events like Big Garden Birdwatch; participate in lotteries and raffles, or buy from the RSPB shop. The RSPB select some of them (and lapsed members) to receive a membership ask, and have asked Cherry Tiger to work on numerous recruitment activities – including their September 2017 DM campaign.
The RSPB were keen to refresh the approach – testing only core data segments and testing a long, copy-only pack (an approach we had successfully used a few years earlier). We also felt that previous packs had become a little too complicated or reliant on a single detailed story for an audience that had only shown light engagement.
As well as developing a new long letter approach, Cherry Tiger also suggested testing a much simpler pack that didn’t try to deliver quite so much information. Data segmentation was also key to the new campaign so we developed multiple copy variants that reflected each recipient’s relationship with the RSPB much more closely than had ever been done previously. The content and page layout of the long letter were carefully crafted to use tried and tested techniques – as well as including variable text elements and regional content. For the first time, more specific copy was also developed for lapsed members.
Both tests worked (with a very slight bias towards the simpler pack) and results out-performed the previous two years’ activity.
Both packs beat target response rates and ROI.