A Royal Tern in flight with wings at full stretch on a clear and sunny day with a blue sjy

Changing the World for Birds

Over 570 new regular givers sign up to tackle the biodiversity crisis

Regular Giving 2022

As the biodiversity crisis becomes ever more urgent, Cherry Tiger has worked with the RSPB on several appeals to highlight, not just the threats facing wildlife, but the important opportunities to help nature recover if we take urgent action.

RSPB Red List appeal envelope front and reverse laid on top of each other with the front showing a woodpecker poking out from a tree hole with the caption "Change the world for birds".

RSPB Red List appeal letter and donation form front and reverse with the front showing a beautiful bird of prey and an appeal message of "70 birds on the Red List".

Following news that more than 1 in 4 UK bird species are in decline, we initially ran a successful warm appeal asking cash givers to support the wealth of work the RSPB undertakes to save some of our most threatened birds each year.

The RSPB then asked us to develop a Regular Giving ask as the next stage of activity. In a challenging climate, we wanted to inspire those who had already responded to a cash ask to now donate each month, while also encouraging members and other supporters to do the same.

To move the story on from the cash appeal, we strongly focussed on an inspiring message of hope to ‘change the world for birds.’

RSPB Red List appeal posters with images of 'Red List' birds and campaign messaging.

RSPB Red List appeal poster with a flock of birds in flight and campaign messaging to help the birds.

RSPB Red List appeal folding poster showing various birds with campaign messaging and stories.

RSPB Red List appeal poster showing a list of the '70' bird species under threat with campaign messaging and stories.

This fresh new take told a much wider story, focusing more on the bigger picture and the transformative change needed to fundamentally change our world to make it more friendly to birds and other wildlife. Without shying away from outlining the true scale of threat, our approach showed how the power of proven conservation work on the ground can make the changes nature needs. We wanted to inspire supporters and delivered a strong message of hope that there is still time to help nature recover.

In response over 570 people signed up to a regular gift, beating the target RR% by 54% – and more importantly, showing that supporters continue to be ready and willing to help tackle the biodiversity crisis.