GIVING NATURE A HOME

A new start for one of the UK’s oldest most respected charities

Assignment

The RSPB was facing some big challenges:

  • membership growth stalled and with narrow appeal
  • Public perception that no longer matched reality (it’s more than just birds)
  • Fundraising over reliant on a select few, historically successful, channels

It was time to launch an ambitious new platform, ‘Giving Nature a Home’ to make them more relevant, more dynamic and of course, more successful

Action

The thrust of the campaign was to change people’s behaviour towards nature.

We used TV as that motivator of behavioural change, supported by digital.

We targeted active nature enthusiasts and coincided the TV bursts with seasons when nature is top-of-mind (Spring and early Summer).

Longer ad time lengths built awareness and as the campaign developed we used shorter lengths to remind.

We used leverage of TV programmes as well, targeting Fame and the World Cup amongst others.

Judgement

We had to balance changing perceptions of RSPB with generating a viable return…

  • Campaign awareness doubled
  • Growth in all key measures:

o Perception of RSPB

o “Not just Birds”

o Claimed and future support

  • Membership is now at record levels
  • Retention is improving
  • 628,000 new visitors to Give Nature a Home microsite
  • 86,000 new contact phone numbers