RSPB - Unlocking a secret forest - Image of sunlight shining through parts of a woodland landscape.

Unlocking a secret forest

ROI of 5.29 and a response rate of 14.2%

Integrated DM and digital appeal

For many years Cherry Tiger talked to the RSPB about ensuring that all channel activity supports their direct mail appeals and provides a coherent journey for the supporter, on email, digital and social. For the past 18 months, we have taken a different approach to our appeal briefs, presenting ‘campaign concepts’ to the RSPB demonstrating how a concept comes to life across channels.

The RSPB had a unique opportunity to buy some new land in the New Forest. Not only would this enable them to protect and restore unique habitats, but for the first time would enable them to ultimately open a brand new reserve to the public for the first time in the New Forest. They needed to raise £500,000 so it was vital that the campaign had a real resonance with every single person that saw it. As well as direct mail, the appeal would also be supported by a landing page, have equivalent email and follow up communications and be promoted via social media activity too.

Our winning concept brought to life the area of land the RSPB were hoping to buy. It was an area of forest that would be made open to the public for the first time – even RSPB conservationists didn’t exactly know the full species mix they would find there – so we found a really strong proposition in the idea of the supports “holding the key to a secret forest”. We wanted to demonstrate the wonderful wildlife that donors would be able to protect and demonstrate that this really was a magical place, worth protecting for future generations. The landing page developed the story further and contained video content too and the key and secret forest motifs performed very strongly in digital and social channels.

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