The Changing Face of RSPB Membership Recruitment

Jonny Wright – Head of Membership Recruitment

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Face-to-face

Telemarketing

Online

Other

Broadcast

Direct Mail

Recruitment by channel - proportion

Recruitment by channel - numbers

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Online

Telemarketing

Face-to-face

Face to face growth

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Face-to-face

Face to face mix

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100,000

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RFD

Private site

Door-to-door

In-house

Introducing RSPB Fundraising Direct

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70.00%

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Agency: D2D

Agency: Private Site

Direct Mail: Cold

F2F in-house

Inserts

Internet

Telemarketing: Cold

Telemarketing: Warm

Cumulative attrition by channel

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Agency: D2D Agency: PrivateSite

Direct Mail: Cold F2F in-house Inserts Internet Telemarketing:Cold

Telemarketing:Warm

Average annual commitment by channel

Agency: D2D

ColdTelemarketing

WarmTelemarketing

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Direct Mail: Cold Inserts InternetF2F in-houseAgency: PrivateSite

DD sign up by channel

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Gift Aid sign up by channel

Agency: D2DCold

TelemarketingWarm

TelemarketingDirect Mail: Cold Inserts InternetF2F in-houseAgency: PrivateSite

What next? – Lead Conversion

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Lead Conversion TM

Lead Conversion DM

What have we learned?

• Keep yours eyes open• Nothing stays the same for long

• Plan for change• Know your metrics

• Invest in analysis• Spread the risk, but do take risks

Questions?

all images www.rspb-images.com