We refined the content strategy and creative direction for the RSPB’s member comms
Our brief
We were appointed by the RSPB to develop a new magazine for their 1 million-plus members, as well as a roster of children’s magazines and regional newsletters. They wanted to reach out to new audiences (especially families), increase members’ engagement in their campaigns and offset magazine costs with increased advertising.
Our solution
We reinvented the RSPB members’ magazine, Nature’s Home, introducing a new design, sections and contributors. As well as new family pages within the magazine, we created a special family supplement, reflecting key activities for the season, which were mailed with targeted copies in summer 2015.
At the same time, we redesigned the magazine for teenage members, Wingbeat, giving it a clear graphic identity that echoed the adult branding. And we took on the publishing of Wild Times and Bird Life magazines for younger readers, as well as three regional newsletters.
The results
- Our 2017 reader panel showed that 89% or respondents felt that the magazine made them feel valued as a member
- Of respondents made aware of the magazine blog, 57% went on to the visit
- The ‘Vote for Bob’ campaign secured over 120k votes and, as a result, the campaign was then backed by 1,098 parliamentary candidates
- 2016 Donor Voice survey showed that members felt the magazine justified 25% of the total annual membership fee
- By editorialising fundraising messages legacy donations increased threefold from the magazine in 2017
- And a word from a long-standing reader: “This was surely the best ever magazine produced by RSPB. I have every single issue of Birds since 1967 and so I think I am qualified to comment. Well done.”
