Bird charity considers TV for branding drive

The Royal Society for the Protection of Birds is talking to agencies about running its first TV branding campaign, as part of a major marketing drive to recruit its millionth member.

For the past two-to-three years the charity has relied on direct marketing. Its last TV advertising, on Channel 4 and satellite stations, had a strong direct response element.

The 105-year-old organisation is considering using an above-the-line branding campaign next year, to raise awareness of the charity and to broaden its appeal. It may use TV or press and posters.

The RSPB’s membership is similar to many charities. It is primarily upmarket and more mature, with 76 per cent of its members from the ABC1 category.

Sam Bridger, RSPB commercial development manager, says: “We have 925,000 members, more than the three biggest political parties combined, and we are planning a major recruitment push next year to reach the 1 million mark. The strategy has not been decided yet.”

She says the new ad campaign would be tested in spring 1997 to run in the autumn if successful. A shortlist of agencies is likely to be announced in the first week of November.

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