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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here