- Getting 1000 Dorset residents to sign up to the campaign and do one thing for pollinators in their garden.
- Raise awareness about the plight of pollinators and the vital role they play in our eco system.
- Increase and retain the level of engagement among people who had signed up for the campaign.
- Convert sign-ups into paid up members.
- Increase donations.
For maximum cost efficiency, Dorset Wildlife Trust needed to use automation software to generate personalised communications across digital and printed media. To deliver this ambitious project they employed us to guide them through customer profiling, messaging, campaign logic and optimising customer journeys to save the team time and refocus energy on strategic and creative themes rather than operational and repetitive tasks.
Creating a data driven, highly personalised user journey meant we needed a robust sign up system for participants as a gateway to the campaign. We asked participants to provide a range of variable data which would inform the content they would receive throughout the next nine months.
Our unique software meant we could automate the generation and print of a personalised Welcome Pack for each participant. Elements of the pack changed automatically based on the variable data provided so that participants would receive tailored information relevant to them. Automation along with our digital printing capabilities allowed us to print and post the Welcome Pack straight away massively reducing the time it took to land on the participants doormat.
Following sign-up the participant received a series of emails where the message, content and tone adapts based on each participant’s data. Each email was triggered automatically relative to when the participant signed up so they would land at the optimal time for action.
We also built in a number of functions such as a refer a friend request to access new networks, a map showing the shear volume of sign-ups and a counter which triggered emails when milestones were reached.
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Dorset Wildlife Trust
Director of Fundraising and Marketing
“RPM Digital have been key to the success of our Get Dorset Buzzing campaign. Their systems enable us to integrate traditional and digital media communications for the first time and to provide personalised and tailored communication journeys based on the preferences people gave when signing up for the campaign. We were also able to record and track the performance of each communication in real time and adapt the campaign quickly as needed.”