CHALLENGE

As more and more charities have stepped up their communications adding personalisation by tailoring their message to audience segments, Dorset Wildlife Trust recognised that they need to do the same. In the early stages of conception of the Get Dorset Buzzing campaign, they came to RPM for help exploring personalisation and automation and outlined barriers they had faced in previous campaigns. They had found that, despite a huge amount of support, an impressive social media following and strong brand recognition, they were having difficulty converting supporters into paid-up members of the Wildlife Trust. The campaign was to be their biggest yet, spanning March through to September 2019. Their aims included:
  • 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.
Dorset Wildlife Trust charity campaign event
Dorset Wildlife Trust RPM React Buzzing Marketing Letter
Dorset Wildlife Trust RPM React Buzzing Multi-Channel Communications Mobile Sms Bournemouth Poole

SOLUTION

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.

What next?

Now, Dorset Wildlife Trust have over 4000 people signed up to this campaign ready to Get Dorset Buzzing. Each month, these recipients will be sent a series of tailored emails which lead to personalised URLs that display content relevant for them. Content includes videos, activities, events, information with the aim to nurture recipients, educate them about pollinators, show them the work that the Wildlife Trust do and convert them into members. By building a relationship with these brand new contacts, Dorset Wildlife Trust can expand its membership, strategically raise money and improve our local habitat.

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    Alastair Cook Dorset Wildlife Trust Marketing Automation Management Bournemouth Poole Ferndown Wimborne Dorset

    Alastair Cook

    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.”