Buglife’s automated campaign
It’s no longer news that nature needs our help. Insect populations are crashing at an alarming rate and without them ecosystems cannot survive. Buglife is the UK’s leading charity for protecting invertebrates. Working at the forefront of conservation, Buglife develops campaigns that make a real difference to insect populations. Their B-Lines project is building a network of ‘insect super-highways’ for pollinators across the country, whilst working with all UK governments and local authorities.
Educate and inspire
No Insectinction is Buglife’s campaign to educate and inspire. Participants receive free wildflower seeds in the post and a series of emails, which explain the small steps that people can take to make a big difference. The aim of the campaign is to create:
- 1) Room for insects to thrive
- 2) Safe spaces for insects
- 3) Friendlier relationship with insects
In terms of marketing objectives Buglife is also aiming to find new members and generate donations.
Tech does the heavy lifting
RPM had an unusual introduction to the charity (see blog), but we have been delighted to use our tech to power this campaign. Together with Buglife we created a personalised and automated multi-channel marketing journey across webpages, emails and print. As people sign up to the campaign they indicate their knowledge of invertebrates, their location (rural or urban) and whether they wish to receive information and activities for children. Web pages respond accordingly. A postal pack goes out and the email journey begins, with content varied according to each user's preference. This campaign includes a Refer-a-friend feature which is achieving a conversion rate of over 14%.
We expect to achieve similar results to those of our Get Dorset Buzzing campaign with the Dorset Wildlife Trust. Boasting a 2:1 ROI, this campaign was a huge success, not only in terms of donations and members but also for the pollinators!
Find out more
If you are interested in finding out more about No Insectinction this video with Steve Backshall is a good place to start. If you’re ready to support the campaign you can sign up here. And if you’d like to know how we could help with your campaign, click here.