RSPB integrates TV and web channels in new campaign
Howard Lake | 16 February 2009 | News
The RSPB has launched a new DRTV recruitment campaign which integrates television and web channels with an online marketing push and an email element.
The voiceover is provided by Tim Birket of BBC Time Wwatch and the ad concentrates on the message that a gift of £3 a month will help the RSPB introduce and continue to educate families about the classroom on their doorstep.
DTV Group has produced two versions of the ad – a 60 second and a 90 second one and each will be tested across a broad range of multi-channel stations.
There are two response mechanisms to the ad, by web and phone. The specific URL for a purpose-built microsite is carried on both adverts alongside the RSPB member recruitment phone number.
As well as the TV ads, a series of strategically placed rich media banner ads will run, plus promotions on the RSPB’s own website and intranets and a direct marketing email targeting 100k profiled individual prospects.
www.rspb.org.uk/tv
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.