148 Relationship Marketing
●to reflect the RSPB’s positioning and personality
●to achieve an acceptable return on investment.
It concentrated on two objectives:
1 To build on the RSPB’s recognized strength with its existing membership and to
develop new and better methods of recruiting and retaining members to
ensure that total membership grows.
2 To develop new sources of funds by testing new fund-raising mechanisms within
the following areas:
a Regional fund-raising networks. Evaluating potential face to face fund-raising
opportunities using regional fund-raising offices based around the UK.
b Developing a legacy marketing programme.
c Optimizing lottery opportunities. The removal of restrictions on lotteries
arising from the Lottery Act provides another means of developing other
innovative ways of approaching the public for funds.
d Establishing a high level network, to identify people of influence who
support the RSPB’s work and build relationships with them.
e Coordinating new grant opportunities. To coordinate grant applications
more effectively and ensure that potential new sources of income are
sought through the most appropriate channels.
As a response, the marketing department was reorganized in order to be
able to respond most effectively to the new demands (see Figure 2.6.3):
Marketing Development. Responsible for identifying and developing new income
streams to create a ‘better balance of funding’. Marketing operations are divided
into a number of functions, as seen in Figure 2.6.3.
Corporate Marketing.This section is responsible for developing partnerships with
commercial organizations with the aim of raising money. The fund-raising can
take the form of sponsorship, joint promotions, grants, trusts, product
endorsements.
Regional Marketing. Concerned with ‘face to face’ fund-raising and membership
recruitment via the Regional Fund-raising Officers working with the reserves
and members’ groups, together with generating income from reserves.
Brands Management.* Responsible for developing and maximizing opportunities
for the RSPB by developing brand plans for the RSPB, YOC and Birdlife
International.
Market Research.* Provides a central management tool for the whole Society by
providing and interpreting market information and key statistics.*Brands Management and Market Research work cross-divisionally.