Relationship Marketing Strategy and implementation

The customer market domain: Managing relationships with buyers 151

The first step was to encourage non-members to become members, as
shown in the lower half of the donor pyramid in Figure 2.6.4. This had
been the main focus of their marketing efforts. The pyramid was based on
the premise that individuals could be upgraded to greater levels of
involvement. Although it was recognized that not every person will reach
the highest level of the pyramid, once someone had joined programmes
were developed to increase their level of commitment and support to the
Society in order to facilitate their progress up to the next stage and build a
deeper relationship once a prospect becomes a member of the Society.
However, this encouraged the neglect of those who didn’t rise up the
stages and fall-out of members was common. For example, an old-age pen-
sioner with little disposable income may pay a concessionary rate and
could never afford to donate. Under the pyramid approach he or she
would receive appeal communications that were not relevant to them and
they would not respond. They would eventually come to be regarded as
not valuable to the Society and be neglected, yet they could suddenly leave

Legacy Mail order Regular VISA Fellow/International

left by member Buyer Card User Member

Covenanted Appeal VISA Card Covenanted

Donor Holder Member

Appeal Member on

Donor Direct Debit

Retained

RSPB

Member

RSPB

Member

Name and Address

entered onto ‘warm’ file

Non-members but catalogue or

raffle ticket buyer or reserve visitor

Potential members – Unknown to RSPB

Building

the

Relationship

Creating

Membership

Figure 2.6.4 The donor pyramid.