154 Relationship Marketing
main focus – the birds. This reflects the fact that the majority of the mem-
bership are primarily interested in birds and not the broader field of
wildlife conservation.
These incentives have proved to be valuable to gain new members. The
Society loses on average 10 per cent of its membership each year, including
4 per cent through death, and needs to recruit over 60 000 new members
each year, just to cover this loss.
Cost of recruitment is a vital consideration as it can vary greatly,
depending on the method of recruitment. A direct mail campaign costs
approximately £13 per member to recruit; however, if a member responds
Increase Profit
Increase Revenue Cut Costs
Objective 1
Increase revenue by
increasing the size of
the customer base
Strategy 1
Increase numbers
recruited
Strategy 2
Reduce numbers
that are lost or do
not buy again
Strategy 3
Keep customers for
longer
Strategy 4
Get customers to
contribute/buy
more
Strategy 5
Get customers to
buy more often
Objective 2
Increase revenue by
increasing the lifetime
value of each customer
Objective 3
Cut fixed and variable
costs
Brand building and data-driven activities
Figure 2.6.5 RSPB strategic option model.