The customer market domain: Managing relationships with buyers 155
Table 2.6.6
Marketing costs analysis 1996, an analysis of recruitment and marketing costs for each membership category over a
ten-year period
(------------------------Based on a continual ten-year membership------------------------)
Membership
Recruitment
Welcome
Total
Cost of ‘Birds’
Cost of
Cost of
Total costs of ten-
Approx. income
ROI
type
cost
pack
R. cost
‘Birdlife’*
renewal
year membership
over ten years
(0.96p
×
40)
(0.40p
×
60)
(0.54p
×
10)
(Membership feeat 1996 rates
×
10)
Single
£35.41
£4.06
£39.47
£38.40
£5.40
£83.27
£220
2.6
Joint
£35.41
£4.06
£39.47
£38.40
£5.40
£83.27
£270
3.2
Family
£35.41
£4.06 + 1.61
£41.08
£38.40
£24.00
£5.40
£108.88
£320
2.8
Fellow
£35.41
£5.40
£40.81
£38.40
£5.40
£84.61
£450
5.0
Concessionary**
none
£4.06
£4.06
£38.40
£5.40
£47.86
£120
2.5
*’Birdlife’ is exclusive to family memberships; **The RSPB do not activ
ely seek to advertise concessionary/subsidized memberships and no money is spent on trying
to recruit them.The marketing costs analysis assumes: an average membership of ten y
ears; that recruitment costs are constant over this time; reminder costs are
incorporated into renewal costs; legacies and donations are not taken into account; subscriptions and all other costs are at curr
ent rates (1996);
advertising and
administrative costs are included in recruitment costs as an average.