Of the five segments, Basic Birds and Basic Birds Plus have initially been
identified as priority segments for new memberships but obviously all seg-
ments are important when considering overall membership retention. The
Society also wants to focus attention on referrals in the future through a
‘member get member’ promotion.
However, work on these priorities will be slow as the RSPB’s computer
systems are in urgent need of upgrading and are considered virtually obso-
lete. At the beginning of 1996, the database capability was restricted. Only
relatively unsophisticated analysis was possible as the database holds only
basic information such as name, address, type of membership and renewal
date. The software cannot analyse defections or complaints raised by
members, although every complaint is personally dealt with.
Heavy investment is planned for the next financial year (1996/97) to
address this problem and once this has been completed RSPB plan to shift
their direct mailing emphasis to ‘warm names’ – their own enquiries and
visitors, rather than relying too heavily on recruiting new members from
expensive rented lists, as in the past.
The future
Over 1996 the Society plan is to move towards a full ‘branded relationship
marketing’ programme. It is hoped that this approach will make member-
ship of the RSPB more relevant for individual members and give them
more value. Likewise, by concentrating on growing segments that provide
greater input to the Society, they hope to increase financial and voluntary
contributions to their cause.
Any increase in revenue will mean that the RSPB can concentrate on
serving their other customers – the birds! Projects can be costly but hard
work and patience is rewarded. In May 1996, under the supervision of the
Society, golden eagle chicks hatched in the Lake District to the only breed-
ing pair of eagles in England and although this is a small triumph Young
sees each one as symbolic. To her the two customer bases are symbiotic, ‘If
we get the environment right then we get things right for people.’^2
References
1 Financial Times(1996). Charities expected to move assets into equities, 14
May, 11.
2 Little, A. (1996). A bird lady soars high. Glasgow Herald, 2 March, 28.
160 Relationship Marketing