Relationship Marketing Strategy and implementation

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.