Relationship Marketing Strategy and implementation

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.