Designing an evaluation

programme for RSPB

Our process

• The problem we are trying to solve

• The objectives of the campaign

• The content of the campaign

• Measuring the outcome, not the output

• Learning from what we measure

• Reporting what we learn

The problem we are

trying to solve

Nature is in trouble, in the UK and

worldwide

There is great empathy for nature

wildlife among the UK population

Broadly, people cannot name a UK

wildlife conservation charity

RSPB is a wildlife conservation

charity, that is well known, but is

finding it harder to grow

The solution Grow support for nature – grow the

market for conservation

Grow support for RSPB

Our support model

Conservation

RSPB Financial Supporters

1.2m

RSPB Active Supporters

1.7m

RSPB Interested

3.6m

RSPB Aware

10.5m

UK Adult Population

50.7m

Possible communication routes

Conservation

RSPB Financial Supporters

1.2m

RSPB Active Supporters

1.7m

RSPB Interested

3.6m

RSPB Aware

10.5m

UK Adult Population

50.7m

DM, TM, E-mail, F2F Analytical tools

Advertising, web Social media

Social listening Opportunities to see

Analytical tools

Print and broadcast AVEs etc

The objectives of the

campaign

Raise awareness: issue and brand

Shift perceptions of the brand

Drive a response

The content / process • TV advertising

• Microsite

• Press and PR

• DRTV

• SMS and telemarketing

• Online and offline fulfilment

• Ongoing journeys

This is NEW for RSPB

Measuring the outcome

Stated choice

• Public concern

• Unprompted

• By segment Awareness

• Claimed support

• Remit of RSPB

• Brand Health Index

Perceptions

Actual choice

• Total response

• New donors

Leads

• Donation value

• New members

Donations

Journey mapping

Understanding where to run your reports

Learning from the process

Stated choice

• Buzz

• Advert recall

• Word of Mouth

Advertising effectiveness

• Take-out research

• Quant

• Qual

Message effectiveness

Actual choice

• Web hits

• Funnel analysis

• Influence monitor

Web

• Reach

• Engagement Social media

The RSPB is the country’s largest nature conservation

charity, inspiring everyone to give nature a home. Together

with our partners, we protect threatened birds and wildlife so

our towns and countryside will teem with life once more.

The RSPB is part of BirdLife International,

a partnership of nature conservation

organisations working to give nature a

home around the world.