Case Study: RSPB helps stop an extinction emergency with Cherry Tiger

RSPB beats appeal targets by 50%+ with Cherry Tiger

The RSPB faced the challenge of raising funds for an urgent mission to eradicate invasive mice decimating seabird populations on Gough Island, a project that was unexpectedly postponed for a year due to the pandemic. This required the charity to re-engage both new and existing donors. They partnered with Cherry Tiger to develop a direct mail and digital appeal.

Cherry Tiger created a powerful, immersive appeal that did not shy away from the sensitive nature of the crisis, using impactful imagery and video. They developed bespoke content for different audience segments and incorporated personal stories and photography from a team member on the island. The appeals were highly successful, with the first achieving a 15% response rate and raising over £300,000, beating its target by over 50%. The second appeal also secured fantastic generosity from its audience.

RSPB