Soil Association: membership development

Exhibited by
Roger Lawson
Added
September 05, 2009
Medium of Communication
Direct mail, inserts, posters.
Target Audience
Individuals, regular gift.
Type of Charity
Education, environmental/animals, social change.
Country of Origin
UK.
Date of first appearance
2007.

Summary / objectives

Not all charities are able to make membership schemes work but those who do are on to a dependable source of regular income and a great way of introducing and developing donors. Too few organisations test and refine their membership schemes so the Soil Association’s initiatives in this area are well worth noting.

Creator / originator

Cascaid Marketing Ltd

Summary / objectives

The Soil Association is known for its campaigning for organic foods and is the recognised ‘kite-mark’ (issuer of quality standard indicators for organic produce) within the UK. But it does much more, from promoting locally produced foods, to campaigning about global issues such as climate change, to providing health advice.
From such a variety of work and possible propositions, Cascaid developed six different membership offers and targeted three different audiences. Parents were offered advice on providing the healthiest foods for their babies, environmental campaigners were offered the chance to join an integrated conservation campaign and conservationists were offered the chance to save the habitats of some of the rarest species.

Background

Members of the Soil Association have traditionally been recruited from a small and clearly defined (limited) niche as it has concentrated on bringing in members on the back of its campaign against genetically modified foods. By recruiting from different groups of people with different offers, membership has the potential to grow and grow.

Special characteristics

Effectively the Soil Association has just one membership product but with six different, highly targeted, offers they now have access to a much larger target market.

Details

The six different inserts were tested across a range of different media

Results

Early results are good

Merits

The Soil Association transformed an existing, worthy product with limited appeal into one that can engage and inspire many more people from very different backgrounds and with varying interests.

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This is the inside of the insert aimed at parents and family members.
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This is the inside of the insert version aimed at conservation enthusiasts
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This is the inside of the insert aimed at environmental activists.
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This is the inside of the insert aimed at health enthusiasts
View original image
This is the inside of the insert aimed at parents and family members.