Six stories of supporter engagement

CASE STUDIES BY Welcome to IN NUMBERS Immediate Immediate Media is an award-winning No.1 special interest content company, with membership and loyalty offices in London and Bristol. content agency

You’ll know some of the much-loved magazines and media brands we publish, including BBC publications and websites such as BBC Good Food, and BBC Wildlife. 12

But we also have a wide-ranging portfolio household name charity of clients across not-for-profit, charity and and membership clients membership sectors. We help our clients meet their marketing goals through editorial and design expertise, digital flair and strategic insight. And we build long-term relationships by listening carefully and delivering results. 1m Our content focuses on the passions of Loyal subscribers – the UK members, readers and supporters. From market leader in print wildlife to history, motoring to opera, we deliver content that engages, excites – and matters.

In the next few pages we outline some of our recent work for clients in the third sector. 87m

Eagle House, Global visitors to our Immediate’s landmark For more case studies, please visit our building in central Bristol website at imcontent.co.uk websites in April 2020 alone Case study: Butterfly Conservation A beautiful and efficient digital 75% members’ magazine of Butterfly Conservation Many charities and membership ‘bolts on’ to the organisation’s members who read the print magazine said they organisations have printed main website (requiring no in- wanted the digital edition magazines, but want a digital house development) and houses to continue home for this valuable content too. all articles from their magazine. After all, some supporters prefer Entry to the site is via a login, using to receive content digitally – for members’ individual numbers. Once convenience or over environmental in the site, members can browse concerns. And there are other features, columns and news like an advantages to digital too: the online newspaper. Video content, ability to link to online articles graphics and longer articles can all 80% from member emails and social be added to the site, adding value media, for example; or to use some to the print edition. content to attract new members. of survey respondents Launched during the coronavirus rated the digital Traditionally, online magazines lockdown, the digital edition has execution highly, with have been delivered as PDF-style proved immediately popular with new members rating it page-turners, but in a mobile-first members. A reader survey showed especially positively. world these are both challenging 75% wanted the digital edition to to read (lots of pinch-zooming) and continue, and respondents rated make it hard to surface content. the edition highly for convenience, cost-efficiency and impact. Instead, our solution for the charity Butterfly Conservation is To explore the site yourself, email an elegant, simple microsite which [email protected]

Case study: Boundless An award-winning PR and membership 115 campaign pieces of national, local The bi-monthly magazine for our be involved in the magazine, we and online press coverage for the campaign, client Boundless is a much-loved enabled them to vote on their including the Times, Daily benefit of membership, covering favourite drives from the list of 50. Mail, Sun and inews motoring, leisure and public sector issues. In 2019, though, we wanted Our commercial team worked to take its enagagement levels closely with Boundless’ long- Working with with both members and the wider standing partner, LV=, to create Immediate is public – through digital and PR native sponsorship of the feature, a real highlight of my channels – up a level. and we created press releases to job. Our business is regional and national media. We quite complex and we Our concept was a special issue created four different covers for value the input they which would name and celebrate the magazine, highlighting routes offer, from ideation to the UK’s 50 Greatest Drives – the in the four British nations. And we creating the content – best road trips in England, Wales, upscaled the print feature into a we know that the end Scotland and N Ireland. We chose rich, in-depth online feature which result will be fantastic. a longlist of routes by combining is now one of Google’s top-three They are now seen insight from motoring experts and hits for ‘great British drives’. as an integral part of the well-travelled members we our business, on hand were writing for. Our contributors The result was a multi-faceted and daily to help members, including TV presenter Vicki Butler- industry award-winning campaign answer questions, Henderson, Top Gear contributor which yielded an estimated £150k and build layers into Dan Read, and Boundless motoring of media value, record page our strategy. group leaders. Then, knowing views to the online feature, and Hannah Raymond, that Boundless members love to incredible member feedback. Content Manager, Boundless Case study: English Heritage

Bringing history to Reaching life in supporters’ 969k own homes members with a suite of Our work for the charity English Key Stage 2 (ages 7-11) – the membership comms across print, web, Heritage covers a wide range largest segment of the family social and video of supporter and member membership. Lively illustrations, communications, including videos, colourful copy and a host of activities, print magazines and craft projects come together in commercial partnerships. a magazine that encourages kids We have to get out to EH properties (when worked Attracting and retaining members they can) and learn at home (when very closely with is the lynchpin for revenue growth they can’t). Immediate to develop and sustainability. Retention is our member retention strongly influenced by how often The magazine is accompanied and communications members visit EH sites, and how by a dedicated area of the EH strategy. Notable strongly connected they feel to website and a YouTube channel successes over the the cause: our content has to offering videos and downloadable last year include deliver on both metrics. activities, inspiring them to engage a successful and with England’s story. engaging GDPR A key area of focus has been campaign, the launch appealing to families – a strategy This content is driving engagement, of a members’ rewards which bore huge dividends as retention and huge reach: videos on programme, and people tried to home-school EH’s ‘What Was Life Like?’ YouTube video content that is Journalist Phoebe history during 2020’s coronavirus channel have over a million views. attracting record views Smith experiences on YouTube and social. rough justice on a Saxon lockdown. Our Kids Rule! magazine battlefield – from English is full of fun, engaging history Explore more at english-heritage. Tersia Boorer, Senior Heritage Members’ content relevant to educational org.uk/members-area/kids Content Marketing Magazine, October 2018 Manager, English Heritage Case study: RSPB Driving growth and cost-efficiencies 14% for the RSPB of readers made an Our partnership with the RSPB has them afresh on a new content additional donation to the RSPB as a result of delivered major achievements, management system. On social reading the magazine driving demonstrable increases in media, we have helped the RSPB member engagement and income. engage a mass audience with their Big Garden Birdwatch and Big Starting with a relaunch of their Wild Sleepout campaigns, and we I have worked flagship magazine, Nature’s Home, continue to develop social assets with the we have broadened our scope to to build their online audiences. Immediate Media produce nine different publications Branded Content and a range of digital content, Drawing on our established media team on the portfolio targeting age groups from toddlers sales relationships, we have of RSPB supporter to retirement. We work closely increased advertising revenues publications, including with the in-house editor-in-chief by over 20%, increasing yields, our flagship member to deliver content that engages attracting more brand advertisers magazine, Nature’s serious birdwatchers, as well as and accessing agency schedules. Home, for over three reaching out to new audiences And as external postage costs years. It has been an including families and children. have risen, we have benchmarked incredibly productive RSPB’s total member numbers multiple operators to ensure the and enjoyable now stand at over 1.2 million. most economical distribution. relationship and I’m looking forward to In 2017, we completed a major Across the board, we are helping many more years of working with them. ‘The Science of content migration project on the ensure that as much as possible Migration’. Taken from RSPB website, assessing over 7,000 of RSPB’s revenue goes where it is Mark Ward, Editor-in- RSPB Nature’s Home content pages and optimising most needed: to conservation. Chief, Nature’s Home magazine, winter 2018 magazine, RSPB Case study: Battersea Dogs and Cats Home Increasing supporter 5x revenue for response Battersea rate increase in response to Battersea Dogs & Cats Home is a journalists’ featured in an fundraising ask following the magazine’s redesign world-renowned institution, caring online video series. A feature on for over 7,000 animals every year. ‘Battersea through the ages’ Their supporter magazine, Paws, demonstrated how the charity has is a key way of communicating adapted to the needs of animals with over 18,000 stakeholders, and is ‘here for every dog and cat’. Immediate galvanizing support for campaigns, works with raising money and finding new The magazine’s carrier sheet, Battersea on our homes for animals. which includes the fundraising ask, supporter magazine was also re-designed with a larger and annual impact In 2018, Battersea launched a new and more impactful hero shot of a report, with very brand identity. We worked closely Battersea dog on the front. positive ongoing with Battersea’s in-house teams to results. Incorporating implement the rebrand, advising The rebrand had a direct effect a total rebrand was how the new look and feel could on fundraising and ROI. Despite no easy feat. Their be applied in a magazine context. mailing volumes being reduced designers came due to GDPR compliance, the through with visually The content of the first fundraising ask on the cover appealing concepts rebranded issue was carefully letter generated almost three that remain a great fit chosen to introduce the rebrand times more income than forecast. with Battersea’s vision, Arlow, a four-month-old to supporters. The front cover There was an almost five-fold mission, and values. Lurcher, photographed for Dee McIntosh, Director a feature on Battersea’s reflected above-the-line campaign increase in response rate, and of Communications & lost dogs and cats messaging, showing Peanut and a significant increase in the External Affairs, Battersea helpline. Taken from Paws Misty, two Battersea ‘undercover average gift value. Dogs & Cats Home magazine, winter 2018 Case study: Avon Wildlife Trust Demonstrating impact and 10 interviews championing cause with kids, leaders and The Avon Wildlife Trust (AWT) We came up with a video learners to capture the AWT education offer wanted to create an inspiring campaign centred around the short film to raise awareness of learning experiences of three their learning offer in Bristol, and of their key target audiences – showcase the programmes that a primary-age child, an adult are available for all ages. The film wildlife conservationist and a needed to highlight the impact of parent with his three-year-old their work on local communities son. Through their stories, we and the environment, as well as showcased the different ways highlighting why standing up for in which AWT helps engage wildlife now is so important. people with nature and wildlife conservation, empowering them We are so The film needed to speak to a to stand up for nature. happy with wide range of audiences, ranging all of this beautiful from supporters of AWT and Our narrative approach followed footage! You’ve all nature enthusiasts, to educators the journey of a child growing done a great job at and corporate partners. Another up through to an adult’s capturing what we key challenge was engaging those engagement with nature, were looking for, families and parents in the city’s and their hopes for the next and it’s so lovely to more deprived areas who may be generation as a young parent. see it at this stage. unaware of the opportunities AWT We co-created the script through Everyone loved it! Young and old engaging provides. Finally, the film needed in-depth interviews with each with nature – video still to feel inspirational and shareable narrator to ensure that the end Sarah Mitchell, from our learning video on social media and via e-comms. result felt real and authentic. Communications Officer, for Avon Wildlife Trust Avon Wildlife Trust How we can help

Supporter Strategy Digital content Video Print content Commercial engagement and Insight SEO and blog content Brand storytelling Publishing strategy Display and classified Content design & UX Social video Editorial, design and advertising Awareness-raising Content audits Social media content Explainers photography Member rewards Galvanising action Staff workshops and training E-newsletter design, writing ‘How to’ videos Advertising sales Advertorials and Fundraising Tone of voice and strategy Animation and motion Reprographics and print native content Seasonal promotions Reader panels and user Website build graphics production Inserts/onserts testing Content migration Distribution strategy Paper buying Sponsorships and Whatever your campaign Focus groups Mailing liaison and fulfilment partnerships objective, we can support it Sector analysis and reporting Our content engages more We offer end-to-end video Reader insight Digital campaigns with brilliant creative and a than 38m people each month. solutions, from strategy to cross-channel media approach. Understanding audiences and From web and email to social, analytics. We have in-house We have industry-leading We deliver third-party revenue We’ve worked with some of how they engage with content video and TV channels, we’re production and editing resource, expertise in creating, publishing for many clients, selling cross- the UK’s leading brands and is a central strand of our creating exciting new content and video studios in London and monetising print content. media advertising and content charities on campaigns which business. We work with clients experiences for our audiences and Bristol. Whatever your brief, Working to your brand and campaigns to build commercial drive huge public engagement. to develop robust content as well as delivering profit- we will work with you closely to marketing objectives, we can partnerships and offset the cost strategies and embed them making solutions for our clients. explore how video can support provide a full publishing service of content production. within their organisations. your goals and deliver ROI. or dovetail with in-house teams. Want to know more? We’d love to discuss your supporter engagement challenges and tell you more about our work and approach. Drop us an email:

Julie Williams, Director of Branded Content [email protected] Dan Linstead, Editorial Director [email protected] imcontent.co.uk

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