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Six stories of supporter engagement CASE STUDIES BY
Welcome to IN NUMBERS
Immediate
Immediate Media is an award-winning
special interest content company, with
No.1
membership and loyalty
offices in London and Bristol. content agency
12
You’ll know some of the much-loved magazines
and media brands we publish, including
BBC publications and websites such as
BBC Good Food, Radio Times and BBC Wildlife.
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
1m
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.
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
87m
content that engages, excites – and matters.
In the next few pages we outline some of our
recent work for clients in the third sector.
Eagle House,
Immediate’s landmark For more case studies, please visit our
Global visitors to 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
80%
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
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 hello@immediate.co.uk
Case study: Boundless
An award-winning
PR and membership 115
campaign
pieces of national, local
and online press coverage
The bi-monthly magazine for our be involved in the magazine, we 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
membership comms
Our work for the charity English Key Stage 2 (ages 7-11) – the 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 attracting record views
Smith experiences
history during 2020’s coronavirus channel have over a million views.
lockdown. Our Kids Rule! magazine on YouTube and social.
rough justice on a Saxon
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
additional donation to
Our partnership with the RSPB has them afresh on a new content 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
content migration project on the ensure that as much as possible working with them.
‘The Science of
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
revenue for 5x
response
Battersea rate
increase in response to
fundraising ask following
Battersea Dogs & Cats Home is a journalists’ featured in an 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 mission, and values.
Lurcher, photographed for
to supporters. The front cover There was an almost five-fold
reflected above-the-line campaign increase in response rate, and Dee McIntosh, Director
a feature on Battersea’s
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 2018Case study: Avon Wildlife Trust
Demonstrating
impact and 10
interviews
championing cause
with kids, leaders and
learners to capture the
The Avon Wildlife Trust (AWT) We came up with a video 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 TrustHow we can help
Supporter Strategy Digital content Video Print content Commercial
engagement and Insight EO and blog content
S rand storytelling
B Publishing strategy isplay and classified
D
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 julie.williams@immediate.co.uk Dan Linstead, Editorial Director dan.linstead@immediate.co.uk imcontent.co.uk Immediate Media Company Limited is the creator and owner of the copyright in all content, rationale and creative material showcased within this document and we share it with you on a strictly confidential basis. Any disclosure or use of this material without Immediate’s prior written agreement will be considered a breach of confidentiality and/or, as applicable, an infringement of our intellectual property rights and we reserve all of our legal rights in this regard.
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