Six stories of supporter engagement

CASE STUDIES BY

Eagle House, Immediate’s landmark building in central Bristol

Welcome to ImmediateImmediate Media is an award-winning special interest content company, with offices in London and Bristol.

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 of clients across not-for-profit, charity and 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.

Our content focuses on the passions of members, readers and supporters. From 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. For more case studies, please visit our website at imcontent.co.uk

IN NUMBERS

No.1membership and loyalty

content agency

12household name charity and membership clients

1mLoyal subscribers – the UK

market leader in print

87mGlobal visitors to our

websites in April 2020 alone

Many charities and membership organisations have printed magazines, but want a digital home for this valuable content too. After all, some supporters prefer to receive content digitally – for convenience or over environmental concerns. And there are other advantages to digital too: the ability to link to online articles from member emails and social media, for example; or to use some content to attract new members.

Traditionally, online magazines have been delivered as PDF-style page-turners, but in a mobile-first world these are both challenging to read (lots of pinch-zooming) and make it hard to surface content.

Instead, our solution for the charity Butterfly Conservation is an elegant, simple microsite which

‘bolts on’ to the organisation’s main website (requiring no in-house development) and houses all articles from their magazine. Entry to the site is via a login, using members’ individual numbers. Once in the site, members can browse features, columns and news like an online newspaper. Video content, graphics and longer articles can all be added to the site, adding value to the print edition.

Launched during the coronavirus lockdown, the digital edition has proved immediately popular with members. A reader survey showed 75% wanted the digital edition to continue, and respondents rated the edition highly for convenience, cost-efficiency and impact.

To explore the site yourself, email hello@immediate.co.uk

A beautiful and efficient digital members’ magazine

80%of survey respondents

rated the digital execution highly, with new members rating it

especially positively.

Case study: Butterfly Conservation

75%of Butterfly Conservation

members who read the print magazine said they

wanted the digital edition to continue

The bi-monthly magazine for our client Boundless is a much-loved benefit of membership, covering motoring, leisure and public sector issues. In 2019, though, we wanted to take its enagagement levels with both members and the wider public – through digital and PR channels – up a level.

Our concept was a special issue which would name and celebrate the UK’s 50 Greatest Drives – the best road trips in England, Wales, Scotland and N Ireland. We chose a longlist of routes by combining insight from motoring experts and the well-travelled members we were writing for. Our contributors including TV presenter Vicki Butler-Henderson, Top Gear contributor Dan Read, and Boundless motoring group leaders. Then, knowing that Boundless members love to

be involved in the magazine, we enabled them to vote on their favourite drives from the list of 50.

Our commercial team worked closely with Boundless’ long-standing partner, LV=, to create native sponsorship of the feature, and we created press releases to regional and national media. We created four different covers for the magazine, highlighting routes in the four British nations. And we upscaled the print feature into a rich, in-depth online feature which is now one of Google’s top-three hits for ‘great British drives’.

The result was a multi-faceted and industry award-winning campaign which yielded an estimated £150k of media value, record page views to the online feature, and incredible member feedback.

An award-winning PR and membership campaign

115pieces of national, local

and online press coverage for the campaign,

including the Times, Daily Mail, Sun and inews

Working with Immediate is

a real highlight of my job. Our business is quite complex and we value the input they offer, from ideation to creating the content – we know that the end result will be fantastic. They are now seen as an integral part of our business, on hand daily to help members, answer questions, and build layers into our strategy.Hannah Raymond, Content Manager, Boundless

Case study: Boundless

Our work for the charity English Heritage covers a wide range of supporter and member communications, including videos, activities, print magazines and commercial partnerships.

Attracting and retaining members is the lynchpin for revenue growth and sustainability. Retention is strongly influenced by how often members visit EH sites, and how strongly connected they feel to the cause: our content has to deliver on both metrics.

A key area of focus has been appealing to families – a strategy which bore huge dividends as people tried to home-school history during 2020’s coronavirus lockdown. Our Kids Rule! magazine is full of fun, engaging history content relevant to educational

Key Stage 2 (ages 7-11) – the largest segment of the family membership. Lively illustrations, colourful copy and a host of craft projects come together in a magazine that encourages kids to get out to EH properties (when they can) and learn at home (when they can’t).

The magazine is accompanied by a dedicated area of the EH website and a YouTube channel offering videos and downloadable activities, inspiring them to engage with England’s story.

This content is driving engagement, retention and huge reach: videos on EH’s ‘What Was Life Like?’ YouTube channel have over a million views.

Explore more at english-heritage.org.uk/members-area/kids

Bringing history to life in supporters’ own homes

with a suite of membership comms

across print, web, social and video

We have worked

very closely with Immediate to develop our member retention and communications strategy. Notable successes over the last year include a successful and engaging GDPR campaign, the launch of a members’ rewards programme, and video content that is attracting record views on YouTube and social.Tersia Boorer, Senior Content Marketing Manager, English Heritage

Case study: English Heritage

Journalist Phoebe Smith experiences rough justice on a Saxon battlefield – from English Heritage Members’ Magazine, October 2018

Reaching

969kmembers

Our partnership with the RSPB has delivered major achievements, driving demonstrable increases in member engagement and income. Starting with a relaunch of their flagship magazine, Nature’s Home, we have broadened our scope to produce nine different publications and a range of digital content, targeting age groups from toddlers to retirement. We work closely with the in-house editor-in-chief to deliver content that engages serious birdwatchers, as well as reaching out to new audiences including families and children. RSPB’s total member numbers now stand at over 1.2 million.

In 2017, we completed a major content migration project on the RSPB website, assessing over 7,000 content pages and optimising

them afresh on a new content management system. On social media, we have helped the RSPB engage a mass audience with their Big Garden Birdwatch and Big Wild Sleepout campaigns, and we continue to develop social assets to build their online audiences.

Drawing on our established media sales relationships, we have increased advertising revenues by over 20%, increasing yields, attracting more brand advertisers and accessing agency schedules.And as external postage costs have risen, we have benchmarked multiple operators to ensure the most economical distribution.

Across the board, we are helping ensure that as much as possible of RSPB’s revenue goes where it is most needed: to conservation.

Driving growth and cost-efficiencies for the RSPB

14%of readers made an

additional donation to the RSPB as a result of reading the magazine

I have worked with the

Immediate Media Branded Content team on the portfolio of RSPB supporter publications, including our flagship member magazine, Nature’s Home, for over three years. It has been an incredibly productive and enjoyable relationship and I’m looking forward to many more years of working with them.Mark Ward, Editor-in-Chief, Nature’s Home magazine, RSPB

Case study: RSPB

‘The Science of Migration’. Taken from RSPB Nature’s Home magazine, winter 2018

Battersea Dogs & Cats Home is a world-renowned institution, caring for over 7,000 animals every year. Their supporter magazine, Paws, is a key way of communicating with over 18,000 stakeholders, galvanizing support for campaigns, raising money and finding new homes for animals.

In 2018, Battersea launched a new brand identity. We worked closely with Battersea’s in-house teams to implement the rebrand, advising how the new look and feel could be applied in a magazine context.

The content of the first rebranded issue was carefully chosen to introduce the rebrand to supporters. The front cover reflected above-the-line campaign messaging, showing Peanut and Misty, two Battersea ‘undercover

journalists’ featured in an online video series. A feature on ‘Battersea through the ages’ demonstrated how the charity has adapted to the needs of animals and is ‘here for every dog and cat’.

The magazine’s carrier sheet, which includes the fundraising ask, was also re-designed with a larger and more impactful hero shot of a Battersea dog on the front.

The rebrand had a direct effect on fundraising and ROI. Despite mailing volumes being reduced due to GDPR compliance, the fundraising ask on the cover letter generated almost three times more income than forecast. There was an almost five-fold increase in response rate, and a significant increase in the average gift value.

Increasing supporter revenue for Battersea

Immediate works with

Battersea on our supporter magazine and annual impact report, with very positive ongoing results. Incorporating a total rebrand was no easy feat. Their designers came through with visually appealing concepts that remain a great fit with Battersea’s vision, mission, and values.Dee McIntosh, Director of Communications & External Affairs, Battersea Dogs & Cats Home

Case study: Battersea Dogs and Cats Home

Arlow, a four-month-old Lurcher, photographed for a feature on Battersea’s lost dogs and cats helpline. Taken from Paws magazine, winter 2018

increase in response to fundraising ask following the magazine’s redesign

5xresponse

rate

Case study: Avon Wildlife Trust

Young and old engaging with nature – video still from our learning video for Avon Wildlife Trust

The Avon Wildlife Trust (AWT) wanted to create an inspiring short film to raise awareness of their learning offer in Bristol, and showcase the programmes that are available for all ages. The film needed to highlight the impact of their work on local communities and the environment, as well as highlighting why standing up for wildlife now is so important.

The film needed to speak to a wide range of audiences, ranging from supporters of AWT and nature enthusiasts, to educators and corporate partners. Another key challenge was engaging those families and parents in the city’s more deprived areas who may be unaware of the opportunities AWT provides. Finally, the film needed to feel inspirational and shareable on social media and via e-comms.

We came up with a video campaign centred around the learning experiences of three of their key target audiences – a primary-age child, an adult wildlife conservationist and a parent with his three-year-old son. Through their stories, we showcased the different ways in which AWT helps engage people with nature and wildlife conservation, empowering them to stand up for nature.

Our narrative approach followed the journey of a child growing up through to an adult’s engagement with nature, and their hopes for the next generation as a young parent. We co-created the script through in-depth interviews with each narrator to ensure that the end result felt real and authentic.

Demonstrating impact and championing cause

with kids, leaders and learners to capture the

AWT education offer

We are so happy with

all of this beautiful footage! You’ve all done a great job at capturing what we were looking for, and it’s so lovely to see it at this stage. Everyone loved it!

Sarah Mitchell, Communications Officer, Avon Wildlife Trust

10interviews

How we can help

Digital content SEO and blog content Content design & UX Social media content E-newsletter design, writing and strategy

Website build Content migration

Our content engages more than 38m people each month.From web and email to social, video and TV channels, we’re creating exciting new content experiences for our audiences as well as delivering profit-making solutions for our clients.

Strategy and Insight

Content audits Staff workshops and training Tone of voice Reader panels and user testing

Focus groups Sector analysis and reporting

Understanding audiences and how they engage with content is a central strand of our business. We work with clients to develop robust content strategies and embed them within their organisations.

Supporter engagement

Awareness-raising Galvanising action Fundraising Seasonal promotions

Whatever your campaign objective, we can support it with brilliant creative and a cross-channel media approach.We’ve worked with some of the UK’s leading brands and charities on campaigns which drive huge public engagement.

Print content Publishing strategy Editorial, design and

photography Advertising sales Reprographics and print

production Paper buying Mailing liaison and fulfilment Reader insight

We have industry-leading expertise in creating, publishing and monetising print content. Working to your brand and marketing objectives, we can provide a full publishing service or dovetail with in-house teams.

Video Brand storytelling Social video Explainers ‘ How to’ videos Animation and motion

graphics Distribution strategy

We offer end-to-end video solutions, from strategy to analytics. We have in-house production and editing resource, and video studios in London and Bristol. Whatever your brief, we will work with you closely to explore how video can support your goals and deliver ROI.

Commercial Display and classified

advertising Member rewards Advertorials and

native content Inserts/onserts Sponsorships and

partnerships Digital campaigns

We deliver third-party revenue for many clients, selling cross-media advertising and content campaigns to build commercial partnerships and offset the cost of content production.

Want to know more?Julie Williams, Director of Branded Contentjulie.williams@immediate.co.ukDan 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.

We’d love to discuss your supporter engagement challenges and tell you more about our work and approach. Drop us an email: