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Corporate support |
Affinity and Cause Related Marketing
The RSPB works with a small number of corporate partners on initiatives which benefit both parties. The ideal CRM partnership contains the following elements:
We prefer to put our effort into a small number of long-term, sustainable partnerships. The RSPB has worked with the Co-operative Bank, who operate the RSPB's credit card, since 1988. The Co-operative's long-standing commitment to ethical operation and the quality of their customer service have been key elements in the success of the partnership. Both are highly valued by the RSPB. For every card that is taken out, the RSPB receives £18. When it is first used, we receive a further £2.50 and then 25 p for every £100 spent. Since its launch the card has raised nearly £10 million for conservation. The RSPB brand is highly recognised and respected (80 % prompted awareness). Our endorsement of products is considered by consumers to add value and quality. For obvious reasons including likely sales, we are much more likely to license products which have a clear connection with our brand.
Examples of existing licensed products include:
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Back to basics |
Fluffy cuckoo toy - RSPB online shop (rspb-images.com)
Avocet standing in still water with reflection - Steve Round
Staff and volunteers setting up nestboxes for bearded tit in reedbed at Minsmere RSPB reserve - Andy Hay (rspb-images.com, Ref: 1999_0432_009 )
RSPB Arne reserve - Andy Hay (rspb-images.com, Ref: 2000_1912_009 )
Bird illustrations by Mike Langman (RSPB)