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Affinity and Cause Related Marketing

RSPB Visa card - Kingfisher (Classic) card

The RSPB works with a small number of corporate partners on initiatives which benefit both parties.

The ideal CRM partnership contains the following elements: 

  • A combination of two brands that are stronger than either in isolation 
  • A product or service that offers excellent value to our members and supporters
  • A product or service that enhances the environment and directly furthers RSPB charitable objects
  • A product or service whose qualities are easy to promote
  • Generation of significant funds towards the RSPB's conservation work
  • Shared 'values' and objectives between the partners

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.

Fluffy cuckoo toy

Examples of existing licensed products include:

  • Soft-toy singing birds in partnership with Wild Republic (UK) Ltd. Over 1.2 million of these toys covering over 40 species have been sold since their launch in 2003 
  • The CatWatch cat deterrent manufactured and distributed in the UK by Concept Research Ltd. This product underwent successful scientific testing by the RSPB before being endorsed in 2004 
  • Over 20 books covering a wide range of bird and other wildlife topics. These have been published by A&C Black Ltd and Dorling Kindersley Ltd 
  • A range of RSPB optical equipment supplied by Viking Optical since 1996.

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