1. Reaching new audiences Tony Fawcett, Web Manager Campaign to Protect Rural England

2. What CPRE does Campaigns for a beautiful and living countryside, protecting green spaces for everyone to enjoy, while enhancing towns to make them better places to live.

3. Threat to countryside Reforms to planning have made it easier for developers to get permission to build more housing in the countryside Local democracy weakened

4. Save our countryside CPRE’s charter to save our countryside Speech bubble brand, idea of having a voice for the countryside

5. Three asks: Don’t sacrifice our countryside, build on brownfield land first A fair say for communities in shaping the places where they live More housing in the right places, building affordable housing near to where people live and work

6. Action: sign the charter Distinctive, strongly branded campaign action page Easy to sign up Postcode look up, quicker and easier for user and accurate data

7. Charter comments We asked people to say why they were supporting our charter Nice and short to keep it easy Two thirds of people made a comment

8. Advocates The charter comments allowed our campaigners to be our advocates in their own words We were able to use those comments in both online and offline media

9. In their own words… It is just so important that people have access to real countryside. An appreciation of nature helps soothe away the stress of modern life. I simply could not function without my regular doggie-walk or bike ride out into open countryside. Polly, Salisbury, Wiltshire

10. Campaign launch Multi-channel Press coverage Celebrity endorsement Social media, Facebook and Twitter YouTube video Campaigns update email Consistent branding across channels

11. Campaign launch Launch 14 July 2013 YouTube video captures our values to fight to protect the countryside Easily embedded and shared content

12. First email First email to Campaigns update readers sent 17 July 2013, after media launch

13. Results: first email Clicking on email link to action landing page with pre-populated data 21,112 emails sent 39% open rate 3,396 signed the charter (41% of opens)

14. Social sharing After signing the charter people were encouraged to share their action on Facebook and Twitter to increase support

15. Social sharing: results 1,697 from Facebook signed the charter 44 from Twitter signed the charter

16. Reminder emails… Reminder emails are a great way to increase response rates 1,203 sign ups, email August 2013 421 sign ups, email September 2013 335 sign ups, email October 2013

17. Results end of 2013 By the end of 2013, 14,732 people had signed the charter Over 300 leads converted to Direct Debit supporters through telemarketing E-newsletter subscribers increased by 50% from 17,022 to 25,519 We wanted to continue the momentum

18. Beyond organic In 2014, we decided to increase support by running the charter campaign on the change.org website World’s biggest petition website. At the time of the campaign in July 2014, it had a UK reach of 3 million, and now 6 million

19. Multi-variant testing Different headlines and images were tried Same body copy on all campaigns 5 different images 3 different headlines Total 15 variations The winner based on most sign ups

20. 5 different images

21. 3 different headlines Help stop unnecessary greenfield development. Over 700,000 houses already planned in the countryside Persuade politicians to take action before more of our countryside is lost forever Fight back and save our countryside from being sacrificed while brownfield sites lie idle

22. Image results 1 2 3 4 5

23. Winner 9,000 charter sign ups with a phone number and email through change.org

24. Converting campaigners Fundraising campaign to convert campaigners to regular givers Split test: Group A: phoned straight away, and sent a series stewardship emails Group B: nurtured through a series of emails, over three months, then phoned

25. 1 st email More about the charter campaign, threat to the countryside Simple call to action, join us on Facebook and Twitter

26. 2 nd email Update: Government creates brownfield incentives Call to action, send an e-card to a friend to spread the word

27. 2 nd email Call to action, send an e-card to a friend to spread the word 50 e-cards sent, 233 sign ups to the charter

28. 3rd email Waste of Space campaign launch Call to action, take a photo and add it our Waste of Space brownfield map

29. 3rd email Call to action, take a photo and add it our Waste of Space brownfield map 400 crowdsourced photos were added to the map

30. 4th email Update: Waste of Space map, 400 sites added to the map Election Manifesto launch

31. Split test results Group A – phone first: 146 donors, 6.18% conversion, average £65.19 annual regular gift value Group B – email stewardship first: 147 donors, 5.10% conversion, average annual regular gift value £61.28 Better conversion result on phone first

32. Fundraising results 293 regular givers from change.org, with a 5.64% conversion Average gift value £63.62 528 regular givers, across all sources including our own organic leads

33. Results: 2014 9,000 charter sign ups with a phone number and email through change.org 34,170 total charter sign ups end of 2014 Email list increased 50% from 17,022 to 25,519 in 2013 65% from 25,519 to 38,747 in 2014 528 regular givers from campaigners

34. What we learnt… Making our campaign action a petition format made it easy to sign up our followers on Facebook and their friends Partnering with a mass petition platform extended our audience reach and sign ups Our mailing list has grown and we have maintained quality with a 36% open rate

35. What we learnt… Keep the story moving, with updates on a success, keep a positive message Engage people, with a simple call to action to begin with and progress onto more involved actions Campaigners make good donors, by relating a cause to fundraising

36. cpre.org.uk