The Challenge

RSPB wanted to grow long-term income by connecting with a new generation of supporters. The team needed a fresh, less traditional Regular Giving proposition that would demonstrate a faster, more creative way of working.

Our Objective: To develop, test and pilot a new Regular Giving product that could attract new donors, launch quickly, and inspire a more experimental approach across the organisation.


Our Approach

We led the project from early-stage idea generation to live pilot:

  • Generated hundreds of ideas using creative sprints and AI, with RSPB staff and audiences

  • Tested and refined the top three ideas through audience research and smokescreen testing

  • Identified a winning concept – The Unloved Birds Club – that stood out for its playfulness and appeal

  • Worked together with the RSPB to built and launch a 3-month pilot in just 8 weeks, including landing pages, donation journeys, creative ads and email series

  • Ran weekly experiments during the pilot to improve performance and lower cost per acquisition


The Impact

  • Strong pilot results and CPA: The Unloved Birds Club successfully launched in September, surpassing pilot targets, with a CPA of under £50 per donor.

  • Attracted a new audience: Early supporters included younger, previously untapped nature lovers, as well as people who had engaged with the RSPB.

  • Faster ways of working: The team saw what’s possible with a lean, test-and-learn approach to product development.

  • Internal mindset shift: Helped show the power of an experimentation mindset, collaboration, and agility across teams at the RSPB.


Genuine excitement: Internal excitement around getting an idea to market within just 8 weeks.

"It’s been a joy to work with the Good Innovation team on the Unloved Birds Club. Riona has helped us work ambitiously, creatively and collaboratively at a rapid pace and we are very proud of the results we are seeing. Together we’ve been able create a product that is resonating with new supporters and offers them something different to other RSPB fundraising products. As Head of Income Product Development, the team at Good Innovation have helped me establish new ways of working that will help us innovate more rapidly and confidently in future."

Natasha Foxford

Head of Income Product Development