1. Renewing Renewals Daniella Wood, PETA UK

2. TEMPLATE #1
We focus our attention on animals used for food, clothing, experimentation, and entertainment
PETA works through public education, research, legislation, special events, celebrity involvement and protest campaigns

3. Renewal Schedule January: 2 Direct Mail packs and 4 email appeals
Spring: Renewal Direct Mail pack coincides with an broadcast(s)
Summer: Final Renewal Direct Mail drops and coincides with an broadcast

4. January Renewals
Renewal, New Member Drive, Pledge Upgrade, Vanguard and Vanguard Invitation appeals
2 direct mail packs and 4 s
Homepage donation button takeover
Facebook ads

5. TEMPLATE #1

6. We acknowledge the last gift made and when
TEMPLATE #1
We acknowledge the last gift made and when

7. TEMPLATE #1
We personalise the asking string to reflect the highest previous contribution

8. TEMPLATE #1

9. TEMPLATE #1
Membership card attached to the donation form, with name, membership number and the date membership began

10. Personalised asking string depending on previous giving history
TEMPLATE #1
Membership card attached to the donation form, with name, membership number and the date membership began
Personalised asking string depending on previous giving history

11. 1st Renewal email, going out to entire population of previous donors
Personalised ask to reaffirm your commitment to animals for another year
Name pre-populates on membership card image
Sense of urgency and direct action required
A few victories that were made possible only by our members support

12. 1st Renewal email, going out to entire population of previous donors
Personalised ask to reaffirm your commitment to animals for another year
Name pre-populates on membership card image
Sense of urgency and direct action required
A few victories that were made possible only by our members support

13. 1st Renewal email, going out to entire population of previous donors
Personalised ask to reaffirm your commitment to animals for another year
Name pre-populates on membership card image
Sense of urgency and direct action required
A few victories that were made possible only by our members support

14. 1st Renewal email, going out to entire population of previous donors
Personalised ask to reaffirm your commitment to animals for another year
Name pre-populates on membership card image
Sense of urgency and direct action required
A few victories that were made possible only by our members support

15. 1st Renewal email, going out to entire population of previous donors
Personalised ask to reaffirm your commitment to animals for another year
Name pre-populates on membership card image
Sense of urgency and direct action required
A few victories that were made possible only by our members support

21. 1st New Member Drive email, going out to enews subscribers
Invitation to join PETA and become a member
Sense of urgency and direct action required

22. 1st New Member Drive email, going out to enews subscribers
Invitation to join PETA and become a member
Sense of urgency and direct action required

24. Pledge Upgrade
Softer ask to increase the amount of the regular gift
Current giving data is pulled through

25. Pledge Upgrade
Softer ask to increase the amount of the regular gift
Current giving data is pulled through

26. Pledge Upgrade
Softer ask to increase the amount of the regular gift
Current giving data is pulled through

27. Pledge Upgrade
Softer ask to increase the amount of the regular gift
Current giving data is pulled through

31. Vanguard Society email
Branding and Vanguard Society membership referenced
Sense of urgency and direct action required

32. Vanguard Society email
Branding and Vanguard Society membership referenced
Sense of urgency and direct action required

35. We tailor the asking string to reflect the highest gift received

36. An introduction and invitation to join the Vanguard Society

39. Initial Impact

40. Initial Impact

41. Initial Impact

42. Initial Impact

43. Initial Impact

44. Spring Renewal Renewal mailing goes out
1 , only to previous donors who have not already renewed
Facebook ads

45. TEMPLATE #1

46. We acknowledge the last pack, and apologise if our letters have crossed

47. Again, we tailor the ask to reflect the highest gift received

48. Invoice-style email Formality Sent from Membership Services

49. Invoice-style email Formality Sent from Membership Services

50. Summer Renewal Renewal mailing goes out
Final , only to previous donors who have not yet renewed
Facebook ads

51. Final Renewal email broadcast
Final call
YOUR support is necessary

52. Final Renewal email broadcast Final call YOUR support is necessary

53. Renewal Roundup
3 Renewal appeals throughout the year, catching all who have not yet renewed on 1st or 2nd appeal
Multi-channel approach
Renewal 1 is our best performing year on year
Response online was 5%, offline 18% and combined 13%

54. Thank you!