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Transforming membership experiences for the WWF through customer engagement labs

Challenge

WWF’s biggest challenge currently is tackling climate change. To do this effectively, the charity needed to look at its membership proposition. Increasing revenue, income and boosting the lifetime value of each member are all key goals that will enable WWF to fund literally world-changing work.  

WWF approached us to ask for our help in making the most of their existing members and in attracting new subscribers. 

Approach

We are longstanding partners with the DMA, so were delighted to come together to set up customer engagement labs in answer to the WWF’s needs. Teams of individuals from different disciplines – data, creative and tech – came together for a day to workshop solutions to drive greater loyalty for the client. The lab was a chance to generate a multitude of potential ideas for action, both in the immediate future but even more importantly in the longer term too by envisioning what a WWF member could expect in three or even five years’ time.  

Organised as a competition, four teams spent the day ideating before presenting back their ideas to a panel of influential industry judges at the end. The judges deliberated on the quality, practicality and creativity of the teams’ submissions and awarded one team the win at the day’s close.

Results

The judges were looking for innovation. They encouraged the teams to generate ideas that would bring the work of the WWF alive for the next generation. Judging criteria were focused on teams’ ability to provide practical tips as well as truly original and out-of-the box thinking to solve the challenges WWF faces. 

Happily, the teams more than delivered, offering up a huge variety of potential paths for WWF to take to transform its member experiences. Whether it be leveraging the WWF’s huge content assets more effectively, blending the physical and the digital, or using data creatively to visualise on an individual level what their financial contribution has directly allowed the WWF to deliver – the teams’ ideas inspired and uplifted our client.