The RSPB has appointed Zone as its lead digital agency following a three-way pitch.

The brief, which will be handled by Zone’s third-sector practice Public Zone, aims to deepen engagement amongst key audiences and build a momentum of support behind nature conservation.

As part of its long term strategic partnership with the charity, Zone will be overhauling the RSPB website and content management infrastructure. Featuring an enhanced user experience, the site will be optimised to deliver a larger database and increased revenue. A new content strategy will aim to broaden perceptions of the RSPB’s work as well as increase practical and political engagement and advocacy.

The new site, due to launch early 2015, will form a key part of the RSPB’s overall “Giving Nature a Home” campaign and marketing strategy.

The RSPB is the country's largest nature conservation charity with more than one million members, inspiring everyone to give nature a home. Together with its partners, the RSPB protects threatened birds and wildlife across the UK and its Overseas Territories. The charity also plays a leading role in a worldwide partnership of nature conservation organisations.

Luke Surry, Head of Digital and Supporter Systems, said: “We want to inspire generations of people to create a true movement for nature that governments and businesses can’t ignore. We need our digital estate to work harder in helping us achieve that objective. Zone’s passion and expertise in online fundraising, movement-building, advocacy and supporter acquisition means they’re the ideal long term partner for us.”

Jonathan Simmons, director at Zone said: “Leading charities need to use digital effectively. RSPB understand this and we are very excited to be partnering with such a great charity with equally sizeable ambitions. Our deep knowledge of digital fundraising and online advocacy – born out of our work with more than 125 charities over the past 10 years – will help convert supporters into donors and advocates.”

Zone’s clients include the BBC, Prostate Cancer UK, BT Supporters Club, Tesco and Coca-Cola GB.

Published on: 7:46PM on 26th February 2015