Can a magazine save the world?
-
WWF are the people who are making sure our planet stays amazing. Their supporter magazine Action was a long-standing and well-loved supporter publication. But while the WWF brand had moved on, the magazine hadn’t. WWF needed to bring the publication up-to-date with their new brand, whilst ensuring it remained an engaging and accessible magazine. If it could help increase donations too, even better.
-
The first step was to take a look at the existing magazine to see what was working and what was missing. We didn't just rely on our own opinions, but got the views of Action’s readers too through reader surveys. We then got to work on the magazine itself – revising the structure, content, tone, layout and the other essential components of supporter publications, such as signposts and calls to action.
-
The first edition of the new Action attracted an unprecedented donation response in excess of £50k. Subsequent editions have also seen a healthy uplift in donations. It’s not just attracting donations, but support too – recently, over 18,000 people (14% of the readership) took action to help change EU fishing legislation. And if that wasn’t enough, it’s also attracting the attention of our peers, with Action recently shortlisted for a CorpComms Award in the category of Best (not-for-profit) Corporate Publication.
WWF-UK