English Heritage cares for over 400 of the nation’s best-loved historic places, from Stonehenge to Hadrian’s Wall. Since 2015, it’s been an independent charity, and membership revenues play a vital role in their funding. In 2016, we were invited to review English Heritage’s communications to members, including their quarterly magazine, events guide and online content.
We produce the English Heritage Members’ Magazine, which is delivered to members four times a year, along with an events guide and a children’s magazine. Working to a very precise brand and strategy brief, we’ve refined the editorial approach, bringing in more reader-generated content, new writers and a warmer, more inclusive tone. To retain the many high value members we have created a rich members only content and rewards programme, supported by a suite of video entertainment and bespoke, member exclusive commercial offers. This has enabled us to increase the perceived value of membership, member loyalty and also to increase direct income from members to English Heritage.
The most recent English Heritage Membership Survey states the ‘Members’ Magazine is the number one driver of the renewal decision’.
Magazine content is shown to be driving site visits, one of our core objectives, as reader panel data illustrates that the highest scoring features correlate with the highest no. visits to featured sites.
We have increased member engagement with the Members’ Magazine and supporting digital content:
- Avg magazine reader satisfaction scores up 7% YOY (reader scores of 9 and 10 out of 10)
- Avg reader engagement scores up 35% YOY (percentage reading for at least 1 hour), in 2018 80% read all or most of the main magazine
- Our highest performing video has exceeded 125k views with over 3.5k likes, comments and shares and an average duration of 2.12 mins (62%)