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“Het Grote Vogelweekend”: 300% increase in member conversions

From reach to conversion and engagement

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Every year, Natuurpunt organizes a big event at which thousands of people count and identify the birds in their gardens. As a result, Natuurpunt gathers valuable information on the bird population in Flanders and Brussels, and raises awareness for the preservation of nature. All while offering a fun, engaging experience to young and old.


Besides collecting data on the bird population and raising awareness, Natuurpunt aims at converting participants to the event into paying members. In the end, it’s these memberships that help the organization to provide education and preserve over 22.000 hectare of Flemish nature in 500 natural areas.


LUON supports Natuurpunt in optimizing their marketing strategy and touch points to maximize conversions. In tailored workshops with the marketing team, we

  • define key objectives
  • discuss macro- and micro-conversions
  • lay out an omni-channel strategy for the campaign from reach to conversion and engagement
  • offer advice on conversion optimization tactics to implement


Compared to last years’ campaign, Natuurpunt saw a 300% increase in campaign-related member acquisitions.

As a secondary outcome of the workshop, the Natuurpunt marketing team can start to focus more on measurement, testing and optimizing for conversions.