The charity said that it has previously sent out appeals as direct mail but is now keen to develop its digital communications strategy and explore more cost-effective fundraising ideas.
RSPB's first online appeal launched last week asking for donations to help fund conservation work around Titchwell Marsh in Norfolk. It was sent to members who had specifically requested digital appeal letters as well as a targeted selection of non-members who live in the area.
The move is part of a growing trend for charities to use digital marketing as the profile of internet users widens.
A spokesman for RSPB said: "Our first online appeals campaign has a tailored 'ask'. If you can establish a connection with the person for whom you're asking for a donation, and do this through the medium they want, you are likely to get a more positive response."
The RSPB is also planning to continue producing its e-newsletter, which has just under 300,000 subscribers and has seen a 25% increase in subscriptions since September.
Earlier this week the RSPB appointed Prolog to provide call centre and customer care services to support its trading activities.
It expects to receive up to 200 orders an hour at the contact centre during peak times, the bulk of which will be submitted online or by mail order.
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