Case study: the RSPCA

Third Sector, 30 June 2009

RSPCA Felledge Kennels campaign

The story and figures of an emotional campaign: our expert liked it a lot.

Campaign: Felledge Kennels, Dogs on our Doorstep campaign

Agency: Whitewater/in-house video and digital teams

Background: The RSPCA wanted to raise money to build three kennel blocks with isolation units and veterinary suites at its site in Felledge, County Durham. The charity also wanted to develop relationships with existing donors and recruit new supporters in the region.

- What was done?

The charity sent emails to 100,000 existing supporters and direct mail packs to 185,000 warm donors nationally during April and May. A local cold mailing was door-dropped at 322,000 homes in the north east.

The emails and mail packs contained details of the proposed kennels and explained that they would cost £1.52 per square inch to build. Supporters were then asked to fund a certain number of square inches. Existing supporters were asked to give a number based on their last gift to the RSPCA, and cold recipients were asked to fund six, 10 or 20 squares. Supporters were told that the aim was to complete the project by Christmas.

The charity created a website linked to its home page featuring a video of a local RSPCA chief inspector doing a tour of the proposed building site and explaining the need for the new facilities. Visitors to the website could donate online.

Results

The appeal target of £760,000 was exceeded by £100,000. Donations are still being made online. The warm supporter response rate was 13.5 per cent, including email responses and internet donations, and the average gift was £21.66.

The regional door-drop response rate was 0.35 per cent and the average gift was £17.60.

Hannah Jordan

EXPERT VIEW

Stephen Pidgeon, Chair, Tangible Response

This campaign is a cracker. The local focus is great, and the charity has brought a number of interesting and unusual formats together to create a strong and emotive appeal.

The pictures of dogs alongside details of the charity's plans for the new kennels provoke an emotional response, and the square images match the core proposition: "How many one-inch squares will you donate?"

The Dogs on our Doorstep campaign name is catchy, and the deadline ("If we start building now they'll be in for Christmas") is also a winner. The microsite video by a local RSPCA chief inspector is a great idea.

They don't get much better than this - although it has to be said, the topic makes it easy.

EXPERT RATING

Creativity: 5

Delivery: 5

10 out of 10

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