FUNDRAISING NEWS: Scottish SPCA tests public view

ANNIE KELLY

The Scottish Society for the Prevention of Cruelty to Animals is testing two different images of abused animals as part of the same fundraising campaign to see which one attracts the most donations.

One shows a dog which was starved to death, while the other pictures a puppy saved from abuse by the Scottish SPCA. The charity is trailing the creative to see which inspires more people to become a "friend

of the organisation and donate £3 a month. The image that attracts the most money will feature in a nationwide fundraising and communications campaign to be rolled out in the autumn.

Created by ad agency WWAV Rapp Collins Scotland, the two images have also been designed to reflect the different work undertaken by the charity, which aims to stop violence and abuse and to fund the recuperation and rehousing of ill-treated and sick animals.

"We're trailing this new creative to find out how people react to our different campaign messages,

said Michelle Grubb, marketing and fundraising officer at the Scottish SPCA. "This is the first time we've really researched into how the public connects with our work."

The Scottish SPCA aims to raise around £43,000 through the insert campaign, which cost about £40,000 to run. However it hopes that it will recruit more regular givers who will support future campaigns and fundraising initiatives.

The inserts will appear in a range of magazines and publications to target a broad spectrum of potential donors. Magazines from Cosmopolitan to My Dog will carry the insert in March and April. The charity hopes the campaign will also show which magazine readers are more likely to respond to similar calls for donations.

"We're taking as much information as we can from this campaign to create more targeted and efficient campaigns in the future. It's vital that we really understand who our key supporters are,

said Grubb.

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