Asking for more
The RSPCA, the UK’s oldest and most renowned animal welfare charity, faced a growing challenge: rising costs and a cost-of-living crisis affecting pet owners. To tackle this, we crafted a heartfelt fundraising campaign aimed at loyal donors, showing genuine gratitude while encouraging increased support.
The campaign kicked off with phone calls, managed by agency Angel, reaching supporters with consent or legitimate interest. Those unavailable by phone received a personalised follow-up letter. Despite no recent history of upgrade asks, we set ambitious goals; 4% response by mail and 20% by phone, taking a thoughtful, waterfall, approach to maximise impact and engagement.
Capturing community concerns
Alongside design agency Different Kettle, we highlighted RSPCA’s regional rescue efforts, featuring stats and maps specific to their area. For example, envelopes displayed powerful messages like, “In 2023, we received 12,578 reports of animal cruelty in the North West.”
We tested two approaches: a story-led pack sharing Marley the dog’s rescue journey, complete with a note from his new owner, and a region-focused pack with local stats. Phone campaigns reinforced this, tailoring stories to supporters’ giving history.
Our eco-friendly choices included offsetting 1,520kg of CO₂, sustainable printing, and biodegradable materials, with clear messaging about recyclability for supporters.
Feeling the love and support
The campaign was a huge success, exceeding income targets and achieving heartfelt donor appreciation. Many supporters even wrote back to the RSPCA, sharing personal stories of their connection to the charity.
Personalised, regional approaches outperformed in response rates and cost-effectiveness, though case study-led strategies resonated with specific audiences, providing valuable insights for future campaigns.
- Overall the campaign achieved well over 11,000 upgrades
- The telephone campaign that preceded the mailing achieved upgrade targets, converting over 20% of calls with an ROI above 2
- The direct mail campaign achieved 108% of target with a double-digit ROI
- The RSPCA also received additional cash gifts from those unable to upgrade; this wasn’t budgeted for, but will deepen engagement and improve their lifetime value
