| RSPCA Case Study |
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Client Name RSPCA The Organisation
The RSPCA is the oldest and best-known animal welfare organisation in the UK responding to and campaigning for animals in need since 1824.
The Challenge In the summer of 2007 RSPCA was facing a long-term decline in response rates and, as a consequence, it was recruiting fewer regular givers.
mc&c was set three key challenges:
New thinking underpinned our approach to these new audiences:
We created "The Biggest Animal Rescue" campaign showing the increasing numbers of animals coming into rescue centres, and the increasing need for support. This launched with an integrated media campaign using a combination of television, media inserts, door drops, direct mail, search and online display activity. The total schedule was planned to reach audiences not reached by the RSPCA for several years. The creative message was integrated across all channels, all singing in harmony rather than carrying separate messages. We made a radical leap for a charity campaign by not asking for money – rather, we just asked the audience to respond and "support us". ·And finally we added new response channels. Traditionally we had asked donors to call or write to us. We recognised that these new donors are more at home with digital media, and we moved to text and online as the primary response channels. The Results We launched the campaign in the week that Lehman's collapsed, the height of the credit crisis; however the campaign reached more potential supporters than in the previous 12 months:
What we did Reversed a long-term decline in response rates and ROI
Client View "The RSPCA has worked with mc&c for more than six years as both a strategic partner and media buyer. At all times, we have found the service to be of high quality and the insight delivered into our fundraising programme first rate. I would have no hesitation recommending mc&c as a partner ready to challenge your fundraising programme, and offer up the opportunities to make it perform better."
Louise Mwanza |
