Campaign management, content creation and marketing strategy
Founded in 1824, the Royal Society for the Prevention of Cruelty to Animals (RSPCA) is the largest animal welfare charity in the world. Operating in England and Wales the charity aims to rescue, rehabilitate and rehome or release suffering animals.
TASK
- Campaign creation and management
- Reporting and dashboard setup
- Marketing strategy
- Content management and creation
- Budget management
- Stakeholder management
My Approach
I first started working with the RSPCA at the beginning of 2021. During this time, the charity was still weathering the storm of the Covid-19 pandemic.
The RSPCA had faired incredibly well with the introduction of its 2020 Emergency Appeal, however, the charity needed to continue to look for innovative ways to retain longstanding, lapsed and new donors.
I was tasked with launching the RSPCA’s brand new ‘Cancel out Cruelty’ summer cash appeal to existing donors, as well as amplifying the cash appeal digital marketing strategy. I then went on to manage the annual ‘Join the Christmas Rescue’ appeal and launch 2022’s Emergency Litter Appeal.
The Results
A story-led, clear email marketing strategy, video content and personalised direct mail to the supporter’s region helped to dramatically increase donor retention, brand awareness and average donation amounts for the RSPCA.
- 68% increase in email marketing income
- Reactivated 700 lapsed supporters in one campaign
- Generated over £586k in income in one campaign
- Campaign managed the most successful Christmas appeal ever!
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