The challenge

TV has been a great way for the RSPCA to recruit supporters. Since the charity started using the medium in 1997, it’s been a key part of its donation income.

Typically it’s used to recruit regular donors giving between £2 and £5 a month. Although the medium has historically performed well, in 2007 there was a declining of response rates, an early sign of the potential impact of the credit crunch.

In 2008, a new strategy was developed, firstly changing the message to highlight how new legislation meant the need for RSPCA services was now stronger than ever.

Secondly, instead of asking for regular donations the charity switched to looking for one-off support.
Finally, the media mix was altered, adding text response mechanisms and also integrating TV with inserts, door drops, search, online display and adding a dedicated microsite.

The TV solution

To make the new strategy effective, the way TV was used was also changed, with the RSPCA using a wider mix of TV stations at heavier weights than previously. Crucially, the message made more use of terrestrial TV and dayparts outside the traditional DR TV schedule of Monday-Friday daytime TV.

Creative showed how the animal welfare act enabled the RSPCA to take action earlier where animals were believed to be suffering. Images of animals being helped at RSPCA centres appeared over the commentary revealing how the charity was now dealing with 15,000 more complaints each year. The charity dubbed the situation its “biggest animal rescue”.

Results

A first test that ran in September 2008 showed how effective the new strategy could be, with response rates up nearly 300% for the DR TV work and responses for media such as door drops and inserts up more than 25% compared to control groups.

Total return on investment was up more than 40% on the previous work.

A full roll out took place in November 2008 with a special Christmas drive launching on Boxing Day for 10 days

Results continue to improve and the strategy will be repeated in 2009 backed by new creative.

“This is a great example of a charity thriving within the current recession. Three key insights have driven success: a creative insight that makes the case for support in the current economic climate; a media insight that an integrated multi media campaign, with television at its heart, is more effective than the sum of individual media schedules; and a donor response and engagement journey that generates huge response, and converts much of it to income.”

Mike Colling, Mike Colling & Company