People's Dispensary for Sick Animals (PDSA): Bringing Wills, Pets and Direct Together with a Smile.
Jacob Bailey
How did the campaign make a difference?
Free wills are a hot product in the charity sector – offered to increase the possibility of legacy donations. PDSA, the UK's leading charity that treats the sick and injured pets of owners unable to afford private veterinary costs, wanted to break into this hugely competitive market and run an acquisition campaign to test their own offer.
PDSA used precision targeting through big data modelling to establish their free will offer and secure an increase in...