People's Dispensary for Sick Animals (PDSA): Bringing Wills, Pets and Direct Together with a Smile.

This case study explains how PDSA, the UK animal charity, used a positive message for a 'free wills' service in three targeted locations.

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...

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