RSPCA: R - Really, S - Successful, P - Print, C - Christmas, A - Appeal

RSPCA, an animal welfare charity, increased donations in the UK by launching a campaign that featured tailored creative based on donor data.

Campaign details

Agency: EditClient: RSPCACampaign Name: R - Really, S - Successful, P - Print, C - Christmas, A - Appeal

Generating cash donors and funds in place of face-to-face fundraising stopped due to the pandemic was critical.

Strategy

An effectively integrated multi-channel campaign was devised including TV and direct response print activity.

Analysing donor data at a household and sector level helped RSPCA understand the personas it wanted to acquire.

AdDynamix was used to understand competitor activity, and TGI to recognise why people would donate. Core audience segments were mapped into JICMAIL to identify...

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