The Scottish Society for the Prevention of Cruelty to Animals (Scottish SPCA) is Scotland’s animal welfare charity. Its aim is to encourage kindness to animals, prevent cruelty through education, investigate abuse, rescue animals in distress and find animals new homes.
Whilst there is a huge amount of goodwill towards the Scottish SPCA and the vital work they do, converting this into action and donations is still a big ask. Research showed that whilst 55% of the Scottish population supported the Scottish SPCA’s cause and would consider donating to them, very few went on to get their wallets out. We used this insight to create our ‘Almost isn’t enough’ multi-channel fundraising campaign. Encompassing DRTV, press ads, inserts, targeted door drops, digital marketing and social media we optimized every donor touch point to deliver incremental ROI for the charity.