RSPCA had become overly associated with being animal welfare ‘enforcers’ rather than ‘people like me who love animals’. Potential supporters needed to see how they shared the same goals as the charity and identify with the authentic compassion and dedication the that RSPCA teams bring to their work in animal rescue and welfare.
THE NEW RULES
Dramatise what the charity stands for: – kindness to animals – and give the supporter a role.
This new positioning and integrated platform idea gave the charity and its audience a powerful and highly emotive shared purpose: ‘to create a world that’s kinder to animals’.
Integrating all communications, brand and fundraising we have been able to successfully uplift the performance of RSPCA’s fundraising programme.