Using charity budgets effectively
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David Bowles, RSPCA www.charitycomms.org.uk/events
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Using charity budgets effectively
- 1. Social Marketing Conference: Changing Behaviour Through Communications 30 November 2011 www.charitycomms.org.uk www.twitter.com/CharityComms www.facebook.com/CharityComms
- 2. Thinking outside the box: Using charity budgets effectively David Bowles, Director of Communications
- 3. We’ve changed the way we campaign • RSPCA campaigning since 1824 mainly on legislation eg AWA 2006 • Less opportunities to achieve legislative change • Recognised issues less about animal welfare, more about people = behaviour change
- 5. • Here’s the problem…
- 7. • 1 in 5 people who bought a puppy within the last two years no longer have their dog. Number of healthy dogs and cats euthanased by the RSPCA, 2005 - 2010 1800 1600 1400 Dogs 1200 Cats 1000 800 600 400 2005 2006 2007 2008 2009 2010 Year
- 8. Puppy buying: What are the causes?
- 9. Well that’s another fine mess Society’s got us into…
- 10. Tackling the issues on a charity budget
- 11. GetPuppySmart.com case study Aim: • To slow down the puppy buying process by providing people with a one-stop-shop for information about getting a puppy, in a fun and light- hearted way.
- 13. Strategy
- 14. Achieved an average 30% open rate