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Using charity budgets effectively
 

Using charity budgets effectively

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David Bowles, RSPCA

David Bowles, RSPCA
www.charitycomms.org.uk/events

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    Using charity budgets effectively Using charity budgets effectively Presentation Transcript

    • Social Marketing Conference:Changing Behaviour Through Communications 30 November 2011 www.charitycomms.org.uk www.twitter.com/CharityComms www.facebook.com/CharityComms
    • Thinking outside the box: Using charity budgets effectively David Bowles, Director of Communications
    • 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
    • • Here’s the problem…
    • • 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
    • Puppy buying: What are the causes?
    • Well that’s another fine messSociety’s got us into…
    • Tackling the issues on acharity budget
    • GetPuppySmart.com casestudyAim:• 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.
    • Key competing forces
    • Strategy
    • Achieved anaverage 30%open rate
    • Setting your KPIs
    • GetPuppySmart.com
    • Challenges and summary