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. 1. Social Marketing Conference:Changing Behaviour Through Communications 30 November 2011 www.charitycomms.org.uk www.twitter.com/CharityComms www.facebook.com/CharityComms
  2. 2. Thinking outside the box: Using charity budgets effectively David Bowles, Director of Communications
  3. 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
  4. 4. • Here’s the problem…
  5. 5. • 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
  6. 6. Puppy buying: What are the causes?
  7. 7. Well that’s another fine messSociety’s got us into…
  8. 8. Tackling the issues on acharity budget
  9. 9. 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.
  10. 10. Key competing forces
  11. 11. Strategy
  12. 12. Achieved anaverage 30%open rate
  13. 13. Setting your KPIs
  14. 14. GetPuppySmart.com
  15. 15. Challenges and summary

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