Using charity budgets effectively

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Social Marketing Conference: Changing Behaviour Through Communications 30 November 2011 www.charitycomms.org.uk www.twitter.com/CharityComms www.facebook.com/CharityComms

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Transcript of Using charity budgets effectively

Page 1: Using charity budgets effectively

Social Marketing Conference: Changing Behaviour Through

Communications

30 November 2011

www.charitycomms.org.uk

www.twitter.com/CharityComms

www.facebook.com/CharityComms

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Thinking outside the box: Using charity budgets effectivelyDavid Bowles, Director of Communications

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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

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• Here’s the problem…

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• 1 in 5 people who bought a

puppy within the last two

years no longer have their

dog.

400

600

800

1000

1200

1400

1600

1800

2005 2006 2007 2008 2009 2010

Number of healthy dogs and cats euthanased

by the RSPCA, 2005 - 2010

Dogs

Cats

Year

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Puppy buying: What are the

causes?

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Well that’s another fine mess

Society’s got us into…

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Tackling the issues on a

charity budget

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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.

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Key competing forces

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Strategy

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Achieved an average 30% open rate

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Setting your KPIs

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GetPuppySmart.com

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Challenges and summary


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