TRUSTEES' REPORT AND ACCOUNTS 2014 13
TRUSTEES' REPORT
Integrated campaigns
Summary of progress
The RSPCA undertook two major integrated
fundraising and public messaging campaigns
during the year. We ran our annual RSPCA
Week around our 190th birthday celebrations
on June 16 and our main fundraising campaign -
Countdown to cruelty - was run in the period
to Christmas. RSPCA Week was themed around
our anniversary and included a coordinated
campaign, with digital, press, fundraising and
supporter actions leading up to a debate
amongst politicians and leading animal welfare
figures on the site of the same coffee shop
- now a Pret a Manger but still selling coffee -
where the RSPCA was founded and held its first
meeting. The week raised over £400,000. We
also released our annual cruelty statistics the
same week.
Our winter campaign focused on the animals
that would be cruelly treated at Christmas and
also included an award winning digital video
which received over 50,000 views on YouTube
and 350,000 on Facebook - making it one of the
most successful posts of the year. Total income
raised was over £980,000 - 105 percent of target. What we will do in 2015
The RSPCA Week campaign will be moved forward to early June and
integrated with RSPCA BIG Walkies - a new fundraising concept to
drive up participation and raise income from RSPCA events. Branding
will be distributed to all staff and centres. Further RSPCA BIG Walkies
events will be run during the year. We will run an integrated fundraising
campaign in the winter using innovative methods to increase our reach
and income.
Becky Murray/RSPCA Photolibrary