Overview

The 20for20 campaign was an integrated fundraising campaign to engage with all people across Western Australia. The campaign focuses on the need for RSPCA to have more animal inspectors employed across WA to stop the horrible cases of animal cruelty. 

After 12 months of planning and board engagement, RSPCA WA changed its fundraising approach. Rather than view the fundraising program on a year-by-year basis a five year investment strategy was developed and approved. The first significant investment in year 1 was dedicated to growth of small - medium sized donors. 

The 20for20 campaign used a strategic balance of direct response activities, online support and above the line advertising to ensure that the key indicator for success 'new donor growth' would be met, rather than being an awareness or branding excersise.

The campaign deliberately used the simple proposition:

"20for20 is a new RSPCA WA campaign to STOP animal cruelty. We are simply asking people across WA to chip in $20 so we can increase the number of Inspectors out on our roads to 20. We currently have just 11. More Inspectors means less suffering" 

This simple messaging coupled with confronting animal abuse imagery and stories was the key factors for success.

Challenge

The campaign had a clear objective: to recruit almost 10,000 new single gift donors through a multi-channel approach to drive the new five year growth strategy of the organisation.

The organisation identified that the fundraising program was in decline. New donor rates were non-existant and renewal rates of existing donors was decreasing. One of the main reasons for this was the lack of investment and long-term planning into donor acquisition and stewardship.

Solution

To understand the audience, we turned to research to help us better understand what would inspire people to give and take action, not just be aware of the animal cruelty problem. 

What we found was clear. The pillars on which the campaign was built were: 

EMPATHY – Storytelling
SACRIFICE – The hero inspector (offer)
FEAR - Attention grabbing headline + Image
ANGER - Call to action

Results

Overall good campaign KPIs. Renewal rate 77% above target.