RSPCA’s purpose-led rebrand reversed donation decline and increased current and forecast income.
Following a decade of under-investment, animal welfare organisation the RSPCA had lost five percentage points of share in the donations market. If no action was taken, its funding was projected to be £35m lower within six years.
This case describes how new branding and a purpose of ‘Everyone to Create a Better World for Every Animal’ were communicated using channels including TV ads, a Gogglebox sponsorship, outdoor, and digital.
Evidence provided for the campaign’s effectiveness includes improvements in key brand perceptions, and a net £9m increase in income. In addition, rises in the lifetime value and volume of regular givers are forecast to contribute an additional £11m over five years.