The RSPCA is launching its ‘Big Christmas Feed’ campaign using a combination of TV, online, and warm and cold mailings to reach existing and potential new donors as it enters one of its busiest periods.
The Society says that the numbers of animals it has rescued "have swelled enormously" in 2009 as more people abandon pets, and fewer people are able to rehome them during the recession.
The campaign has been created by specialist direct marketing agency Whitewater. At the campaign’s heart is a 90 second TV advert. which focuses on the cost of feeding and caring for the animals in its rescue centres. A cat, for example, costs £12 per month, whilst for a dog the figure is £26. The aim is to help people see how their support will directly impact on an animal in the RSPCA’s care.
Brendon Elliott, personal fundraising manager of the RSPCA, said: "In 2009 the RSPCA announced that animal abandonments in the UK rose by a staggering 57% (in 2008) against the previous year, meaning demand for our services is incredibly high. This campaign will help us raise the money we so urgently need to feed and care for the pets in our care."
The mailing campaign begins in the middle of this month with warm mailings being sent to 300,000 donors, and a further 75,000 cold mailings due on 23 November. The TV campaign will start at the beginning of December.
Media buying is by MC&C, with additional work by AMP.
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