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New communications programme for WSPA regular donors

New communications programme for WSPA regular donors

The World Society for the Protection of Animals’ (WSPA) UK office is this month launching Animal Protector, a personalised and mainly online communications programme for its regular givers.

Regular donors will have access to a personalised website whether they will find regular updates on the animals they are helping to protect, videos and slideshows about the animals, and the latest news from WSPA’s project partners. By creating their own profile and updating their personal details, they will be able to manage how they support WSPA by changing the amount they give and the date it comes out (if they are giving by Direct Debit).

If regular donors do not have access to the internet, they will receive quarterly updates on the animals they are helping to protect.

WSPA UK Director Suzi Morris hopes that the scheme will increase , and also improve acquisition and encourage cash givers to make a regular gift. She said: “WSPA knows that is a big commitment for people to make and it is something for which we are very grateful. We want to reward this loyalty with Animal Protector, a stream of communications and interactivity to engage WSPA regular supporters with the animals they are helping to protect and project’s they are helping to fund”.

The Animal Protector concept was developed by WSPA staff and creative agency Bluefrog. it will be available for those supporters who give monthly, quarterly and annual donations by direct debit, standing order or payroll giving.

Targets for 2011 are:

* recruiting 12,798 new Animal Protectors

* first year attrition of 24% across all channels

* reduce existing regular giving monthly attrition rate of 1.25% by 0.1% per month across all channels

The UK office of WSPA is responsible for a third of the global fundraising income last year, with regular giving at £5 million making up around 32% of last year’s UK income. There are plans to roll Animal Protector out globally throughout WSPA, with each regional version featuring localised and international content.

www.wspa.org.uk

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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