Context
Heading into 2023, the RSPCA faced dwindling loyalty among regular givers and a drop in cash donations, a challenge felt across the entire charity sector as the country worked to recover from COVID-19 amid a growing cost-of-living crisis. To rebuild trust and strengthen loyalty with their wide donor base, the RSPCA wanted to create a direct mail pack that would reconnect people with the cause and remind them why they give.

Audience Problem
People’s finances are under constant strain—rising inflation, climbing rent and mortgage rates, and increasing grocery and utility costs are driving everyone to rethink their budgets. In tough economic times, charitable giving is often one of the first expenses to go as people prioritise taking care of themselves and their families.

Creative Challenge
The RSPCA is in regular communication with its donor base, sharing updates and running campaigns, so what would make this message stand out from the rest? And how could we ensure that this piece of communication inspired renewed loyalty?

Insight
People give to charities not just to help others, but to reflect something meaningful about themselves. Supporting a cause is part of their identity, and people are deeply invested in preserving the aspects of themselves that they value most.

Strategy Platform
What if, instead of asking for more, the RSPCA did the opposite? What if, this time, they didn’t ask for donations at all? Instead, the RSPCA could thank those who had already shown incredible dedication to rescuing animals and preventing cruelty, recognizing them with a gift of appreciation and reciprocity.

Creative Idea
A personalised message of thanks from the CEO.

What better way to build trust than with a heartfelt, personalised message of gratitude from the RSPCA’s CEO? It’s simple but powerful. By asking for nothing in return, the gesture felt unexpected, surprising, and, in that, deeply impactful. This unanticipated message prompted many donors to reconnect with the reasons they supported the RSPCA in the first place, reinforcing their sense of identity as people who stand by animals in need. Many responded with generosity that exceeded expectations.

The Results

  • 15,020 Messages of Support from Donors

  • 2,300 Cash Donations

  • Over £70,000 raised to support vulnerable animals

  • Chase Index Trust Score increased from 5 to 8

  • 3.82% Overall Response Rate, with a 5.9% Highest Response Rate

  • 20% of Responders Donated

  • DMA Awards 2023 FINALIST

“This is the first time a charity has focused on a particular level of loyalty and measured impact in this way.”
Roger Lawson
Director, The Chase Index