RSPCA the IDM business performance awards 2008: Highly recommended award winner. Campaign: 'Home for Life'

Abstract

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) has been a leading UK animal welfare charity since its foundation in 1824. It relies entirely on voluntary donations and legacies to meet its 82m annual running costs. This case reveals how the RSPCA reinvigorated its legacy fundraising strategy by using a profiling- and research-derived insight to reach and engage a new generation of legacy donors. The Home for Life campaign overcame the traditional difficulties involved in legacy fundraising, using a combination of delicacy and directness in its creative approach across carefully selected multi-media. The campaign reinforced and enhanced the RSPCA brand and produced a return on investment (ROI) of 10:1. Identified legacy donation pledge value currently stands at 10m. © 2009 Palgrave Macmillan.