RSPCA direct mail

Direct Mail

Keeping in touch with you

Charity direct mail can get a bad press, but for the RSPCA it’s a valuable way to communicate with our supporters old and new. Right now, like most charities, we are experiencing a drop in donations because of the recession, so direct mail appeals are vital if we are to make up the shortfall.
A worthwhile investment

Several times a year we send mailings designed to attract new supporters and raise their awareness of animal welfare issues.
These obviously cost money to produce. However, out of every £1 we are given, we spend only 10pence on fundraising, governance and administration. That’s less than most national charities spend on administration alone. Plus, we know that over time, our initial investment will be worthwhile. Because once people decide to support the RSPCA, they tend to keep giving for years – often by monthly Direct Debit.
Raising awareness

Each appeal focuses on a different need or campaign. Recently, we have been telling people about the sharp rise in animal abandonments since the recession began: a tragic situation putting unprecedented pressure on RSPCA resources. This is bad news, but by responding to a special mailing, supporters can play a key role in helping us meet this demand.
Some mailings, like ‘The Biggest Animal Rescue’ or ‘I Like Pigs’, are part of larger campaigns that also run across TV, the internet and the press. Campaigns like this raise money and vital awareness.
Not all our mailings ask for money, though. We also send out newsletters and annual reports to keep our supporters informed about our campaigns and what we’ve achieved with donations. We like to know what our supporters think about animal welfare issues, so we often ask them to write back.