2012 Silver best loyalty programme or campaign

Client The World Society for the Protection of Animals (WSPA) UK

How did the campaign make a difference? Animal Protector is the first regular giving programme that allows its supporters to control every aspect; from look and feel, to how much they give and how they interact with WSPA. Supporter loyalty and values have skyrocketed.

What details of the strategy make this a winning entry? This programme created strong emotional connections with regular givers and used logic to reinforce the appeal. It did this by capitalising on the strengths of WSPA, demonstrating difference and making donors feel special. An international study of WSPA supporters revealed that supporters rated proof over any other factor. They wanted to see that their gift had made a difference. A majority of supporters selected digital communications as their preferred method of delivery. The anticipation of seeing the results of their giving created an emotional reward normally associated with personal success such passing an exam or achieving a work target or through making a major purchase. There is a tribal element among people concerned about animal welfare; they’re excited about being part of a movement against animal cruelty and actively look for ways to define themselves in this way to others. Drawing these insights together produced an interactive regular giving programme that reflects a close understanding of supporters and gives what they want.

How did creativity bring the strategy to life? Animal Protector was developed as an online product that gives donors regularly-updated case stories comprising text, photographs and video via a personalised website. This site lets them manage their gift and engage with the charity through comments’ effectively becoming part of the organisational narrative. Animal Protectors can set up a personalised profile page and choose their favourite animal to appear on the masthead, then choose a branded key ring or travel card wallet. Animal Protectors were recruited by converting current regular givers and from direct recruitment through TV and online. A mobile version has been created to deliver the same feedback and functionality.

Results Attrition rates have reduced and supporter values have increased significantly. The programme is being rolled into all recruitment planning as WSPA's most successful method of securing and retaining long-term, valuable supporter relationships. Animal Protectors post additional comments, make their profiles public and request additional branded incentives as a tangible token of their commitment. One Animal Protector values her relationship with the charity so much she’s made it permanent, tattooing her foot with the Animal Protector logo.

Team Rosie Chinchen, Kerry Vandersypen, Sam Eaves, Michael Dixon, Jae Bond, Sarah Hemingway ,Kirsty McFadden

Other contributors Bluefrog – Creative