How Platypus helped Battersea Dogs and Cats Home discover how digital should support their fundraising

The challenge

How do you convert high online reach into valuable fundraising income?

Battersea Dogs and Cats Home is one of the most loved charities and well-known brands in the country. Their rehoming service has connected hundreds of thousands of people with abandoned animals who desperately need a home.

The charity’s high brand recognition gives them a very high online reach. They wanted to make sure they were set up to maximise the fundraising potential of that reach.

They were working on an ambitious three year fundraising strategy. As part of that, they wanted to ensure their digital fundraising plan made sense and was well resourced.

They engaged Platypus Digital to deliver that strategic insight..

The scope of the review included:

  • Skills – does Battersea have the skills to deliver digital fundraising to a high enough standard?
  • Structure – how well does the structure of the digital fundraising team support their ambition?
  • Channels – are their landing pages, email, PPC and social media aligned with digital fundraising best practice?
  • Tracking and reporting – does this give them the key digital fundraising metrics?

 

We started with a series of stakeholder interviews. This gathered qualitative data on how the team used digital, and how fundraising teams felt about it.

We also analysed the digital marketing outputs from various digital marketing channels. We then compared them to best practice.

The results

We then wrote up our findings in a detailed report, which included:

  • what needed to change across their digital marketing channels and how to change it
  • the recommended team structure and whether they needed new roles
  • the contents of a training programme for the fundraising team at Battersea
  • what to change in the technical setup to unlock key digital fundraising metrics

 

We presented a summary of the findings to senior management at the charity.

They asked us questions on the details, and how they could put our recommendations in place.

Battersea incorporated our recommendations into the charity’s three year fundraising strategy. This led to a comprehensive digital training programme (which Platypus delivered) and the creation of new roles at the charity.

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