Digital drive aims to boost the welfare of animals

The World Society for the Protection of Animals (WSPA) is increasing its mobile and digital marketing efforts to build on an increase in online donations.

The organisation, an alliance of animal welfare societies, is to launch a text message campaign later this year to drive donations, signatories to its petitions and subscriptions to its newsletters.

The society is also working with marketing solutions provider ExactTarget to increase the reach of its email communication by enabling supporters to share WSPA email content to social networks such as Facebook and Twitter.

Daniela Martino, international digital manager at WSPA, says such initiatives aim to increase interaction and engagement, assist with fundraising and boost signatories to its campaigns as well as encouraging people to “become advocates of the society”.

The WSPA works with more than 1,000 animal welfare organisations to develop campaigns, projects and education initiatives.

Recent UK campaigns include calling on the Government to bring in higher welfare standards for chickens, while Hollyoaks actress Claire Cooper has been recruited to encourage WSPA supporters to hold a Pet Party this autumn during World Animal Week to raise money for WSPA’s work with stray dogs around the world.

The society recently announced that an email marketing campaign helped boost online donations by almost 50%.

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