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Case Study

Support Adoption for Pets

Shoot the Moon created a brand for Support Adoption for Pets annual fundraising drive.

The backstory

Support Adoption For Pets is a registered charity based in the North West of England and work tirelessly to ensure abandoned and homeless small animals are given a second chance in life. In addition to their pet rehoming centres, they are the number one grant giving charity and since their formation in 2006, they’ve supported over 1,000 animal charities across the UK and Northern Ireland.

The challenge

Support Adoption For Pets asked Shoot the Moon to push the boundaries and create the biggest and most exciting annual Fundraising drive to date. The overall aim? To raise £0.5m to help abandoned and homeless small animals achieve a second chance at happiness.

The charity has traditionally run the fundraising drive in two bursts throughout spring and autumn. This year (2015) they wanted to take it to the next level and launch one ‘BIG’ non-seasonal drive that could be rolled out on an annual basis.

The Solution

Shoot the Moon developed a pre, during and post fundrasing campaign to also increase the general awareness of the charity and encourage people to donate during and after the main fundraiser.

 The #MakesMeSmile campaign went live in-store at Pets at Home and online at www.supportadoptionforpets.co.uk.

Helping over 700 rescues a year is definitely something to smile about and so is the chance to win a brand new car!

The pre-fundraising campaign raised awareness and seeded the mindset of smiling to put a positive tone on all the great work the charity does. This highlighted some of the key milestones Support Adoption For Pets have achieved.

For the main fundraising campaign the focus was on the ‘Help us raise over 500,000 Smiles’ message that encouraged people to buy £1 raffle tickets to ‘Win a new car’.

A downloadable Smiley Stick invited people and their pets to share their #MakesMeSmile moments on all Support Adoption For Pets social media platforms.

The Smile-o-meter totaliser was a great way of showing how much each store had raised and what the overall total was.

During the post fundraising campaign two main messages rolled out – ‘Look at the difference you have made’ and a ‘BIG Thank you’ for everything you have done raising money. Driving continued awareness for Support Adoption For Pets this allowed everyone who donated and bought a raffle ticket to see exactly where their money had gone and how it’s helped so many animals.

And as a big visual reminder, we collated all the #MakesMeSmile photos as part of the thank you message and supported the campaign message pre and post through 2 engaging videos that were seeded on-line via the Charity’s social media platform.

The Results

Since it’s launch in mid-April 2015, the fundraiser has raised in excess of £470K/Smiles.

Online engagement 47,192 Facebook page likes and total reach during the campaign 1,026,167 (3x more than the previous campaign!)

The campaign #MakesMeSmile is set to live on way past the spring campaign and serve to drive the charity’s general awareness up to it’s 10th anniversary next year.