SARAH VICKERY

NORMA GERRARD

Case Study 2 : Integrated KPIs

Integrated communications support the overall building of your charity’s brand, and acknowledge that your

supporters will come into contact in different ways.

Setting shared KPIs can help support the development of integrated communications, boosting the

impact of your communications across the board

Today…• A bit about us…

• What is integration?

• Integration at RSPCA

• Everyday Heroes campaign case study

• Where to start? 10 things you can do to integrate better

A bit about us ...

Our mission…• It's our vision to work for a world

in which all humans respect and live in harmony with all other members of the animal kingdom.

Rescue, rehabilitate,

rehome• 507 RSPCA Inspectors

• 68 Animal Centres & 4 Wildlife Centres

• Over 170 Branches

• 4 Animal Hospitals

• Freedom Food

• Campaigning

• 4th Emergency Service

What is integration ?

What is integration?

Wikipedia:‘the act or process of making

whole or entire’

What is integration?

Aristotle ‘the whole is greater than the

sum of all parts’

What is integration?

Integration at RSPCA

Integration at RSPCA

Multiple everything!!

Everyday Heroes

Campaign Case Study

Everyday Heroes Case

Study• Long-term drive

• Engage the public directly to take personal

responsibility & action for animals

• Provoke urgent action, including donating

• Involve all communities and individuals

“WE ALL HAVE A RESPONSIBILITY AND OPPORTUNITY TO

BE HEROES FOR ANIMALS AT IN WINTER – WE NEED

YOUR SUPPORT URGENTLY“

Everyday Heroes Case

Study

Who were we talking to?

Who was involved?

Everyday

Heroes Campai

gn

Fundraising:

Community

Fundraising: Donor

Recruitment

Fundraising: Donor

Development

Fundraising: Legacies

Fundraising: Major Donors Press

Digital Media

Internal Comms.

Campaigns

Inspectorate

Animal Centres

Prosecution Dept

Companion Animals

Science

Business Intelligence

"a set of quantifiable measures used to gauge or compare performance in terms of meeting strategic and operational goals”

Targets & Objectives …

Specific Measurable

Attainable Realistic Timely SMART

Targets & Objectives…

Cash income

Regular giving income

Net incomeNew donors recruited Response rate

Cost per response

Average gift

ROI

Conversions

Engaged stakeholders

Branch engagement

Community fundraising pack requests

Regional media coverage

National media coverage

YouTube views

YouTube shares Use of #animalhero

Increase in engaged users

Increase in reach

Traffic to rehoming siteActions taken

Campaign survey response

Targets & Objectives…

How did the audience

experience it?• Press Releases & TV Interviews

• PSMS Train, Tube, Press, FB Advertising

• Social , Digital & Campaigning

• Direct mail

• Schools, Branches & Community

Results…

What did we we learn?

• Don’t forget what works for your area – i.e.

warm & cold aren’t necessarily the same

• Common theme - not just imagery &

colour palette

• Is integration always right?

What did we we learn?• More aligned and understanding each others

challenges and opportunities

• Better energy and communication

• RSPCA Week – take forward learnings for

better integration

• Improved working processes – sign offs and

joint meetings

10 things you can do to

integrate better

10 things for better

integration1. Plan ahead!

2. Create working group

3. Agree a common theme

4. One size won’t fit all

5. SMART KPIs

10 things for better

integration6. Align KPIs with strategy

7. Share KPIs

8. Map supporter journeys & scenario plan

9. Plan, implement & review collectively

10.Keep talking!!

Thank you!