spottydog communications teamed up with Birmingham Dogs Home to make its first ever digital PR fundraising campaign a pawsome success.
Birmingham Dogs Home’s annual fun day was axed, which cut off a leading source of income for the charity, and they urgently needed a fresh way to engage their loyal supporters and new audiences.
The charity decided to take its fundraising digital to the online community of dog lovers, with their brilliant ‘Pawsitivity month’ and turned to spottydog for our advice.
As its first digital fundraising campaign, we supported the charity to help make the https://spottydogcommunications.com/case-study/staying-pawsitive-birmingham-dogs-home/activity an online success. We knew the charity already had a loyal following of supporters, but there was opportunity to showcase Birmingham Dogs Home to a new audience and grow its digital channels.
spottydog’s specialist pet sector knowledge helped the team to fine-tune their activity to best target key influencers, such as rescue dogs and lifestyle bloggers in the Birmingham area, who would be vital to amplify the campaign and reach the broadest audience.
We gave some useful tips to get influencers engaged, such as creating ‘Pawsitivity packs’— featuring bandanas, homemade doggy cakes, and other branded goodies — to give them content to interact with their own four-legged friends and engage their followers with the campaign.
To maximise the visual impact, spottydog’s design team worked with the charity to create eye-catching digital content to support the campaign, including their logo and a sharable calendar of the month’s activities. These graphics were important for visual consistency and increased brand recognition on social media.
Soon after the campaign had come to a close, we caught up with Birmingham Dog’s Home’s head of fundraising, Fi Harrison, who was delighted at how successful their digital campaign had been in driving awareness and income. Some key highlights included raising almost £4,000, attracting over 50,000 new website users, and building the online community with a huge leap in social media followers.
Fi said: “We can’t thank the spottydog team enough for all of their energy, skills, and enthusiasm — helping to keep us ‘pawsitive’ and keep tails wagging during tricky times for our sector.”
Find out more about how our pet sector experience can help you here.