Priority four
Engagement
Our new Engagement priority reflects our desire to continue to build reciprocal, mutually beneficial relationships with others who share our love for animals and our desire to create a better world for every kind - our supporters, communities, partners and networks. We are committed to listening to people, whether they are donating to us, adopting from us, using our website, calling our cruelty line - however they are coming to the RSPCA. We want to understand what they want and need from us so we can inspire and empower them to join the cause of animal welfare so we can have the greatest impact for animals.
We need to ensure that we build deeper, more lasting relationships with more people, offering them opportunities to engage with animal welfare in different and inspiring ways throughout their lives. We will use digital to enhance the experience of everyone who comes to the RSPCA, whatever they need from us, connecting with them in engaging and innovative ways, on any device at any time.
The launch of our new, bolder and more welcoming brand - For Every Kind - was a major step forward for increasing our engagement with every kind of person. As the challenges to animals are changing, we have to change too, so we are relevant and effective. We need as many people as possible to join us to build a better world for animals and that means reaching communities and individuals who have not traditionally felt we were for them. It means increasing our relevancy and trust by being really clear about who we are and what we do.
We wouldn’t exist without the generosity and commitment of our supporters. We are grateful to everyone who lends us their time, money and voice to help us achieve more for animals.
We have big ambitions for animals and the challenges facing them are complex and wide ranging. We need to grow our income significantly so we can drive the change we need to see. Animals need us more than ever: we need to be able to rescue and care for animals suffering cruelty and neglect; we need to drive significant behaviour change towards animals and inspire a radical rethink about how we see them and treat them; we have to advocate for policy change here and around the world to end the mistreatment, exploitation and commodification of animals.
The past four years have seen economic and political volatility, inflationary pressures and geopolitical upheavals, so we need to be sustainable and resilient to withstand future shocks and disruptions.
We have made huge strides modernising and future proofing the RSPCA, and this journey continues. This means diversifying our income and exploring innovative new income streams, including looking into opportunities to commercialise some of our products and services. It means new fundraising and corporate partnerships, like the ones we have with Omaze, the People’s Postcode Lottery and McAdams higher welfare pet food.
We want to transform everyone’s experience with us. Whatever they are doing, whether an animal, a member of the public, a business, a volunteer or our partners, we want them to have a great experience of the RSPCA.
How we build
A stronger future for animal welfare
Improvement
We will improve everyone’s experience with the RSPCA so they join our movement to grow the number of people having a positive impact on animal welfare.
Accessible
We will use digital to create a modern, accessible and adaptable customer experience.
greater understanding
We will listen to others to understand their wants and needs, so we can offer them different and inspiring ways to engage in animal welfare.
Insight
We will use insights and data to better engage mass and target audiences to grow our supporter base and inspire action for animals.
Awareness
We will continue to leverage our new brand to improve understanding of and engagement with animal welfare as a leading cause of our time.
MEMBERSHIP
We will improve our engagement and outreach to our members, and review our model of membership.
collaborative
We will build collaborative and reciprocal relationships with our partners, including our branches, to maximise our impact for animals.
customer experience
We will deliver an exceptional customer experience, listening to what people and partners want and need, so we build consistency, loyalty and trust, and a more diverse supporter base.
A focus on
Digital
By 2030 the RSPCA will be a digitally-supercharged force for animal welfare, setting new standards for what’s possible when compassion meets innovation. We will transform animals’ lives with digital. This will include freeing up our frontline teams with easier processes so they can focus on more animals in need and increasing access to real-time information about an animal's care, and access to the latest evidence-backed advice and support. Anyone who needs it will have it at their fingertips, wherever they are, on any device.
By 2030, we will have transformed the experience of people who work for us and with us, our volunteers, our partners and anyone who comes to the RSPCA, with easy-to-access advice, support, insight and resources which empower them to do what is best for animals, wherever they are.
Real-time status updates for every animal in our care will help us deliver the best welfare, improve outcomes and manage our resources.
We will prevent the future suffering of millions of animals using data and analytics and AI to spot emerging issues for animals and tackle them effectively with targeted interventions, campaigns and policy initiatives.
Personalised, user-friendly digital experiences will inspire more people, from all walks of life, to join the cause of animal welfare, building life-long supporter relationships.