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Engagement

We will create a millions-strong movement, reaching new audiences more creatively, through evidence-based engagement activities.

We can’t achieve our ambitions for animals by working alone. We need to build relationships and partnerships that are collaborative and lasting, where we offer our expertise and learn from others. Our ambition in this space has grown and we will build a millions-strong movement to improve animal welfare in society, building on the success of our original million-strong movement, which launched in 2024 at the start of our 200-year anniversary and already has more than 750,000 people onboard.

The actions we will take

Increase and improve our volunteer community

We will work towards our vision of inspiring a broad community of people to help us make the greatest possible impact through their volunteering, and improve our current volunteer offer. In 2025 we will continue to trial our new Area Volunteer Support Partners, who are enabling more collaborative working within the Society and with partners, and will start smaller-scale trials to design tried-and-tested solutions to improve volunteer experiences across the Society.

Attract and retain supporters

We need to invest in engagement and individual fundraising growth to attract and retain supporters. We will empower them to engage in animal welfare through easy interaction via digital platforms, and foster a positive experience that encourages individuals to contribute their time, money and voice to help change behaviours and attitudes.

Engage with younger audiences

We will also engage with our younger audiences by continuing to play a leading role in the Pet Education Partnership, where we work with educators from other leading animal welfare charities to deliver key animal welfare messaging to primary school-aged children.

Grow our support and income

We will continue to grow our support and income in new and exciting ways, focusing on customer experience, growing our audiences, and delivering active engagement. In 2025 we will ensure our brand connects with our audiences, delivering meaningful and lasting campaigns that enhance the RSPCA’s role in the animal welfare sector. We are committed to our ambitious programme of investment to connect with our audiences through new, modern channels.

To support these aims, we will consolidate our work across two systems, providing a single correct source of information for RSPCA knowledge and a personalised ‘single view’ of our customers, so we can better engage with them in meaningful ways.

  • Single view of the customer: We will build a data repository consolidating all our customers (supporters, volunteers, advocates, partners, etc.) and enabling greater personalisation for user journeys. Personalised journeys for our users will give them more seamless access to the animal welfare information they need. 
  • The Brain: Utilising AI, we will create a central repository for all RSPCA knowledge, enhancing our ability to provide speedy and accurate information through an intuitive system. The implementation of The Brain will allow our frontline services to access the most up-to-date and relevant animal welfare information to support animals in our care.