I’m sure you are all familiar with Battersea Dogs and Cats Home and the amazing work that they do. However, if we rewind just a couple of years the organisation were starting to look a bit dated. They needed to update their systems and take advantage of new technologies. So that’s exactly what they did. It was much needed, the company, who has rehomed more than three million pets, was getting long in the tooth.
For starters, their marketing team at Battersea needed an overhaul. Their application process was almost medieval. They also had a much outdated social media presence. In the modern world, this is one of the main ways a company connects with its clients.
Once they set about reinventing how the company operates they came it at with a three-pronged approach. The ultimate aim was to digitalise their entire service. Since taking that tack there is technology at the heart of the charity. So impressive was their transformation that it saw them pick up the coveted Digital Transformation of the Year at the Marketing Week Masters awards. A big achievement for a company that was miles from paperless a couple of years ago.
The first steps that the company took was to start to update its communication systems. Their newsletter moved to an online format, and their rehousing application moved that way too. They also began using search engine optimisation on their website to make sure they appeared on the front page of google and therefore were able to get pet tips to the entire country.
Adverting is king
The company then began its second phase. It started to look at its marketing strategy and in particular its advertising. They introduced an always-on strategy which meant that they were able to communicate their message to the people who needed it, exactly when they needed it. This radical approach, that put the user at the forefront of the experience, represented a massive change from the approach the company had taken in the past where they had broadcast static messages to their entire audience, instead of using targeting.
The final part of their approach was to look at their content production. Anyone who has run a website will tell you that content is king. It’s not enough just to have a catchy title in the modern world. Gone were the shoddy stories and poor video, replaced with a top-quality YouTube series and a far better maintained social media presence that helped the charity connect with its users and also boosted massively their online donations.
The approach was a massive boon for the company. They saw their online donations grow by 63 percent and also saw an increase of 34 percent on online fundraising. Their social media figures went through the roof as well, especially on Instagram where they saw their followers grow by more than 100k with a fifty percent increase every year since.
It hasn’t just been beneficial financially either. It would appear the company is far better connected with the public now. Which is vitally important for a charity. Their online content is helping to sell the good work that they do and help the people at home understand what they do. It’s also helping to emphasise the importance of reforming animals.