Celebrity & Ambassador Relationships

Earlier in 2021, we asked a number of questions about the role of high profile supporters. Less than 5% thought the RSPCA shouldn’t engage with celebrities in this way and see it as a good way to raise funds and help with campaigning.

From a range of personalities we asked Members to comment on, there were a number that were seen as trustworthy and relevance for the RSCPA.  The insights gained have been used by the relevant teams to help develop relationships and prepare for the 200th anniversary activities.

“Having a famous person to represent the RSPCA and all we do whilst bringing benefits can also be a risk. The Your Say panelists helped identify the qualities we would expect to support the Society and the cause of animal welfare”. Natallie, Events & Celebrities.

Science, food production and animal welfare

In April 2021, we explored the relatively complex subject of using science in farming practices / food production and the implications for animal welfare.

A key insight from Your Say Members was that it’s expected that food labelling would reference any gene editing. The majority of Members also agreed that it’s relevant for science to play a role in improving animal welfare. These results have been very useful for our campaigns and policy teams in their discussions with the relevant authorities.

“This is truly a complicated area, identifying just how people make decisions about the food they buy and understanding common farming practices. Our work with you shows we will need to return to this one to help fight for clear and unambiguous labelling. Your Say has helped us already and we will be coming back to you for more insights.” Claire, Campaigns.

Better Chicken Commitment

As a result of listening to Your Say Members, plans were developed aimed at getting supermarkets to stop the sale of fast growing broiler chickens and only sell higher welfare as part of the Better Chicken Commitment. The feedback we gained from Your Say Members was vital in giving us the confidence that this is a realistic goal.

We wanted to hear Your Say Member’s views on some campaign ideas that were being considered to encourage a wider audience to sign a petition. This involved some impactful ways of showing (not telling) customers why it’s important to select higher welfare meat.

We found that less than 10% of Your Say Members said neither idea should be used and this gave the team the confidence that the ideas would get the message through. We’re now at the development stage of the campaign and the insight has been key in helping us with our decisions.

“We always want to make sure every penny spent is put to best use, that includes investing in campaigns to build awareness and support for improvements in farming and the food made available to us. In this instance Your Say helped by making us rethink our plans and go back to the drawing board, which though not what we hoped was the right thing to do” Claire, Campaigns.

Planning the Christmas 2021 Appeal

In August 2021 we wanted to hear what Members thought of the Christmas Appeal we ran in 2020 to help us plan a successful 2021 campaign.

The feedback we received has been very useful in highlighting which messages might need improving. We found that the balance of showing animals in need and positive outcomes was broadly about right, but that success stories are always welcomed; especially around Christmas.

We also asked about the use of calendars as these have been traditionally included in the Christmas Appeal Mailing. It’s clear that a lot of supporters really value them but others admit they don’t get used. The team are seeing how they might be able to make sure the calendars are available to those who would like them.

“We are, as ever, grateful to the Your Say panelists. The feedback was insightful and it is always good to get a balanced view. It helps keep decisions on design and content on a firm footing” Caron, Marketing Manager.

Fundraising Events and the RSPCA’s 200th Anniversary

Community fundraising plays a vital role for the RSPCA. In May 2021, we asked a number of questions around the subject. We found that:

  • 3 in 4 people have been involved in fundraising in this way with events such as local coffee mornings
  • Reaction to the fundraising packs we use was broadly positive but the methods of paying money in could be easier
  • Most think there should be a public-facing awards ceremony for the RSPCA Honours

The RSPCA will be 200 years old in 2024. Whilst the majority of Members weren’t fully aware of this, almost all are expecting the RSPCA to celebrate the milestone.

“I’m always so pleased that Your Say is available to give an honest account of what supporters think about the society and the various ways we can promote animal welfare. Their answers often highlight areas to explore and are always useful on so many levels. Thank you for taking part”. Natallie, Events & Celebrities.

Understanding Your Concerns and Expectations

In March 2021 we asked Members of Your Say a range of questions about various topics and issues. Below are some key findings:

· Rescuing animals in need or subject to cruelty was the issue Members feel is the key welfare priority
· The activity Members are most looking forward to as pandemic restrictions ease is visiting friends and family in the UK
· Over half of Members recall seeing recent TV advertising / appeals from the RSPCA
· Over 9 in 10 of Members feel the work of the RSPCA is making a difference

“The results of the March survey have helped various teams across the RSPCA understand supporters’ concerns and expectations. Without this we would be having to second guess how supporters are feeling as we enter a different stage of the pandemic. We plan to repeat some of the questions later in 2021 so we can see how attitudes and behaviours might be changing throughout the year.” Adam, Research Manager, RSPCA.

RSPCA Supporter Care

In February 2021 we ran a survey asking Members how they like to make contact with organisations like the RSPCA. The results have been very useful in helping the team make key decisions regarding Supporter Care. Miranda, Head of Supporter Care at the RSPCA says:

“I’d like to express my thanks to all those who took part in the recent Your Say questionnaire about their experience of contacting organisations, including the RSPCA. At first glance it’s not the most glamorous of subjects but it does in fact play a vital role in both a supporter’s ability to contact us and of course in providing the most efficient way to do so. We want to ensure that our supporters’ donations are used for animal welfare purposes and not for administration, so understanding what people are familiar with and happy to use allows us to review our options. Once again, many thanks.”

Animal Welfare: Chicken

In a recent survey we wanted to understand how members might make decisions around higher welfare chicken and what they look for when buying. We found that the RSPCA Assured labelling gives significant confidence to consumers. Members also told us what they see as key factors that lead to higher standards for chicken welfare production and that if supermarkets didn’t sign up to them, they would be likely to change where they buy chicken from.

Claire, Campaign Manager at the RSPCA says: “The ability to talk and get the views of so many people who care about animal welfare is of great help to us in identifying and endorsing the key issues and concerns we have with improving the standards of farming, particularly when it comes to breeding chickens for meat. We are able to use the information Your Say panellists kindly supplied and prepare our approach to supermarkets and others involved. The time you’ve given us is very much appreciated, many thanks.”

Sharing your views through the pandemic

“Covid came upon us extremely quickly and, like the rest of the world, caught us all off guard. We needed a way to understand what was immediately happening to our supporters and of course the animals in our care. The Your Say panel provided an almost instant sounding board and enabled us to scope out our response both in terms of fundraising but also in identifying issues that were of concern, such as access to vets. We ran the Covid survey several times which gave a picture of how attitudes and problems changed over time, we couldn’t have had this insight without the cooperation of Your Say panelists, they really do provide a unique voice.” Adam, Research Manager, RSPCA

You can visit the RSPCA’s coronavirus page here and see our inspector’s reaction to comments

A message to Your Say Members from the RSPCA’s CEO Chris Sherwood

“I just wanted to add my thanks to all of you for taking part in the Your Say panel. It is only by being aware of our supporters’ views that we can become more effective in promoting the welfare of all animals. Whilst it is not always obvious from the questionnaires the feedback you give us really does help in enabling the crucial front-line work the RSPCA does. I know we all hope you will continue to support us and get involved with every survey. Thank you once again.” 

 

Chris Sherwood

Chief Executive, RSPCA

If you have been invited to take part in RSPCA Your Say via an email invitation, this is because you have shown support for the RSPCA. Information about how your personal data is used is set out in the RSPCA Your Say Supporter privacy-statement.

If you have any queries about RSPCA Your Say, please contact supportercare@rspca.org.uk. The inbox is monitored during working hours, Monday to Friday, 9am to 5pm. Or call Supporter Services on 0300 123 0346 (lines open Monday to Friday, 9am to 5pm).

RSPCA Your SayTM 2022