This week I met with a member of The Blue Cross media relations team and made general inquires about the organization’s general communications strategy and how the fundraising and communications departments are structured. She was able to give me a general overview and suggest other departments and employees I could meet with to learn more. She was able to provide a key piece of past research the company conducted – The Blue Cross Supporter Donor Profile – which outlines who typically gives to the organization, how and why.
I have written up key issues discussed but will not post them here in case they consider the information classified.
Also, this week I conducted some secondary research into other top animal charities in Britain and noted their apparent branding and messaging tactics. I noted what about them made them clearly recognizable as an organization for animals. I observed their use of social media and whether it appears successful or not. I also researched other organizations with similar names that could highlight the causes of some of the confusion behind Blue Cross’ purpose.
I then took a look at how these organizations approach their messaging. Many, like the Blue Cross, take a conservative approach. Imagery is typically an animal suffering. This may or may not be followed up by images of the animal rehabilitated.
Dogs Trust:
Dogs Trust YouTube page:
PDSA:
PDSA "Well Vetted" online gift site:
RSPCA:
RSPCA "Give Animals a Voice" site:
RSPCA "Political Animal" site:
RSPCA "Think Pig" Facebook application:
The only one that clearly deviated from this strategy was the RSPCA. Though they discuss very serious issues, they are able at time to approach it in a humorous way. To quickly illustrate the different impacts – check out the overview videos of the
Blue Cross and
RSPCA.
Further research to be done:
Primary:
- Follow up with members of the Creative Services and Direct Marketing teams that were suggested. Request informational interviews
- Investigate other Blue Cross facilities (shelters, shops, etc.) in the area to visit and meet staff
- Continue observing everyday interactions of clients and staff at Blue Cross Victoria hospital
- Try to get in touch with communications team of other charities researched to get a firm understanding of whether strategies noted above have been successful or not
Secondary:
- Research animal charities in other parts of the world and note their communications strategies – are they similar/different?
- Read up on the psychology that fuels giving. Do those that typically give to other charities match the profile of the average Blue Cross supporter?
- Read up on the psychology behind companion animals. Why do people love their pets? What here can be exploited in messaging?
