Engagement
We will inspire a millions-strong movement
Core services
Inspiring a millions-strong movement
We’ll inspire a millions-strong movement by deepening our engagement with supporters, partners and communities, and reaching new audiences through evidence-based, creative activities that drive real-world change for animals. Our ambition is rooted in collaboration: we know we can’t achieve systemic impact alone. That’s why we’ll continue to build lasting partnerships with organisations that share our goals, combining our expertise with theirs to amplify our collective voice and influence.
Building on the success of our original million-strong movement, launched in 2024 to mark our 200th anniversary and already supported by over one million people, we’ll grow support, strengthen our brand’s influence, and transform our digital experience. We’ll unify our customer journey across channels, bring communities together to improve animal welfare, and deliver outstanding supporter experiences that inspire action.
Through fundraising, partnerships and advocacy, we’ll generate income and amplify our campaigners’ voices to shift attitudes, promote our brand, and strengthen our purpose.
Our retail partnerships and commercial initiatives will continue to play a growing role. As well as generating sustainable income, we will reach new audiences, raise awareness of animal welfare, and inspire action. By strengthening these partnerships and aligning them more closely with our campaigns and digital activity, we’ll unlock new opportunities to grow income, increase visibility, and bring our movement to life in ways that connect with people in their everyday lives. Together, we’ll build a movement that not only supports animals but reshapes society’s relationship with them.
Change activity
We’re implementing a series of transformative activities designed to deepen our relationship with the public and our supporters. By modernising our digital tools, improving how we interact with people at every stage of their journey with us, and creating more ways for our community to get involved, we’re making it simpler and more rewarding for everyone to support our purpose. These are the actions we’ll take.
Transforming customer experience
Salesforce Cloud
We’ll continue exploring new technology solutions to enhance online engagement, deliver more personalised experiences, and strengthen our system and data capabilities to support improved supporter engagement and long-term growth.
Strengthening the brand’s influence
Branches rebrand
We’ll continue to support our branches to implement our updated brand, providing consistency while enhancing their visibility and impact within local communities.
Growing impactful support
Brand and mass fundraising investment
We’ll explore opportunities to grow supporter engagement through new products and services, assessing how this can help us reach and inspire more people to support animal welfare.