The MSPCA–Angell
Creative Case: The MSPCA–Angell
The MSPCA–Angell (Massachusetts Society for the Prevention of Cruelty to Animals–Angell Animal Medical Center), headquartered in Boston, Massachusetts, is a national and international leader in animal protection and veterinary medicine. Founded in 1868, it is the second-oldest humane society in the United States.
Big Picture
As a non-profit organization with far-reaching influence that hinges upon sizable fundraising efforts, the MSPCA–Angell needed help weathering the donation-dampening financial storm. So the Society sought an agency whose small size, raw talent and community service values closely aligned with its desire for big ideas on altruistic budgets.
Core Challenge
Boost support for the good work of the MSPCA–Angell through thoughtful appeals to a cash-strapped but animal-loving public.
Opportunity
Crunch saw the chance to expand interest in the MSPCA–Angell by overcoming an entrenched perception that it only caters to cats and dogs.
Solution
- Develop a multi-animal-character website called Hightail It Home for the Holidays to raise money during an already gift-fatigued season
- Shepherd a series of informative newsletters that amplify the emotional appeal of the MSPCA–Angell for associates and benefactors
- Boost donor interest in annual fundraising events through strategically designed, special-events communications
- Create a best-in-class annual report that brings the MSPCA–Angell story to life as a"Year in Review"