Continuing to grow a successful regular giving programme: Humane World for Animals
The best fundraising campaigns combine emotional storytelling with data-led insights to deliver the right creative to the right audiences at the right time. Since 2021, DTV has been on a mission to do just that in partnership with Humane World for Animals, scaling their regular giving programmes in markets around the world.
Together, we have a commitment to robust testing, data-driven insights, and shared trust that we’re working towards achieving the same long-term goal. And because of that shared commitment, we’ve been able to iterate, optimise, and scale both our DRTV and digital programmes year on year.
Our creative journey together tells the story, which you can find out more about through our previous blog, here.
2021: We launched ‘Lucky’, the original creative that rolled out across Meta and DRTV, first in Italy and then in the UK.
2024: Building on the insights we’d learned from ‘Lucky’, we introduced ‘No One’. This became a prime example of creative that translates across multiple global markets, driving even higher volumes of regular givers.
Late 2025: Shifting our focus to new audience demographics, we introduced our very first cat-focused creative to the mix. Enter: ‘Too Precious’.
Why ‘Too Precious’ is working so well
While our previous campaigns successfully engaged animal and dog lovers across markets, ‘Too Precious’ marks our first cat-focused fundraising ask. We used audience insights to identify a distinct segment of donors who would resonate deeply with cat-specific creative underpinned by our learnings from ‘Lucky’ that identified animal meat trade as a strong creative proposition, allowing us to unlock a new stream of sustainable, recurring donor revenue.
And the results have been great! Through a combination of high-emotion visual storytelling and a razor-sharp media strategy, ‘Too Precious’ has gone down a storm, recruiting donors at an impressive CPRG of £165 and ROI of 0.72.
“Too Precious’ has been a really exciting step forward for the UK DRTV programme because it shows the value of pairing strong audience insight with heartfelt creative. By focusing on a cat-specific proposition, we were able to reach and engage a new group of supporters in a way that felt emotionally powerful and authentic to our mission. The results have been incredibly encouraging and reinforce the importance of continuing to test, learn and evolve our creative approach.”
Want to know more about how we scale international DRTV and digital acquisition programmes? Get in touch with the DTV team today.
Bio
Ruby is a producer at DTV, where she has worked for over 4 years. With nearly 6 years of marketing experience, she collaborates with a diverse range of clients across the charity sector, including those in armed forces, animal welfare, medical, and humanitarian causes. Passionate about purpose-driven work that drives results, she supports across all aspects of a campaign.