Growing a successful Regular Giving programme: Humane World for Animals
In 2021 Humane World for Animals and DTV came together for an in-person workshop to grow their Regular Giving fundraising programmes across Europe. At the beginning of 2022 Humane World for Animals shared the exciting news that we had the go ahead to launch DRTV in Italy! We worked quickly and within a few months we were live on Italian TV with a powerful Regular Giving DRTV ad focused on the cruelties of the dog meat trade. Following huge success, the creative was adapted for the UK in 2023 and then German markets in 2024, where the programme continues to grow and was expanded to include digital suites, helping to build a digital RG programme.
Today, we're continuing to partner with teams in the UK, Italy, and Germany to expand their Regular Giving programmes through DRTV and digital. Our collaboration with Humane World for Animals has built a strong testing programme, where we’ve used data to drive creative tests to optimise results.
But the brilliant thing about working with Humane World for Animals has been their confidence and trust in the process. Through regular check-ins and in person meetings, we’ve scaled the DRTV RG programme to multiple European markets (with creative that’s had an ROI of 1.34!) whilst also launching digital activity in the UK, which continues to bring brilliant results, including a below sector average RG CPA of £170 on Meta.
And the work isn’t over yet. Using insights and learnings from the original ‘Lucky’ creative, we’ve recently launched our second DRTV creative titled ‘No-one’, across both the UK and Italy and whilst it’s still early days, results look great so far!
Here at DTV, we’ve loved working so closely with the whole of the Humane World for Animals team and we’re so excited to continue to grow their integrated DRTV and digital regular giving programme in 2025 and beyond. Bringing more support to the brilliant work that they do for animals around the world.
“Working with DTV has been an absolute pleasure. Their team is not only highly skilled and professional but also incredibly warm, approachable, and genuinely invested in our success. They worked closely with us to understand our goals, adapted quickly to our evolving needs, and helped us launch a programme swiftly and within our budget. Their flexibility and dedication made them feel less like an external agency and more like an extension of our own team! We’ve walked side by side through this exciting journey, and we’re truly grateful!”
Bios
Georgiana
Georgiana is a Media Analyst at DTV, where she’s spent over a year and a half supporting a wide range of charity clients. She’s dedicated to ensuring media campaigns are optimised to the fullest - these optimisations are always guided by the principle that every charity pound is precious.
Ruby
Ruby is a producer at DTV, where she has worked for over 3 years. With nearly 5 years of marketing experience, she collaborates with a diverse range of clients across the charity sector, including those in animal welfare, medical, and humanitarian causes. Passionate about purpose-driven work, she supports across all aspects of a campaign.