WSPA Animal Protector

The problem

WSPA came to Bluefrog with an interesting challenge – recruiting and retaining regular givers internationally.

The solution

Bluefrog developed Animal Protector, a new way for donors to join together and protect animals from cruelty and neglect.

The UK version was the first one to be completed. It was built with uSpace, our attrition-busting online platform (you can find out more about the award-winning uSpace here).

Through uSpace, each Animal Protector has their own personal webpages, allowing them to log in and enjoy blog-style updates on the work they are supporting throughout the world. In this way, uSpace helps to cement a strong relationship between regular givers and WSPA – they can define themselves as someone who cares deeply about animals, in the way that works for them.

When they log in for the first time, supporters can customise their Animal Protector site based on their favourite animal.

Supporters join an online community and can choose an avatar, including pawprints representing their favourite animals (alternatively they can upload a picture of other animals, their pets, or themselves).

Animal Protector is about building a tribe. When they join, a supporter can select a travel wallet or keyring to show the world they're an Animal Protector.

Regular updates, featuring updates, photos and film footage, enable a supporter to get close to the WSPA projects they're funding and the animals they're protecting.

Animal Protectors can interact online – commenting on posts, rating updates and sharing their opinions with other members of the Animal Protector community.

The results

Animal Protector has attracted thousands of supporters. By building an online community, the site has proved to be an extremely effective way of retaining regular givers.

It has also prompted many to increase their support. Almost 8% of regular givers who signed up to Animal Protector chose to upgrade their gift - without even being asked.