The DSPCA, founded in 1840, is Ireland's largest and oldest animal charity organisation, providing shelter and rehabilitation to sick and injured animals. It consists of over 4,000 dedicated volunteers, 55 employees and an external sales force of 25+ people. The DSPCA also provides Veterinarian care to over 3,000 customers every year in its state of the art Animal Hospital. On site, the DSPCA offers a one stop shop for all animal needs with its Training, Boarding, DayCare, PetShop, Cafe and Grooming facilities. In this newly created role, Alex is responsible for leading the development of the national fundraising and communications strategy, introducing new revenue generating initiatives to support ongoing services, and ultimately increasing brand awareness and the overall profile of the charity. Alex is also responsible for the Training and Development of the Sales and Fundraising Team and the overall organisation of the Commercial Team, both internally and externally.
• Strategic Planning: By developing a 3 year strategic plan for fundraising and communications and in 2014 generated increase in revenue(up 5% on PY when market in decline), with 50% being voluntary income secured from acquisition and retention of thousands of supporters.
• Delivered Growth: Secured additional investment to grow the team, invest in new recruitment channels and diversify income streams. • Brand Strategy: Developed integrated communication campaigns to drive donor acquisition and differentiate the DSPCA in a cluttered market (DRTV, digital, radio, press, DM packs, Social Media).
• Digital Communications: Responsibility for the digital strategy to include management of PPC and SEO campaigns with monthly Google analytics reports to monitor progress. Managed the content, design and optimised the supporter journey for the website. Expanded the digital footprint for the DSPCA with management of social media (Facebook, Twitter, YouTube, Instagram) and initiated email marketing communication.