RNID, the leading charity working with hearing loss and hearing health, has appointed specialist direct marketing agency Whitewater to help them review and deliver a new approach to their fundraising activities. Whitewater has been selected after a two-way pitch.

Working collaboratively with the RNID team, the process will start with a full audit of RNID’s current fundraising activity. Insights generated from this research are expected to be key in driving a new donor strategy. The objective is to help RNID build a more sustainable approach, which will deliver consistent and higher value returns.

Vicky Haywood, Director of Individual Giving says, “We are delighted to be working with Whitewater. They have their finger on the pulse with a real understanding of the challenges we face. As our strategic partner we will benefit from their insight and innovative thinking to help us create an ambitious and effective strategy.”

RNID is looking to improve donor recruitment, and new product development is expected to be key to this.

Mark Roper, Managing Director at Whitewater says, “We’re really excited to help RNID through challenging times and deliver a new fundraising strategy which deals effectively with their unique strategic challenges. These include both the need to increase awareness and a cause which doesn’t tug at the heart strings of many people. These issues allow us to work where we love to be – developing strategies hinged in supporter and market insights.”

Posted by Whitewater Team at 03:34 PM | Permalink

The new campaign targets donors who have become frustrated with food aid and the dependency it has created in Africa. FARM-Africa's new proposition fully reflects their dynamic brand and the strength of their simple approach: Help farm Africa. Created by Whitewater, who won the work in a two-way pitch, the campaign carves out a new positioning for FARM-Africa and shows that by investing in agriculture, donors can fight the food crisis and help poor families to feed themselves.

The new recruitment proposition will be tested in inserts, with two creative executions 'Fight hunger. FARM-Africa' and 'This isn't a developing world. This is.' Recognising that FARM-Africa cannot compete with better known development charities, donors will be recruited on a cash ask and provided with evidence of success before being asked to commit to a regular gift. At http://www.farmafrica.org.uk/proof
www.farmafrica.org.uk/proof donors can view videos of families farming effectively.

This is a new approach for FARM-Africa, which has based previous recruitment on the mass market proposition of £27 buys a goat, with Michael Palin as the figurehead. While recruitment was highly successful, evidence suggests that once donors had bought their goat, they felt they had done their bit and didn't go on to support on a more regular basis.

Rachel Beckett, Direct Marketing Manager, FARM-Africa said, "People are increasingly aware that the long term solutions to hunger start with working with communities to build their own skills to feed themselves. This insert campaign recognises the public's understanding that Africa's farmers want to build their own futures not just be the recipients of aid."

Francesca Boardman, Head of Copy at Whitewater said, "In this campaign, FARM-Africa is not afraid to confront the issues surrounding aid head on. They show that Africa's people are not passive helpless victims, but determined people who can feed their families with the right kind of help."

Posted by Whitewater Team at 03:47 PM | Permalink

Animal Protection campaigners BUAV have appointed Whitewater following a two-way pitch to handle all donor acquisition and development.

The first piece of work - a dual cash/campaigning ask will be mailed in November. This follows a full data and communications audit carried out by Whitewater, the outputs of which clearly illustrated key strategic recommendations to increase the value of the database.

Michelle Thew, BUAV's Chief Executive said, "We have great faith that Whitewater will help us carry our fundraising forward. Their fresh creative approach and strategic knowledge impressed us and we are eagerly awaiting the results of our first campaign together."

Niamh Neville, Account Director at Whitewater, said, "We're delighted to work on this interesting cause which presents lots of creative challenges, but we love a challenge."

Posted by Whitewater Team at 09:29 AM | Permalink

Save the Children have appointed Whitewater after a three-way pitch with a brief to reinvigorate their donor acquisition programme with a range of new creative and media tests.

The campaigns which launch in November will test a range of proposition across inserts, direct mail and doordrops.

Jenny Morris, Save the Children's Supporter Acquisition Manager, said, "Whitewater's creative work was incredibly powerful, and we were impressed with their thorough approach to the brief. We're very excited to be taking their ideas forward into live testing."

Niamh Neville, Account Director at Whitewater, said, "Save the Children is a great brand to work on. We were inspired by the brief, so we're thrilled to have won this pitch. We have high hopes for the autumn tests."

Posted by Whitewater Team at 08:30 AM | Permalink

The search is over. Whitewater is pleased to announce the appointment of Mark Roper as the company’s new Managing Director.

Mark stood out from a strong field of candidates as a truly outstanding appointment.

A marketer with many years' Board level experience at MHA Carlson and Banner, Mark brings everything that Whitewater was looking for:

• An outstanding marketing practioner with deep experience in integrated marketing and a strong commercial background
• A heavy-weight agency leader and manager
• A nice guy that’ll fit in and protect our friendly culture

Mark joins Whitewater from Volume where he was Director of Planning.

Steve Andrews, Chairman of Whitewater, said, “We were privileged to meet many tremendous people but our decision, in the end, was an easy one. Mark was an outstanding candidate who we could see taking Whitewater to the next level.”

On accepting the position, Mark Roper said, “I am thrilled to be joining Whitewater and to be given the opportunity of working with such a wide range of charity brands. There is a history of excellence to build on with Whitewater and I relish the opportunity of bringing my experience to the team.”

Mark takes up his new position on October 1st.

Posted by Whitewater Team at 02:31 PM | Permalink

This month the RSPCA is launching an urgent appeal in support of what has been described as ‘the Biggest Animal Rescue ever’.

The campaign raises awareness of the significant increase in the number of animals needing the RSPCA’s help since the Animal Welfare Act came into force in April 2007 and calls for much needed public donations. The integrated campaign, which includes a DRTV commercial, online campaign, press inserts, cold mail and door drop, has been developed in conjunction with Whitewater.

The new Animal Welfare Act, means the RSPCA can now act before an animal suffers. It has led to a dramatic increase in the workload of RSPCA Inspectors, Animal Collection Officers, Animal Centre staff and vets – as well as the need for more food, more care and more veterinary treatment at Animal Centres. The new campaign asks everyone who cares about animals to make a donation in support of the Biggest Animal Rescue, since the charity relies entirely on public support.

Speaking about the new laws, Tim Wass, Chief Officer Inspectorate, who is featured in the DRTV ad, said: “The Act is great news for animals, but means a great deal of work for the RSPCA. I need to make the public aware of the increase in animals who are now depending on us. I need to appeal for more funds so we can be there for all the animals that are counting on us.”

Nick Couldry, Creative Director at Whitewater said of the new commercial: “The RSPCA is totally committed to meeting the demands of the new Animal Welfare legislation. This appeal utilises integrated media to reach as many people as possible and draw attention to the challenge for Inspectors like Tim Wass who are on the front line of animal welfare.”

Posted by Whitewater Team at 11:02 AM | Permalink

Youth Charity The Prince's Trust has appointed Whitewater to plan and create a donor acquisition campaign.

Using mail and inserts, the campaign will target business people and highlight the importance of small businesses in an economic downturn. To this end, The Business Programme is one of The Prince’s Trust’s key programmes, helping disadvantaged young people into business.

Julian Barrell, Fundraising Director of The Prince’s Trust said: “We need a million pounds a week to continue our vital work with young people and we’re delighted to work with Whitewater to help us meet this goal."

The Prince's Trust is genuinely a special charity which really does make an impact, not only on young people but also for the economy. To date more than 70,000 young people have set up in business with help from the Prince's Trust, with 58% of them still trading by the end of year three. We felt this story was a compelling one to tell and business people would be our natural target audience.

Niamh Neville

Posted by Whitewater Team at 11:01 AM | Permalink

Whitewater is pleased to announce that Durrell Wildlife Conservation Trust has appointed us as a strategic and creative partner for new supporter acquisition and development.

The Trust celebrates its 50th birthday in 2009 and new fundraising activity will coincide with above-the-line advertising planned for the anniversary.

Posted by Whitewater Team at 01:01 PM | Permalink

We would like to announce that Elly Moore has joined us as a Senior Account Manager.

Elly will be working with us on the RNLI, Christie's and Fauna & Flora International.

She's been at Whitewater before, for a whole year in 2005/06, as a freelance SAM where she endeared herself to us all with her positive attitude, infectious laugh and by being an all round good egg!

Elly has loads of experience, gained from years of working on such diverse accounts as Bryant Homes, Virgin Media and Lloyds TSB.

But finally the temptation to work on charities again proved too much.

Welcome back Elly, from all of us at Whitewater!

Posted by Whitewater Team at 02:30 PM | Permalink

Whitewater has beaten ten other agencies to be appointed WaterAid’s new direct marketing agency.

Following a lengthy review process, which began in January, Whitewater will be working with media agency MC&C to help WaterAid meet ambitious plans for growth over the next seven years.

Angharad McKenzie, Individual Supporter Fundraising Manager at WaterAid said, “The time was right to evaluate the best way forward for sustained future growth. We concluded that investing our time and budgets in developing a real partnership with a core team would enable us to be more effective and productive in our work.

“We also wanted to establish an agency-client relationship where everyone on the team would be truly committed to our vision and to delivering the very best strategies and campaigns to help us meet it.”

“We believe we can establish a high performing team made up of individuals across WaterAid, Whitewater and MC&C. We see great value in the bringing together of the best people to do the job and over the coming weeks and months we’ll be investing lots of time and energy in developing this partnership.”

Whitewater Chairman, Steve Andrews, said “WaterAid are hugely ambitious so it's a real privilege to have been chosen to work with them. Exciting too as they're lovely people with a great cause."

WaterAid saw agencies of all sizes and varying degrees of charity experience before choosing Whitewater, who demonstrated their ability to come up with inspirational creative; innovative, yet practical strategies and an unrivalled passion.

Posted by Whitewater Team at 02:24 PM | Permalink

RSPCA reminds public of emergency number

The RSPCA is launching a new campaign today to publicise the work and contact telephone number of their 24-hour Cruelty and Advice Line.

Developed in conjunction with charity direct marketing and fundraising specialists Whitewater, the new doordrop pack promotes the hotline number 0300 1234 999, which has been in use since October 2007. To provide a lasting reminder for when the number is most needed, the pack contains a useful fridge magnet with the telephone number printed on it. To enhance retention, the magnet has also been die-cut to provide a attractive heart-shaped frame for photos of the recipient’s own pets or beloved.

The creative for the doordrop employs a teasing ‘Call me’ message handwritten on a plain red outer envelope with no outward branding to uplift the number of packs that are opened. The signatory of the letter is a Cruelty and Advice Line Operator, who implores the recipient to use the fridge magnet and to use it to call her and her colleagues, should they ever become aware of an animal in distress.

The RSPCA Cruelty and Advice service operates 24 hours a day and 365 days a year and receives almost 100,000 calls every month. The pack also contains a request for cash or direct debit donations to help support this critical emergency service for animals in England and Wales

Louise Richmond, RSPCA Donor Recruitment Manager says “It is important to make the wider public beyond our immediate supporter base aware of the emergency service for animals in distress. It is also important that we make them aware of some of the costs involved in running this essential service, since we receive no public funding for any of our core work”.

Whitewater Creative Director, Nick Couldry added “Engaging the public in a fun and friendly way is most likely to capture their attention and ensure that the pack’s important message gets across. Including a fridge magnet here isn’t a gimmick. It’s a really great way to ensure the RSPCA number is front of mind at all times”.

Jonathan Jacques

Posted by Whitewater Team at 02:33 PM | Permalink

The NSPCC is breaking with fundraising tradition by moving away from asking for legacy pledges from donors. The move will see a shift towards measuring what donors say through conversation, rather than the drive to get people to reveal their gift, as a first move towards a more donor friendly legacy strategy.

The change in direction follows extensive research with the agency Whitewater, as part of a review of legacy strategy based on donor insights. The move is the first in a range of initiatives designed to recognise what donors are saying.

Development Director for Legacy Fundraising, Stephen George said: “Whilst many donors are happy to let us know they have left a gift, the vast majority don’t like it, understand it or want to do it. We believe it’s time for a new approach, where we are free from the tyranny of the pledge.”

The NSPCC’s new approach will no longer measure success by the number of legacy pledges but by the number and quality of legacy conversations across all media – both face to face and direct marketing. Future DM strategy will be developed with this new approach in place. The legacy plan builds on the NSPCC’s Donor + strategy.

Chairman of Whitewater, Steve Andrews said: “The tail has been wagging the dog. Our need to measure has driven the whole sector’s obsession with pledging. But donors told us that our desire for a pledge put them off. We have come up with a new approach and way forward.”

To find out more, contact me on 020 7336 9700 or michelle.dennis@whitewater.biz

Michelle Dennis

Posted by Whitewater Team at 04:05 PM | Permalink | Comments (2)

Whitewater has launched a radical new fundraising website for an innovative new charity called SolarAid.

SolarAid is a new charity that has been set up to fight climate change and global poverty. It achieves this by bringing clean, renewable solar power to the poorest people in the world.

The website puts donors and what they really want at the heart of the site.

It enables donors to contribute to a specific project, and allows them to talk directly with the charity and people in the field. Through blogs and videos, they will be able to see exactly how their money is being spent and the difference they are making. This is a website that gives donors choice and control over their gifts, making them a real partner in the work, bringing them closer to SolarAid.

To see the great work SolarAid does and the new website, visit www.solar-aid.org

SolarAid Director Nick Sireau said: ‘SolarAid’s new website puts our donors directly in touch with our programmes, giving them unprecedented access to what is happening on the ground. Thanks to Whitewater’s ground-breaking approach to digital marketing, we hope to pioneer a new form of fundraising that will change the way charities relate to their donors and beneficiaries.’

Steve Andrews, Managing Director of Whitewater said: “Solaraid’s website has raised the bar for how to put the donor at the heart of the charity’s strategy; and how to put digital media at the heart of the fundraising strategy. We expect Solaraid to be one of the great charity success stories of the next decade.”

Posted by Whitewater Team at 04:50 PM | Permalink | Comments (1)

The RSPCA today flatly denied the report due to be published in Precision Marketing on Friday suggesting a review of the charity’s direct marketing agency supplier.

Brendon Elliott, Personal Fundraising Manager at the RSPCA, said,

There is absolutely no truth in this story. On the contrary, we are continually delighted with the service we are receiving from Whitewater. We have been working very closely with them, successfully growing our fundraising programmes and have no plans to review this relationship.

Posted by Whitewater Team at 01:37 PM | Permalink

Whitewater has today announced the launch of a revolutionary new initiative, which we believe will have a big impact on the charity direct marketing sector. Called "No Win, No Fee", Whitewater will undertake one donor acquisition campaign for each of our clients, plus ten new clients... and only accept our fees if the charity wishes to use the campaign again, presumably because the results were good.

Click here for more details:

Email Steve Andrews on steve@whitewater.biz to apply.

Steve Andrews

Posted by Whitewater Team at 09:11 AM | Permalink

The NSPCC has appointed the agency Whitewater to help develop its legacy fundraising. The appointment follows the NSPCC's creation of a new strategic legacy directorate, designed to maximise legacy income after the FULL STOP appeal.

The agency will work in partnership with the new team at the NSPCC and will help create and drive a campaign across its supporters and to the wider market. Development Director for Legacy Fundraising, Stephen George said: "We want to apply our learning from FULL STOP and give this special way of giving some new energy, commitment and creativity."

"We are developing a fresh approach to legacies with a strong emphasis on the donor and to enable our staff and volunteers to have a natural and inspiring conversation with anyone about how a gift in their will can help children. We are delighted to be working with Whitewater who share our vision to create something special."

Whitewater's appointment follows a four-way pitch. The agency will work with the NSPCC to develop a clear legacy proposition, an integrated approach across the whole organisation, an internal campaign with the NSPCC's closest supporters and a wider marketing campaign in the New Year. It will also involve a tribute fund element and will support the NSPCC's newly developed common legacy approach.

Chairman of Whitewater, Steve Andrews said: "The NSPCC has laid down an extraordinary marker - to do a 'FULL STOP' to legacy marketing and reinvent how charities approach it. Whitewater showed them how this might be done. Together, we expect to achieve great things and we can't wait to start."

Posted by Whitewater Team at 10:52 AM | Permalink

So today is the day we can end all the speculation and announce to the World that we're joining the Direct Marketing Group, spearheaded by Millennium.

The Group is going to give Whitewater access to loads of things, including:
Strong management support
An unrivaled understanding and segmentation model of the 50+ market, so essential for charities
A strong research and data analysis service
Enormous print buying power, meaning cheaper prices for our clients

We're really excited about the opportunities this gives the company and what we can achieve over the next few years.

The official press release is below for those who want to know more.

Steve Andrews

Continue reading "Whitewater joins the Direct Marketing Group" »

Posted by Whitewater Team at 07:45 AM | Permalink

Medical relief charity Médecins sans Frontières have appointed charity direct marketing specialist, Whitewater, to handle the creative execution of an ambitious recruitment drive with a budget of £1.4m.

Médecins sans Frontières needed new creative input to develop powerful campaigns that are true to MSF's mission, values and spirit.

MSF Head of Fundraising James Kliffen commented:

"The generation of 'baby boomers' are increasingly important to charities like Médecins sans Frontières. Whitewater's understanding of this audience and of the work MSF volunteers do will prove invaluable in our drive to recruit new people to support us."

Whitewater MD Steve Andrews added:

"Médecins sans Frontières are a fantastic organisation and I know I speak for everyone at Whitewater when I say that we are proud to be working for them."

Whitewater will be producing media inserts, cold mail, doordrops, press advertisements and online creative executions.

Posted by Whitewater Team at 10:23 AM | Permalink

The MS Society has announced the appointment of two key strategic partners who will enable the charity to execute a radical five year investment plan.

Spencer du Bois have been appointed to build the MS Society's brand awareness and salience by developing the brand position and identity.

Whitewater have been appointed to drive dramatic growth in individual donor income.

Sherine Krause, Director of Fundraising and Marketing at the MS Society, has issued the following statement:

"The MS Society is at an exciting stage of its development, with the appointment of a new directorate and an immediate commitment to increasing expenditure towards finding a cure for MS and symptom relief research for MS sufferers.

"The MS Society has appointed these agencies to support the needs of people with MS and to raise awareness of the charity's work.

"Whitewater and Spencer du Bois share an unrivalled expertise in producing results driven fundraising and building sustainable awareness campaigns for charity clients.

"We have set ourselves some ambitious plans for raising awareness of MS and the MS Society's work. We are dedicated to alleviating the symptoms of MS for the 85,000 people in the UK affected by this devastating condition."

Max du Bois, Executive Director of Spencer du Bois, said, "Having designed the logo some six years ago we are thrilled at the chance of working with the MS Society to help them build an effective brand and drive the organisation forward."

Steve Andrews, Managing Director of Whitewater, said, "This pitch meant an awful lot to the Whitewater team. The cause and the vision of the MS Society team were an inspiration to us. We feel honoured to be given this enormous opportunity."

Posted by Whitewater Team at 09:45 AM | Permalink

Homelessness charity, Emmaus UK, have appointed charity direct marketing specialist, Whitewater, to drive rapid growth in their direct marketing programme.

Kieran Kettleton has issued the following statement:

"We're very happy to announce Whitewater as our new direct marketing agency.

"Having undergone a thorough pitch process, at the end of which we were able to shortlist two very impressive candidates, we decided to go ahead with Whitewater, an agency well known for achieving excellent results for a range of clients in the not-for-profit sector; and well respected in the sector not only for its creativity and innovative approach, but also for its outstanding strength with regards to strategic planning and high-quality account management.

"Emmaus UK is currently at a particularly exciting time, embarking on a new phase of growth with the aim of opening seven new Emmaus Communities by 2010, bringing the total to 20. Our direct marketing programme is integral to this growth strategy, and we're confident that Whitewater is the right agency to help us deliver our ambitious objectives."

Steve Andrews, Whitewater's Managing Director, said, "Emmaus have a powerful model to help homeless people rebuild their confidence, self-esteem and skills. Donors will love it. We're delighted to be given this chance to play our part in taking the Emmaus message to a wider audience."

Posted by Whitewater Team at 09:40 AM | Permalink

Whitewater is launching an unprecedented programme of primary research into those they believe to be the most important generation for charity marketers to get to grips with - the Baby Boomers. And because Whitewater believes that understanding this group is so crucial, they are offering UK charities the opportunity to come and view some of the groups, for free!

If predictions are borne out, in 20 years' time Boomers (people aged 45-65 years now) will control around 90% of the UK's disposable income. But many charities are failing to connect with them; Boomers are often glaringly under-represented on fundraising databases. Quantitative industry research has shown that supporters in this age group are cancelling their regular gifts and disengaging from charity support more than any other age group - a worrying trend. So understanding them and engaging with them is an urgent priority for charities hoping to improve on, or even maintain, their fundraising income over the coming years.

Whitewater has commissioned a series of 36 focus groups in a state-of-the-art viewing facility in central London, to test industry assumptions and build new insight into these powerful consumers. The groups will be divided by charity sub-sector to allow us to delve into the differing motivations between the key cause areas. So if charities would like to hear for themselves what Baby Boomers think about supporting their cause (and possibly their charity) they must let Whitewater know as soon as possible to secure their seat behind the viewing mirror!

There will be about five places per session available. Places will be given on a first come, first served basis. And yes, it really is free.

Posted by Whitewater Team at 03:57 PM | Permalink

The Zoological Society of London (ZSL) have appointed charity direct marketing specialists Whitewater to support the development and implementation of their individual donor fundraising strategies.

The brief focuses on two areas:

1. The development and implementation of a legacy marketing strategy for both the London Zoo and Whipsnade sites.

2. The launch of the Zoological Society of London's first supporter appeal: to raise &500,000 for Gorilla Kingdom - the new exhibition will transform the centre of London Zoo, offering a unique view of Gorillas and other forest animals, whilst demonstrating ZSL's associated conservation work, and is due to open at Easter 2007.

Teague Flannery, Development Executive of ZSL said, "This an exciting time for the Society. We know that there is huge potential for ZSL to increase income from individual donors and legators and we look forward to raising awareness of the charity’s need for voluntary income. Whitewater's track record and initial ideas convinced us that they are the right agency to help us on this journey."

Steve Andrews, Whitewater's Managing Director, said, "ZSL are an internationally respected brand with wonderful donor propositions. We feel privileged to have been given this brief."

Posted by Whitewater Team at 09:40 AM | Permalink

Following a three-way pitch, the RNLI has selected Whitewater to develop and implement a new strategy for member and donor retention and development, intended to greatly enhance the overall supporter experience and thereby significantly increase the charity’s voluntary income.

Whitewater will provide strategic planning and creative implementation across all aspects of the charity’s offline and online supporter communications programme, including membership reactivation and renewals, fundraising appeals, and legacy marketing.

“The fundraising marketplace is becoming ever more complex and competitive and we are very aware that we need to develop more sophisticated supporter communications programmes to take account of this,” explains Amanda Mitchell, the RNLI’s Marketing Manager - Planning & Development. “Whitewater’s approach of using consumer insight-led planning to deliver highly engaging creative makes them the ideal partner for us as we embark on our new supporter marketing strategy”.

Work is already underway on the agency’s first two RNLI campaigns; a 370k supporter appeal set to mail out in June and the re-development of advertising supporting the charity’s legacy fundraising activity.

One of the UK’s largest and best known charities, the RNLI exists to save lives at sea. It provides a 24-hour search and rescue service from over 230 lifeboat stations around the UK and Ireland, often operating in dangerous and difficult conditions. It also runs a seasonal RNLI lifeguard service on 58 of the south’s busiest beaches.

Posted by Whitewater Team at 11:35 AM | Permalink

The RSPCA is mailing over 400,000 of its most active donors in a campaign to help ensure that the new Animal Welfare Bill currently passing through Parliament is enacted in the coming year.

Building on research into how supporters perceive the charity, the campaign comprises two different creative treatments: one for older cash donors and the other for younger regular givers. The former builds on the older donors’ interest in the charity’s heritage, while the latter comprises a more contemporary campaigning presentation.

Both ask the recipient to support the RSPCA’s Animal Welfare Bill campaign by signing a campaign pledge and giving a cash donation. Additional campaign pledge forms are included in the regular giver pack to enable donors to generate extra support from friends who are fellow animal lovers.

These mailings are the last in a two year series of RSPCA fundraising campaigns focused on generating support for the Animal Welfare Bill. These have including supporter mailings, cold mail, door drops and inserts, all of which have been developed by Whitewater, the agency responsible for all of the RSPCA’s direct marketing activity.

“The Animal Welfare Bill will be the most significant piece of animal welfare legislation for almost a century and that’s clearly something of very real interest to our supporters,” says Brendon Elliott, Donor Development Manager at the RSPCA. “Through this campaign - and all those that have preceded it - we’ve been aiming to give animal lovers a real part to play in helping ensure that the Bill is passed as soon as possible and provides greater protection for pets. This is hopefully the final push to help ensure that nothing delays it coming into effect.”

The Animal Welfare Bill will replace the Protection of Animals Act that came into force almost 100 years ago and now fails to reflect modern-day animal welfare needs. A key aspect of the Bill is a new welfare offence which, for the first time, will protect thousands of animals from enduring serious ongoing neglect by legally obliging owners to care for their pets properly. Under current law, pet owners can only be prosecuted for cruelty once suffering has occurred, by which time it is often too late to save the animal from death or lasting injury.

As the UK’s largest animal welfare charity, the RSPCA has played a lead role in the development and progression of the Animal Welfare Bill since it was first considered some five years ago. On April 18 the Bill successfully completed its Second Reading in the House of Lords and the charity is campaigning for it to come into effect by the end of the year.

Posted by Whitewater Team at 10:26 AM | Permalink