The Donkey Sanctuary



The Client

The Donkey Sanctuary is an international animal welfare charity and aims to protect donkeys and mules and promote their welfare worldwide.

The charity works in over 29 countries and has provided 14,500 donkeys and mules with a sanctuary for life over the last 40 years.

Currently The Donkey Sanctuary gives 400,000 overseas treatments to working donkeys worldwide each year, but, the sad truth is that the charity is having to help more and more neglected donkeys than ever, and without donations, The Donkey Sanctuary can't be there for them all.


The Challenge

The Donkey Sanctuary decided to launch a DRTV campaign and wanted an experienced agency to handle the inbound calls.

The charity was also particularly keen that calls sounded fluent, enthusiastic and conveyed the passion of The Donkey Sanctuary to supporters.




The Solution

By enlisting Angel, The Donkey Sanctuary knew our experience - particularly regarding DRTV -would ensure call spikes were handled with ease.

By conducting focused training sessions between our fundraisers and members of The Donkey Sanctuary, we ensured that all calls were answered by keen, knowledgeable agents, all of whom knew just how much supporters’ donations mattered to the cause.

Careful scripting modified throughout the course of the campaign also ensured that our fundraisers connected well with supporters to deliver the most pertinent information in a way that donors identified with.

By working closely with media planners we were able to accomplish a fantastic 98% answer rate. Additionally, our team worked diligently to achieve an average donation that was more than double the initial advertised ask – resulting in a CPA almost 50% lower than industry standard!




Resulting Testimonial

“We knew when we met the team working on our television campaign that Angel would turn out to be a true gem of a call centre.  The professionalism of its staff shines through at every level.  From the outset, the Angel team have impressed with their meticulous attention to detail in running our campaign, taking the pressure away from us as the client and ensuring that no stone has been left unturned.  The calls have been handled sensitively and efficiently and the detailed daily reports update us on the campaign performance.  We are confident that our campaign is in safe hands with Angel.”

 Xanthe Breens, Fund-raising Campaigns Co-ordinator. The Donkey Sanctuary.





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