As the Ontario Society for the Prevention of Cruelty to Animals nears its 125th anniversary, a wealth of fundraising initiatives are underway to ensure that it continues its work of caring for abused and neglected animals. An umbrella organization representing the majority of humane societies across the province, in its infancy the organization was also responsible for the care of abused and neglected children.

For the past 38 years it has been the only SPCA in Canada to publish a free glossy magazine. The magazine, Animals’ Voice is a quarterly aimed at informing its supporters about how their donations are being spent and updating them on animal welfare issues. It is sent to individuals or groups who have donated to the OSPCA’s headquarters or one of its branches during the last 15 months. Libraries, school boards and veterinary offices who request the magazine also receive it at no cost. The magazine is the perfect vehicle for showing supporters where their donations are needed and the results of their gifts.

“We really try not to use the magazine as a fundraising tool,” says Susan Hawkins, OSPCA Director of Development. “Our philosophy is that you need to communicate with donors. This means letting them know about the projects underway, so we include things like in-house coupons people can mail in with their donations. We aren’t afraid to put an ask beside a feature story explaining the need for donations.”

Tell the story, then ask for support

An article in the Fall edition about the new Wildlife Rehab Centre being built in Midland, Ontario, illustrates this approach. The story describes the need to replace the 140-year-old barn with a larger, 6,000 square-foot facility, capable of treating more than the 681 animals and birds that stayed there last year. Below the story a coupon appears that those interested in donating can send in along with their contribution to the Centre. The story also informs readers of the capital campaign underway to generate funds for the Centre.

“Our head office is funded primarily through our direct mail campaigns,” says Hawkins. “Our 55 affiliate branches hold walk-a-thons, bake sales, galas, Bingos and silent auctions to raise funds.”

In addition to Animals’ Voice, many branches of the OSPCA publish their own newsletters to advertise their work and fundraising events and campaigns. Information about programs like the OSPCA MasterCard program and the license plate program are also posted on the group’s web site.

The OSPCA coordinates a variety of affinity programs in which its branches can participate in to raise funds. These programs include the Bank of Montreal MasterCard, graphic license plates and rechargeable prepaid phone cards embossed with images of animals and the OSPCA’s logo, so that donors associate themselves with the organization and the work they are supporting there.

Varied programs

The organization also offers a pre-authorized payment program so those who want to become regular donors can have a specified amount of money charged to their VISA, MasterCard or chequing account each month. The PAWS Program takes the onus off regular donors to organize their giving while helping to ensure the OSPCA has a reliable source of revenue to provide its rescue services and facilities for animals.

For donors who like a more personalized form of giving, the organization offers the Sponsor-A-Pet Program. People, organizations or businesses financially support the cost of caring for a pet until an adoptive home is found for it. Donors receive a certificate, photo of their pet and information for their sponsorship. There are also different levels depending on age of the cat or dog, ranging from $40 (for a kitten) to $120 (for an injured animal). The blend of programs and marketing vehicles the OSPCA employs have helped the group meet the rising need for their services. In 1996, the organization assisted 680 animals and birds, in situations ranging from a fawn being struck by a car on an Oakville highway, to injured loons and turtles from the Orillia area.

The OSPCA plans to diversify its fundraising efforts further in the coming year by promoting a bequests and annuities program. Already, planned giving programs, major gift and grant programs are helping to fund the organization at the community level, but as the demand for provincial support services rises, more funds are needed for shelters, rehab centres and humane education services. Over its history, the OSPCA has managed to merge its outreach information programs very effectively with its efforts to raise funds.

For more information, call the OSPCA at (905) 898-7122 or (416) 213-7105.