Using Sign-Up Ads and Social Media to Unite Pet Owners Around a Common Cause

ASPCA is a nonprofit dedicated to the well being of animals. It is the first and oldest animal welfare organization in the U.S., with millions of supporters and national recognition. However, the organization is challenged to engage such a large audience and motivate supporters to take action on a wide variety of causes.

Making It Easy to Get Involved

There are 68 million pet owners in the U.S. That’s no shortage of people who are invested in protecting animals, but how can each of them find relevant information about what they can do to help? And how can they learn about the latest developments in the fight against animal cruelty? To connect with pet owners across the country, the online marketing team at ASPCA looks for solutions that provide the broadest possible reach while still putting the organization in front of the right audience. Using sign-up ads, ASPCA is able to communicate updates and tips to pet owners and get real-time feedback about what causes people are most passionate about.

When Animals’ Lives are at Stake, Timing is Everything

For animal advocates, every minute counts. They want to know what they can do right away to help dogs, cats, and other animals in danger. The same goes for pet owners who look to ASPCA for tips on how to prevent their cats from keeping them awake at night — they’d like to solve that problem now. That’s why ASPCA runs sign-up ads that enable people to get involved immediately.

Pet owners aren’t always the easiest demographic to target. They are geographically and economically diverse, and they visit many different websites, not just animal-oriented ones. “CPL is a great way to reach people who might be pet lovers or activists, but who aren’t actively going to pet sites,” says Debbie Swider, Director of e-Marketing for ASPCA. Once people sign up, ASPCA uses Pontiflex AdLeads to send real-time emails and let people know the next steps for helping animals.

Continuing the Discussion through Social Media

But the conversation doesn’t stop with email marketing. ASPCA’s emails provide links to social platforms like Facebook and Twitter, where animal activists can connect, share information and get instantaneous updates about the issues they care about. These social channels have enabled ASPCA to build a community of loyal followers, people who continue to engage with the brand over time in ways that are most relevant to them.

Advantages of Pontiflex

1. Real-time advocacy

   People who care about animals get information and updates immediately.

2. Reach + Performance

   ASPCA can find people wherever they are online and pay only for new, qualified sign-ups.

3. Stronger engagement

   Emails sent to people acquired through Pontiflex have double the open and clickthrough rates compared to organic sign-ups.

4. Social acquisition

   Pontiflex makes it easy to build a social brand around communities such as Facebook and Twitter.