Newcastle Dog and Cat Shelter

The power of the £1 appeal in times of crisis
Newcastle Dog and Cat Shelter
In response to COVID-19, Newcastle Dog and Cat Shelter launched an emergency text appeal which they’ve been sharing across social media, with a default donation amount of just £1

The campaign

At the outbreak of COIVD-19, Newcastle Dog and Cat Shelter – like so many other charities around them – were immediately faced with unprecedented financial strain.

In response, the Shelter quickly launched an emergency text appeal where the default donation amount of the keyword was set to just £1. Stating that ‘every donation makes a huge difference’, at the core of this appeal is the ask that anything the audience can donate, even if it’s just £1, will help their efforts massively. Truly, every little helps at a time of crisis.

In less than 3 weeks, the ongoing campaign has received donations from over 2,500 individual donors, totalling almost £3,000.


Sharing on social

The Shelter has shared the appeal far and wide across their social media platforms, including on Facebook, Twitter, and on Instagram – where they’ve also had some help from local influencers who have also been able to share their posts.

At the core of the appeal is the message that anything you can donate, even if it’s only just £1, will help their efforts massively.

Another unique place that the Shelter have tested at this time is setting up a TikTok account – a newer social media platform which attracts a younger audience, where users can both view and upload short videos. The charity has jumped onto this trend and created some short, funny videos which also display the text keyword on-screen – a great way to try and engage new audiences with a small ask at this time.

Newcastle Dog and Cat Shelter – a dog who needs rehoming

Shortcode: 70450
Default amount: £1

Spotlight on

As the chosen charity partner of the Battle Proms Concerts for a second year in a row, SSAFA opted this year to trial Text Giving as a way to widen the scope for receiving donations in an events environment.

Spotlight on

With an aim to end hunger and poverty in the UK, The Trussell Trust supports a nationwide network of food banks by providing emergency food and support. To offer their supporters more choice, they added text giving to their website’s online donation options.

Spotlight on

We take a look at how The Normandy Memorial Trust used different Text Giving shortcodes to track the performance of donations by text across a range of campaigns.

Adding Text Giving to your digital fundraising or emergency appeal? Read our COVID-19 Info Hub