Paws & Give

The Challenge

The Ontario SPCA had been running the symbolic giving program Paws and Give for several years, but faced two key challenges: competition in the symbolic giving space, and low cart value. These challenges were leveraged as opportunities to change both the key offer and the marketing approach for Paws & Give.


People who support the Ontario SPCA love animals, and when they are given a way to show their support in a different way, they will give. Providing donors with a way to support the organization and meet a key need – specifically gift giving dilemma’s – it’s a win-win for both Ontario SPCA and the donor.


We created a multi-channel, integrated symbolic giving campaign that included direct mail, digital, social media and video and gave the Paws and Give program a creative update.
To drive improved results, the Ontario SPCA added a plush toy to help make their symbolic giving program more tangible. In the first year after this addition, average purchase size increased by 5.4%. To overcome competition, we decided to advertise in a space that wasn’t being used by competitors, so we produced a short video spot in house to run on YouTube. This drove 31,000 click-throughs to the Paws & Give site, with 7.3 million impressions.


  • Overall revenue increased by 20%
  • Number of Paws and Give gifts increased by 15%
  • Number of online donors increased by 17%
  • Number of online gifts increased by 20%
  • Online revenue increased by 13.8%

This campaign continues to grow year over year – as the Ontario SPCA continues to strive to innovate and push the envelope on this program, adding different bundling options, special offers and more plush toys.


landing page and banner adds


adoption certificate