Animal clinic launches #PawMember campaign after massive reduction in funding - GET INVOLVED for R10
On the 27th of March, the Mdzananda Animal Clinic in Khayelitsha launched its largest campaign yet. The “Become a #PawMember” campaign aims to raise 3000 Paw Members, each donating R100 per month, in the space of 10 weeks.
Click to view campaign video | YouTube:
“The campaign idea came about when I was driving to the Clinic after a meeting with our largest funder. They had given me the news that our yearly donation would be decreased by 64% for the current financial year,” says Marcelle du Plessis, Fundraising and Communications Manager.
Due to the economic situation in Europe and budget cuts, Mdzananda’s main funder has had to start a funding extraction plan. For the duration of three years (2017-2019) their funding will be reduced yearly until full extraction at the start of 2020, taking with them a yearly donation of 2.2 million rand.
“The funding deduction for this financial year was much larger than I expected it to be. I left the meeting in a flat panic not knowing how to fix the situation and not knowing if the clinic would survive. It was then that I came up with the idea of a Paw Member campaign. If just 3000 people could commit to donating R100 per month we would cover our financial deficit as well as the increased funding we require due to our organisation’s growth,” says du Plessis.
The Mdzananda Animal Clinic in Khayelitsha serves up to 700 pets per month through consultations, hospilisation, surgery (general, orthopeadic and serilisations), mobile clinics, an animal ambulance, pet re-homing and pet owner education. Over the past three years the number of cases seen and pets needing homes has increased dramatically showing the increased need for their services in the community.
“We are based in the heart of the community, for the community and have a strong focus on empowerment and education. Mdzananda has strong relationships with community members and works with them on creating better lives for animals in the community. We believe that a community that loves animals is a healthy community. Looking after a pet teaches qualities such as respect, responsibility, non-violence and companionship – qualities that will spill over into all areas of life,” says du Plessis.
The “Become a #PawMember” campaign launched its fist video via social media in March. The video shows the essential work done by the clinic and appeals to people to sign up as a Paw Member. The video can be viewed on www.mdzananda.co.za.
In the first 24 hours 38 people signed up as Paw Members. “I am extremely excited to see that the first day went so well - we still have a long way to go though.”
The next 10 weeks’ campaign will feature a number of heartwarming graphics as well as four video interviews with current Paw Members speaking about how becoming a Paw Member has influenced their lives.