We were tasked with planning and implementing the PR strategy for the Cheetah Conservation Fund UK (CCF UK) in 2017. The objectives were to engage their core audience with regularly updated information and content, reach new audiences, increase awareness of the plight of the cheetah (Africa's most endangered big cat) and increase donations to the charity.
Working as part of the dedicated team at CCF UK, we set into motion the 'PR and Communications Programme for 2017'; a digital comms and public relations strategy which saw an increase in engaging social media output, several publicity campaigns and support on a major CCF UK event.
As a result of weekly, engaging social media output we achieved a target of 10,000 CCF UK website sessions and an increase in followers across 3 platforms. We smashed our PR target of achieving a 1.5 million readership of print articles mentioning CCF UK, instead achieving a readership of over 3 million in print and many more millions of readers online. Our 'PR and Communications Programme for 2017' helped to drive more donations to CCF UK via PayPal than the previous year, increasing yearly PayPal income by more than 100%.