As it becomes more difficult to fight for every donation dollar, not-for-profits are finding innovative ways to keep their names front of mind.
Starting from a reading circle of five female friends, to a 115-strong workforce with a six-pronged approach to preventing animal cruelty, RSPCA WA has been through a remarkable transformation over the past 130 years.
The modern face of WA’s leading animal welfare charity is shrugging off the misconceived connotations often associated with the term 'not-for-profit', and is instead embracing a ‘surplus for purpose’ approach.
“For-purpose and for-profit organisations are not, and should not be, that different,” RSPCA WA chief executive Ben Cave said.
“The more resources we have, and the more efficiently we use those resources, the more effectively we can achieve our mission,” Mr Cave said.
“Business-forward thinking equates to more animal lives saved and more improvements to animal welfare generally.”
Small steps to big strides
Mr Cave said RSPCA WA did not shy away from investing in the short term to build a stronger and more resilient organisation in the long term.
“RSPCA WA recently introduced new platforms and processes to streamline administrative tasks, as well as updated staff and volunteer management software,” he said.
“Introducing tools such as Workplace intranet – a given in for-profits but so often overlooked in not-for-profits – has been instrumental in building a positive one-team culture.
“In the NFP sector, staff morale and retention can be a massive challenge," he added. “Attracting and retaining quality team members is invaluable at all levels of the RSPCA, whether they’re delivering best-practice animal care in our shelter or advocating to state government on legislative or policy reform.
“A revamped focus on training, inclusion and mental health, alongside a new set of organisational values, is helping RSPCA WA make great strides in this space.”
Keeping ahead of the curve
Mr Cave said RSPCA WA had never lost sight of supporters as core to the organisation’s success.
“It’s so important that NFPs don’t fall behind when it comes to technology that puts supporters first,” he said.
“An investment in transitioning RSPCA WA’s supporter database into Salesforce three years ago continues to create powerful engagement opportunities for the team.
“Nurturing donor and support relationships is something NFPs can’t afford to get wrong," he explained.
“The RSPCA simply couldn’t function without the public support we’re so lucky to enjoy and our systems allow us to share our story with supporters in ways we never imagined possible just a few years ago.
“As well as sharing what we’re doing, we’re also learning more about RSPCA WA’s supporter base every day. That’s really important, as it facilitates more personal and meaningful interactions, creating enduring relationships that stand the test of time.”
Mr Cave said while there was pride in its cause, there was no pride in an NFP living hand-to-mouth.
“The WA public trusts RSPCA WA to be a voice for animals, and it’s not a responsibility we take lightly,” he said.
“Having a long-term vision, working sustainably, and taking intentional steps to build up our income is one of the best things we can do to achieve better outcomes for animals."
Future-forward thinking
“RSPCA WA has big plans for the future,” Mr Cave said.
He said the organisation has plans to open a large animal shelter to rehabilitate animals like horses and livestock, expand its footprint further in regional WA, and help farmers maintain their social licence to operate by transitioning away from harmful farming practices such as mulesing.
“These goals will only be possible with continued support from the public, the corporate sector and the state government," Mr Cave said.
“The modern-day RSPCA WA is stepping into the future with confidence, conviction and excitement about what we can achieve in the next 130 years.”
