ArticlesBlog

Using an e-commerce enabled website for better animal welfare – Business English Case Study

Using an e-commerce enabled website for better animal welfare – Business English Case Study


The RSPCA is a community based animal welfare
organisation. We have a system of shelters across each state
and we also have an inspectorate and we also do campaigning for animal welfare issues.At
the core of our online presence we have our RSPCA.org.au website. As part of that we have a donation platform,
a online shop and we also have several social media presences such as on Twitter, Facebook
and Youtube. On our website, we have our online store so
people that aren’t near a RSPCA retail outlet can go and buy RSPCA merchandise. We also have a knowledge base which allows
members of the public who have queries about the RSPCA, our policies, our positions or
animal welfare queries in general to get the answers without necessarily having to use
our Call Centres which means that staff productivity actually increases because our staff no longer
have to answer the same questions. We can direct them to the knowledge base for
all their needs. We have about 100,000 hits per month on our website which is quite significant,
we believe. It does increase quiet steadily month on month
in line with general internet traffic trends. One of our websites adoptapet.com.au, we introduced
a few years ago, which helps people to view animals available for adoption online which
has actually helped foot traffic increase through shelters and also adoptions itself
so that has certainly been one benefit of [going] online for us.At the very core of
our strategy we want to listen to what people are saying about the RSPCA so we monitor social
media channels for what people are saying about the RSPCA. That, in turn, influences what we are saying
to the community so we are getting feedback about our campaigns. We are constantly improving our campaigns
based on that feedback. Particularly on Facebook, if people don’t
like a particular aspect of a campaign or they don’t like a policy, they will tell
us and the great thing about it is that we are actually able to explain on a one to one
basis why we are doing what we are doing and more often than not they really appreciate
that. We are finding that it definitely improves our work in three areas: in fundraising, in
campaigning and also with our Call Centre functions. With fundraising we are finding that we are
able to reach people in new ways. With campaigning, same thing again, we are
able to reach a whole new demographic when we are talking about issues and as well with
the Call Centre because we have features on our website such as the knowledge base we
are able to direct people to the right answer and they don’t necessarily have to call
us to find out something that is very easily found on our website.

Comment here