Annual Review 2010 PDSA Vision

Annual Review 2010 PDSA vision

PDSA mission To care for the pets of people in need by providing free veterinary services to their sick and injured animals and promoting responsible pet ownership. Contents

A message from the Director General 3 Free treatment for sick and injured pets 4 Improving pet health 6 Delivering preventive services 8 Launching our Pet Hospital Appeal 10 Recognising animal bravery and devotion 12 Maintaining our income 14 Celebrating PDSA people 18 Raising awareness 20 Encouraging young supporters 22 Looking ahead – 2011 and beyond 24 PDSA PetAid services 26 PDSA fundraising groups and stores 27 Income and expenditure 28

The People’s Dispensary for Sick Animals Founded in 1917 Patron: HRH Princess Alexandra, the Hon. Lady Ogilvy, KG, GCVO Registered charity nos. 208217 & SC037585 PDSA, the UK’s leading veterinary charity

482,564 pet patients

43 PetAid hospitals

5 PetAid branches

375 PetAid practices

290 veterinary surgeons

640 veterinary nursing staff

Supported by

21,716 legacy pledgers

171 PDSA stores

106,239 committed givers

5,203 volunteers

As the UK’s leading veterinary charity increasing pet patient numbers. our help in the city. We officially we fight poverty in a very special Their continued focus on reopened Glasgow (Shamrock way by providing free veterinary encouraging clients to make a Street) PetAid hospital after a major treatment for the sick and injured financial contribution towards the refurbishment and we opened pets of people in need. cost of treating their pets brought in Llanelli PDSA PetAid branch to take a record sum of £7.02 million. some of the pressure off Swansea Throughout 2010 it was clear PetAid hospital. that PDSA’s services were needed We took our pet health messages more than ever, but we found our on the road through our PetCheck Our volunteer numbers continued resources were stretched to the limit. vehicles, the first of which was to rise and we now have the help of There was no tangible improvement generously sponsored by Julie and more than 5,000 registered active in the economic climate and, as Robert Breckman, and our veterinary volunteers. A Volunteer Investment the effect was felt in all areas of teams carried out 9,000 PetChecks and Value Audit (VIVA) was society, it brought more eligible pet across the UK. undertaken, matching the number owners to the doors of our PetAid of hours that volunteers donate to hospitals. We never turn away a sick After a slow start, our legacy income PDSA with a comparable hourly or injured pet, but we had to face recovered towards the end of the rate. It showed that volunteers saved the reality of a 30 per cent increase year and we were very fortunate PDSA a phenomenal £11.2 million in the number of pets needing our to be left £37.9 million from gifts in employment costs in 2010. help over the last three years. That is in wills, which was a remarkable the equivalent of an extra 180 pets achievement given the economic PDSA was recognised by coming into our PetAid hospitals problems and a depressed housing independent bodies for the quality every working day. market. We are indebted to all those of our volunteer management by people who gave so generously. regaining Investors in Volunteers (IiV) But a profoundly felt duty of care status and becoming an accredited underlies our vision to provide a Highlights of the year included practitioner with the Duke of healthy life for all our pets and we an award of the prestigious PDSA Edinburgh Award scheme. did everything to ensure we provided Dickin Medal, the animal equivalent the best possible service. of the Victoria Cross, to Arms and Finally, our work could not be Explosives Search dog, Treo, which done without the passion, pride One of the ways we plan to maintain generated media coverage all over and loyalty of everyone at PDSA, our service is through the launch of the world. The presentation was together with our volunteers, donors our first ever national Pet Hospital made by our patron, HRH Princess and supporters. Appeal. Our goal is to raise Alexandra, the Hon. Lady Ogilvy, £6 million in the next three years to KG, GCVO. We also presented On behalf of the Trustees and build essential replacement PetAid three PDSA Gold Medals, one myself, thank you. It is my conviction hospitals in Plymouth, Cardiff and posthumously, to heroic dogs, that whatever difficulties we face, Birmingham (Quinton). Frodo, Oi and Anya. we can achieve our goals and we remain confident about our future. Our PetAid services treated more Our ambitious build programme than 480,000 pets (including continues with the opening of a preventive treatments) across the new replacement PetAid hospital UK. Our busy veterinary teams and in Sunderland, The Reay Hudson support staff have shown incredible Centre, which will cope with the Jan McLoughlin dedication against a background of demand from pet owners needing Director General 3 Charlie from Leicester Staffordshire Bull Terrier, Charlie, was left with life-threatening injuries following a road accident, but made a full recovery thanks to several operations and months of care from PDSA vets and nurses. CASE STUDY

Free treatment for sick and injured pets

Our veterinary services were in New PetAid practices were opened great demand. Over the last three in Nairn and Forres; Minehead, years demand for our services has Williton and district; Deal; Treharris; PDSA aimed to … increased by 30 per cent and is and New Romney and Lydd. › treat more than 380,000 sick expected to rise to 50 per cent in Best Friends Group continues to and injured animals 2011. This equates to 120,000 run Northampton PDSA PetAid more pet patients being treated. partnership hospital. › expand PetAid services to cover 78.6 per cent of Faced with this increase it was vital Vets Now Emergency (VNE) provides eligible households to control costs and look at ways emergency care outside normal › introduce a further five PetAid of generating increased income working hours for PDSA clients at practice locations through new initiatives. 33 PetAid hospitals and branches. New VNE services were launched › begin building a replacement We were able to complete a number in Aberdeen and Hendon PetAid PetAid hospital in Sunderland of key capital projects and keep to hospitals and the out-of-hours › conduct a review of our long- our commitment to maintain our provider at Bournemouth PetAid term expansion plans and high-quality PetAid services. hospital was acquired by VNE at focus on services needed in the end of the year. VNE performed the northwest of England The replacement Sunderland PDSA more than 26,000 consultations on PetAid hospital, The Reay Hudson behalf of PDSA. PDSA achieved … Centre, opened to the public in ✓ the treatment of a record December. Refurbishments were Clients can use our PetAid request 407,000 sick and injured carried out at Portsmouth and service if they are in an area not animals Nottingham PetAid hospitals; covered by direct PDSA PetAid additional consulting rooms were services. The fund received 5,185 ✓ 78.2 per cent coverage added at Coventry, Hendon, applications with £407,835 in through the PetAid hospital Bournemouth and Croydon and grants being awarded. and practice service reception areas were upgraded at five PetAid hospitals to make them fit Thanks to the hard work of our ✓ the opening of new practice for purpose and better equipped for veterinary teams, PetAid hospital services in five locations disabled visitors. client contributions reached an ✓ the opening in December of all-time high, taking in more than the replacement Sunderland Work also commenced to secure £7 million in one year for the first PetAid hospital, The Reay replacement sites for our PetAid time. The programme encourages Hudson Centre hospitals in Plymouth, Cardiff and clients to make a contribution Birmingham (Quinton). towards the cost of treating their pets. ✓ a search for land in Manchester and Blackburn 4 © John Hipkiss

Demand for PDSA services has risen by 30 per cent in the last three years 5 Clay from Edinburgh 13-year-old Spaniel, Clay, made her own unique contribution to PDSA, after vets removed eight coins from her stomach. CASE STUDY

Improving pet health

Helping pet owners understand owners on board to meet a PDSA with weight gain are highlighted how best to look after their pets is a veterinary nurse who provides free to the general public in PDSA Pet fundamental part of PDSA’s mission. health checks; examining the dogs’ Fit Club, our annual pet slimming Expert advice from our veterinary weight, body shape, teeth, eyes, coat competition. Our veterinary surgeons staff was featured in a range of condition and general fitness. During and nurses help some of the UK’s publications, appeals and media the year, 269 separate PetCheck most overweight pets through a campaigns, which all emphasised locations were visited, more than specially-tailored six-month diet and the importance of responsible 9,000 checks were completed and fitness programme. The owners of pet care. 2,001 pieces of pet care advice 11 finalists were advised as well on given. Almost 67,000 visitors were how to give their pets a better quality PDSA Animal Wellbeing able to gain an insight into PDSA’s of life by following the programme (PAW) Report work and more than £24,000 was and also how to improve their pets’ Work began on the ‘PDSA Animal raised in funds. life expectancy. Wellbeing (PAW) Report – the state of our pet nation’, in conjunction Your Right Pet with YouGov, a leading research PDSA won a coveted animal welfare PDSA aimed to … company. More than 11,000 award for its unique online pet ➢promote our key pet health members of the pet-owning public selection programme, Your Right Pet, › messages took part in the survey to create an from the Universities Federation for annual picture of the state of the UK Animal Welfare (UFAW). The UFAW › launch the UK’s first Pet pet population. It is the biggest ever Companion Animal Welfare Award Health Index study into the health and welfare of was awarded to Your Right Pet for › increase awareness of pet health pets in the UK and the results have its contribution to educating pet through the PetCheck programme been published. owners and improving companion animal welfare. Launched in 2009, PDSA achieved … PetCheck Your Right Pet is designed to help Getting our pet health messages prospective owners find the pet ✓ the launch of our new range of across to pet owners is a key part best suited to their lifestyle and Responsible Pet Ownership leaflets of PDSA’s mission and thanks to our circumstances. To date, the website ✓ the development of the first annual PetCheck tour we are talking to has attracted around 90,000 visitors. PDSA Animal Wellbeing Report more people than ever. Our three ready for launch in 2011 eye-catching PetCheck vehicles, Responsible Pet Care leaflets the first of which was generously A new range of Responsible Pet ✓ an update of the pet health section sponsored by Julie and Robert Care leaflets was launched and well of the website Breckman, completed another received in PetAid hospitals, private extensive tour at the end of October practices, libraries and community ✓ the most successful launch ever of and statistics reveal the growing centres. Pet Fit Club with the highest level popularity of our free pet health of entrants ‘MOTs’. The custom-designed Fighting obesity ✓ the UFAW Companion Animal vehicles toured the UK from late Pet obesity is of major concern to Welfare Award 2010 for ‘Your March to October, welcoming dog PDSA and the problems associated Right Pet’ 6 © Dave Bagnall

PDSA promotes key pet health messages 7 Dolly from Nottingham Dolly, the Staffordshire Bull Terrier, struggled to cope after she went blind. But PDSA vets gave her a new ‘leash’ of life with ingenious plastic cable tie ‘whiskers’ fitted to her collar, enabling her to find her way around.

CASE STUDY Delivering preventive services

Protecting pets from suffering, Microchipping The opening day was marked by injury and disease is an intrinsic National Microchipping Month the appearance of several well- part of our service. Pet owners took place in June and successfully known local figures, among them are asked to pay an affordable created greater awareness among TV personality Denise Robertson and price for vaccinations, neutering, pet owners of the need for pets to Sunderland goalkeeping legend, microchipping, flea and worm have microchips. During the month, Jimmy Montgomery. treatments, and prescription diets. It more than 3,000 implants were is clear that the continued growth of dispensed; a 100 per cent increase these services has a major beneficial on 2009. impact on pet welfare. Income from these services is used to help fund Vaccinations PDSA aimed to … our veterinary service and sales PDSA Vaccination Month took place achieve target preventive increased to £4.65 million. in October, where pet owners were › services income of £4.5 million given the opportunity to take up 2010 was the third full year that all a number of special promotional › work with other charities to PDSA PetAid hospitals and branches offers. More than 4,000 primary reduce the number of unwanted offered preventive services, and a vaccination courses were dispensed, and stray pets total of 120,676 procedures was compared to 2,992 in 2009. increase the number of carried out. The total number of › preventive procedures carried preventive over-the-counter products PetAid hospitals out and preventive products dispensed was 260,042. In December, we opened the supplied replacement Sunderland PDSA Neutering PetAid hospital, The Reay Hudson PDSA achieved … PDSA continued working with Centre, which was named after a animal charities Dogs Trust and major donation to the fundraising ✓ an increase in sales of preventive Cats Protection on its neutering appeal from the trust fund of the late services to £4.65 million – up by programme, to make the treatment Derek Reay Hudson, a benefactor 5 per cent on 2009 more affordable for pet owners. with historical links to the northeast. ✓ continued collaboration with Without neutering, the numbers Dogs Trust and Cats Protection of stray and unwanted pets would The veterinary team at the PetAid to make treatments more increase. PetAid hospitals carried hospital sees around 8,000 local affordable for pet owners out 10,953 procedures on dogs, pets every year. Since 2006 this has 16,361 on cats, 281 on rabbits risen by 34 per cent. ✓ more than 120,000 preventive and 38 on ferrets. procedures (vaccinations, neutering and microchipping) and the sale of more than 260,000 preventive products 8 © John Hipkiss

Protecting pets from suffering, injury and disease is an intrinsic part of our service 9 Fifi from Gillingham PDSA vets and nurses rebuilt the jaw of lovable Shih Tzu, Fifi, after she was attacked by a dog while out walking.

CASE STUDY

Launching our Pet Hospital Appeal

The Pet Hospital Appeal is our most The PetAid hospitals will have the fundraising campaign, including ambitious single appeal to date and space, equipment and facilities to an integrated marketing campaign, our plans will help to save the lives treat more animals more efficiently focused legacy work and regional of many more sick and injured pets. and keep waiting times, and press activity. suffering, to a minimum. Our target is to raise £6 million A dedicated website by 2013 to build and equip three Each PetAid hospital will have six www.pdsa.org.uk/appeal replacement PetAid hospitals. The consulting rooms, digital x-ray has been set up to provide more appeal was launched at Kenwood facilities, a separate dental suite, details and as a facility through House, in London, to an audience a diagnostic room with an which to donate. of trust managers, potential major ultrasound unit and ECG, donors and other interested parties. two operating theatres, feline, canine, rabbit and It is a major challenge for PDSA, small animal recovery but it is the only way to ensure that wards, a kennel kitchen, the growing number of pets coming a critical care ward for to us receive the care they deserve. infectious cases and a laboratory. Three of our busiest locations have been chosen for the new PetAid The launch event hospitals; Plymouth, The Gwen Rees was followed by a Centre; Cardiff and Birmingham (Quinton). We have selected these areas because the buildings in which the veterinary teams currently work in were designed for a fraction of the number of pets that are being brought in for treatment.

Limited space, structural issues and planning laws mean that altering our existing buildings to meet our new requirements is either impossible or more expensive in the long term.

TV presenter, Ben Fogle, supported the 10 launch of the Pet Hospital Appeal An artist’s impression of our latest PDSA PetAid hospital design © Eggshell Blue

Senior Veterinary Surgeon, Ian McClive, abseiled to raise funds for the Pet Hospital Appeal 11 Houdini from Bristol Houdini narrowly escaped death after being shot by an airgun. Sadly, he lost an eye in the ordeal, but is back on all four paws now thanks to the vets and nurses at PDSA.

CASE STUDY

Recognising animal bravery and devotion

Many pets go through life with The PDSA Gold Medal is a civilian Anya and Oi protected their little opportunity to show just how honour, the equivalent of the handler and owners, respectively, amazing they can be. But when George Cross, and is awarded on from attackers, while Frodo alerted faced with danger or disaster, their an exceptional basis to animals everyone in a house before it was true heroic qualities have often displaying conspicuous gallantry engulfed in flames. been revealed. or devotion to duty in saving human life. Both medals reflect the The PDSA Certificate for Animal PDSA recognises these qualities determination of PDSA’s founder, Bravery or Devotion to Duty was and the unique contribution animals Maria Dickin, CBE, to raise the presented in November to Orlando, make, in wartime and peacetime, status of animals in society. a dog whose incessant barking with its awards for bravery and undoubtedly brought attention to his devotion. In July the PDSA Gold Medal was elderly owner who lay stranded for presented to police dog Anya hours in her garden and was unable Foremost is the PDSA Dickin Medal, and civilian dogs, Frodo and to get help. Her ordeal could have which is awarded to animals that posthumously to Oi. All three dogs resulted in severe hypothermia. show gallantry or devotion to duty showed remarkable courage and during times of military conflict risked their lives to save others. and is recognised worldwide as the animals’ Victoria Cross.

In February it was presented to Arms and Explosives Search dog, Treo, and his owner Sergeant Dave Heyhoe, for his bravery in locating Improvised Explosive Devices (IEDs) in Sangin province in Afghanistan. The presentation, at the Imperial War Museum in London, was made by our patron, HRH Princess Alexandra, the Hon. Lady Ogilvy, KG, GCVO.

PC Neil Sampson and Anya, Graham Norton, Oi’s owner, Patricia Adshead, 12 Jenny Barwise and Liam Towers with Frodo PDSA aimed to … › recognise acts of outstanding animal bravery › raise awareness of the status of animals in society

PDSA presented … ✓ PDSA Dickin Medal to Arms and Explosives Search dog, Treo

✓ PDSA Gold Medals to dogs Anya, Oi (posthumously) and Frodo

✓ PDSA Certificate of Animal © Sean East Bravery or Devotion to Duty to dog Orlando Sergeant Dave Heyhoe with Treo, DM 13 Jaffa from Manchester PDSA vets rebuilt the leg of plucky cat, Jaffa, following an horrific road traffic accident.

CASE STUDY Maintaining our income

PDSA depends entirely on public Fundraising brought a 19 per cent year on year support and receives no funding Fundraising groups and individuals sales improvement through better from HM Government or the took part in a wide range of buying and marketing, particularly in National Lottery for its veterinary activities from daring skydives to our Christmas range. services. To run our service costs an sponsored cycle rides, dog shows estimated £60.8 million per year and to cake sales, raising a total of We developed our online sales it is only through consistently seeking £252,304. through eBay and Amazon, trialled ways of generating income that we new methods of stock collection and can meet the huge costs of treating Staff (including the Director General) rolled out niche stores in Bristol more than 480,000 pet patients and supporters took part in the and Leeds. (including preventive treatments. 2010 Virgin London Marathon, which raised a record £263,500. Recovery of Gift Aid (tax claimed Legacies (gifts in wills) Volunteer fundraising groups raised back from HM Government) was Gifts in wills make a tremendous a total of £64,434, through their just under £2.3 million (up difference to PDSA but as economic hard work, which included coffee from £2.2 million in 2009) with challenges persisted and the housing mornings, ladies’ pamper days, approximately £563,000 of this market suffered, legacy income antique fairs, table top sales and relating to Gift Aid on retail sales. did not match the record level of collections. £41.4 million in 2009. However, Direct Marketing thanks to the generosity of many Pounds for Pets Our direct marketing channels donors, PDSA achieved income of Pounds for Pets was a new initiative performed exceptionally well £37.9 million from gifts kindly left where a series of fundraising events against the backdrop of the difficult to us in wills. was held throughout the summer economic climate. Income from the months. These included a ‘Doggie PDSA Lottery and Committed Giving The legacy awareness events Dash’ where more than 40 families increased and numbers are growing programme continued and six events took part in a two-mile walk. in support of Cashcascade and took place at stately homes across Sponsor Me Better. the UK (as well as 20 group legacy Retail events at PDSA PetAid hospitals). The High Street faced another Digital marketing grew in The legacy marketing team, with the difficult trading year as a result importance with more than Director General, gave presentations of the economic climate, but due £440,000 generated through digital to 464 supporters who attended, to revisions in PDSA’s approach channels. with many attendees indicating to retail we achieved a surplus of that they would make a significant £1.9 million – double that of two Petsurance performed exceptionally donation to PDSA during their years ago and nearly 30 per cent well following its introduction to lifetime. up on 2009. Our new goods range online sales websites GoCompare

14 © Peter Sandground © Peter

TV presenter, Carol Smillie, and Jess launched an appeal for foreign coins 15 Tinsell from Cardiff Tinsell the cat was hailed a miracle by the PDSA veterinary team after he recovered from lifesaving surgery to fix multiple injuries caused in a road traffic accident.

CASE STUDY

and Compare the Market, with Best Friends the number of policyholders Best Friends are PDSA supporters reaching 21,332. whose regular monthly donations to PDSA contribute so much towards New initiatives included a St the provision of our modern, Valentine’s Day Appeal, local well-equipped PetAid hospitals appeals for Manchester and Bristol and professional staff. At the end PetAid hospitals and a Special of 2010, there were 68,994 Best Appeal focusing on the need to Friends. Companions magazine is raise funds to help us cope with the sent to all our Best Friends to say demand on our services. thank you for their support.

A major focus was on the Pet Hospital Appeal to raise £6 million to build and equip three replacement PetAid hospitals in Plymouth, Cardiff and PDSA aimed to … Birmingham (Quinton). › obtain 2,750 legacy pledges and 8,000 enquiries Client Contribution launch a £6 million Encouragement Programme › Capital Appeal The Client Contribution Encouragement Programme › recruit new lottery players encourages clients to donate › increase client contributions what they can afford towards the cost of the treatment of their pets. › grow profitability in retail Contributions reached a new high with a total income of £7.02 million, PDSA achieved … which has increased greatly since ✓ 2,571 legacy pledgers and last year. 6,838 legacy enquirers

✓ the launch of the Pet Hospital Appeal in November

✓ recruitment or reactivation of 57,000 lottery supporters

✓ client contributions of £7.02 million compared to £6.5 million in 2009

✓ retail profitability growth of 28 per cent year on year 16 © John Hipkiss Coronation Street stars Schmeichel and Sue Nicholls supported a local appeal for Manchester PetAid hospital 17 Jasmine from Glasgow PDSA vets saved Jasmine’s life after finding a blockage in her intestine. Everyone was stunned when the team found a rubber duck during emergency surgery.

Celebrating CASE STUDY PDSA people

The drive and determination of so learn new skills and keep herself work tirelessly organising fundraising many people to care for sick and busy and motivated. dog shows, walks and collections in injured pets has ensured that PDSA the local area. Though the team was has continued for many decades. Veterinary Volunteer of the Year only set up in November 2009, they Our goals can only be achieved was Gina Drayton. Like Leila, raised an impressive £3,200 in their thanks to their hard work and Gina wanted to do something that first year. commitment, which is recognised would keep her active after she was with a number of special awards. made redundant, so she began Long Service Awards volunteering on reception at our Four PDSA staff were presented with Volunteer Awards PetAid hospital in Gillingham. Long Service Awards for 25 years’ Jean Young, a retail volunteer, was service by PDSA Chairman, Michael chosen as the Volunteer of the Year, Key Volunteer of the Year was Bolton. Those honoured were Sylvia after she impressed the judges Gordon Watt. As a Key Volunteer, Gooding, Receptionist, and Michelle with her outstanding passion for Gordon had specialist training to Rees, Veterinary Nurse, who both the charity, and the individual care take on more responsibility in the work at Swansea PetAid hospital; and attention she gives to all her store in Arbroath. His commitment, Jennifer Allen, Veterinary Surgeon customers. A lifelong animal lover, eagerness to learn and cheery at Bournemouth PetAid hospital; Jean began volunteering at the York personality make him an extremely and Stella Mort, Shop Manager at store in 2010. Jean was also our popular member of the team. PDSA’s Bolton store. Retail Volunteer of the Year. The Special Achievement Award Edward Bridges Webb Best Newcomer of the Year was went to Sue Beanland. Sue gives Memorial Award Antonia Pournara. Even though she up her free time to help at PDSA’s This Award is given to those who only started volunteering in May, busy National Volunteering Centre render outstanding meritorious Antonia quickly made her mark in Winchester, which helps to recruit service to PDSA. It was presented to at Headingley, Leeds PDSA store, volunteers from all over the UK to Elaine Pendlebury, Senior Veterinary impressing the judges with her assist in our PetAid hospitals, stores, Surgeon (Science and Welfare), enthusiasm and commitment. Her offices and fundraising groups. for exceptional dedication and efforts helped to transform the store contribution to PDSA. into a fantastic vintage boutique. Retail Team of the Year was Crossgates, Leeds. The volunteers at Young Volunteer of the Year was Crossgates PDSA store showed that Leila Perry at Weston-super-Mare. they are incredibly dedicated. After Leila was made redundant from her waitressing job, she Fundraising Team of the Year was decided to take up volunteering to North Swindon. The team of five

The Edward Bridges Webb Memorial Award was presented to Elaine Pendlebury 18 PDSA aimed to … › thank long-serving staff › recognise the valuable contribution of volunteers › increase the number of committed givers

PDSA achieved … ✓ an increase in the number of committed givers to 106,239 – up 2.2 per cent on 2009

PDSA presented … ✓ four 25-year Long Service Awards ✓ Volunteer of the Year Awards ✓ the Edward Bridges Webb Memorial Award © DC Imaging

Jean Young, PDSA Volunteer of the Year 2010 19 Jet from Gateshead Playful Labrador, Jet, nearly choked to death after accidentally swallowing a ball in the park. Fighting for breath, he was rushed to PDSA vets who quickly acted to save his life.

Raising CASE STUDY awareness

At PDSA we can only realise our Celebrity support Website redesign vision – a healthy life for all our The support of a number of celebrities PDSA’s main website was redesigned pets – if we are well known and well helped us generate greater awareness and relaunched with new structure supported, both by our clients and of our projects and initiatives. and content that made many areas the general public. By getting our easier to find and read. The number positive messages across in the media Renowned BBC correspondent, Kate of visitors to the site rose from – online, on television, radio and in Adie, read the citation at the PDSA 1,239,365 in 2009 to 1,330,157. newspapers – we reach millions of Dickin Medal presentation to Treo people each year. at the Imperial War Museum; Carol Social media Smillie and her dog, Jess, lent their The rise in popularity of social media Media coverage support to our foreign coin appeal; TV is something PDSA is tapping into Media interest and coverage of PDSA presenter Ben Fogle, and singer and as part of our strategic goal to raise remained high with more than 600 Strictly Come Dancing star, Alesha awareness of our work. Currently mentions in the national press and Dixon, championed our Pet Hospital we promote PDSA in four key areas: consumer magazines. Combined Appeal. Graham Norton hosted our Facebook, Twitter, YouTube and Flickr, with major news items that appeared PDSA Gold Medal ceremony at HM and are researching ways in which on websites and through broadcasts, Tower of London, which was also to spread our message and integrate we achieved publicity worth attended by former Big Brother winner, our campaigns on other sites. Since £18.1 million* in equivalent Craig Phillips. TV agony aunt, Denise PDSA first entered the world of social advertising spend. Robertson, was PDSA’s special guest media in 2008, the number of people at the opening of the replacement becoming fans or talking about pet Pet Fit Club Sunderland PDSA PetAid hospital, health issues has grown considerably. The launch of the 2010–11 Pet The Reay Hudson Centre. On Facebook we had 44,450 fans Fit Club competition attracted who have uploaded 3,210 fan considerable positive exposure for Pet Protectors photos; on Twitter we had more than PDSA. In the first 24 hours following The Youth and Education team 3,000 followers; almost 10,000 the launch, nine national newspapers was supported by the promotion of people viewed our YouTube pages carried news of the contest along their activities in the media, which and more than 1,300 photos have with our warnings about the rise in included the Pet Protectors Club, been shared on Flickr. pet obesity. PDSA veterinary surgeons PetAid Challenge and Pet Protector were interviewed live on GMTV, Photography Awards. New in 2010 * Figure supplied by Media Sky TV and dozens of radio stations, was the launch of the Pet Protector Measurement Ltd. No comparable including BBC Radio 4 and 5 Live. party packs and the Education measurement was carried out The story was even picked up by Programme. The club’s regular before 2010. media outlets in Australia and USA. competitions were also publicised in regional press, consumer magazines and local radio. 20 PDSA aimed to … › increase national press, TV and online coverage › grow our digital presence through the use of social media

PDSA achieved … ✓ growth in national press coverage by 21 per cent, TV coverage by 27 per cent and online coverage by 7,500 per cent

✓ growth of 41 per cent in its digital presence through social media sites such as Facebook, Twitter and YouTube

✓ an increase in the number © Gavin Fogg of visitors to its website from Singer and Strictly Come Dancing star, Alesha 1.2 million to 1.3 million Dixon, championed our Pet Hospital Appeal 21 Leo from Sunderland PDSA vets saved the life of greedy Labrador, Leo, for the second time, after performing emergency surgery to remove three socks from his stomach.

Encouraging CASE STUDY young supporters

Encouraging young people to Pet Protectors website fundraising materials, information support PDSA and grow up caring A dedicated Pet Protectors site was about work experience, and how to for and respecting animals is a launched as part of our website and book a PDSA talk. Teachers could priority for PDSA, and the Youth and aimed to get youngsters active and also start a Pet Protectors Club at Education team provided a number even more interested in animals. All their school for children who are of projects to engage their interest. the content was built around our keen to learn more and help PDSA key pet health messages so children on a regular basis. Pet Protectors can learn as they have fun. A new Pet Protectors is a club for ‘kids who Pet Protectors gang was introduced Leaflets and a special email about love pets’ and has 3,457 members. and the site has been visited nearly the new Programme were sent to Throughout the year, 60,000 copies 20,000 times. over 2,000 schools who have been of Animal Antics magazine were involved with PDSA in the past. distributed via membership mailings, Schools PDSA Facebook updates and website talks, events, schools and libraries. The Youth and Education team homepage banners also helped During the summer months, children launched the PDSA Education spread the word. The Education were invited to hold their own Programme; a one-stop-shop Programme website also gained a fundraising parties to help PDSA, on our website where teachers top award from Schoolzone, one of with the aim of spreading the word can find resources, assembly the UK’s leading education websites. about Pet Protectors, raising money ideas, interactive lessons, videos, and enjoying the parties. Party packs were supplied upon request and the events raised over £1,500.

Competitions Nicola Dawes became our Pet Protector of the Year and Emma Bennett was awarded the title of Young Fundraiser of the Year. Thousands of young people entered a range of national competitions, including the Pet Protectors Photographer Awards and the Enid Blyton writing competition. Prizes ranged between cameras and family holidays secured through sponsorship, and tours of local PetAid hospitals. Children were encouraged to learn more about caring for pets 22 PDSA aimed to … › increase membership of PDSA Pet Protectors › update the Pet Protectors website area › engage children with PDSA

PDSA achieved … ✓ an increase in paid membership to 2,557

✓ almost 20,000 visits to the new Pet Protectors gang web area

✓ delivery of 60,000 copies of Animal Antics magazine through membership mailings, talks, events, schools and libraries

✓ generation of more than £1,500 from a summer fundraising campaign

✓ launch of a new Education © Ian McClelland Programme for interaction with schools Pet Protector, Alice Hodcroft, reads the Club magazine, Animal Antics 23 Rella from Gillingham PDSA vets saved the life of curious cat, Cinderella (also known as Rella), following a road accident which left her with a shattered pelvis and ruptured diaphragm.

CASE STUDY Looking ahead – 2011and beyond

In 1941 our founder, Maria Dickin amount of Gift Aid we can reclaim, our fundraising efforts and it CBE, wrote these words: an increase in job losses and a is encouraging to see how many higher cost of living. staff and volunteers are coming ‘It has been by no means an easy up with ideas and taking part in path for PDSA. Our many and These external pressures affect not fundraising events. varied difficulties have sometimes only the number of people eligible appeared to be insurmountable. and in need of our services, but also It is that ‘can do’ spirit that drives We have endured fierce opposition, the amount of money supporters can much of what we do at PDSA and we have worked many times until afford to donate. it is inspiring to see it in action, in well nigh exhausted; we have faced every corner of our organisation, many a financial crisis when we The challenges are many but we are every single day. have not known where to turn for determined to achieve the aims set immediate money. out in our four-year Business Plan, If we stay focused, committed and which takes us through to 2014. We enthusiastic, we can surely achieve ‘But they have been moments only must ask what we can do differently what we set out to do. … we are doing the right thing; we to achieve our goals; we must are answering the cry of the weak, continue to control our costs and helpless, dumb ones, as far as it change the way we do things without is in our power to do … we are compromising our service. working on a firm foundation.’ We are finding ways to generate It is true to say that our cause, more income, from developing new caring for the sick and injured corporate partnerships to increasing animals of people in need, never our digital marketing activity to has been easy. regularly refreshing the new goods offered in our stores. In our PetAid There will be testing times ahead, hospitals we will be encouraging particularly from events happening more clients to give what they can outside PDSA and over which we afford towards the cost of treating have no control. There have been their pets. rises in Value Added Tax and in Employer’s National Insurance Our £6 million Pet Hospital Appeal contributions, a reduction in the will continue to be at the forefront of

We will be encouraging more clients to give what they

Our £6 million Pet Hospital Appeal will be at the forefront of our fundraising efforts © Dave Bagnall 25 PDSA PetAid services

PDSA PetAid hospitals

Aberdeen Liverpool Basildon - Huyton Belfast - Kirkdale Birmingham London - Aston - Bow - Quinton - Hendon Blackpool - New Cross Bournemouth - Thamesmead Bradford Manchester Brighton Middlesbrough Bristol Newcastle-upon- Cardiff Tyne Coventry Nottingham Croydon Plymouth Derby Portsmouth Dundee - Cowplain Edinburgh Romford Gateshead Sheffield Gillingham Southampton Glasgow Stoke-on-Trent - East Sunderland - Shamrock St Swansea Hull Wolverhampton Leeds Leicester

PDSA PetAid branches

Huddersfield Ilford Llanelli Newcastle-under-Lyme Southend Southsea

PDSA PetAid partnership hospital

Northampton

PDSA PetAid practice locations

Bangor, Clacton-on-Sea Pershore Hitchin & Margate Redruth & Tewkesbury Caernarfon Colchester Exeter Letchworth Maybole & district Camborne Thetford & district Coleraine & district Exmouth Hythe Midsomer Norton Rhondda Thornhill & Barnstaple Congleton Falmouth & Inverness & Frome Rhyl & Prestatyn Sanquhar Barrow-in-Furness Consett Helston Ipswich Milford Haven Rugby Thurso Bath Corby Folkestone Irvine & Saltcoats Milton Keynes Rugeley Tiverton Beaconsfield & Cowdenbeath & Forfar Isle of Wight Minehead, Williton Ruthin & Denbigh Torquay Amersham Lochgelly Fort William & Kelso & district & district Rye & Tenterden Treharris Beith & district Cromer & district Kendal Montrose St Austell Truro Berwick-upon- Sheringham Gainsborough & Kettering Morpeth & district Salisbury Uttoxeter Aberdare & district Tweed Cumnock & district Retford Kilmarnock Nairn & Forres Scarborough Wells & district Aberdour & Bexhill-on-Sea Deal Galashiels & King’s Lynn Newmarket Scunthorpe Weston-Super- Burntisland Blackwood & Deeside district Kinross & district Newport Pagnell Shrewsbury Mare Abergavenny district Diss Galston & Kirkcaldy & Newquay Skegness Weymouth Abergele Bodmin Doncaster Newmilns Levenmouth Newton Abbot Skipton Whitby Aberystwyth Boston Dorchester Glenrothes Lancaster Norwich Sleaford Whitehaven & Aldeburgh & Bridgnorth Dover Gloucester Launceston Oban & district Southport district Saxmundham Bridlington Droitwich Goole Lincoln Oswestry Spalding Whitstable Aldershot & Broadstairs Dumfries Grantham Liskeard Otley Stafford Wick Farnham Bude, Holsworthy Dunfermline Greenock Llandudno Oxford Stevenage Wilmslow Alnwick & Wooler & district Duns & district Hailsham Llangollen & Pembroke Stirling Winchester Andover Bury St Edmunds Eastbourne Harrogate district Penzance & St Ives Stranraer Wisbech Anglesey Buxton Ebbw Vale & Harwich Londonderry & Perth Street & Worcester Arbroath Canterbury district Hastings & district Pitlochry Glastonbury Workington Ashford Carlisle Elgin St Leonards Luton Pontypool Sudbury Wrexham Ayr & Troon Carnforth & district Ely Hawick Lydd & New Porthcawl & Swindon Yeovil Bala & Blaenau Cheltenham Enniskillen & Hereford Romney Bridgend Taunton York Ffestiniog Chester district Herne Bay Macclesfield Ramsgate Teignmouth Banbury Chesterfield Evesham & High Wycombe Malvern Reading Telford

26 PDSA fundraising groups and stores

PDSA fundraising groups

Aldeburgh Sheffield Basildon Stoke-on-Trent Bearsden/ Swanscombe Milngavie Swindon Belfast Teesside Bembridge Telford Bournemouth Wessex Bridlington Wrexham Brighton York Croydon Denby Drumchapel Eastbourne Gainsborough Gateshead Gillingham Haywards Heath Liverpool Bay New Forest Newcastle-upon-Tyne North Swindon Nottingham Oswestry Oxford Plymouth

PDSA stores

Aberdeen x 2 Caerphilly Gloucester Maidstone Poole Thornbury Aldershot Callander Gosport Merthyr Tydfil Port Talbot Torquay Andover Cardiff x 2 Grantham Mexborough Portishead Uttoxeter Arbroath Chatham Hanley Montrose Preston Waltham Cross Ashford Cheadle Harborne Musselburgh Rubery Watford Ayr Cheltenham Harrow Neath Rugby Wellington Banbury Chester-le-Street Havant Newcastle-under- Rutherglen Weoley Castle Barking Chorlton Helensburgh Lyme Ryde West Ealing Barkingside Christchurch Hendon Newcastle-upon- St Austell Weston-Super-Mare Barnet Clacton-on-Sea Hull x 2 Tyne x 2 St Leonards-on-Sea Whitby Barnsley Colchester Ilford Newhaven Sale Whitley Bay Basildon Coventry x 3 Inverness Newport Scarborough Winton Bath Crewe Inverurie Newton Abbot Shanklin Wishaw Beeston Derby Kentish Town North End Shirley Wolverhampton Bilston Diss Kilburn Northfield Solihull Worksop Blackpool Doncaster Kilmarnock Norwich Southampton x 2 Wythenshawe Bognor Regis Dover King’s Heath Nuneaton Stafford Yeovil Bolton Dudley Kingstanding Oldham Stevenage York Boscombe Eastbourne Leeds x 3 Orpington Stirling Bramley Edinburgh x 2 Leicester Otley Stourbridge Brighouse Elgin Leigh Oxford Street Brighton Erdington Leigh-on-Sea Paisley Sudbury Bristol x 5 Exeter x 2 Leyton Penarth Sunderland Broomhill Fort William Lisburn Perth Sutton-in-Ashfield Broughty Ferry Galashiels Liverpool x 2 Peterlee Swansea x 2 Burton-on-Trent Glasgow x 2 Lochee Pitlochry Taunton Bury Glenrothes Long Eaton Plymouth x 2 Teignmouth

27 Income and expenditure

Voluntary income

Legacies receivable £39.281m Donations and gifts £22.532m

Activities for generating funds

Merchandising income and charity store income £19.778m Preventive services £4.626m Lottery and similar income £3.679m Investment income £2.823m Gain on disposal of fixed assets £0.022m

Total incoming resources £92.741m

Charitable activities £60.793m Fundraising trading* £23.262m Cost of generating voluntary income £9.233m Investment management £0.404m Governance £0.307m

Total resources expended £93.999m

The new dispensary at Sunderland PetAid hospital, The Reay Hudson Centre 28 * Cost of goods sold and other costs.

The information on this page is a summary of the statutory accounts of PDSA for 2010. © John Hipkiss A copy of the full audited accounts can be obtained from Internal Communications, PDSA Head Office, Whitechapel Way, Priorslee, Telford, Shropshire TF2 9PQ. 29 To find out if you qualify for PDSA veterinary care, freephone 0800 731 2502

For more information on the charity and its work, freephone: 0800 917 2509 visit: www.pdsa.org.uk

PDSA Head Office Whitechapel Way Priorslee, Telford Shropshire TF2 9PQ Front cover image © John Hipkiss. Inside and back images Shutterstock.com Front Dispensary for Sick Animals 05/11 © The People’s