Annual Review 2008 X78444 PDSA P1 Cg:X78444 PDSA P1 Cg 13/7/09 10:07 Page 2

x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:07 Page 1

Annual Review 2008 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:07 Page 2

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 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:07 Page 3

Contents

A message from the Director General 02

PDSA on a mission 04

Improving pet health 06

Clinical services 08

Remembering beloved animals 10

Maintaining our income 12

PDSA people 14

Raising awareness 16

Young PDSA 18

2009 and beyond 20

PDSA PetAid services 22

PDSA fundraising groups and shops 23

Income and expenditure 24

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 x78444_PDSA_p2_cg:x78444_PDSA_p2_cg 14/7/09 10:22 Page 4

Jan McLoughlin with Mickey

A message from the Director General

Every day at PDSA PetAid hospitals private veterinary practices. The about how staff feel about their jobs across the UK people bring in their average cost to PDSA of one course and working for PDSA. More than dearly loved pets for treatment. For of treatment for a sick or injured pet 1,300 staff replied and the results many there is nowhere else to go was £143, although the actual cost of have shown a number of areas which and in 2008 it was clearer than ever some treatments is far in excess of this we can strengthen or improve upon. that our services remained vital and figure. In 2008 PDSA PetAid services important. We ended the year helping overall cost more than £48 million. Plans are being drawn up to look at a record 350,000 animals. ways in which people’s comments can Our 4,800 volunteers donate their be turned into positive action to make Twelve months on from our 90th valuable skills and time to PDSA things better. anniversary, PDSA made further and work mainly in our shops and advances in improving the welfare fundraising groups. In 2008 their Since I became Director General, of its pet patients through a range value to PDSA was worth an the demands on PDSA as a charitable of initiatives. astonishing £10.3 million. service have increased significantly but we have optimistic plans for the During the year we provided more To remember our much-loved pets future of our service, ensuring the than 1.8 million free treatments to we opened a new Garden of health and wellbeing of all our sick and injured animals through Remembrance and the Paws Forever animals. 47 PetAid hospitals and branches. Pet Tribute Garden at Ilford PDSA We also launched our biggest ever Animal Cemetery. PDSA also unveiled I am conscious, however, that without pet health campaign, Long Live Pets, its most advanced PetAid hospital at the dedication of everyone, donors, which promotes a healthy life for all Kirkdale, Liverpool – The Jeanne volunteers, supporters, customers, pets, and helped overweight pets get Marchig Centre. Meanwhile our young Pet Protectors and staff, we trim through Pet Fit Club. PetCheck vehicles, the first of which could not serve so many communities was kindly donated by Julie and and pets and fight poverty in the Our legacy income continued at Robert Breckman, carried out over special way that we do. record levels. We received over 6,500 PDSA PetChecks UK-wide. £38 million as a result of people On behalf of myself and PDSA leaving PDSA a gift in their will. This We launched well-vetted gifts as an Trustees, I send my heartfelt thanks exceeded all our expectations. important new way for supporters to to you for your continued support. show their kindness to others by going Demand for our services continued to online and giving a gift that will help grow. On a daily basis, we provided PDSA treat more sick and injured pets around 775 preventive treatments, of people in need. at an accessible charge, and made PDSA PetAid services available in 177 We surveyed our staff and the results Jan McLoughlin communities through 351 associated are helping us to understand more Director General

2 Ensuring a healthy life for all our pets is a vital part of PDSA’s work. x78444_PDSA_p2_cg:x78444_PDSA_p2_cg 14/7/09 08:42 Page 5

PDSA, the UK’s leading veterinary charity

350,000 pet patients

43 PetAid hospitals

4 PetAid branches

351 PetAid practices

255 veterinary surgeons

297 veterinary nurses

Supported by

17,341 legacy pledgers

179 PDSA shops

105,500 committed givers

4,800 volunteers

6,802 Pet Protectors

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PDSA on a mission © John Connors Press Associates 4 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:08 Page 7

Koda from Swansea Vets at Swansea PDSA PetAid hospital helped Koda bounce back to health after the Collie-crossbreed swallowed a power ball.

To support the significant expansion procedures carried out since 2006) One of PDSA’s key objectives is to of PDSA pet health work, which and the launch of Long Live Pets – expand PetAid practice services and is integral to PDSA’s mission of PDSA’s biggest pet health campaign three new practices were introduced promoting responsible pet ownership, to date. at Stranraer, Wisbech and Spalding. a number of new appointments were made to our veterinary senior In September PDSA opened its new In areas not covered by direct PDSA management team. Kirkdale PetAid hospital – The Jeanne PetAid services, our PetAid Request Marchig Centre – in Liverpool, service provided more than With the appointment of Jan replacing the sadly outdated facilities £558,000 in grants towards the cost McLoughlin as Director General in in Everton. The PetAid hospital cost of veterinary treatment at private July, Richard Hooker was appointed around £1.5 million to build and practices to otherwise eligible owners, PDSA’s new Director of Veterinary equip and has a number of eco- which compares with £420,000 Services. Richard was promoted from friendly features, including solar in 2007. Chief Veterinary Surgeon at PDSA, a panels and rainwater recycling. It also role he held since 2003. has large west-facing windows and individual room temperature control PDSA aimed to … Meanwhile Richard Ewers was to reduce heating costs. appointed Head of Pet Health, › treat in excess of 300,000 sick in a role which provides support to The new PetAid hospital contains six and injured animals the Director of Veterinary Services. consulting rooms, a digital x-ray › expand PetAid services to cover Richard project managed the room, feline and canine recovery 77.9 per cent of eligible successful trial and subsequent roll- wards, a critical care ward for households out of PDSA preventive services. infectious cases and a separate recovery ward for rabbits and small › complete the new Kirkdale PDSA Steve Howard was newly appointed furry pets: a first for PDSA. PetAid hospital, The Jeanne Head of Clinical Services. This Marchig Centre position replaces some of the The PetAid hospitals saw an increase introduce a further six PetAid internally focused functions of the in the number of pets being › practice locations previous Chief Veterinary Surgeon registered of 7.2 per cent year role. Steve is working alongside the on year. PDSA achieved … Principal Veterinary Surgeon (PVS) team to assist in the development of Northampton PDSA PetAid treatment of a record 313,000 the clinical aspects of our veterinary partnership hospital continues to be sick and injured animals in the service delivery. run by the Best Friends Group and PetAid hospitals and branches saves around £300,000 each year 77.9 per cent coverage through There were many highlights for our compared to it being run by PDSA. the PetAid hospital and practice veterinary services throughout the service year, including the opening of the Outside normal working hours new Kirkdale PetAid hospital, The the care of many pet patients is completion and opening of the Jeanne Marchig Centre, in Liverpool; outsourced to emergency care new PDSA PetAid hospital in further roll-out of the Client providers, who often cover local Kirkdale, Liverpool, The Jeanne Contribution Encouragement private practices. More than 21,000 Marchig Centre, in September programme; opening of the new PDSA cases were treated by Vets Now Nottingham annex; growth of Ltd, our main emergency the establishment of five contracts preventive services (200,000 care provider. to provide additional PetAid practices of which three became Senior Veterinary Surgeon Jonathon Gravestock with Tommy operational in 2008 5 x78444_PDSA_p2_cg:x78444_PDSA_p2_cg 14/7/09 10:23 Page 8

Woody from Sunderland When tabby cat, Woody, impaled himself on a piece of wood almost 15cm long and 1cm wide, vets at Sunderland PDSA PetAid hospital managed to extract it, intact without any internal damage.

Improving pet health

A key aspect of PDSA’s mission is Gateshead, Glasgow, Liverpool and to help them shift their excess inches. helping people to understand their London with smaller walks organised The owners of the eight finalists, which responsibilities when keeping a pet. by staff from PDSA shops and PetAid included seven dogs and one cat, Our publications and media campaigns hospitals as well as by individual battled it out over three months to constantly emphasise the importance of supporters. overhaul their pet’s diet and caring for pets properly and they carry exercise regime. the latest expert advice from our vets. PetCheck Major initiatives included: PDSA’s PetCheck vehicles, the first of PDSA statistics showed that around which was kindly donated by Julie and 30 per cent of the UK’s dogs are Long Live Pets Robert Breckman, travelled the length overweight or obese – that’s around In March we launched our biggest pet and breadth of the UK and clocked up 1.95 million fat dogs across the UK. health campaign – Long Live Pets – to 282 days (11 more than in 2007) This figure leapt dramatically between position PDSA as the recognised leader delivering our pet health messages to 2006 and 2007 when the charity saw in promoting pet health. Designed to even more pet owners. More than a massive nine per cent increase. promote a healthy life for all pets, Long 6,500 PetChecks were carried out; there Live Pets started by addressing the issue were 38,000 visitors and more than Your Right Pet of obesity. The UK’s pet owners were £13,000 was raised in funds. One of our key initiatives during warned by PDSA vets that some owners the year concentrated on launching are killing their pets with kindness. Responsible Pet Care leaflets the Your Right Pet website, which helps PDSA figures showed cases of dog PDSA vets have written a series of potential owners take into account their obesity rising at a dramatic rate. PDSA informative leaflets to raise awareness circumstances and the different also developed its own version of Body of issues such as diet and nutrition, welfare needs, when choosing a pet. Condition Scoring to help owners learn safety indoors and vaccination. The www.your-right-pet.co.uk more about a dog’s healthy body shape leaflets are distributed across PDSA and to help them identify where their sites, many libraries and community pets are piling on the pounds. centres and are available online from the PDSA website, www.pdsa.org.uk PDSA Walkies PDSA Walkies was a new initiative that Pet Fit Club tied in to the Long Live Pets campaign In a bid to help overweight pets slim as it encouraged dog owners to take down, PDSA vets and nurses across the part in a series of sponsored walks, and UK created specially tailored 100-day highlighted the benefits of exercise, diet and fitness programmes for each while raising vital funds. Major walks of the eight overweight pets to follow, took place in Birmingham, Belfast,

6 Celebrity supporters, such as EastEnders’ John Partridge and dog Wellard, helped increase awareness of PDSA. x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:08 Page 9

PDSA aimed to …

› increase coverage of pet health information › consider rolling out PDSA TV in PetAid hospitals › establish PDSA as an authoritative pet health voice

PDSA achieved … an increase of national media coverage by 123 per cent the launch of the pet health campaign, Long Live Pets a series of mass participation sponsored dog walks, PDSA Walkies, which were held throughout the UK the establishment of a pet health function to co-ordinate and promote our pet health objectives

Clinical services

8 2008 was the first full year all PetAid hospitals and branches offered preventive services. x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:50 Page 11

Lightning from Leicester Lightning was nursed back to health at Leicester PDSA PetAid hospital after being struck down with an extreme reaction to E. cuniculi, a parasite which causes paralysis and attacks the brain, heart, eyes and kidneys.

2008 was the first full year that The resulting uptake for the month all PetAid hospitals and branches was 220 per cent over numbers offered preventive services, and anticipated for microchip during the year a total of 103,921 implantations. procedures was carried out. This was 7,000 more than predicted. PetAid hospitals Increased costs led to a subsequent PetAid hospitals have become increase in prices for preventive ‘one-stop-shops’ for clients and procedures in May, but the price a new income stream is being change did not adversely affect generated. PDSA has invested demand. demand. much effort and many resources in order to support this critical and Neutering significant strategic objective. PDSA continued to work with Dogs Trust and Cats Protection on our neutering programme, which aims to reduce the potential numbers of PDSA aimed to … stray and unwanted pets. Thanks to contributions from Dogs Trust › achieve target preventive services and Cats Protection, neutering income of £4.6 million procedures were made even more affordable for owners. 10,147 › work with other charities to reduce dogs, 14,633 cats, 262 rabbits the number of unwanted and stray and 50 ferrets were neutered at pets PDSA PetAid hospitals. › vaccinate pets against preventable diseases Vaccinations PDSA carried out its first National PDSA achieved … Vaccination Month in March with sales of preventive services of pet owners taking advantage of a £3.8 million – a rise of 31 per cent special cut-price offer for a primary on 2007 vaccination course. With the help of extensive media coverage, we continued collaboration with achieved an incredible uptake of Dogs Trust and Cats Protection to 168 per cent over numbers make procedures more accessible anticipated for the primary course. to owners by reducing the price

Microchipping a grand total of 103,921 dogs, We also conducted National cats, rabbits and ferrets being Microchipping Month in June vaccinated, neutered or with microchipping offered at half microchipped in 2008 the normal price as a result of 44 per cent of all PetAid hospital collaboration with the RSPCA. clients accessing preventive services

Storm from Wolverhampton When he suffered sudden sickness Storm was rushed to Wolverhampton PDSA PetAid hospital where staff operated to remove pairs of socks he had swallowed. Remembering beloved animals

Pets become our close companions The design is based on the colours of Director General, Jan McLoughlin, over many years and it is only right for the PDSA Dickin Medal ribbon, which commented, ‘A pet’s unconditional love PDSA to do something to remember is striped blue, green and brown to can be a source of great happiness and that bond and celebrate the closeness symbolise the air, sea and land forces. provide the perfect comfort in difficult we experience with our pets. times. Wanting to keep memories alive Ilford PDSA Animal Cemetery is normal and understandable and that Garden of Remembrance Ilford PDSA Animal Cemetery was is why we developed the Paws Forever In June Bob Flowerdew, the UK’s restored in 2008 thanks to a grant Pet Tribute Garden in Ilford.’ leading organic gardener and regular from the People’s Millions project panellist on BBC Radio 4’s Gardeners’ administered by the Big Lottery Fund. Question Time, opened the new The work included renovation of the PDSA aimed to … Garden of Remembrance at PDSA’s animals’ graves and new gravestones Animal Cemetery in Ilford, Essex. for the hero animals where needed, › open the Garden of plus the creation of wheelchair access, Remembrance at Ilford PDSA The Garden of Remembrance has been a new visitors’ centre and the Garden Animal Cemetery created to provide visitors with a place of Remembrance. create and open the Paws for quiet contemplation and to honour › Forever Pet Tribute Garden the 3,000 pets laid to rest in the historic Paws Forever Pet Tribute Garden also at Ilford cemetery, including 12 animal heroes In October the new PDSA Paws Forever that received the PDSA Dickin Medal – Pet Tribute Garden, which is adjacent to › encourage members of the the animals’ Victoria Cross – for the Ilford PDSA Animal Cemetery, public to display tags to gallantry in World War Two. opened for anyone who has loved and remember their pets lost a beloved animal companion. Here Bob designed the garden and they can dedicate a unique memorial to PDSA achieved … commented, ‘I have grieved over many their pet with a Pet Tribute Tag. The Pet pets over many years and remember Tribute Garden has been designed to the opening of the Garden them all with great fondness. To provide a place for private reflection. of Remembrance in June celebrate these memories, I wanted the by Bob Flowerdew garden to be a joy to the senses. The PDSA understands how much pets the opening in October of aroma of rosemary, sage and lavender mean to their owners and when a pet the Paws Forever Pet Tribute brings calm and forms a tranquil dies the emotional gap left is hard Garden by Jan McLoughlin centrepiece for the animal cemetery.’ to fill. Acquiring a Pet Tribute Tag for display in the Paws Forever Garden means pet owners have a tangible memorial to their pet displayed for all to share.

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Inset: Bob Flowerdew opening the PDSA Garden of Remembrance. Main picture: PDSA Paws Forever Pet Tribute Garden. 11 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:11 Page 14

Maintaining our income

PDSA aimed to …

› increase the number of legacy pledges and enquiries › generate £0.6 million of major donor income › recruit new lottery players › increase client contributions › grow retail income, Gift Aid and recycling opportunities

PDSA achieved … legacy pledges increased by 43 per cent to almost 3,000 £0.5 million was received from major donors and £1 million from trusts 60,000 lottery players were recruited and £5.2 million of income generated the Client Contribution Encouragement project increased income from £4.8 million to £5.7 million increased retail income by one per cent in a tough trading year increased value of recycling credits by 23 per cent 12 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:11 Page 15

Neo from Fife It was a near fatal miss for cat Neo who lost one of his legs after colliding with a train but vets at Dundee PDSA PetAid hospital helped him to become mobile again.

With the economic downturn having Volunteer Fundraising Groups Retail such a dramatic effect around the generated total income of more than For our PDSA shops, this was one of world, it was inevitable that PDSA £123,000 through attendance at local the toughest trading years in memory would face an increase in demand shows, table top sales, coffee mornings, with the economic climate having a for its services while facing the prospect antique fairs, auctions, ladies’ pamper profound effect on the high street. But of a fall in charitable income. days, collections and fun dog shows. we remain focused and are taking important steps through our Stores of However, continued strong focus on The Sheffield Group was awarded Excellence programme to improve our generating income is helping to meet Fundraising Group of the Year for their shops and create a better shopping the cost of delivering our services. efforts and their inspirational leader environment for our customers. Gwen Berry was awarded an MBE for Legacies her many years as a PDSA fundraiser. The opening of our new processing Legacies remain our single most and distribution centre in Aston, important source of income and this A quarterly newsletter was developed Birmingham, created more sales space proved to be another bumper year for during quarter four, as a tool for in our shops and improved the quality PDSA. Record legacy income came in communicating with all fundraisers, and diversity of the stock available. despite falling house prices and the including groups. This provides a diminishing value of stocks and shares. vehicle for the central team to offer Gift Aid on donated goods helped guidance where required, inform all generate almost £500,000 in We received over £37 million from pet groups of fundraising successes they additional income for PDSA. lovers who were kind enough to include may be able to replicate, as well as give gifts in their wills to assist us in our information about forthcoming events Client Contribution work, meeting the cost of treating two and news items at PDSA. Encouragement programme out of every three pet patients. Over A continued focus on contribution £7.8 million came from lifetime Direct Marketing encouragement significantly increased pledgers, showing how important it A wide range of marketing projects was PetAid hospital contributions during is to secure promises from supporters launched including PDSA’s virtual gift the year. The contribution budget was to include a gift in their will for our offering, well-vetted gifts, alongside £5.3 million – a £1.1 million increase vital work. digital marketing channels. Sponsor Me on 2007. By the end of the year this had Better continued to help pets with long- been exceeded with total contributions Fundraising term medical conditions. Over 1,000 standing at £5.7 million. In 2008 the Fundraising team focused gifts were sold and 700 donations on the following key areas: received. In digital channels we • Volunteer group recruitment, launched PDSA on social networking retention and support site Facebook, and now have more than 3,600 fans online, our PetCasts • Individual fundraiser recruitment, appeared on YouTube and many of our retention and support photos appeared on flickr, the • Flora London Marathon photo-sharing site. • Challenges PDSA Petsurance was also launched online and generated a significant increase in online sales.

Legacies remain our single most important source of income. 13 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:12 Page 16

PDSA people

PDSA aimed to …

› increase the number of Best Friends and committed givers › generate celebrity support for a variety of initiatives › thank long-serving staff

PDSA achieved …

in excess of 105,000 committed givers and income rose by five per cent celebrity support for initiatives including the 2009 PDSA Pet Pawtraits calendar and PDSA Walkies

PDSA presented … five 25 year service awards Edward Bridges Webb Memorial award Volunteer of the Year award Young Volunteer of the Year award Retail Volunteer Team of the Year award Fundraising Volunteer Team of the Year award Outstanding Achievement award 14 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:12 Page 17

Louis from Bournemouth Veterinary staff at Bournemouth PDSA PetAid hospital came to the rescue of Victoria Bulldog-cross, Louis, after he swallowed a golf ball.

PDSA is supported by people from all Charlie Taylor, who helps at the PDSA The group run the shop without any walks of life and it is thanks to that Arbroath shop, was named Volunteer paid staff to assist them, organise continued support that the charity has of the Year 2008. Charlie volunteers regular fundraising events and have been caring for the sick and injured for a minimum of four hours a day, been supporting PDSA for over 50 pets of people in need for over six days a week. Charlie’s exceptional years. nine decades. commitment and bravery in the face of serious illness made him a very We also increased the number of Key Long service awards deserving winner. Volunteers who are trained to support Five of our veterinary staff celebrated the shop management teams and 25 years of service for the charity. The Twenty-one-year-old Scott Brown was enable the shops to keep trading in awards, presented by PDSA Chairman, named PDSA Young Volunteer of the a manager’s absence. At the end of Freddie Bircher and Director General, Year. Scott has volunteered at the September 2008 there were 240 Key Jan McLoughlin, went to Julie Benson, Kilmarnock shop for almost six years. Volunteers with a further 88 in training. Head Nurse at Leeds PetAid hospital, Not only is he dedicated, reliable and The Frederick Jennings Centre; Barbara terrific with customers, he also Best Friends Bryce, Veterinary Surgeon at East organises fundraising activities to One group of special PDSA supporters Glasgow PetAid hospital; Allyson Geary, support PDSA as well. is Best Friends, whose monthly Receptionist at Nottingham PetAid donations help us treat even more sick hospital; Debby Millward, Head Nurse The volunteers at Thornbury shop and injured pets, contributing to the at Leicester PetAid hospital and Sarah became the Retail Volunteer Team of medicines we administer, the equipment Yeomans, Veterinary Surgeon at Aston the Year. They are a close-knit team we use and the facilities and staff we PetAid hospital (Birmingham). whose enthusiasm, dedication and need in order to help pets recover. Best camaraderie are outstanding. The Friends receive our quarterly magazine Edward Bridges Webb support they provide to the Companions as a thank you for Memorial award management team has been fantastic, their support. The prestigious Edward Bridges Webb helping with new initiatives, covering Memorial award was presented to for absence, and pulling together to Restructures Phyllis Seymour for her outstanding help the shop deliver excellent results. There were a number of departmental work in aid of PDSA. Phyllis devotes an restructures in 2008 with the formation average ten hours a week to PDSA, and The Fundraising Volunteer Team of the of a new Business Services Directorate. sometimes more, organising a range of Year award went to the Sheffield The new Directorate brings together fundraising events – including book Fundraising Group who worked Retail, Property Services, Procurement sales, coffee mornings, flag days, open incredibly hard to continue their and Business Services. A new Internal days at Croydon PetAid hospital and an programme of events over the past year. Communications department was annual dog show. They have been really successful at also formed. raising both PDSA’s profile and valuable Volunteer of the Year awards funds for the PetAid hospital. They are a PDSA researched the number of hours really enthusiastic and supportive team given by volunteers to help PDSA and of all ages who thoroughly deserved found that they save the charity an their award. astonishing £10.3 million per year. This is what PDSA would have to spend in A special award for Outstanding salaries if it had to pay volunteers to do Achievement was given to the volunteer the tasks they do. team at the Hull, Southcoates shop.

PDSA Chairman, Freddie Bircher, presents Phyllis Seymour with the Edward Bridges Webb Memorial award. 15 x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:12 Page 18

Smokey from Hartlepool Vets at Middlesbrough PDSA PetAid hospital extracted an eight-inch crossbow bolt from Smokey, which had gone through his side, narrowly missing some of his vital organs.

Raising awareness

The more people know about PDSA, the champion, Alesha Dixon; West End star, Fitter pets more likely it is that they will support the Summer Strallen; and Coronation Street This year’s Pet Fit Club brought a host charity and in turn help us treat actress, Kim Ryder. of overweight pets to PDSA hoping to more pets. slim down on PDSA’s specially tailored The calendar was launched at the diet and fitness programme. PDSA Although there were no medal Imagination Gallery in London’s West statistics showed that around 30 per presentations during 2008, the PDSA End at an event attended by supporters, cent of the UK’s dogs are overweight Dickin Medal and PDSA Gold Medal volunteers, trustees and sponsors. or obese and our campaign to get pets continued to attract media coverage. Media interest in the calendar was high fitter not fatter attracted widespread with a number of national newspapers national media attention. Media and magazines focusing on the Coverage of PDSA stories in the celebrities and their pets. PDSA Walkies helped raise funds for national press and consumer pets in need of vets, while highlighting magazines saw a steady rise of 77 per Celebrity support the health benefits of exercise for both cent and 41 per cent respectively, with a Our celebrity supporters also helped pets and owners. total of 645 cuttings mentioning PDSA, generate a higher profile for initiatives reaching more than 400 million people such as PDSA Walkies, which was Pet Protectors and representing an estimated supported by EastEnders’ star John Reaching children with our pet health advertising value of more than Partridge, London Mayor, Boris Johnson, messages continues to be a high £4 million. and Deborah Meaden from BBC’s priority. One of the key initiatives of the Dragons’ Den. The Kirkdale PDSA summer was Young PDSA’s series of TV coverage was up 73 per cent with PetAid hospital, The Jeanne Marchig Pet Protectors parties, held at 90 (52 in 2007) pieces and radio Centre, was visited by comedian, Ken animal-friendly venues across the UK. coverage was up 12 per cent with Dodd on the day of its launch. TV vet, 338 (303 in 2007) mentions. Steve Leonard also supported PDSA at Social media the Walkies event in Birmingham and We have expanded online with our Case studies included Victorian at two legacy awareness events at presence on social networking sites bulldog-cross, Louis, who swallowed a Blenheim Palace, Oxfordshire and FaceBook, flickr and YouTube increasing golf ball and tabby cat, Little Man, who Wilton House in Wiltshire. throughout 2008. lost an eye following an airgun attack. We launched a new TV advert, voiced Website Pet Pawtraits calendar by actors Dennis Waterman and The number of visitors to the PDSA Scarlet Page, daughter of Led Zeppelin Stephen Tompkinson, showing some of website rose to nearly one million; guitarist Jimmy Page, was engaged to PDSA’s skilled vets and nurses treating an increase of 150,000 on the photograph the 2009 PDSA Pet a few of the sick and injured animals previous year. Pawtraits calendar. Celebrities featured we see every working day. included comic actor, Johnny Vegas; TV presenter, Melinda Messenger; singer and former Strictly Come Dancing

16 Singer and dancer, Alesha Dixon, with Roxy, helped raise awareness of PDSA. x78444_PDSA_p2_cg:x78444_PDSA_p2_cg 14/7/09 08:43 Page 19

PDSA aimed to … › continue brand TV advertising › increase awareness of PDSA › increase coverage in national newspapers and other media

PDSA achieved … the combining of TV advertising with national press campaigns recall of PDSA and its work among the general public, which increased to 70 per cent an increase of national publication coverage by 52 per cent an increase in media coverage on TV and radio of 21 per cent and national online coverage of 430 per cent

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Sally from Cardiff Vets at Cardiff PDSA PetAid hospital got straight to the point when treating crossbreed-Terrier, Sally, who narrowly avoided swallowing a needle and thread which was embedded in her tongue.

Young PDSA Dedicated youngsters Competitions Schools PDSA website Young PDSA aims to capture the interest Nathan Williamson, from Norfolk, was PDSA’s first web-based education tool, of young people by providing exciting named Pet Protector of the Year and Schools PDSA, www.schoolspdsa.org.uk ways to learn about pets, their health Kerry Flynn, from Wiltshire, was our continued to be a firm favourite in the and their care, and the Young PDSA Young Fundraiser of the Year. Their classroom. team developed a number of new prizes included VIP visits to their local projects in 2008. PetAid hospitals. Schools PDSA helps primary and secondary schoolchildren develop Pet Protectors Young PDSA’s photography competition key skills, while learning in a fun and The PDSA Pet Protectors club ‘for kids also brought a host of entries while interactive way about pets, their health who love pets’ grew by 250 per cent to PetAid challenge, for animal-mad care and careers within the leading 6,793 members (1,944 in 2007). This teenagers, showed the determination veterinary charity. The interactive site growth is primarily due to the successful and initiative of young people in makes it simple for teachers to roll-out of free membership to the raising funds for PDSA. incorporate Schools PDSA into lessons. children of PDSA PetAid hospital clients, Resources include curriculum-linked which ensures that every two months the Young PDSA website lesson plans, PowerPoint presentations, club’s Animal Antics magazine is Unique users of the Young PDSA assessment sheets and PetCasts – online delivered to 2,837 households who website increased by 74 per cent to video clips of PDSA veterinary surgeons. have a PDSA-registered pet. almost 108,000. The launch of two new pet health games ensured that Unique users increased by 69 per cent A series of Pet Protectors events was supporters stayed on the website for from more than 13,000 in 2007 to held during the summer. Young longer (an average of 15 minutes) almost 23,000. It was promoted by supporters from all over the UK were and sent in over 2,749 contact forms, a series of adverts in educational invited to some fantastic days out where which shows an activity increase of publications and mailings to schools. they had fun and learned about PDSA’s 735 per cent. work caring for sick and injured The Young PDSA team also promoted animals. The five parties gave children Young PDSA’s first commercial the website to teachers by exhibiting and their parents the chance to meet a participator’s agreement was set up in at the Education Show at the NEC PDSA vet, learn more about caring for September to provide a reciprocal link in Birmingham, demonstrating the animals and join in with workshops and with Yellow Moon, a website selling interactive educational resources animal-related activities. children’s craft materials. This link was to teachers and promoting the in exchange for a cash-back percentage pet health-based lesson plans. of orders placed where people nominated PDSA as their beneficiary. From October to December the income earned was almost £10,000.

18 Pet Protectors parties encouraged children to have fun and learn about caring for pets responsibly. x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:15 Page 21

PDSA aimed to …

› increase membership of PDSA’s Pet Protectors children’s club › roll out free membership to the children of PDSA PetAid hospital clients › engage children with PDSA

PDSA achieved … an increase in membership numbers of PDSA’s club ‘for kids who love pets’ by 250 per cent to almost 7,000 members the roll-out of free membership to the children of PDSA PetAid hospital clients, ensuring that club magazine Animal Antics is delivered to almost 3,000 households who have a PDSA-registered pet the hosting of five Pet Protectors parties held across the UK new ways of increasing children’s interest in the Young PDSA and Schools PDSA websites

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Loui from Newcastle-upon-Tyne and owner Staffordshire Bull Terrier, Loui, underwent surgery at Newcastle-upon-Tyne, PDSA PetAid hospital, The Ann Coleman Centre, to remove a pair of socks, after falling seriously ill.

2009 and beyond

The future We are totally dependent on public Our four-year business plan outlines support and receive no funding from what we want to achieve by 2012 and HM Government or the National Lottery how we plan to achieve it. PDSA has for our PetAid services. While we do made significant strides in improving the have reserves to fall back on, the real health of pets, and maintaining our challenge is to manage our cash flow. services is the key to our plans in the immediate future. Although trying times lie ahead, we must not forget the social impact PDSA At a time of economic recession, we will have and how that will ensure our face increased demand for our services success in the future. set against the possibility that we may face a fall in income. We need to invest We need to spot and pursue new for the future and spend wisely today; opportunities and be willing to adapt to plan, to forecast and be prepared to and innovate continually. take action if events do not follow our budgetary or business plans. The outlook for PDSA remains positive and our future growth and expansion When funds allow, our plans are not are still our priority. only to maintain our service, but also to expand. By working together we will continue to provide a healthy life for all our pets. To generate income we will be looking closely at how direct marketing, legacies and major gifts, retail, preventive services and PetAid hospital contributions can be improved and thus provide greater support to our service.

Jan McLoughlin, Director General, in Kirkdale PDSA PetAid hospital,

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-Tyne Cardiff Nottingham Coventry Plymouth Croydon Portsmouth Derby - Cowplain Dundee Romford Edinburgh Sheffield Gateshead Southampton Gillingham Stoke-on-Trent Glasgow Sunderland - East Swansea - Shamrock St Wolverhampton Hull Leeds Leicester

PDSA PetAid branches

Huddersfield Ilford Southend Southsea

PDSA PetAid partnership hospital

Northampton

PDSA PetAid practice locations

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

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PDSA fundraising groups and shops

PDSA fundraising groups

Aldeburgh Lincoln Aston Liverpool Bay Barcombe Lochaber Basildon Morcambe & Lancaster Bearsden/ New Forest Milngavie Newcastle-upon-Tyne Belfast Nottingham Bournemouth Oxford Bradford Plymouth Bridlington Portsmouth Brighton Selsey Croydon Sheffield Denby Southport Derby Stoke-on-Trent Doncaster Swindon Drumchapel Swindon Central Eastbourne Teesside Gainsborough Telford Gateshead Wessex Gillingham Woodbridge High Peak Wrexham Hull York Ibstock Leicester

PDSA shops

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

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Voluntary income

Legacies receivable £37.033m Donations and gifts £20.986m

Activities for generating funds

Merchandising income and charity shop income £20.631m Preventive services £3.760m Lottery ticket sales £3.688m Investment income £3.398m Gain on disposal of fixed assets £0.164m

Total incoming resources £89.66m

Charitable activities £53.071m Fundraising trading† £23.695m Cost of generating voluntary income £11.182m Investment management £0.367m Governance £0.226m

Total resources expended £88.541m

† Cost of goods sold and other costs.

The information on this page is a summary of the statutory accounts of PDSA for 2008. A copy of the full audited accounts can be obtained from Internal Communications, PDSA Head Office, Whitechapel Way, Priorslee, Telford, Shropshire TF2 9PQ.

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Income and expenditure x78444_PDSA_p1_cg:x78444_PDSA_p1_cg 13/7/09 10:17 Page 28

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 email: [email protected] visit: www.pdsa.org.uk

PDSA Head Office Whitechapel Way Priorslee, Telford Shropshire TF2 9PQ