Even though the announcement of the 2024 UK General Election took almost everyone by surprise, both Cats Protection and the Royal British Legion (RBL) successfully leveraged their digital advocacy tools to create high-impact campaigns with broad reach and strong candidate engagement. Though the two charities are focused on very different causes, they responded to the unique pressures of a snap election with tailored, strategic and engaging activities that positioned their issues at the centre of political conversation.

Campaign Development

For both charities, early preparation and internal collaboration were essential. Cats Protection saw an opportunity to raise awareness for animal welfare, creating a “Cat Manifesto” that highlighted specific policy aims while making the campaign feel approachable. RBL, advocating for veterans’ welfare, timed their launch to coincide with the 2023 party conference season and strategically aligned with Armed Forces Day, drawing attention to their cause as the election drew closer.

Each charity also understood the importance of making an impact quickly in candidates’ busy inboxes. Cats Protection used Engaging Networks’ political broadcast tools to make an initial, friendly introduction before presenting a request, standing out by inviting candidates to share cat photos on social media alongside a pledge page. This approach combined a memorable ask with an action that humanised candidates from across the political spectrum – allowing them to engage and show broader support, even if they couldn’t sign up to specific commitments. This strategy resonated in an increasingly crowded election landscape.

“We started really thinking about our General Election campaign  last year, so we were in a very strong position when the election was called as we had already created a list of e-actions we wanted our supporters to engage with. We also published our manifesto last autumn, outlining five clear asks of the new Government which we shared with our supporters using different touch points, allowing them to be familiar with our calls on the new Government before asking them to write to their candidates.”

-Rebecca Ogbonna, Royal British Legion

A call to action: Cats Protection 

• Key Tool: Political email tools, used to make introductions and build rapport with candidates.
• Pledge Form: Made a simple pledge request, encouraging candidates to show general support rather than making specific policy commitments.
• Social Media: Invited candidates to share cat photos and/or a graphic stating they will ‘speak up for cats’, broadening the campaign’s relatability and reach and allowing those candidates unable to formally ‘pledge’ to still engage with the campaign.

A call to action: Royal British Legion 

• Key Tool: Membership and supporter engagement through Engaging Networks email broadcast tools
• Cross-Department Collaboration: Coordinated membership, social media, fundraising, and volunteer teams to amplify a unified message.
• Editable Messages: Allowed supporters to personalise messages with their experiences, adding a layer of authenticity to outreach.

Campaign Launch

When the election was called, Cats Protection and RBL were well-positioned to act quickly. Their pre-prepared messaging and the flexibility of their campaign team’s tools and tactics allowed them to be among the first to reach out to candidates and the public, making an instant impression. By adapting to the fast-paced nature of the election with prepared resources, both organisations managed to capture attention, rally support, and build a rapport with candidates despite the campaign’s tight timeframe.

For RBL, coordinating efforts across teams ensured that the campaign reached multiple audiences, while Cats Protection’s personalised approach made their message stand out from the crowd! The snap election underscored the value of strategic flexibility, which both charities embraced by utilising low-bar engagement options, focusing on rapport-building and working quickly across teams to get their messages out.

Learnings from Cats Protection

• Simple Engagements: More personal  asks like photo sharing can have high impact and create approachable entry points.
• Humanising the messaging: Personal touches , such as asking candidates to “show support for cats” and involve their own pets in the campaign resonated well with the campaign targets 
• Early Preparation: Starting early was essential to respond effectively during the limited time window of a snap election.

“We also wrote to the candidates ourselves using Engaging Network’s political tools, introducing ourselves as a political entity, letting them know about our campaign and saying ‘Hey. This is why you’re getting lots of emails about cats!’”

-Stefan Blakiston Moore, Cats Protection

Learnings from RBL

• Internal Coordination: Breaking down silos and working across departments amplified their campaign reach.
• Authenticity in Outreach: Allowing personalised supporter messages built stronger, more genuine connections.
• Timely Campaign Anchors: Aligning with events like Armed Forces Day increased visibility and engagement potential.

Campaign Results 

The results from both charities’ election campaigns were substantial. Cats Protection achieved widespread engagement, with over 650 candidates responding to show support for cats, including 111 that were subsequently elected. Including a more personal and light-hearted ask while still highlighting the more serious policy issues not only garnered pledges but also led to a high level of social media engagement, as candidates shared the organisation’s message and engaged with the public. 

The response from RBL’s supporter base drove engagement from 90 candidates who have since become MPs, and gained hundreds of new members from within their Campaigner Community. Both charities set the stage for future engagement with the new government, demonstrating the lasting impact of their early, human-centred outreach.

“We were one of the first organisations to go live… For us, the key thing was getting out early – being ready to launch as soon as the election was called. We had over 650 candidates respond and saw so many candidates Tweeting out ‘Cats Protection have asked me to share cat photos!’”

-Stefan Blakiston Moore, Cats Protection

Key Takeaways

The success of Cats Protection and The Royal British Legion’s campaigns reveals key insights into advocacy work during high-stakes, time-sensitive moments like a snap election. Early preparation, low-bar asks, and authentic engagement were pivotal to both charities’ strategies. Both organisations embraced a human-centred approach that prioritised building connections over rigid, policy-heavy requests—a tactic that proved crucial in an election year when candidates were overwhelmed with campaign communications.

These campaigns highlight the importance of:

• Creating Relatable, Low-Barrier Entry Points: Relatable asks can break through the noise more effectively than more complicated actions or specific pledges.
• Preparedness with Flexible Messaging: Having a message ready and adapting it to real-time conditions enabled swift action and increased impact.
• Cross-Department Collaboration: By leveraging expertise across teams, both organisations broadened their reach and reinforced a unified, compelling narrative.

“Don’t work in silos – get the action in front of different audiences. Work with the social team, fundraising, membership, and volunteer teams to get your supporters involved. It gives people more purpose and makes them feel empowered!”

-Rebecca Ogbonna, Royal British Legion

For organisations aiming to influence policy and raise issue visibility during elections, the campaigns from Cats Protection and RBL offer a valuable model. Both demonstrate how thoughtful, personable outreach – grounded in flexibility and strategic coordination can drive engagement and set a foundation for long-term engagement. While the next General Election might be years away, the learnings and insight from both Cats Protection and RBL can be incorporated into your programme today, helping you better engage your audiences and prepare for important moments in the political calendar moving forward…