The Bloomies are our award for outstanding donor communications in the nonprofit sector. Each week, we’ll feature a newsletter, email, direct mail piece, acknowledgement, solicitation or social media post that caught our eye.

Nominated by: Steven Shattuck

Tell us about the fundraiser and/or organization you are nominating: RSPCA ACT

RSPCA is Australia’s leading animal welfare agency. In Canberra, RSPCA ACT cares for over 8,500 domestic and native animals each year.

Tell us about the piece you are nominating:

Meet Chris. He is a merino sheep who likely wandered away from his flock (and humans) several years ago. His coat became dangerously overgrown.


That’s when RSPCA ACT stepped in to help.

But they needed help finding a shearer, so they put out a call on social media:

Many reached out to help, and that’s when a social media firestorm erupted. Everyone wanted updates on Chris, and RSPCA ACT delivered:

Countless international news outlets have picked up the story, making Chris an instant celebrity and putting the spotlight on RSPCA Act’s work:

Why do you think they are deserving of a Bloomie?

This campaign is all about engaging storytelling. RSPCA ACT turned to social media to make an appeal, and capitalized on the attention through multiple channels:

Thanks to all who care about Chris and the other 7000 animals that we care for every year. You can help us do more!!

Posted by RSPCA ACT on Thursday, September 3, 2015

By showing of the real impact of the work they do, their appeals were more authentic and likely more successful. They were even quick to add content to their website and create a custom donation page:



Kudos to you, RSPCA ACT, for using digital content to steward donors, and for keeping an eye out for the opportunity to tell a story about what your organization does.

Thanks for giving a sheeeeep!

Know someone deserving of a Bloomie? You can nominate someone here >>

Kristen Salmon

Kristen Salmon

Product Manager at Bloomerang
Kristen Salmon is a Product Manager at Bloomerang. Kristen holds a Master of Public Affairs degree with concentrations in Nonprofit Management and Policy Analysis from Indiana University Bloomington and a Bachelor’s degree in Sociology from Oklahoma State University. She also worked for two years as a Research Assistant in grad school on the multi-year Indiana Nonprofits: Scope and Community Dimensions project.