At the heart of giving: how the RSPCA is using psychology to grow philanthropic support

When Catherine Day joined the RSPCA's philanthropy team, she found a surprising paradox. Animal welfare is the most popular cause among UK donors, yet major philanthropic gifts were almost entirely absent.

At Fundraising Convention 2026, Catherine was joined by Sarah Colberg from the RSPCA's corporate partnerships team, and Jen Shang, a philanthropic psychologist from the Institute of Sustainable Philanthropy, to explain how they closed that gap.

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