Animal welfare begins with compassion, but sustaining it requires strong donor relationships, staff support, and long-term resilience.

For Izzy Tutcher at Leicester Animal Aid, Philanthropic Psychology offered a framework for challenges she had long been trying to solve. Her story shows how PhilPsych can help charities strengthen supporter connection, rethink fundraising, and better protect the people behind the mission.

What does it look like to test love with rigour? In this third blog, Tassy Serradura shares how Animal Welfare League South Australia used disciplined A/B testing to apply Philanthropic Psychology in direct mail, increasing average gift value while strengthening donors’ sense of connection and care.