Animal clinic launches Paw Member campaign after funding reduction

A busy day at the Mdzananda Animal Clinic in Khayelitsha.

The Mdzananda Animal Clinic in Khayelitsha has launched its largest campaign yet.

The “Become a #PawMember” campaign aims to recruit 3 000 Paw Members, each donating R100 a month, over 10 weeks.

“The campaign idea came about when I was driving to the clinic after a meeting with our largest funder. They had given me the news that our yearly donation would be decreased by 64% for the current financial year,” says Marcelle du Plessis, fundraising and communications manager.

Due to the economic situation in Europe and budget cuts, Mdzananda’s main funder has had to start a funding extraction plan. Over the next three years, their funding will be reduced yearly until full extraction at the start of 2020, taking with them a yearly donation of R2.2 million.

“The funding deduction for this financial year was much larger than I expected it to be. I left the meeting in a flat panic not knowing how to fix the situation and not knowing if the clinic would survive. It was then that I came up with the idea of a Paw Member campaign. If just 3 000 people could commit to donating R100 a month we would cover our financial deficit as well as the increased funding we require due to our organisation’s growth,” says Ms Du Plessis.

The Mdzananda Animal Clinic services up to 700 pets a month through consultations, hospilisation, surgery (general, orthopeadic and serilisations), mobile clinics, an animal ambulance, pet re-homing and pet owner education.

Over the past three years the number of cases seen and pets needing homes has increased dramatically showing the increased need for their services in the community.

“We are based in the heart of the community, for the community and have a strong focus on empowerment and education. Mdzananda has strong relationships with community members and works with them on creating better lives for animals in the community. We believe that a community that loves animals is a healthy community. Looking after a pet teaches qualities such as respect, responsibility, non-violence and companionship – qualities that will spill over into all areas of life,” says Ms Du Plessis.

The “Become a #PawMember” campaign launched its fist video via social media.

The video, that can be viewed on, shows the essential work done by the clinic and appeals to people to sign up as a Paw Member.

In the first 24 hours, 38 people signed up as Paw Members. “I am extremely excited to see that the first day went so well – we still have a long way to go though,” says Ms Du Plessis.

The next 10 weeks’ campaign will feature a number of heartwarming graphics as well as four video interviews with current Paw Members speaking about how becoming a Paw Member has influenced their lives.

If you would like to become one of the 3 000 Paw Members, visit www.mdzananda or contact the Mdzananda Animal Clinic on for more information.