Updates from the "Tweetathon"

The team aimed to Tweet about 10% of the incidents coming in to RSPCA National Control Centre over a 24 hour period.

Most of the messages are all capitals because this was done by simply copy/pasting from the NCC computer's outgoing feed of incident details (the information which they send out to the field staff for action on the ground).

This is possible because the control centre staff have to summarise the gist of each problem in a few sentences. By serendipity this means the rather elderly Control Centre IT system is an ideal source of Twitter status updates even though social media hadn't been invented when it was first set up.

RSPCA 24/7 Tweetathon

I've moved up the widget that displays RSPCA_Frontline's twitter feed so that it's more easily visible. Tony Woodley is aiming to display a selection of the incidents reported to the RSPCA National Control centre over a 24 hour period.

The codes E, NE, SE etc. indicate which of the RSPCA regions is the location of the incident.

Please don't forget that many incidents will result in the relevant local branch being asked to provide support in terms of veterinary treatment or care until an animal can be placed in a permanent new home.

You can donate to our branch (RSPCA Cambridge) using text messages on your mobile phone. Simply text the message PETS00 £10 to 70070 to donate £10 to RSPCA Cambridge. Your phone provider will add £10 to your bill and send £10 to our bank account. If you are a UK taxpayer and you complete the gift aid options we will receive an additional £2.80 at no cost to you. 

Phones and phone calls

Give the UK public a phone number and they will call it—except when they are suspicious that it is a premium rate line, when they may phone to ask me to call it for them.

The RSPCA National Control Centre takes over a million calls every year. That's roughly two calls every minute, and, since these won't be evenly spread over the 24 hours it gets hammered at peak periods. This is why calls take some time to be answered and why the control centre staff may sound unsympathetic—they can't spend time on anything besides getting down essential details that will enable the field staff to evaluate and deal with the issue.

Judging by the number of calls we get direct to the Cambridge branch, the total number of calls to all the RSPCA branches combined probably amounts to another million.

Altogether that's a LOT of phone calls. We try to deal with it in various ways, none of which are entirely satisfactory. Some branches have set times when calls will be answered, some have rota systems of volunteers, some have a phone that's permanently on answerphone and will sift calls and return those they can help. The nearest thing to an ideal setup is probably a rota of volunteers with other tasks that they can be getting on with between calls, although it does mean a lot of interruptions, and most branches simply don't have enough volunteers who can be available during the 9-5 period when most people are at work.

Then there's the vexed question of whether there should be a single branch number for everything or several numbers that can be treated differently, such as an emergency mobile number that's answered immediately, and an enquiry number that's answered when someone happens to be about.

This would probably work except that callers to the enquiry number tend to get fed up because no-one answers and try the emergency number. If you happen to be the person with the mobile in their pocket and you are on a bike this can make your journey a bit of a frustrating process.

Even for the National Control Centre with its staff who are employed to do nothing but answer RSPCA calls, there have to be trade-offs between various factors to generate a "least-worst" solution. The core staff work all the year round and develop a lot of background knowledge. At busy times of the year they are supplemented by pulling in extra people from the parent call centre company in order to keep waiting times before calls are answered to acceptable levels. These staff are trained, but they give slightly more of an impression of working to a script because they don't have the same depth of knowledge. The trade off here is between the need to keep down costs by using only the number of staff who are really necessary and the risk that animals will suffer if waiting times are too protracted and callers give up. At the end of the day it's pointless having a super-efficient system for taking calls if it doesn't leave enough funds available to actually deal with the problem once it's been reported.

Similar trade-offs apply when it comes to taking action following the phone calls; there is no point employing so many animal collection staff that there's no money left to pay the vet bills for the animals they collect. This is why we always ask callers whether it would be possible for them to take injured animals direct to the closest private vet, as this means the animal gets help more quickly and we can afford to spend more money on the actual treatment instead of on the process of getting the animal to the surgery. It's also why it's more cost-effective to pay for the use of private vets' existing facilities than try to set up lots of RSPCA hospitals which would all have overheads.

This can be upsetting for both ends of the incident—witness the usually calm RSPCA_Frontline's uncharacteristically sharp reaction to a follower who simply will not accept it's not possible to get a collection officer to her address instantly: "For animals in need - call 0300 1234 999. Swearing is unacceptable on Twitter and this account is also followed by children."

Ultimately the only solution is to increase our fundraising.

If you think you might like to volunteer to go on our phone rota, please email info@rspca-cambridge.org.uk 

Follow the RSPCA Control Centre online today

From 9 am until 5 pm today the RSPCA's National Control Centre tasking system will be shadowed on Twitter, with every incident allocated to frontline staff being "tweeted" online. You can view the calls by following @RSPCA_Frontline on Twitter (or just click the link to see all the calls so far).

On average someone in England and Wales calls the RSPCA’s cruelty line on 0300 1234 999 every 30 seconds. The National Control Centre received more than 1.25 million phone calls last year and responds to around 1,000 incidents a day. (This is in addition to calls made to the individual branches).

Inspector Tony Woodley, communications and liaison officer for the RSPCA inspectorate, set up the RSPCA_Frontline Twitter feed as he wanted to publicise the work of the RSPCA’s 288 inspectors, 119 animal welfare officers and 74 animal collection officers. 

The idea of using Twitter to give readers a realistic impression of the sheer scale of workload coming in was first thought of by Greater Manchester Police.


I hope the exercise will go some way towards combatting the attitude that, if the RSPCA doesn't succeed in solving all calls to deal with animal related problems, the right thing to do is to hammer us by reducing donations until we can't deal with any of them.


Please also remember that, although the frontline staff deal with the immediate incidents, they depend on us, the branches, to provide subsequent continuing care. It's also essential that branch services are available for those callers who just need to be directed to a source of low-cost veterinary help.


If you would like to make a donation towards the continuing work of RSPCA Cambridge, please follow the link to our page on the JustGiving fundraising site.

Horses and ponies

A few RSPCA branches have facilities for caring for horses and other large domestic animals or have arrangements to board them in private livery stables, but in general the National Society takes responsibility for finding suitable accommodation for equines if they are taken in as a result of rescues or cruelty investigations. 

In the case of very large incidents, like the one at Amersham, other equine rescue organisations will usually chip in so that animals can be distributed among centres which have available space and suitable facilities. 

Rescues and cruelty investigations are always done by the Inspectorate in conjunction with vets and often with technical advice and help from experts such as the World Horse Welfare field officers. This means that it is important to contact the National Control Centre, rather than our branch, if you see horses which are neglected, injured or in danger, as this avoids delay.

The contact number for the Control Centre is 0300 1234 999. You may report incidents anonymously if necessary, but it is very important to give an accurate location for the animals, and preferably a contact phone number so that an inspector can call you back to get further details if needed. 

Be aware that if a case goes to prosecution it may be as long as a year before it comes before the courts—so the animals may be removed from a site, but you may not see any reports in the local media until very much later.