One of the most engaged stories on Facebook for the Wairarapa Times-Age was the one about $500 being donated by Breadcraft to the SPCA Op-Shop in Masterton.
The story, which received over 3000 views, had the acronym "SPCA" in its title, which was guaranteed to spark interest because the Wairarapa public feels somewhat in limbo over the closure of the SPCA centre.
Sensing the ambivalence towards anything relating to the SPCA, the Times-Age made the most of Breadcraft's generosity to ask the Op-Shop how its infrastructure worked and, more importantly, how the money worked.
We established the Op-Shop, in terms of fundraising, had an organisation and structure that linked in with the Royal New Zealand SPCA.
With these credentials firmly established in the public eye, people could now vote with their feet - and their money.
