Who Let The Dogs Out Adma Presso V6st Upload

© Pareto Fundraising 2009

Who let the dogs out? Who, who, who?

The rise and rise of The Lost Dogs’ Home


Vilfredo and the Pareto Principle


Customer Relationship Management

(c) American Express


Who is your ultimate

customer?


Stories“Write your copy in the form of a story as in the advertisement that carried the Headline “The amazing story of the zippo that worked after being taken from the belly of a fish”

David Ogilvy



The Lost Dogs’ HomeAND

Your pet…


• VIDEO

• Graeme explains The Lost Dogs’ Home is in a real crisis with just six months to go unless funding is obtained.

Gross Income for Individuals Over Years

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000

1993 1994 1995 1996 1997 1998 1999 2000 2001 2002

Direct Mail Event Membership Merchandise Other In Memoriam Internet Gift In Kind



TRADITION

Bullfight video



The Lost Dogs’ Home

Sales programme not thriving



The Purest Direct

Marketing



What makes them tick?


Got really personal


Getting cute


Getting cute, but still data driven


They went online


They went online, to get personal


Asking the tough questions


They changed customer behavior


They changed customer behavior


Didn’t tippy toeing around bequests


WARM SURVEY RESULTS 2004 2005 2006 2007 2008

Quantity Mailed 15,888 16,357 18,835 24,883 21,563

Total Response 2,769 3,947 4,874 6,746 5,509

Response Rate % 17% 24% 26% 27% 26%

Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381

Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999

New Confirmed Bequest 373 191 86 81 120

Intend to Bequest n/a 560 232 522 115

Consider Bequest 1056 647 614 335 156

Surveys rock


WARM SURVEY RESULTS 2004 2005 2006 2007 2008

Quantity Mailed 15,888 16,357 18,835 24,883 21,563

Total Response 2,769 3,947 4,874 6,746 5,509

Response Rate % 17% 24% 26% 27% 26%

Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381

Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999

New Confirmed Bequest 373 191 86 81 120

Intend to Bequest n/a 560 232 522 115

Consider Bequest 1056 647 614 335 156

Surveys rock




Solicited genuine feedback


Solicited genuine, personal feedback


Replayed it back


They involved customers


They involved customers


They were disciplined through the mail


Getting clever, but data driven


Yes. In the short term..

Have pet name v

No pet name


Yes. In the short term..

Knowing Bilbo increases upgrade

rates by 43%!


$m

$1m

$2m

$3m

$4m

$5m

$6m

$7m

1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08

Cash Regular Gift Bequest Merchandise Unsolicited In Memoriam Membership Event

Yes. In the medium term..

From 98 to 10,330 activemonthly customer’s


$m

$1m

$2m

$3m

$4m

$5m

$6m

$7m

1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08

Cash Regular Gift Bequest Merchandise Unsolicited In Memoriam Membership Event

Yes. In the long term..

BUT, only now reaping the rewards


Its not just about charities



Challenge tradition

Apply the Pareto Principle

Look long term© Pareto Fundraising 2009



Frank was always very interested and supportive of the wonderful work Graeme has done at the Home.

These were common themes in his notes sent with his donations.

He thought Graeme did a wonderful job and the success of the Home was due to his hard work and passion for unowned animals.

We then added him to our mailing list.

Frank started as a cash customer around 1990 after purchasing some merchandise.

Each time Frank donated or wrote a note he received a handwritten P.S from Graeme.

He responded to every appeal (five a year) we sent. Initially giving $60 but then consistently sending $250 after each mailing.

Around 2003, we tried a new ask strategy and Frank regularly started donating $5,000 to our Winter and Christmas appeals.

He also became a Friend of PAWs customer (regular giving programme) donating $250 per month.

In 2004, after hearing a news item in which Graeme and the Home had featured, Frank sent a donation of $10,000.

When we became tax deductable in 2006,

Frank was very pleased as he was then able to give even larger donations.

$30,000

$50,000

We were pleased too!

Then, in 2007, we invited Frank in to talk about some of the capital projects we had planned at the Home.


Because Frank always refused to come inside the shelter – he found it ‘too upsetting’ - we took him over to the old house at 13 Gracie Street to share our vision for one of our capital projects - a Training and Education centre.


After discussing various projects, including the new Veterinary Clinic, Frank sat back and asked…


“I suppose you want to know how much I am worth?”


Graeme was caught off guard – he had no

idea


He went on to let us know that he planned on leaving half of his estate to the Home.

Letting Graeme off the hook, he told us that his estate was worth four million dollars.


After recovering from the shock, Graeme remembered why he was there – and asked Frank for the gift he was going to

ask for all along.


Frank wrote a cheque for $50,000 to go toward our capital campaign

Just before he died, he gave another $50,000 towards the Sick and Injured Facility.


Tragedy struck in 2007. Frank was found outside his front door, just out of sight after falling and fracturing his hip. Unable to move, he later died from pneumonia.

Franks estate is worth $9 million.


So far we have received $3.5 million

We will receive almost 50%.

Frank Samways was perhaps The Lost Dogs’ Home’s number one supporter and certainly our most generous.


He made a significant impact on our ability to care for thousands of dogs and cats throughout his life time with his generous donations.

“Frank was a man who had charisma. He was able to make everyone he feel very special. It was the common theme that was communicated at his funeral.”

Dr. Graeme Smith

Thank you

Lifestyle

Who Let The Dogs Out Adma Presso V6st Upload