Are You Fully Connecting with Your Community?
to Measure Donor Value
333 HOMES FOR ANIMALS (&
PR for the Rest of Year)
Are You Fully Connecting with Your
Our conversational webinar series provides tips on
engaging every member of your community - from your local reporter to an
online friend to a resident who lost their dog.
Learn tips and discuss strategy with experts. Register today and
boost your presence tomorrow!
This series is especially designed
for ASPCA $100K Challenge Contestants but all leaders are welcome to
participate! Space is limited, so register now! Upcoming sessions:
to Use Social Networks to Reach Your Community - nonprofit
communications expert Jeff Patrick discusses the ways you can use social
networking sites like Facebook and Twitter to promote your events,
raise funds, recruit volunteers, and boost adoptions.
Waived Cat Adoptions - our Dr. Emily Weiss describes the why and how
behind shelters who've have had great success implementing fee waived
cat adoption programs, drawing crowds and saving many feline lives.
and Found Matching Programs - 3 Success Stories - meet three agencies
who have cracked the code in lost and found matching. Discover their
secrets and learn how your organization can boost the return to owner
rate and connect with new audiences.
- Taking Adoptions to the People! -
Best Friends' Julie Castle explains how to adopt 400, 500, 600 at a time
with large scale Super Adoption events. Meet your community, build
brand awareness, and increase your adoptions exponentially!
as Adoption Agents - 3 Success Stories - meet three agencies who have
added a new twist to foster care with dazzling results. Learn how
they've invited foster families to conduct adoptions right from their
Leader's Role in Insuring a Customer Friendly Shelter - join Jan Elster
in a conversation about taking a close look at one's organization to
make changes that will complement staff in insuring effective public
interactions. A happy, well-served public can be your best asset and you
can be theirs.
User-friendly Adoptions Practices
Is your adoption process based on trust or steeped
in suspicion? Does your
community view you as a family-building partner or a rigid investigator
whose standards are impossibly high (and less pleasant than say the
local breeder or pet store)? Consider reviewing your practices from the
public's point of view. Perhaps refreshing your policies and making your
adoptions more "user-friendly" could make you a better resource
for your community - and the place they turn to first for a pet.
Valley Humane Society
in Springfield, MA, previously had policies such as insisting on proof
of home ownership and making adopters wait two days before allowing them
to take a dog home. Says Leslie Harris, executive director, "In reality, such measures mean you
insult far more terrific people while trying to 'catch' the rare person
doing the wrong thing."
taking a closer look at how they viewed their clients and existing
adoptions processes, they planned some important changes, and adoption
numbers have soared to record heights in recent years. Read the whole Dakin
in Portland, OR, the process of change began with a change in outlook -
starting with viewing the public as a solution rather than a problem.
They modified their interaction with adopters from interrogation to
conversation. Hiring practices changed too - the organization actively
looks for enthusiastic, upbeat candidates who communicate well. Their
efforts paid off with increased adoptions, decreased staff stress, and
improved word-of-mouth in their community. Read the
whole OHS profile.
Tools to Measure Donor Value
contemplate the value of your online supporters? FrogLoop.com(Care2's
nonprofit online marketing blog) has a basic calculator that
tallies the value of an email address based on average donations over
like this tool because its mortgage-calculator style is simple to use,
plus it shows the value of an email address over four years. FrogLoop
wisely points out that many, if not most, of your donors will donate
multiple times. So the amount of money you are willing to spend to
acquire one email address should be determined by the value that your
organization will receive from contacting that address over multiple
campaigns. Use this handy calculator in combination with Pro's direct
to plan your email acquisition strategy and budget.
also shows benchmark values from a 2007 Convio study so you can compare
the performance of your names with other nonprofits, including animal
welfare orgs in general. The benchmark average lifetime value of an
email address in the animal welfare field is $23. How do your addresses
333 HOMES FOR ANIMALS (& Amazing
PR for the Rest of Year)
A whopping 333 animals – 269 dogs, 43 cats, 12
parrots, 2 guinea pigs and 7 rabbits – found homes at the 4th Spring
Tampa Pet Adoption Expo on April 24. Funded by the ASPCA and coordinated
by ASPCA community partners TampaPets.org, The Humane
Society of Tampa Bay,
County Animal Services,
the largest pet expo in the Southeast drew more than 50 rescue groups
and 2,000 attendees. Check out our Flickr album for
photos from the day.
New this year were the Adoption
Ambassadors dispatched to help new adopters. "We
made sure someone was available to escort them to the vet booth, to the
Hillsborough County Animal Services booth to get their free pet
license, and to the Subaru booth for their free ID tags," says Cory Cooper, President,
Best of all, the benefits to the
organizations involved go beyond the amazing adoption numbers, which
will help to achieve our Tampa partners' 2010 goal to adopt
700 more dogs than in 2009. "I
look on this more as great PR we get for the rest of the year," says Cooper. "People
are so unaware of the scope of the problem of pet overpopulation. But when they see all our
breed-specific groups and other animals for adoption, they see that a
shelter animal is not a bedraggled animal with 'issues' - they learn
they can be beautiful animals who just took some rough turns."
Interested in learning exactly how
TampaPets.org does it-and how to put on a similar event of your own? Read the whole story. And
don’t miss Julie Castle’s
May 26th webinar
on super adoption events.