Pareto Fundraising’s work with The Lost Dogs’ Home
How The Lost Dogs’ Home went online to net hundreds of new long-term supporters
Background:
The Lost Dogs’ Home has had tremendous success with its direct mail acquisition programme, working with Pareto Fundraising to recruit around 7,000 new monthly donors over a three-year period.
In 2005, the Home asked Pareto Fundraising for help to diversify its acquisition approach, challenging us to harness the power of the internet to reach out and attract new monthly supporters – an area that few Australian charities have experience in.
Working together, we created an initial small scale ‘online banner ad’ campaign that performed better than could have been hoped. As a result of this success, the decision was made to launch a larger campaign, as well as to test the viability of taking people from the banner ad directly to an innovative, emotionally charged microsite.
The specific measurable objectives of the campaign were to recruit 518 regular givers online, and to secure an additional $5,754 per month for the Home to provide a second chance at life for thousands of dogs and cats who are abandoned each year.
Campaign Material:
Why did it work?
- The microsite was designed to take prospects on a personal journey. The users controlled their journey but we were still able to ‘lead them’ where we wanted them to go.
Through clever programming, we were able to present a ‘regular giving ask’ to the prospects first, and then only give them the option of a ‘cash/one-off ask’ if they declined regular giving.- The survey component in the microsite captured prospects’ personal information that could be used to personalise and target future communications, e.g. their bequest status/interest level, their age, their pets and pets’ names, and their personal beliefs about topical animal welfare issues.
- The microsite also detailed case studies of animals that had been helped by the Home and explained how the donors money would be used, demonstrating the tangible benefits of becoming a supporter.
What impact did the appeal have on The Lost Dogs’ Home’s work?
The campaign was a huge success, easily beating our ambitious targets. 664 monthly givers were recruited, together donating $7,902 per month. That’s the equivalent of almost $100,000 per year in extra income for the Home to carry out its important work.- In addition, 789 online surveys were completed. These responders were added to the existing communications stream. The Home’s bequest officer followed up anyone who answered the question on bequests. Answers to surveys are also being used to personalise future communications.
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About The Lost Dogs’ Home
The Lost Dogs’ Home’s mission is to serve the community and enhance the welfare of dogs, cats and other animals, in a quality environment, by alleviating animal suffering and reducing the number of lost, injured and unwanted animals.
To fulfill this mission, the Home provides shelter for thousands of cats and dogs each year, working to reunite those that are lost with their owners, and those that are abandoned or unclaimed with new families. In addition, The Home also provides animal management services for local and state government authorities, manages Australia’s National Pet Registry scheme to maximise reunions between lost pets and their owners, and offers quality veterinary services for both stray animals and the pets of private clients.
