Denver Dumb Friends League Nonprofit Animal Care Case Study

grizzard.com 229 Peachtree Street Suite 1400 Atlanta, GA 30303 Tonie Howard Vice President, Animal Care DENVER Innovative marketing led to incredible results for the Dumb Friends League – and can help you too 404.935.7406 The second in a series of reports Brought to you by the Grizzard “I am very pleased with on the changing role of animal Communications Group the leadership at Grizzard. welfare societies They anticipate our needs and are results-driven, always “We find Grizzard to be very keeping our goals and knowledgeable about our expectations in mind.” field of animal welfare.” — Rick Gabrielson — Bob Rohde vice president of development president dumb friends league dumb friends league

HOMELESSNESS FOOD BANKS ATION EDUCATION COMMUNITY SERVICE DOMESTIC VIOLENCE HEALTH DOMESTIC V HOW ENVIRONMENT WILDLIFE RELIGION CANCER AT-RISK KIDS ENVIRONMENT CAN ENVIRONMENT HEALTH EDUCATION WILDLIFE HE HEALTH BLOOD DONATION HOMELESSNESS FOO EDUCATION ELESSNESS HEALTH CANCER DOMESTIC VIOLENCE ANCER EDUCATION COMMUNITY SERVIC can AT-RISK KIDS FOOD BANKS CANCER W HOMELESSNESS ANIMAL WELFARE DOMESTIC VIOLENCE AT-RISK KIDS RELIGION RELIGION HOMELESSNESS rise above the NVIRONMENT BLOOD DONATION WILDLIFE ENVIRONMENT crowd? BLOOD DONATION CANCER FOOD BANKS HEALTH AT WILDL Denver, Colorado. A beautiful city that still retains a rugged, untamed landscape in NMENT COMMUNITY SERVICE EDUCATION WILDLIFE AT-RISK KIDS many areas. And the charitable landscape HEALTH DOMESTIC VIOLENCE WILDLIFE ENVIRONMENT CANCER HOMELESSNESS HEALTH FOOD BANKS of the city is just as tough. The number of nonprofits competing for LIFE EDUCATION donors has increased substantially over HEALTH BLOOD DONATION the last few years, and the outpouring of OOD DONATION support simply hasn’t kept pace with the WILDLIFE HOMELESSNESS growing demand. ONATION CANCER L WELFARE ANIMAL WELFARE ANIMAL WELF ANIMAL WELFARE ANIMAL WELFARE ANIMAL WELFARE ANIMAL WELFARE Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

While Coloradans are among the top However, things are in the nation in the amount of income earned, studies show that they fall way behind when it comes to philanthropy. The competition for donors is fierce, and LOOKING UP at the organizations must make a determined effort in order to raise enough funds Dumb Friends League. to succeed. m ore s or imal e d f an ets s car 00 0 p me nd 6,0 ,90 ho ed ter als a 2 red han 2 er for fost z ens s eu /N anim itors e t e t d n c iti tion 6 hel re i r m s fo ets e p 52 ers 2, n ed ay .701 n vis b sit Sp 8 S Ca or op ni ad to for n ho 504 e to ed o llio the w e es pets se ee tio dren sel et ow ine t rs d s i Fo un 19, gazin over l r n 3 m isit . v m ho 504 ith h fr uca chil ma mal fo s es Cpeu ot p az l love for ts 2 nd 19, w g d ly ni er a om 0 ag a s Had Fou ets rou p h e e 99 2, y mnim home 4 pe rt h n ,9 nd 0,00 1 d ua ,000 q 0 Fo u 2 l ter a 0 72 t u ma 18 s ele t o hed 4 r d ,5 ua ,000 Foun 19 th un pe q nt 40 atc ug h Co Se M Ta n dh F ou Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

Dedication Conduct a wealth s. Test packages and ask screening on their ie eg strings for six months database to determine whether ’07 t Founded in 1910, the Dumb Friends League provides humane care to wealth is an indicator for giving s tra ese lost and abandoned animals, rescues sick, injured and abused animals, adopts pets to new homes, and educates pet owners and the ’07 t th d to implemen zzar public about the needs of companion animals. They are the largest animal welfare organization in the Rocky Mountain region, Gri ith welcoming tens of thousands animals each year. Send an innovative voice w broadcast message to p thank new and lapsed donors hi ’09 Utilize corresponding Test a dog story vs. a cat ers home page bugs related story to determine which to the current mail performs better rtn Distribute Free Standing Inserts (FSIs) to reach package to strengthen campaign awareness ’08 pa a broader audience ’07 ’06 in Purchase newspaper ads to generate brand ty awareness c ie ’06 e so far yw ere the frst animal wel Innovation The Dumb Friends League and Grizzard enjoy a true partnership, The Integrate URLs in direct mail appeals to with both sides providing input and working together to constantly promote online giving adapt and refine the communication stream. This has enabled Griz- and increase traffic zard to introduce and implement cutting-edge techniques and new ’07 campaigns with great success. Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

+16,462 Response for donors with 3+ gifts in last 27 % Increase in revenue 68 % +32 12 months % Increased M U LT I -Y E A R D O N O R S MULTI-YEAR DONORS New supporters through active donors Grizzard’s campaigns +1,800 +33% NEW DONOR ACQUISITION ACTIVE D O N O R F I L E % General $240 online giving Lifetime value W E B D O N AT I O N S of direct mail donor Direct mail-related ACTIVE DONOR FILE online giving Net revenue for lapsed donors +80% W E B D O N AT I O N S +70 % More +45% L A P S E D DONOR REACTIVATION donors reactivated +41 % Increasegift average in VO I C E B R OADCASTING Total net revenue MULTI- C H A N N E L D O N O R S NET REVEN U E S I N C E 2 0 05 Results soared. The willingness to try new strategies has enabled the Dumb Friends League to see remarkable progress in all areas of their marketing. Grizzard has been able to take their previous program and expand it exponentially to achieve higher profitability, while still lowering their fundraising expenses on a per piece basis. Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

By expanding the scope of marketing, Grizzard’s work with the Staying ahead of the Dumb Friends League has led to a wealth of knowledge about the best way to create animal welfare campaigns that get results at a low cost to the organization. competition means: Higher revenue to help even Higher brand awareness Thanks to the extensive testing and targeted strategy, the Dumb more animals in need through multi-channel efforts Friends League has been able to stand out from the competition Higher acquisitions to reach Higher loyalty to your cause to reach loyal, generous donors. This enables more money a greater audience and more committed donors to go where it is needed — to the animals who so desperately Higher lifetime value of need it. existing donors How many more animals could you help by working with Grizzard? Partner with Grizzard and do more. Grizzard wishes to thank the Dumb Friends League for letting us share their story. Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

Denver Dumb Friends League Nonprofit Animal Care Case Study

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