Animal Rescue League of Western PA’s Donations Skyrocket Using Social Media

1. Case
Study
Animal Rescue League of
Western PA’s Donations
Skyrocket Using Social Media
When the Animal Rescue League of The site offers online donation, as well as
Western Pennsylvania (ARL) launched the opportunity for members to sign up
their new website in October 2008, the and invite friends to Animal Rescue
staff did not have a lot of experience with League events.
social media. Sure, some staff members,
It only took a few weeks for the ARL to
such as Marketing and Special Events
see the power of Web 2.0. About a
Director Tifanie Tiberio, had Facebook or
month after the site went live, a dog was
Myspace accounts, but nobody really
brought in to the shelter. After scanning
understood what social media could do
the microchip, the staff at the ARL
for an organization such as theirs.
discovered that the dog had been
missing from its New Jersey home for five
years. The staff made arrangements to
“Our online donations for just December 2008 were bring the dog home, and the family met
with Tiberio to reclaim their lost dog in
greater than the previous twelve months combined. Harrisburg, PA. The story was first
Using social media made all the difference.” posted on the home page of the new
– Tifanie Tiberio, Marketing and Special Events Director website, only to be picked up by all of the
Animal Rescue League of Western PA major regional news stations, and even
stations as far away as Los Angeles. A
photographer from the Pittsburgh Post-
Gazette accompanied Tiberio to meet the
The new website was to become a social
family. When the Post-Gazette video of
network for animal lovers in Western
the news story was posted on the ARL
Pennsylvania. These people were invited
site, website traffic jumped up 35% and
to build a profile on the site, upload
hasn’t fallen off since.
pictures of their own pets, and share
success stories through personal blogs.
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2. The next milestone occurred at the end of the calendar year. Each year, the
ARL conducts a “Drive for 5” where they aim to have 5000 animals adopted.
Through September, the campaign was only on pace for just over 4000, but
with the new social media available, the Animal Rescue League was able to
make a final push in December, and the final tally was 5121 for 2008.
According to Tiberio, “Even with limited resources and meager facilities, we
were able to achieve our goal thanks to Intelmarx' solutions.”
As more and more people joined the ARL social network, the donations arrived
About SocialGood™ more quickly, and in larger amounts. Tiberio says, “Our online donations for
just December 2008 were greater than the previous twelve months combined.
SocialGood™ is a social software solution Using social media made all the difference.”
designed to empower an organization's
The Animal Rescue League social network continues to grow. Through mid-
constituency. We call it... GIVING 2.0.
February 2009, the Drive for 5 has already placed almost 750 animals. And in
Through SocialGood™, constituents now just the first six weeks of the new year, the number of profiles has more than
doubled, going from 400 to almost 850.
feel special and empowered to quot;do goodquot;
on the organization's behalf. Organizations
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INTERACT with those constituents in a strengths in marketing, technology and social interaction whose
primary market is nonprofit organizations and higher education
personalized way, and encourage those
institutions. Three proprietary software applications developed by
constituents to ACT, by becoming active
Intelmarx create a complete enterprise solution for non-profit and
members or serving as agents on the
higher education organizations, associations, faith-based groups and
organization's behalf - soliciting donors
other organizations to help them use the Internet to take relationships
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to new levels. The company delivers a full suite of online constituent
relationship management (eCRM) solutions through a Software as a
Service (SaaS) model, along with professional services and support
that helps non-profits achieve extraordinary results in fundraising,
advocacy, outreach and other forms of mission-critical support. An
industry pioneer in online marketing, Intelmarx is developing a
community of clients, partners and employees that share ideas, foster
innovation and work together to elevate online marketing and the non-
profit community as a whole. Contact Intelmarx today by calling
814.941.9218 or visit our website at www.intelmarx.com.
Intelmarx, LLC
1331 12th Avenue Suite 303, Altoona, PA, 16601
T 814-941-9020 F 814-941-9028
www.intelmarx.com