Who let the dogs out?
Who, who, who?
The rise and rise of
The Lost Dogs’ Home
© Pareto Fundraising 2009
Vilfredo and the Pareto Principle
© Pareto Fundraising 2009
Customer Relationship Management
© Pareto Fundraising 2009
(c) American Express
Who is your
ultimate
customer?
© Pareto Fundraising 2009
Stories
“Write your copy in the form of a
story as in the advertisement that
carried the Headline “The amazing
story of th...
© Pareto Fundraising 2009
© Pareto Fundraising 2009
© Pareto Fundraising 2009
• VIDEO
• Graeme explains The Lost Dogs’ Home is in
a real crisis with just six months to go unl...
Gross Income for Individuals Over Years
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
1993 19...
TRADITION
© Pareto Fundraising 2009
Bullfight video
© Pareto Fundraising 2009
The Lost Dogs’ Home
© Pareto Fundraising 2009
Sales programme not thriving
© Pareto Fundraising 2009
© Pareto Fundraising 2009
© Pareto Fundraising 2009
What makes them tick?
© Pareto Fundraising 2009
Got really personal
© Pareto Fundraising 2009
Getting cute
© Pareto Fundraising 2009
Getting cute, but still data driven
© Pareto Fundraising 2009
They went online
© Pareto Fundraising 2009
They went online, to get personal
© Pareto Fundraising 2009
Asking the tough questions
© Pareto Fundraising 2009
They changed customer behavior
© Pareto Fundraising 2009
They changed customer behavior
© Pareto Fundraising 2009
Didn’t tippy toeing around bequests
© Pareto Fundraising 2009
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...
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...
© Pareto Fundraising 2009
© Pareto Fundraising 2009
Solicited genuine feedback
© Pareto Fundraising 2009
Solicited genuine, personal feedback
© Pareto Fundraising 2009
Replayed it back
© Pareto Fundraising 2009
They involved customers
© Pareto Fundraising 2009
They involved customers
© Pareto Fundraising 2009
© Pareto Fundraising 2009
They were disciplined through the mail
Getting clever, but data driven
© Pareto Fundraising 2009
Yes. In the short term..
© Pareto Fundraising 2009
Yes. In the short term..
Knowing Bilbo
increases upgrade
rates by 43%!
© Pareto Fundraising 2009
$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 Regula...
$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 Regula...
Its not just about charities
© Pareto Fundraising 2009
© Pareto Fundraising 2009
© Pareto Fundraising 2009
Challenge
tradition
Apply the Pareto
Principle
Look long term
© Pareto Fundraising 2009
© Pareto Fundraising 2009
© Pareto Fundraising 2009
Frank was always very interested and supportive of
the wonderful work Graeme has done at the Home.
These were common theme...
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 ye...
Around 2003, we tried a new ask strategy and Frank
regularly started donating $5,000 to our Winter and
Christmas appeals.
...
In 2004, after hearing a news item in which Graeme
and the Home had featured, Frank sent a donation of
$10,000.
When we be...
$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.
© Pareto Fundrai...
© Pareto Fundraising 2009
After discussing various projects, including the new
Veterinary Clinic, Frank sat back and asked…
© Pareto Fundraising 2009
“I suppose you want to
know how much I am
worth?”
© Pareto Fundraising 2009
Graeme was caught
off guard – he had no
idea
© Pareto Fundraising 2009
He went on to let us know that he planned on
leaving half of his estate to the Home.
Letting Gra...
© Pareto Fundraising 2009
After recovering from the shock, Graeme remembered why
he was there – and asked Frank for the gi...
© Pareto Fundraising 2009
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.
© Pareto Fundraising 2009
Tragedy stru...
Franks estate is
worth $9 million.
© Pareto Fundraising 2009
So far we have received $3.5 million
We will receive
almost 5...
Frank Samways was perhaps The Lost Dogs’ Home’s
number one supporter and certainly our most generous.
© Pareto Fundraising...
“Frank was a man who had charisma. He
was able to make everyone he feel very
special. It was the common theme that
was com...
Thank
you
Who Let The Dogs Out Adma Presso V6st Upload
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  • Introduce Pareto and Pareto Principle
  • eg American Express Centurionjust quickly write down your ideal customer
  • Graeme explains they will close in 6 months if they don’t get funding
  • The LDH had a traditional approach to fundraising – all based around traditional direct marketing; but it wasn’t working
  • But they knew they had to do something different. Tradition is more often than not a burden.
  • Video from French animal charity of horrific bullfight.
  • If growth is driven by individuals – what about you!?
  • Well they were in bother
  • Re-establish ultimate customerSmashed to pieces ‘Traditional’ bequest marketingExplain visitationRemember – bequests to charities is just the same as the your ultimate customer: eg American Express Centurion – ask for some ultimate customers
  • The lessons for me, and hopefully for you areFIVE SECONDS ONLY FROM NEXT SLIDE!!!!
  • Finishing with LDH, let me tell you about a very special customer. Frank Samways story.Song starts on this slide. But there is a 5 second delay so actual music sounds on next slide
  • Even if stocks depreciate by an unprecedented 50% the fact that they have over 20x as many bequestors and 10,000 regular givers, and that they have great customer care – they are pretty safe.
  • Who Let The Dogs Out Adma Presso V6st Upload

    1. 1. Who let the dogs out? Who, who, who? The rise and rise of The Lost Dogs’ Home © Pareto Fundraising 2009
    2. 2. Vilfredo and the Pareto Principle © Pareto Fundraising 2009
    3. 3. Customer Relationship Management © Pareto Fundraising 2009
    4. 4. (c) American Express
    5. 5. Who is your ultimate customer? © Pareto Fundraising 2009
    6. 6. 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 © Pareto Fundraising 2009
    7. 7. © Pareto Fundraising 2009
    8. 8. © Pareto Fundraising 2009
    9. 9. © Pareto Fundraising 2009 • VIDEO • Graeme explains The Lost Dogs’ Home is in a real crisis with just six months to go unless funding is obtained.
    10. 10. 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 © Pareto Fundraising 2009
    11. 11. TRADITION © Pareto Fundraising 2009
    12. 12. Bullfight video
    13. 13. © Pareto Fundraising 2009
    14. 14. The Lost Dogs’ Home © Pareto Fundraising 2009
    15. 15. Sales programme not thriving © Pareto Fundraising 2009
    16. 16. © Pareto Fundraising 2009
    17. 17. © Pareto Fundraising 2009
    18. 18. What makes them tick? © Pareto Fundraising 2009
    19. 19. Got really personal © Pareto Fundraising 2009
    20. 20. Getting cute © Pareto Fundraising 2009
    21. 21. Getting cute, but still data driven © Pareto Fundraising 2009
    22. 22. They went online © Pareto Fundraising 2009
    23. 23. They went online, to get personal © Pareto Fundraising 2009
    24. 24. Asking the tough questions © Pareto Fundraising 2009
    25. 25. They changed customer behavior © Pareto Fundraising 2009
    26. 26. They changed customer behavior © Pareto Fundraising 2009
    27. 27. Didn’t tippy toeing around bequests © Pareto Fundraising 2009
    28. 28. 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 © Pareto Fundraising 2009
    29. 29. 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 © Pareto Fundraising 2009
    30. 30. © Pareto Fundraising 2009
    31. 31. © Pareto Fundraising 2009
    32. 32. Solicited genuine feedback © Pareto Fundraising 2009
    33. 33. Solicited genuine, personal feedback © Pareto Fundraising 2009
    34. 34. Replayed it back © Pareto Fundraising 2009
    35. 35. They involved customers © Pareto Fundraising 2009
    36. 36. They involved customers © Pareto Fundraising 2009
    37. 37. © Pareto Fundraising 2009
    38. 38. They were disciplined through the mail
    39. 39. Getting clever, but data driven © Pareto Fundraising 2009
    40. 40. Yes. In the short term.. © Pareto Fundraising 2009
    41. 41. Yes. In the short term.. Knowing Bilbo increases upgrade rates by 43%! © Pareto Fundraising 2009
    42. 42. $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 active monthly customer’s © Pareto Fundraising 2009
    43. 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 long term.. BUT, only now reaping the rewards © Pareto Fundraising 2009
    44. 44. Its not just about charities © Pareto Fundraising 2009
    45. 45. © Pareto Fundraising 2009
    46. 46. © Pareto Fundraising 2009
    47. 47. Challenge tradition Apply the Pareto Principle Look long term © Pareto Fundraising 2009
    48. 48. © Pareto Fundraising 2009
    49. 49. © Pareto Fundraising 2009
    50. 50. 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.
    51. 51. We then added him to our mailing list. Frank started as a cash customer around 1990 after purchasing some merchandise.
    52. 52. 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.
    53. 53. 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.
    54. 54. 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.
    55. 55. $30,000 $50,000 We were pleased too!
    56. 56. Then, in 2007, we invited Frank in to talk about some of the capital projects we had planned at the Home. © Pareto Fundraising 2009 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.
    57. 57. © Pareto Fundraising 2009 After discussing various projects, including the new Veterinary Clinic, Frank sat back and asked…
    58. 58. © Pareto Fundraising 2009 “I suppose you want to know how much I am worth?”
    59. 59. © Pareto Fundraising 2009 Graeme was caught off guard – he had no idea
    60. 60. © Pareto Fundraising 2009 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.
    61. 61. © Pareto Fundraising 2009 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.
    62. 62. © Pareto Fundraising 2009 Frank wrote a cheque for $50,000 to go toward our capital campaign
    63. 63. Just before he died, he gave another $50,000 towards the Sick and Injured Facility. © Pareto Fundraising 2009 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.
    64. 64. Franks estate is worth $9 million. © Pareto Fundraising 2009 So far we have received $3.5 million We will receive almost 50%.
    65. 65. Frank Samways was perhaps The Lost Dogs’ Home’s number one supporter and certainly our most generous. © Pareto Fundraising 2009 He made a significant impact on our ability to care for thousands of dogs and cats throughout his life time with his generous donations.
    66. 66. “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
    67. 67. Thank you

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