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.
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.
We then added him to our mailing
Frank started as a cash customer around 1990 after purchasing
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.
Around 2003, we tried a new ask strategy and Frank
regularly started donating $5,000 to our Winter and
He also became a Friend of PAWs customer
(regular giving programme) donating $250 per
In 2004, after hearing a news item in which Graeme
and the Home had featured, Frank sent a donation of
When we became tax deductable in 2006,
Frank was very pleased as he was
then able to give even larger donations.