Who Let The Dogs Out Adma Presso V6st Upload

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

Customer Relationship Management

(c) American Express

Who is your ultimate customer?

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

AND
Your pet…

VIDEO
Graeme explains The Lost Dogs’ Home is in a real crisis with just six months to go unless funding is obtained.

TRADITION

Bullfight video

Sales programmenot thriving

The Purest Direct Marketing

What makes them tick?

Got really personal

Getting cute

Getting cute, but still data driven

They went online

They went online, to get personal

Asking the tough questions

They changed customer behavior

Didn’t tippy toeing around bequests

Surveys rock

Solicited genuine feedback

Solicited genuine, personal feedback

Replayed it back

They involved customers

They were disciplined through the mail

Getting clever, but data driven

Yes. In the short term..
Have pet name
v
No pet name

Yes. In the short term..
Knowing Bilbo increases upgrade rates by 43%!

Yes. In the medium term..
From 98 to 10,330 active
monthly customer’s

Yes. In the long term..
BUT, only now
reaping the rewards

Its not just about charities

Frank was always very interested and supportive of the wonderful work Graeme has done at the Home.
He thought Graeme did a wonderful job and the success of the Home was due to his hard work and passion for unowned animals.
These were common themes in his notes sent with his donations.

Frank started as a cash customer around 1990 after purchasing some merchandise.
We then added him to our mailing list.

He responded to every appeal (five a year) we sent. Initially giving $60 but then consistently sending $250 after each mailing.
Each time Frank donated or wrote a note he received a handwritten P.S from Graeme.

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.

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.

$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.
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.

After discussing various projects, including the new Veterinary Clinic, Frank sat back and asked…

“I suppose you want to know how much I am worth?”

Graeme was caught off guard – he had no idea

Letting Graeme off the hook, he told us that his estate was worth four million dollars.
He went on to let us know that he planned on leaving half of his estate to the Home.

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.

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.
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.

Franks estate is worth $9 million.
We will receive almost 50%.
So far we have received $3.5 million

Frank Samwayswas perhaps The Lost Dogs’ Home’s number one supporter and certainly our most generous.
He made a significant impact on our ability to care for thousands of dogs and cats throughout his life time with his generous donations.

“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

Thank you