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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.

Transcript

  • 1. Who let the dogs out? Who, who, who? 
    The rise and rise of
    The Lost Dogs’ Home
    © Pareto Fundraising 2009
  • 2. Vilfredo and the Pareto Principle
    © Pareto Fundraising 2009
  • 3. Customer Relationship Management
    © Pareto Fundraising 2009
  • 4. (c) American Express
  • 5. Who is your ultimate customer?
    © Pareto Fundraising 2009
  • 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. © Pareto Fundraising 2009
  • 8. © Pareto Fundraising 2009
    The Lost Dogs’ Home
    AND
    Your pet…
  • 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. © Pareto Fundraising 2009
  • 11. TRADITION
    © Pareto Fundraising 2009
  • 12. Bullfight video
  • 13. © Pareto Fundraising 2009
  • 14. The Lost Dogs’ Home
    © Pareto Fundraising 2009
  • 15. Sales programmenot thriving
    © Pareto Fundraising 2009
  • 16. The Purest Direct Marketing
    © Pareto Fundraising 2009
  • 17. © Pareto Fundraising 2009
  • 18. What makes them tick?
    © Pareto Fundraising 2009
  • 19. Got really personal
    © Pareto Fundraising 2009
  • 20. Getting cute
    © Pareto Fundraising 2009
  • 21. Getting cute, but still data driven
    © Pareto Fundraising 2009
  • 22. They went online
    © Pareto Fundraising 2009
  • 23. They went online, to get personal
    © Pareto Fundraising 2009
  • 24. Asking the tough questions
    © Pareto Fundraising 2009
  • 25. They changed customer behavior
    © Pareto Fundraising 2009
  • 26. They changed customer behavior
    © Pareto Fundraising 2009
  • 27.
  • 28. Didn’t tippy toeing around bequests
    © Pareto Fundraising 2009
  • 29. Surveys rock
    © Pareto Fundraising 2009
  • 30. Surveys rock
    © Pareto Fundraising 2009
  • 31. © Pareto Fundraising 2009
  • 32. © Pareto Fundraising 2009
  • 33. Solicited genuine feedback
    © Pareto Fundraising 2009
  • 34. Solicited genuine, personal feedback
    © Pareto Fundraising 2009
  • 35. Replayed it back
    © Pareto Fundraising 2009
  • 36. They involved customers
    © Pareto Fundraising 2009
  • 37. They involved customers
    © Pareto Fundraising 2009
  • 38. © Pareto Fundraising 2009
  • 39. They were disciplined through the mail
  • 40. Getting clever, but data driven
    © Pareto Fundraising 2009
  • 41. Yes. In the short term..
    © Pareto Fundraising 2009
    Have pet name
    v
    No pet name
  • 42. Yes. In the short term..
    Knowing Bilbo increases upgrade rates by 43%!
    © Pareto Fundraising 2009
  • 43. Yes. In the medium term..
    From 98 to 10,330 active
    monthly customer’s
    © Pareto Fundraising 2009
  • 44. Yes. In the long term..
    BUT, only now
    reaping the rewards
    © Pareto Fundraising 2009
  • 45. Its not just about charities
    © Pareto Fundraising 2009
  • 46. © Pareto Fundraising 2009
  • 47. © Pareto Fundraising 2009
  • 48. © Pareto Fundraising 2009
  • 49. © Pareto Fundraising 2009
  • 50. © Pareto Fundraising 2009
  • 51. 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.
  • 52. Frank started as a cash customer around 1990 after purchasing some merchandise.
    We then added him to our mailing list.
  • 53. 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.
  • 54. 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.
  • 55. 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.
  • 56. $30,000
    $50,000
    We were pleased too!
  • 57. 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.
  • 58. © Pareto Fundraising 2009
    After discussing various projects, including the new Veterinary Clinic, Frank sat back and asked…
  • 59. © Pareto Fundraising 2009
    “I suppose you want to know how much I am worth?”
  • 60. © Pareto Fundraising 2009
    Graeme was caught off guard – he had no idea
  • 61. © Pareto Fundraising 2009
    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.
  • 62. © 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.
  • 63. © Pareto Fundraising 2009
    Frank wrote a cheque for $50,000 to
    go toward our capital campaign
  • 64. 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.
  • 65. Franks estate is worth $9 million.
    © Pareto Fundraising 2009
    We will receive almost 50%.
    So far we have received $3.5 million
  • 66. Frank Samwayswas 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.
  • 67. “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
  • 68. Thank you