Pasadena Human Society Case Study

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The Pasadena Humane Society & SPCA turned to Grizzard in 2007 and soon realized that it was crucial to map out a strategic plan. In order to achieve their ambitious goals, they needed to strengthen their current direct response efforts and incorporate new campaigns.

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Pasadena Human Society Case Study

  1. 1. grizzard.com 229 Peachtree Street Suite 1400 Atlanta, GA 30303 Tonie Howard Vice President, Animal Care PASADENA How changing strategic direction increased revenue for the Pasadena Humane Society & 404.935.7406 SPCA – and how you can see similar results. The third in a series of reports Brought to you by the “With Grizzard you get the benefit on the changing role of animal Grizzard Communications Group of a large company’s marketing welfare societies expertise and experience, but they treat you as though you’re the only “Grizzard has really client they have.” improved our relationship — Kym Pietsch with our donors.” vice president of financial development — Steven McNall pasadena humane society President and ceo pasadena humane society
  2. 2. What path take? should they The Pasadena Humane Society & SPCA has cared for homeless and helpless dogs, cats and other animals since 1903. For years they created their own in-house fundraising efforts, but they were costly to produce and didn’t bring in enough revenue. They needed to take a leap of faith to move their program to the next level. The goal was straightforward, but the shelter’s direction was unclear. Pasadena Humane Society Case Study grizzard.com tonie.howard@grizzard.com
  3. 3. To arrive at the right solution they asked the right questions. • What strategic direction best suited their needs? • What would differentiate them from other nonprofits? • How could they maximize their budget? • Was this mid-sized organization ready to tap into integrated media? • And could they find a strong partner, yet keep their individuality? It was clear they had outgrown their in-house efforts and needed to seek out innovative methods to attract new donors and increase revenue. They knew there had to be a better way to get results. MAIL Pasadena Humane Society Case Study grizzard.com tonie.howard@grizzard.com
  4. 4. The search for a true The Pasadena Humane Society & SPCA turned to Grizzard in 2007 and strategic partner soon realized that it was crucial to map out a strategic plan. In order to achieve their ambitious goals, they needed to strengthen their current direct response efforts and incorporate new campaigns. led to Grizzard. The results were quite impressive. Response rate was down Number of active donors was declining Active donor file is up 64% Net revenue was down Donor response rate is up 162% Staff was burdened with creating and implementing in-house appeals Cost to raise a dollar is down 48% NET REVENUE 2007 PRESENT 115% PARTNERSHIP WITH GRIZZARD UP Targeted acquisition campaigns are implemented Donors receive strategic solicitations that speak to their level of giving PHS staff is freed up to focus on other initiatives Pasadena Humane Society Case Study grizzard.com tonie.howard@grizzard.com
  5. 5. Together we developed the perfect plan. The Pasadena Humane Society and Grizzard formed an ideal working relationship. Grizzard offered years of experience and significant cost savings through large-scale mailings. PHS was open to trying new techniques and testing different strategies to enhance their program. Together, they were able to preserve the custom feel of their communications. Grizzard worked closely with PHS to customize messaging to retain their unique personality and even changed the scheduling of certain mailings to coincide with internal campaigns that were going on at the shelter. Pasadena Humane Society Case Study grizzard.com tonie.howard@grizzard.com
  6. 6. Wherever the road leads, Grizzard will be there to guide the way. Grizzard was able to partner with an organization ready for change and help them exponentially grow their fundraising and awareness — laying a solid foundation for years to come. PHS increased their revenue in the short term, and has laid the groundwork for planned giving and major donor programs in their long-term strategic goals. Grizzard partners with animal welfare organizations of all sizes in cities across the country. These highly diverse societies all have one goal in common: to raise enough money to help every animal that comes through their doors. Though every organization has a different plan to map out their objectives, the first step is clear — it all starts with Grizzard. Is your organization ready for what the future of fundraising holds? Grizzard wishes to thank the Pasadena Humane Society & SPCA for letting us share their story. Pasadena Humane Society Case Study grizzard.com tonie.howard@grizzard.com

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