The document discusses strategies for improving the branding, website, and marketing of the Animals in Need animal shelter in Donegal. It recommends updating the logo to be more recognizable and representative of Donegal. It suggests enhancing the website to better showcase adoptable pets and calls to action. The document also discusses developing a membership program to retain donors and volunteers through regular communication that shows appreciation and impact. Key strategies include segmenting supporters and volunteers and creating tailored engagement plans for each group.

1. ANIMALS IN NEED
DONEGAL
PART 1

2. #1 BRAND
❖ Brand Messaging
❖ Images
❖ Colours
❖ Logos
#4 CONTENT
❖ Consistent publishing
of new relevant,
shareable, likable
content across all
networks
❖ Pre, during and post
content strategy for all
events
❖ Visual annual report
#2 WEBSITE
❖ Improve cut-through of
brand message
❖ Tell a story
❖ Make it easy for people to
help
#5 SOCIAL MEDIA
❖ Strategy to drive content
back to the website
❖ Promoted “owned” content
❖ Examine other potentially
successful platforms (i.e
instagram)
#3 BLOG
❖ Great content that has
visitors coming back
for more!
❖ Boost Google rankings
#6 EMAIL MARKETING
❖ Engage visitors,
members, volunteers,
supporters through a
comprehensive email
marketing schedule

3. #1 THE BRAND

4. THE LOGO
Logos should…
Be immediately recognisable
Establish a sense of trust
Help you stand out from the crowd
It’s time for a spruce up when…
When it feels dated (versus timeless)
Doesn’t represent your evolution

6. BEFORE

7. AFTER

8. EXAMPLES ONLY
Recommendations:
Nix the “A Registered Charity” -- you have been spending
almost 10 years building credibility to the Animals In
Need name
Play up that you’re specific to Co. Donegal
Add colour!
More legible print -- the drop shadow is a bit dated now
and can be hard to read

9. EXAMPLES ONLY

10. #2 THE WEBSITE

11. THE WEBSITE
A website is your primary online asset, the website must be
a sought-after destination for your audience.
4 Primary Goals:
1. Being Found
2. Audience Engagement
3. A Clear Purpose & Message
4. Functional Design

12. THE WEBSITE
❖ Enhance brand experience
on mobile
❖ More functional “adoption”
portal to allow pets to be
better represented on the
site
❖ Simplfied navigation
❖ Clear calls-to-actions
❖ Powerfully visual home
page
KEY RECOMMENDATIONS

13. Concise motivation
to donate
Clear, call-to-action
EXAMPLE

14. HOMEPAGE EXAMPLE
Simple Navigation
Powerful Statements

15. PET BIO EXAMPLE
Powerful Statements

16. THEMES
❖ GAEA
❖ Philanthropy
❖ Act
❖ Be Human
KEY RECOMMENDATIONS

17. BLOG
v Showcase Our Impact
v Cover Our Nonprofit’s
Events
v Create Shareable Content

18. SOCIAL MEDIA
FACEBOOK
v Add campaigns to a content
mix
v Create branded content
v Seed content from blog
INSTAGRAM
v Visually showcase our
impact
YOUTUBE
v Offers a non-profit program
v Tells our story through
video

19. EMAIL
MARKETING
v Determine audience groups
v Engage current database
v Build ‘owned’ database
v Link to content strategy

20. ANIMALS IN NEED
DONEGAL
PART 2

21. 53%
of donors will leave a nonprofit because of a lack of communication

22. 5X
The estimated cost of acquiring a new donor compared to retaining one

23. A MEMBERSHIP REVOLUTION

24. What’s the key to an effective
retention strategy?
1. Genuinely respect & honor
2. Authentic engagement
a. Deeply understanding why the donor supports
3. Superb content
4. Donations ≠ one-off business transaction

25. AUDIENCE
SEGMENTS
Simplify the audience
segments;
v SUPPORTERS
v VOLUNTEERS

26. SUPPORTERS
Supports the organsiation
financially;
v Once off donations
v Re-occurring donations
v Project specific donations
v Peer-to-peer fundraisers
(Junior supporter option as
well)

27. Retention strategy: Supporters
Ask | Thank | Report back
…first we need to truly understanding donor’s motivations in
giving
Minimum of 12 touches per year
Sharing the stories of how donors’ gifts are making a
difference

28. Retention strategy: Supporters
Ask | Thank | Report back
…first we need to truly understanding donor’s motivations in
giving
Minimum of 12 touches per year
Sharing the stories of how donors’ gifts are making a
difference

29. Monthly
Supporters
Regular Supporters
3rd Party Supporters

30. VOLUNTEERS
Supports the organsiation
through service
v Foster carers
v Helps out at events
v Helps with admin,
promotions etc
(Junior volunteer option as
well)

31. Retention Strategy: Volunteers
Educate | Empower | Appreciate
Orientation sessions for new volunteers
Create a quality volunteer experience
Develop a "true believers”
Provide organizational support
Ensure the volunteer "gets more than they give”

32. “Guide”
“Travelers”
“Tourists”

33. Animals In Need
Donegal
Membership engagement & expansion