The document discusses how animal welfare organizations can apply marketing strategies used by Fortune 500 companies to increase adoptions and donations. It provides examples of how companies like Target use customer data and segmentation to better understand their audiences and tailor their marketing. The presentation encourages analyzing data on potential adopters and donors to determine who they are, why they are not currently adopting/donating, where they are located, how to best reach them, and what messages will be most effective. Attendees will learn practical steps for gaining new insights into audiences and applying lessons from leading businesses to help more animals.
within this presentation i will be researching into all the ways manchester became so great and was made into this powerful city of industrial brilliance.
Viral Infographics Case Study : One Year of Narendra Modi Led Indian GovtAbhinav Saraswat
Crafted layouts to provide an optimal viewing experience easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices.
Complete Presentation Link : http://www.tr.im/CaseStudy
Marketing One Day workshop for Healthcare Providers Social Change UK
This one day marketing workshop for beginners has been designed for healthcare organisations in the UK looking to be more marketing and business focused. This workshop was commissioned by Kent NHS and recieved excellent feedback. For more information on this workshop contact the Social Change team by email: hello@social-change.co.uk or call the office on 01522 837250
Now, next and near future: Our planning framework for Covid-19 and beyondDani Goodwin
Here at twentysix, we’ve been working non-stop to guide our clients through these uncertain times. From this experience, we’ve produced a free marketing strategy playbook to support businesses with the now, next and near future.
Tips for frugal marketing was presented to a group of women entrepreneurs as part of a program conducted by IIM Bangalore. It is derived from content from my to-be-released book, No Money Marketing, and examples from Wipro. Copying without attribution is not allowed under any circumstances, commercial or personal.
within this presentation i will be researching into all the ways manchester became so great and was made into this powerful city of industrial brilliance.
Viral Infographics Case Study : One Year of Narendra Modi Led Indian GovtAbhinav Saraswat
Crafted layouts to provide an optimal viewing experience easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices.
Complete Presentation Link : http://www.tr.im/CaseStudy
Marketing One Day workshop for Healthcare Providers Social Change UK
This one day marketing workshop for beginners has been designed for healthcare organisations in the UK looking to be more marketing and business focused. This workshop was commissioned by Kent NHS and recieved excellent feedback. For more information on this workshop contact the Social Change team by email: hello@social-change.co.uk or call the office on 01522 837250
Now, next and near future: Our planning framework for Covid-19 and beyondDani Goodwin
Here at twentysix, we’ve been working non-stop to guide our clients through these uncertain times. From this experience, we’ve produced a free marketing strategy playbook to support businesses with the now, next and near future.
Tips for frugal marketing was presented to a group of women entrepreneurs as part of a program conducted by IIM Bangalore. It is derived from content from my to-be-released book, No Money Marketing, and examples from Wipro. Copying without attribution is not allowed under any circumstances, commercial or personal.
AIM Global Hybrid Marketing Plan (Point System)Jhopads
Our Mission:
To open the doors of opportunity and prosperity by empowering our distributors to achieve financial independence and economic stability by maximizing the wealth of the market thru our breakthrough products and services.
UBC Phar400 Marketing Pharmacy Professional Services-25Oct2013Gerry Spitzner
Presented to 4th year Pharmacy students at UBC Pharmaceutical Sciences in the Phar400 Pharmacy Business Management course.
As part of the curriculum students are required to work in teams to create a new sustainable professional clinical service supported by a business plan. At the end of the semester the teams present in a "pitch" to classmates and a panel of judges. Winners are determined by their peers.
In this fourth presentation of the semester we focus on Marketing healthcare professional services. We define marketing and explain how the marketing concept applies to marketing professional services.
Learning objectives:
>Brand and Branding
>Marketing 101
>Managing the Marketing Mix
>Marketing Pharmacy Professional Services
Building Relationships with Business: the IYF ApproachYouthActionNet
This YouthActionNet webinar offers insights into approaches to building partnerships in the corporate sector, providing examples from International Youth Foundation's (IYF) experience and highlighting some common pitfalls of non-profit organizations who are stuck in "fundraising mentality". Presented by Jim Peirce, Vice President of Strategic Planning and Outreach at IYF. Brought to you by Sylvan Laureate Foundation.
The leader in commercial quality
sanitation, hand hygiene, laundry and floor care
For the animal care professional specializing in the animal care industry since 1989
Limpiadores desengrasantes especiales
El líder en calidad comercial
Saneamiento, higiene de las manos, lavandería y cuidado de pisos.
Para el cuidado de los animales. Especializada profesionalmente en la industria del cuidado de los animales desde 1989.
People
who eat
vegetarian diets are
more likely to consume
the right amounts of
essential nutrients than
those following the
typical american diet
Las dietas vegetarianas son
más propensos a consumir
las cantidades adecuadas de
nutrientes esenciales que
los que siguen el
dieta típica americana
MAGAZINE
-THE WELFARE BASS FOR EUTHANASIA OF DOGS AND CATS AND POLICY DEVELOPMENT
INTERNATIONAL COMPANION ANIMAL MANAGEMENT COALITION
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INTERNATIONAL COMPANION ANIMAL MANAGEMENT COALITION
REVISTA
-EL BIENESTAR DE BAJO DE LA EUTANASIA DE PERROS Y GATOS Y DESARROLLO DE POLÍTICAS
COMPAÑERO INTERNACIONAL DE GESTIÓN DE LA COALICIÓN DE LOS ANIMALES
-INTEGRIDAD PERSONAL DE ORIENTACIÓN DE GESTIÓN DE LA POBLACIÓN [ GATAS(OS) ]
COMPAÑERO INTERNACIONAL DE GESTIÓN DE LA COALICIÓN DE LOS ANIMALES
Algunas imagenes de la exhibicion de stand que hubieron en Animal Expo Care 2013.
Some pictures of the exhibition booth they had at Animal Care Expo 2013.
MRS PUNE 2024 - WINNER AMRUTHAA UTTAM JAGDHANEDK PAGEANT
Amruthaa Uttam Jagdhane, a stunning woman from Pune, has won the esteemed title of Mrs. India 2024, which is given out by the Dk Exhibition. Her journey to this prestigious accomplishment is a confirmation of her faithful assurance, extraordinary gifts, and profound commitment to enabling women.
Have you ever wondered about the lost city of Atlantis and its profound connection to our modern world? Ruth Elisabeth Hancock’s podcast, “Visions of Atlantis,” delves deep into this intriguing topic in a captivating conversation with Michael Le Flem, author of the enlightening book titled “Visions of Atlantis.” This podcast episode offers a thought-provoking blend of historical inquiry, esoteric wisdom, and contemporary reflections. Let’s embark on a journey of discovery as we unpack the mysteries of ancient civilizations and their relevance to our present existence.
Johnny Depp Long Hair: A Signature Look Through the Yearsgreendigital
Johnny Depp, synonymous with eclectic roles and unparalleled acting prowess. has also been a significant figure in fashion and style. Johnny Depp long hair is a distinctive trademark among the various elements that define his unique persona. This article delves into the evolution, impact. and cultural significance of Johnny Depp long hair. exploring how it has contributed to his iconic status.
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Introduction
Johnny Depp is an actor known for his chameleon-like ability to transform into a wide range of characters. from the eccentric Captain Jack Sparrow in "Pirates of the Caribbean" to the introspective Edward Scissorhands. His long hair is one constant throughout his evolving roles and public appearances. Johnny Depp long hair is not a style choice but a significant aspect of his identity. contributing to his allure and mystique. This article explores the journey and significance of Johnny Depp long hair. highlighting how it has become integral to his brand.
The Early Years: A Budding Star with Signature Locks
1980s: The Rise of a Young Heartthrob
Johnny Depp's journey in Hollywood began in the 1980s. with his breakout role in the television series "21 Jump Street." During this time, his hair was short, but it was already clear that Depp had a penchant for unique and edgy styles. By the decade's end, Depp started experimenting with longer hair. setting the stage for a lifelong signature.
1990s: From Heartthrob to Icon
The 1990s were transformative for Johnny Depp his career and personal style. Films like "Edward Scissorhands" (1990) and "Benny & Joon" (1993) saw Depp sporting various hair lengths and styles. But, his long, unkempt hair in "What's Eating Gilbert Grape" (1993) began to draw significant attention. This period marked the beginning of Johnny Depp long hair. which became a defining feature of his image.
The Iconic Roles: Hair as a Character Element
Edward Scissorhands (1990)
In "Edward Scissorhands," Johnny Depp's character had a wild and mane that complemented his ethereal and misunderstood persona. This role showcased how long hair Johnny Depp could enhance a character's depth and mystery.
Captain Jack Sparrow: The Pirate with Flowing Locks
One of Johnny Depp's iconic roles is Captain Jack Sparrow from the "Pirates of the Caribbean" series. Sparrow's long, dreadlocked hair symbolised his rebellious and unpredictable nature. The character's look, complete with beads and trinkets woven into his hair. was a collaboration between Depp and the film's costume designers. This style became iconic and influenced fashion trends and Halloween costumes worldwide.
Other Memorable Characters
Depp's long hair has also been featured in other roles, such as Ichabod Crane in "Sleepy Hollow" (1999). and Roux in "Chocolat" (2000). In these films, his hair added a layer of authenticity and depth to his characters. proving that Johnny Depp with long hair is more than a style—it's a storytelling tool.
Off-Screen Influenc
La transidentité, un sujet qui fractionne les FrançaisIpsos France
Ipsos, l’une des principales sociétés mondiales d’études de marché dévoile les résultats de son étude Ipsos Global Advisor “Pride 2024”. De ses débuts aux Etats-Unis et désormais dans de très nombreux pays, le mois de juin est traditionnellement consacré aux « Marches des Fiertés » et à des événements festifs autour du concept de Pride. A cette occasion, Ipsos a réalisé une enquête dans vingt-six pays dressant plusieurs constats. Les clivages des opinions entre générations s’accentuent tandis que le soutien à des mesures sociétales et d’inclusion en faveur des LGBT+ notamment transgenres continue de s’effriter.
The Fascinating World of Bats: Unveiling the Secrets of the Nightthomasard1122
The Fascinating World of Bats: Unveiling the Secrets of the Night
Bats, the mysterious creatures of the night, have long been a source of fascination and fear for humans. With their eerie squeaks and fluttering wings, they have captured our imagination and sparked our curiosity. Yet, beyond the myths and legends, bats are fascinating creatures that play a vital role in our ecosystem.
There are over 1,300 species of bats, ranging from the tiny Kitti's hog-nosed bat to the majestic flying foxes. These winged mammals are found in almost every corner of the globe, from the scorching deserts to the lush rainforests. Their diversity is a testament to their adaptability and resilience.
Bats are insectivores, feeding on a vast array of insects, from mosquitoes to beetles. A single bat can consume up to 1,200 insects in an hour, making them a crucial part of our pest control system. By preying on insects that damage crops, bats save the agricultural industry billions of dollars each year.
But bats are not just useful; they are also fascinating creatures. Their ability to fly in complete darkness, using echolocation to navigate and hunt, is a remarkable feat of evolution. They are also social animals, living in colonies and communicating with each other through a complex system of calls and body language.
Despite their importance, bats face numerous threats, from habitat destruction to climate change. Many species are endangered, and conservation efforts are necessary to protect these magnificent creatures.
In conclusion, bats are more than just creatures of the night; they are a vital part of our ecosystem, playing a crucial role in maintaining the balance of nature. By learning more about these fascinating animals, we can appreciate their importance and work to protect them for generations to come. So, let us embrace the beauty and mystery of bats, and celebrate their unique place in our world.
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1. Fortune 500 Target
Marketing Secrets
Revealed:
Cost-Effective Strategies
to Find the Right Voice
Miguel Abi-‐hassan, C.A.W.A.
Consultant & Executive Director,
Halifax Humane Society
Caryn Ginsberg
Consultant and Author, Animal Impact:
Secrets Proven to Achieve Results and
Move the World
2. How well do you know the people you're
trying to motivate?
In order to make good decisions that drive people to action, your
staff and board must understand patrons, supporters and
community.
The good news is that you can easily use advanced techniques to
gain crucial insight without spending a lot of money ... even for
free. These approaches and the knowledge they provide pay off
over and over. You can raise more money, adopt out more
animals, and save more lives.
Fortune 500 companies study people and their behaviors on a
daily basis. They use their findings to determine how to attract
clients, consumers, and investors. You can apply these same
methods to attract adopters, donors, and more. This seminar will
take an in-depth look at case studies from leading businesses
and show you how their lessons can be applied in the animal
welfare realm. Find out:
• Practical steps to gain new insight into people and how to
move them to action
• Free tools to discover who your potential adopters are and
how to engage them
• The single factor - not related to animals - that increased
response to a fundraising mailing by more than 50%
Join us for cutting-edge information on how to use Fortune 500
secrets to engage people to help animals.
3. Meet the Presenters
Miguel Abi-hassan, CAWA
Miguel Abi-‐hassan is the Executive Director
of Halifax Humane Society in Daytona
Beach, Florida. During his 15-‐year career, he
has proudly managed nearly every facet of
the animal welfare industry, bringing with
him a unique approach to management and
marketing. Outside of shelters, Miguel also
serves as an instructor, lobbyist, and
consultant, helping organizations increase
program efficacy and outreach, while
boosting staff morale.
Caryn Ginsberg
Caryn Ginsberg helps advocates get better
results for animals. She has been a
consultant in the animal protection field for
more than ten years, working with
organizations including the Humane Society
of the United States, ASPCA, PetSmart
Charities, and local shelters. She is author
of Animal Impact: Proven Secrets to Achieve
the Results and Move the World, which
provides a step-‐by-‐step how-‐to for moving
the public, business, and government to
take animal-‐friendly actions (http://animal-‐
impact.com).
4. 2/21/2013
Fortune 500 Target
Marketing Secrets Revealed:
Cost-Effective Strategies to
Find the Right Voice
Miguel Abi-hassan, C.A.W.A.
Consultant & Executive Director, Halifax Humane Society
Caryn Ginsberg
Consultant and Author, Animal Impact: Secrets Proven to
Achieve Results and Move the World
Basic assumptions:
Fortune 500
Target Marketing
Secrets Revealed
We are not our own target audiences
2
Animal Care
Expo 2013
Basic assumptions:
Fortune 500
Target Marketing
Secrets Revealed
Data collection on non-profit target
marketing is in its infancy stages
3
Animal Care
Expo 2013
1
5. 2/21/2013
Basic assumptions:
Fortune 500
Target Marketing
Secrets Revealed
Usage of data should be within our
ethical guidelines (privacy policy)
4
Animal Care
Expo 2013
The Previous way of finding
target markets:
Fortune 500
Target Marketing
Secrets Revealed
Profiling donors by lifestyle
choices: cars, clothing,
accessories, home values
Profiling adopters by what
“we” would want/look for
5
Animal Care
Expo 2013
Tracking and Data
Collection
Fortune 500
Target Marketing
Secrets Revealed
Internet Browsing
• Collusion
Questionnaires
Mailing lists
• Preferences
• Magazine subscriptions
Credit Cards
• Past purchases
Demographics
• Public Records
6
Animal Care
Expo 2013
2
6. 2/21/2013
What does behavioral
tracking accomplish?
Fortune 500
Target Marketing
Secrets Revealed
It teaches marketers what you like
What you are shopping for
What products you might consider
switching to
Allows specificity of the messages
delivered
= Values
7
Animal Care
Expo 2013
Case Study: Target Retail Stores
Fortune 500
Target Marketing
Secrets Revealed
Goal: become the "everything” store
Pull consumers from niche stores like
Grocery, home supplies and hobby stores
8
Animal Care
Expo 2013
Case Study: Target Retail Stores
Fortune 500
Target Marketing
Secrets Revealed
In 2002 they hired a statistician named Andrew Pole. Poles
main job was to support marketing by mining data to
better reach customers. His position: Guest Analytics.
In 2012 Andrew Pole was interviewed by the NY Times
Changes in lifestyle are optimum points to make a consumer
“switch”
Certain changes are retailers dream, like a move, home
renovation, pregnancy or becoming an “empty nester”. They
often motivate the consumer to step outside of their comfort
zone.
One such Target that retailers compete for is new parents
The cost of raising a child is approx. $225k for a dual middle
income family. = Ferrari
9
Animal Care
Expo 2013
3
7. 2/21/2013
Example: Adoption
Fortune 500
Target Marketing
Secrets Revealed
Who is most likely to adopt?
Why aren’t they adopting?
Where are they?
How do I reach them?
What message is best?
10
Animal Care
Expo 2013
Who is most likely to adopt?
Fortune 500
Target Marketing
Secrets Revealed
Current and past adopters
People like them
Other past pet parents expressing interest
11
Animal Care
Expo 2013
Past cat parents
Fortune 500
Target Marketing
Secrets Revealed
Just over 1/3 would consider another cat
Nearly 2/3 of these would look to a shelter
More likely to adopt:
Younger people (18-34)
Income $50K-$75K
Single
Had a cat within last five years and for > two years
No influence:
Gender
Children in the home
Urban/suburban/rural
12
Source: Keeping Pets (Dogs and Cats) in Homes: A Three Phase
Retention Study, American Humane Association
Animal Care
Expo 2013
4
8. 2/21/2013
Why aren’’t they adopting?
Travel too much
Cleaning up
Veterinarian costs
General expenses
Fortune 500
Target Marketing
Secrets Revealed
28%
25%
25%
24%
Also, 17% still grieving past cat
13
Source: Keeping Pets (Dogs and Cats) in Homes: A Three Phase
Retention Study, American Humane Association
Animal Welfare League
of Arlington
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
Maryland
West
Virginia
DC
Arlington
Virginia
14
Animal Care
Expo 2013
Easidemographics.com
Fortune 500
Target Marketing
Secrets Revealed
15
Animal Care
Expo 2013
5
9. 2/21/2013
Fortune 500
Target Marketing
Secrets Revealed
Where are they?
Zip code Households 18-34, $50-75K*
22201
17,465
1,620
22204
19,874
1,490
22202
13,240
1,054
%
9.3%
7.5%
8.0%
*Number of households where household income is
between $50,000 and $74,999 and head of householder
is between the ages of 18 and 34.
AHA data is for individual income while
Easidemographics is household. However, analysis in
Easi of households with $75-$150K and $150K+ showed
an even more pronounced margin for 22201 over 22204
and 22202.
16
Source: Easy Analytic Software Inc.
Adoptions vs. potential
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
Zip code Households 18-34, $50-75K Adopts*
22201
17,465
1,620
10-20
22204
19,874
1,490
50-60
22202
13,240
1,054
~10
*Adoptions of all animals (not just cats) from Animal
Welfare League of Arlington (AWLA), July 2012 through
mid-January 2013
17
Source: Easy Analytic Software Inc., AWLA analysis in PetPoint
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
AWLA
18
Animal Care
Expo 2013
6
10. 2/21/2013
MyBestSegments.com
Fortune 500
Target Marketing
Secrets Revealed
19
Animal Care
Expo 2013
22201 by Household Size
Fortune 500
Target Marketing
Secrets Revealed
20
Animal Care
Expo 2013
Case Study
Fortune 500
Target Marketing
Secrets Revealed
5 segments, such as:
“Buzz” the young tech enthusiast
“Jill” the suburban soccer Mom
“Barry” the wealthy professional guy
Organize stores and train staff
Brightly colored signage
Kids play area
Educational toys
Personal shopping assistants
Converted stores grew 2X
21
Source: Nielsen
Animal Care
Expo 2013
7
11. 2/21/2013
Fortune 500
Target Marketing
Secrets Revealed
22201 Segments
22
Animal Care
Expo 2013
Source: Nielsen
Fortune 500
Target Marketing
Secrets Revealed
Young Digerati
Tech-savvy
Affluent, highly
educated, and
ethnically mixed
Trendy apartments and
condos, fitness clubs
and clothing boutiques
Casual restaurants and
all types of bars - from
juice to coffee to
microbrew
23
Source: Nielsen
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
24
Source: Nielsen
Animal Care
Expo 2013
8
12. 2/21/2013
Fortune 500
Target Marketing
Secrets Revealed
Your Records Coded ($59/1000)
PRIZM Segment
34 White Picket Fences
32 New Homesteaders
27 Middleburg Managers
17 Beltway Boomers
18 Kids & Cul-de-sacs
Count
%Comp
702,551
1.41
Count % Comp Index
26
2.89
205
821,133
1.65
28
3.11
189
1,012,175
2.03
31
3.45
170
553,920
1.11
16
1.78
160
953,807
1.91
26
2.89
151
14 New Empty Nests
561,540
1.13
14
1.56
138
28 Traditional Times
1,079,147
2.16
23
2.56
118
33 Big Sky Families
697,943
1.40
14
1.56
111
39 Domestic Duos
689,481
1.38
26
2.89
209
62 Hometown Retired
576,096
1.15
29
22.69
3.23
279
26 The Cosmopolitans
655,662
1.31
23
2.56
40 Close-In Couples
803,561
1.61
28
3.11
193
41 Sunset City Blues
893,022
1.79
31
3.45
193
195
61 City Roots
878,916
1.76
24
2.67
152
56 Crossroads Villagers
821,372
1.65
16
1.78
108
16.80
25
Animal Care
Expo 2013
Source: Nielsen
Segment Detail
Fortune 500
Target Marketing
Secrets Revealed
($995/year)
Age, income, race, distribution, and residence
distributions, martial status, children, etc.
Top lifestyle and behaviors - 45 each
26
Animal Care
Expo 2013
John Van Vooren, Nielsen, 607-266-3184; ESRI.com, others (?)
Fortune 500
Target Marketing
Secrets Revealed
Brainstorm
How might you increase adoptions in
22201?
More Likely to Adopt
Barriers
Younger people (18-34)
Income $50K-$75K
Single
Had a cat within the last 5
years and for > two years
Travel too much
Cleaning up
Veterinarian costs
General expenses
Grieving past cat
28%
25%
25%
24%
17%
Profile
Tech savvy
Live in trendy condos and apartments
Frequent fitness clubs, boutiques, and restaurants
Foreign films, Expedia, Audi, water skiing, The
Economist
27
Animal Care
Expo 2013
9
13. 2/21/2013
How do I reach them?
Fortune 500
Target Marketing
Secrets Revealed
Neighborhood events geared to 18-34, such as Clarendon
Day
Retail partnership off-site such as Market Commons (Apple,
Barnes & Noble, Container Store, Crate & Barrel, etc. plus
condos above)
Joint promotion with funkier independent stores
Foreign film festivals (library?)
Audi dealer in Alexandria
Clarendon-Courthouse civic association meeting (may skew
older)
Corporate partnerships
Volunteers - foster, special skills
28
Animal Care
Expo 2013
Removing barriers
Fortune 500
Target Marketing
Secrets Revealed
Grief support
Vet discount program
Kenneling info or service
Litter box cleaning service
29
Animal Care
Expo 2013
Adoption Ambassadors
Fortune 500
Target Marketing
Secrets Revealed
30
Source:ASPCAPro.org, Foster-Enrich-Transfer
Animal Care
Expo 2013
10
14. 2/21/2013
Adoption Ambassadors
Fortune 500
Target Marketing
Secrets Revealed
ASPCA / Louisiana SPCA
45 dogs traditionally, 45 “adoption ambassadors”
A little longer for the AA dogs
2% returns vs. 14% traditional
Only 30% of AA adopters past shelter or rescue
clients vs. 52% of people adopting from shelter
AA adopters more likely to have adopted from a
breeder in the past
Driven by word of mouth and seeing the dog in
the community
31
Animal Care
Expo 2013
Source:ASPCAPro.org, Foster-Enrich-Transfer
Strategic Marketing
Fortune 500
Target Marketing
Secrets Revealed
Who is most likely to adopt?
Why aren’t they adopting?
Where are they?
How do I reach them?
What message is best?
32
Animal Care
Expo 2013
Donor Acquisition
Fortune 500
Target Marketing
Secrets Revealed
“In my more than 35 years of working in animal welfare, I’ve
seen that nonprofits that adopt the best strategies from within
and beyond our field have achieved significant results.”
-Ed Sayres
External Resources
Mail Houses, Consumer Info Database, Data Miners
Prospect Segmentation
More than just age, household income, and
Additional detailed variables
Household count, mail order responsive, donation history,
pet owner, veteran, high tech household
33
Animal Care
Expo 2013
11
15. 2/21/2013
Sample Data –– Affluent Boulevard
Fortune 500
Target Marketing
Secrets Revealed
34
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
Donor Retention
“Research in the for profit world suggests that small increases in
donor loyalty can have a dramatic effect on a nonprofit’s revenue
stream.”
Internal Donor Data Segmentation
Amount
Frequency
Lapsed
Program Type
Solicitation Method
Questionnaires
35
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
Donor Surveys
Most Effective Communication Tool?
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Mail
Newspaper
Radio
E-mail
Website
Social
Media
Are you connected to the cause?
60%
50%
40%
30%
20%
10%
0%
Very
Connected
Somewhat
Connected
Connected
Somewhat Disconnected
Disconnected
36
Animal Care
Expo 2013
12
16. 2/21/2013
Fortune 500
Target Marketing
Secrets Revealed
Marketing to Donors
Eight Psychological Motivators for Giving
Need
Solicitation
Cost/Benefit
Altruism
Reputation
Psychological Cost/Benefit
Values
Efficacy
37
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
Donor Retention
Uncontrollable Loss
Attraction by competition
Human catastrophe
Priority shift
Loss to market
Job loss
Death
Move
Controllable Loss
Trust
Communication
Quality Service
Relationship Quality
38
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
Brainstorming
Case Studies
Affluent Boulevard Mailing
JA1
JA2
JA3
JA4
– Pet Owner
– Donor – Any Type
– Mail Responsive
– No Indicators
Response Rates
4.00%
3.50%
3.00%
2.50%
2.00%
Percentage
1.50%
1.00%
0.50%
0.00%
JA1
JA2
JA3
JA4
39
Animal Care
Expo 2013
13
17. 2/21/2013
Brainstorming
Fortune 500
Target Marketing
Secrets Revealed
Case Studies
Power of 10 Mailing
Consolidated Marketing Plan
75th Anniversary
Donors don’t care about milestones
40
Animal Care
Expo 2013
Getting Started
Fortune 500
Target Marketing
Secrets Revealed
Fundraising
Analysis of Direct Mail plan
Donor Recognition and Privacy Policies
Customer Service training
Open communication of financials
Adoption
Have fun! Check the zip code where you
live in Easidemographics.com and
MyBestSegments.com
See who lives in your community
Review AHA study and other research to
learn more about potential targets
Resources
http://easidemographics.com
http://MyBestSegments.com
AHA study,
http://www.americanhumane.org/ahapetsmart-retention-study-phase-1.pdf
PetSmart Charities research on adoption and
spay/neuter,
http://www.petsmartcharities.org/resources/r
esourcesdocuments/PetSmartCharities_Research_AUBar
riers.pdf
Humane Research Council,
http://humaneresearch.org and
http://humanespot.org
ASPCA Pro, http://ASPCAPro.org
Animal Impact, http://Animal-Impact.com
41
Animal Care
Expo 2013
Fortune 500
Target Marketing
Secrets Revealed
42
Animal Care
Expo 2013
14