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In Colorado, the number of nonprofits has increased significantly and has unfortunately outpaced growth in donor dollars. As a result of Grizzard's work with the Dumb Friends League, they have gained +16,462 new supporters, +45% net revenue, and more.
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Innovative marketing led to incredible results for the Dumb Friends League – and can help you too
The second in a series of reports
on the changing role of animal
welfare societies
Brought to you by the Grizzard
Communications Group“I am very pleased with
the leadership at Grizzard.
They anticipate our needs and
are results-driven, always
keeping our goals and
expectations in mind.”
— Rick Gabrielson vice president of development
dumb friends league
grizzard.com
229 Peachtree Street
Suite 1400
Atlanta, GA 30303
Tonie Howard
Vice President, Animal Care
404.935.7406
“We find Grizzard to be very
knowledgeable about our
field of animal welfare.”
— Bob Rohde president
dumb friends league
DENVER
Dumb Friends League Case Study [email protected]
HOW can ANIMAL WELFARE rise above the crowd ?
HOMELESSNESS
HOMELESSNESS
HOMELESSNESS
HOMELESSNESS
HOMELESSNESS
HOMELESSNESS
HOMELESSNESS
ANIMAL WELFAREANIMAL WELFAREANIMAL WELFARE ANIMAL WELFARE ANIMAL WELF
ANIMAL WELFAREANIMAL WELFARE
FOOD BANKS
FOOD BANKS
FOO
FOOD BANKS
FOOD BANKSDOMESTIC VIOLENCE
DOMESTIC VIOLENCE
DOMESTIC VIOLENCE
DOMESTIC VIOLENCE
DOMESTIC V
AT-RISK KIDSAT
AT-RISK KIDS
AT-RISK KIDS
AT-RISK KIDS
EDUCATION
EDUCATION
EDUCATION
EDUCATION
EDUCATION
EDUCATION
EDUCATION
CANCER
CANCER
CANCER
CANCER
CANCER
CAN
CANCER
CANCER
ENVIRONMENT ENVIRONMENT
ENVIRONMENT
ENVIRONMENT
ENVIRONMENTENVIRONMENT
ENVIRONMENT
RELIGION
RELIGIONRELIGION
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
HEALTH
HEWILDLIFE
WILDLIFE
WILDLIFE
WILDLIFE
WILDLIFE
WILDLIFE
WILDLIFE
WILDL
WCOMMUNITY SERVIC
COMMUNITY SERVICE
COMMUNITY SERVICE
BLOOD DONATION
BLOOD DONATION
BLOOD DONATION
BLOOD DONATION
BLOOD DONATION BLOOD DONATION
Denver, Colorado. A beautiful city that still
retains a rugged, untamed landscape in
many areas. And the charitable landscape
of the city is just as tough.
The number of nonprofits competing for
donors has increased substantially over
the last few years, and the outpouring of
support simply hasn’t kept pace with the
growing demand.
Spayed/Neutered
8.701 animals
Had 2.3 million visit
ors
visit the web sit
e
Found homes for
19,504 petsFound homes fo
r
19,504 pets
Sent quarterly magazine to
40,000 animal lo
vers
Found homes for
20,000 pets
While Coloradans are among the top
in the nation in the amount of income
earned, studies show that they fall way
behind when it comes to philanthropy.
The competition for donors is fierce, and
organizations must make a determined
effort in order to raise enough funds
to succeed.
However, things are LOOKING UP at the Dumb Friends League.
Sheltered and cared for more
than 26,000 animals
Cared for 2,900 pets
in foster homes
Matched 721 pets with
senior citizens
through free adoptions
Taught humane education to
18,999 children
Counseled 2,329
pet owners
Found homes for
20,000 pets
Counseled 2,526
pet owners
Sent quarterly magazine to
40,000 animal lo
vers
Found homes for
19,504 pets
Dumb Friends League Case Study grizzard.com [email protected]
They were the f rst animal welfare society in
par
tner
ship w
ith Grizzard to implement these stra
tegies.
Dumb Friends League Case Study
DedicationFounded in 1910, the Dumb Friends League provides humane care to
lost and abandoned animals, rescues sick, injured and abused ani-
mals, adopts pets to new homes, and educates pet owners and the
public about the needs of companion animals. They are the largest
animal welfare organization in the Rocky Mountain region,
welcoming tens of thousands animals each year.
InnovationThe Dumb Friends League and Grizzard enjoy a true partnership,
with both sides providing input and working together to constantly
adapt and refine the communication stream. This has enabled Griz-
zard to introduce and implement cutting-edge techniques and new
campaigns with great success.
Purchase newspaper ads to generate brand awareness
’06
Distribute Free Standing Inserts (FSIs) to reach a broader audience
’06
Utilize corresponding home page bugs related to the current mail package to strengthen campaign awareness
’07
Test packages and ask strings for six months to determine whether wealth is an indicator for giving
’07
Conduct a wealth screening on their database
’07
Integrate URLs in direct mail appeals to promote online giving and increase traffic
’07
Send an innovative voice broadcast message to thank new and lapsed donors
’09Test a dog story vs. a cat story to determine which performs better
’08
Dumb Friends League Case Study [email protected]
Results soared. The willingness to try new strategies has enabled the Dumb Friends
League to see remarkable progress in all areas of their marketing.
Grizzard has been able to take their previous program and expand it
exponentially to achieve higher profitability, while still lowering their
fundraising expenses on a per piece basis.
ACTIVE DONOR FILE
Increased active donors+32%
WEB DONATIONS
General online giving
+33%
ACTIVE DONOR FILE
$240Lifetime value of direct mail donor
LAPSED DONOR REACTIVATION
+80%Net revenue for lapsed donors
VOICE BROADCASTING
+70% Moredonors reactivated
MULTI-YEAR DONORS
27%Response for donors with 3+ gifts in last 12 months
MULTI-YEAR DONORS
68%Increase in revenue
Total netrevenue
+45%NET REVENUE SINCE 2005
NEW DONOR ACQUISITION
+16,462New supporters through Grizzard’s campaigns
WEB DONATIONS
+1,800%Direct mail-related online giving
MULTI-CHANNEL DONORS
+41% Increase in average gift
Dumb Friends League Case Study [email protected]
Higher revenue to help even more animals in need
Higher acquisitions to reach a greater audience
Higher lifetime value of existing donors
Higher brand awareness through multi-channel efforts
Higher loyalty to your cause and more committed donors
Partner with Grizzard and do more.
By expanding the scope of marketing, Grizzard’s work with the
Dumb Friends League has led to a wealth of knowledge about the
best way to create animal welfare campaigns that get results at a
low cost to the organization.
Thanks to the extensive testing and targeted strategy, the Dumb
Friends League has been able to stand out from the competition
to reach loyal, generous donors. This enables more money
to go where it is needed — to the animals who so desperately
need it.
How many more animals could you help
by working with Grizzard?
Grizzard wishes to thank the Dumb Friends League for letting us share their story.
Staying ahead of the competition means:
