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How integrated fundraising worked for Michigan Humane Society—and how it can work for you.
The first in a series of reports
on the changing role of animal
welfare societies
Brought to you by the Grizzard
Communications Group
grizzard.com
229 Peachtree Street
Suite 1400
Atlanta, GA 30303
Tonie Howard
Vice President, Animal Care
404.935.7406
“Our partnership with
Grizzard has resulted
in more and better tools
at our disposal when it
comes to engaging support for
our cause.”
— Marta Diffen, cawa director of development michigan humane society
“Working with Grizzard is
a true partnership —
and the animals win.”
— Cal Morgan, president & ceomichigan humane society
DETROIT
Michigan Humane Society Case Study [email protected]
Detroit and southeast Michigan.
It would be hard to find another area
of the country that has been hit harder
by the troubled economy.
Yet while the rise in unemployment
and homelessness has taken a toll on
many residents, it is perhaps the
defenseless animal population that is
most severely affected by the decline.
Do animals even have a place in the picture?
[email protected] Humane Society Case Study
Homeless dogs and cats are routinely
abandoned like the numerous vacant
buildings that have fallen into disrepair
and decay.
Some residents have fallen on hard times
and simply don’t have the resources to
provide food, shelter and medical care
for their pets. And far too many animals
are the victims of cruelty and abuse.
The Michigan Humane Society is there to fill the void.Though the community has seen its share
of adversity, they have banded together to
lend their overwhelming support
to animals in need. Despite
the hardships and the
heartaches, there is hope.
Michigan Humane Society Case Study [email protected]
100,000The number of animals cared for by the Michigan Humane Society this year.For more than 130 years, the Michigan
Humane Society has been a safe shelter
for animals in need. They provide care
for homeless and abandoned animals,
advocate for some of the toughest animal
cruelty laws in the nation and find loving
homes through animal adoptions.
Michigan Humane Society approached Grizzard three years ago and
asked us to develop a donor stewardship and acquisition program. Their
goals were simple: more donor-centric messaging and segmentation,
improved retention rates, and a bigger, stronger donor database.
Grizzard was excited by the opportunity to work with one of the nation’s
oldest and largest humane societies. Specific channels were developed
based on the donor’s relationship with MHS to incorporate targeted
messaging and unique package treatments.
Acquisition
Prospective donors were reached through direct mail, newspapers, wealth-scored zip code saturation mailings and billboards
A new donor track was created to include welcome calls, welcome messaging and cultivation techniques
Retention
Multi-year and multi-gift packages were designed to increase gift frequency and size
Lapsed donor appeals and strategies were developed to increase donor retention
Targeted gift asks and messages were employed to increase Donor Lifetime Value
integRAtion
Offline and online efforts were coordinated to align messaging
Personalized acknowledge-ment calls and written correspondence were included to strengthen the donor relationship
Michigan Humane Society Case Study [email protected]
Detroit and southeast Michigan
-
OnlineGiving
Number ofHoliday Gifts
Number of Gifts
Average Gift82.75
$
69%+
40%+
Total Net Revenue
2006Revenue
2009
36%+Lapsed Donor/
Non-Direct Mail Donor
Reactivation
Average Gift17%+
Cost Per Donor Reactivated5.6
%
New Donors Activated/Reactivated64%+
-New Donor Acquired
2006 New Donors
2009
27%+
The results speak for themselves.The numbers below confirm the
strategy. Local awareness surged,
new donors were acquired and
long-term relationships increased
in depth and relevance.
Due to our innovative, collaborative
approach, many of Detroit’s most
desperate animals have found relief
— and the resources have been put
into place to help many more.
Michigan Humane Society Case Study [email protected]
More dogs and cats receivefood, care and shelter
More spay/neuter surgeries
More resources to support your mission
More animals rescued from cruel and neglectful situations
More community outreach
More animals find loving homes
Partner with Grizzard and do more.
Since the partnership with Grizzard began
three years ago, our efforts increased their
donor value by nearly 59% and we helped raise
$6,980,470 for the Michigan Humane Society.
How many more animals could you help
by working with Grizzard?
More revenue means:
