Download ppt - 1 Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey, Katelyn O’Riordan, Julie Wagoner and Victoria Young Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey,

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Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey,

Katelyn O’Riordan, Julie Wagoner and Victoria Young

Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey,

Katelyn O’Riordan, Julie Wagoner and Victoria Young

Collaborate Public RelationsCollaborate Public RelationsCollaborate Public RelationsCollaborate Public Relations

LongmontLongmontHumane SocietyHumane Society

LongmontLongmontHumane SocietyHumane Society

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SWOT AnalysisSWOT AnalysisSWOT AnalysisSWOT Analysis

Strengths

• New state-of-the-art facility

• Raised $34,479.50 through Meredith Emerson Memorial

• 5500 active donors

Weaknesses

• Fundraising gap for an $8.2 million building completion

• Lack of donations from October to April

• Limited community awareness

Threats

• Humane Society of Boulder Valley receives more donations

• Increase in operating costs at the new facility

• Mortgage crisis

Opportunities

• Promote new facility

• Initiate Meredith Emerson Doggie Dash race

• Leverage Web site to promote new fundraising campaign

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ObjectiveObjectiveObjectiveObjective

• Initiate an innovative fundraising campaign to increase monetary donations to the Longmont Humane Society by 40 percent from current donors by May 1, 2009.

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Strategy One: Initiate the Meredith Emerson Doggie Dash


Initiate the Meredith Emerson Doggie Dash for local pet

and race enthusiasts in the greater Boulder County area

on April 25, 2009. Participants will have the option to

walk or run with or without their dogs. An entry fee of

$25.00 will be charged and collected online via the

Longmont Human Society Web site.

In addition, participants will have the opportunity to

donate an additional dollar when registering for the race,

which will go directly to a pre-determined fund

designated by Meredith Emerson’s family.

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• Flyers at local fitness facilities

• Doggie Dash T-shirt

• Bolder Boulder qualifying race

• Contact local media

• News advisory

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Timeline:

February 2009 & April 2009

• Contact local media

March 2009

• T-shirt design

April 2009

• Distribute flyers to

local fitness facilities

• News Advisory

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Evaluation:

• Number of race participants

• Number of voluntary dollar donations

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Strategy Two: Promote Campaign for CaringStrategy Two: Promote Campaign for Caring

Promote Campaign for Caring

to current donors and

individuals who have adopted a

pet from the shelter.

The campaign will offer tiles to

these audiences for a

requested donation of $250.

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• Location to display tiles in the new Allen Center

• Content on the web site

• Personalized tiles online

• “The Companion” newsletter

• Invitation letters to pet owners who have euthanized a loved pet

• Thank you letter

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Timeline:May 2008

• Location to display tiles

in the new Allen Center• Content on the web site

• Personalized tiles online

• Invitation letters to pet owners

who have euthanized a loved pet

• Thank you letter to participants

Summer 2008

• “The Companion” newsletter

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Evaluation:

• Number of tile donations made

• Number of hits on the Web site and number of online donations made

• Total of donations received after the summer newsletter

• Number of pet owners who purchase a tile in honor of their euthanized pet

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Strategy Three: Initiate Pet Photos with Santa campaign


Initiate “Pet Photos with Santa” campaign for local pet enthusiasts who would like a professional photograph of their family with their pets.

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• Team up with local pet photographer to offer holiday and family portraits before the 2008 holiday season

• Conduct Nov. 15 and 16 and Dec. 6 and 7

• Photo packages start at $40

• Photo Express to underwrite the cost of developing the photos

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Timeline:

July 2008• Contact photographer• Contact Photo Express

Digital Pro Lab

September 2008• Create postcards

November 2008• Mail postcards• First session for photos

December 2008• Second session

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Evaluation:

• Number of photo participants

• Amount of proceeds

following photo purchase

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Closing / Q&AClosing / Q&AClosing / Q&AClosing / Q&A

Thank you for participating in this presentation.

Collaborate PR firmly believes that with the help of the community and members of Longmont Humane Society, this plan will be effective in increasing donations and providing funds for the new Allen Center.