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.

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
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Animal Care
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Basic assumptions:
Fortune 500
Target Marketing
Secrets Revealed
Data collection on non-profit target
marketing is in its infancy stages
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5. 2/21/2013
Basic assumptions:
Fortune 500
Target Marketing
Secrets Revealed
Usage of data should be within our
ethical guidelines (privacy policy)
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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
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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
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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
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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
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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
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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?
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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
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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
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Source: Keeping Pets (Dogs and Cats) in Homes: A Three Phase
Retention Study, American Humane Association
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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
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Fortune 500
Target Marketing
Secrets Revealed
Maryland
West
Virginia
DC
Arlington
Virginia
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Easidemographics.com
Fortune 500
Target Marketing
Secrets Revealed
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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
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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
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Fortune 500
Target Marketing
Secrets Revealed
AWLA
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10. 2/21/2013
MyBestSegments.com
Fortune 500
Target Marketing
Secrets Revealed
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22201 by Household Size
Fortune 500
Target Marketing
Secrets Revealed
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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
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11. 2/21/2013
Fortune 500
Target Marketing
Secrets Revealed
22201 Segments
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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
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Fortune 500
Target Marketing
Secrets Revealed
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Source: Nielsen
Animal Care
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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
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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
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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
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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
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Animal Care
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Removing barriers
Fortune 500
Target Marketing
Secrets Revealed
Grief support
Vet discount program
Kenneling info or service
Litter box cleaning service
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Animal Care
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Adoption Ambassadors
Fortune 500
Target Marketing
Secrets Revealed
30
Source:ASPCAPro.org, Foster-Enrich-Transfer
Animal Care
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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
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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?
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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
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15. 2/21/2013
Sample Data –– Affluent Boulevard
Fortune 500
Target Marketing
Secrets Revealed
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Animal Care
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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
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Animal Care
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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
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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
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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
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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
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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
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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
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Animal Care
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Fortune 500
Target Marketing
Secrets Revealed
42
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18. 2/21/2013
Questions?
Fortune 500
Target Marketing
Secrets Revealed
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Animal Care
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Fortune 500
Target Marketing
Secrets Revealed
Miguel Abi-hassan, CAWA
386.274.4703 x317
miguela@halifaxhumanesociety.org
Caryn Ginsberg
703.524.0024
cginsberg@priorityventures.com
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