Who Let The Dogs Out Adma Presso V6st Upload

Who let the dogs out?
Who, who, who?
The rise and rise of
The Lost Dogs’ Home
© Pareto Fundraising 2009

Vilfredo and the Pareto Principle

Customer Relationship Management

Who is your
ultimate
customer?

Stories
“Write your copy in the form of a
story as in the advertisement that
carried the Headline “The amazing
story of the zippo that worked after
being taken from the belly of a fish”
David Ogilvy

• VIDEO
• Graeme explains The Lost Dogs’ Home is in
a real crisis with just six months to go unless
funding is obtained.

Gross Income for Individuals Over Years
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002
Direct Mail Event Membership Merchandise Other In Memoriam Internet Gift In Kind

TRADITION

The Lost Dogs’ Home

Sales programme not thriving

What makes them tick?

Got really personal

Getting cute

Getting cute, but still data driven

They went online

They went online, to get personal

Asking the tough questions

They changed customer behavior

Didn’t tippy toeing around bequests

WARM SURVEY RESULTS 2004 2005 2006 2007 2008
Quantity Mailed 15,888 16,357 18,835 24,883 21,563
Total Response 2,769 3,947 4,874 6,746 5,509
Response Rate % 17% 24% 26% 27% 26%
Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381
Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999
New Confirmed Bequest 373 191 86 81 120
Intend to Bequest n/a 560 232 522 115
Consider Bequest 1056 647 614 335 156
Surveys rock

Solicited genuine feedback

Solicited genuine, personal feedback

Replayed it back

They involved customers

They were disciplined through the mail

Getting clever, but data driven

Yes. In the short term..

Yes. In the short term..
Knowing Bilbo
increases upgrade
rates by 43%!

$m
$1m
$2m
$3m
$4m
$5m
$6m
$7m
1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08
Cash Regular Gift Bequest Merchandise Unsolicited In Memoriam Membership Event
Yes. In the medium term..
From 98 to 10,330 active
monthly customer’s

$m
$1m
$2m
$3m
$4m
$5m
$6m
$7m
1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07 2007/08
Cash Regular Gift Bequest Merchandise Unsolicited In Memoriam Membership Event
Yes. In the long term..
BUT, only now
reaping the rewards

Its not just about charities

Challenge
tradition
Apply the Pareto
Principle
Look long term

Frank was always very interested and supportive of
the wonderful work Graeme has done at the Home.
These were common themes in his notes
sent with his donations.
He thought Graeme did a wonderful job and the
success of the Home was due to his hard work and
passion for unowned animals.

We then added him to our mailing
list.
Frank started as a cash customer around 1990 after purchasing
some merchandise.

Each time Frank donated or wrote a note he received a
handwritten P.S from Graeme.
He responded to every appeal (five a year)
we sent. Initially giving $60 but then
consistently sending $250 after each mailing.

Around 2003, we tried a new ask strategy and Frank
regularly started donating $5,000 to our Winter and
Christmas appeals.
He also became a Friend of PAWs customer
(regular giving programme) donating $250 per
month.

In 2004, after hearing a news item in which Graeme
and the Home had featured, Frank sent a donation of
$10,000.
When we became tax deductable in 2006,
Frank was very pleased as he was
then able to give even larger donations.

$30,000
$50,000
We were pleased too!

Then, in 2007, we invited Frank in to talk about some of the
capital projects we had planned at the Home.
Because Frank always refused to come inside the shelter
– he found it ‘too upsetting’ - we took him over to the
old house at 13 Gracie Street to share our vision for one
of our capital projects - a Training and Education centre.

After discussing various projects, including the new
Veterinary Clinic, Frank sat back and asked…

“I suppose you want to
know how much I am
worth?”

Graeme was caught
off guard – he had no
idea

He went on to let us know that he planned on
leaving half of his estate to the Home.
Letting Graeme off the hook, he told us that his estate was
worth four million dollars.

After recovering from the shock, Graeme remembered why
he was there – and asked Frank for the gift he was going to
ask for all along.

Frank wrote a cheque for $50,000 to
go toward our capital campaign

Just before he died, he gave another $50,000
towards the Sick and Injured Facility.
Tragedy struck in 2007. Frank was found outside
his front door, just out of sight after falling and
fracturing his hip. Unable to move, he later died
from pneumonia.

Franks estate is
worth $9 million.
So far we have received $3.5 million
We will receive
almost 50%.

Frank Samways was perhaps The Lost Dogs’ Home’s
number one supporter and certainly our most generous.
He made a significant impact on our ability to
care for thousands of dogs and cats throughout
his life time with his generous donations.

“Frank was a man who had charisma. He
was able to make everyone he feel very
special. It was the common theme that
was communicated at his funeral.”
Dr. Graeme Smith

Who Let The Dogs Out Adma Presso V6st Upload

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