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© Pareto Fundraising 2009
Who let the dogs out? Who, who, who?
The rise and rise of The Lost Dogs’ Home
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Vilfredo and the Pareto Principle
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Customer Relationship Management
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(c) American Express
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Who is your ultimate
customer?
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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
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The Lost Dogs’ HomeAND
Your pet…
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• VIDEO
• Graeme explains The Lost Dogs’ Home is in a real crisis with just six months to go unless funding is obtained.
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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
© Pareto Fundraising 2009
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TRADITION
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Bullfight video
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The Lost Dogs’ Home
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Sales programme not thriving
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The Purest Direct
Marketing
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What makes them tick?
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Got really personal
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Getting cute
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Getting cute, but still data driven
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They went online
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They went online, to get personal
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Asking the tough questions
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They changed customer behavior
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They changed customer behavior
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Didn’t tippy toeing around bequests
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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
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© Pareto Fundraising 2009
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 $114,999
New Confirmed Bequest 373 191 86 81 120
Intend to Bequest n/a 560 232 522 115
Consider Bequest 1056 647 614 335 156
Surveys rock
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© Pareto Fundraising 2009
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Solicited genuine feedback
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Solicited genuine, personal feedback
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Replayed it back
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They involved customers
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They involved customers
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They were disciplined through the mail
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Getting clever, but data driven
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Yes. In the short term..
Have pet name v
No pet name
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Yes. In the short term..
Knowing Bilbo increases upgrade
rates by 43%!
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$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 activemonthly customer’s
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© Pareto Fundraising 2009
$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
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Its not just about charities
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© Pareto Fundraising 2009
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Challenge tradition
Apply the Pareto Principle
Look long term© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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© Pareto Fundraising 2009
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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.
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We then added him to our mailing list.
Frank started as a cash customer around 1990 after purchasing some merchandise.
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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.
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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.
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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.
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$30,000
$50,000
We were pleased too!
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Then, in 2007, we invited Frank in to talk about some of the capital projects we had planned at the Home.
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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.
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After discussing various projects, including the new Veterinary Clinic, Frank sat back and asked…
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“I suppose you want to know how much I am worth?”
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Graeme was caught off guard – he had no
idea
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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.
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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.
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Frank wrote a cheque for $50,000 to go toward our capital campaign
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Just before he died, he gave another $50,000 towards the Sick and Injured Facility.
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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.
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Franks estate is worth $9 million.
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So far we have received $3.5 million
We will receive almost 50%.
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Frank Samways was perhaps The Lost Dogs’ Home’s number one supporter and certainly our most generous.
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He made a significant impact on our ability to care for thousands of dogs and cats throughout his life time with his generous donations.
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“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
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Thank you