fortune 500 abi-hassan1

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

How well do you know the people you're trying to motivate?

In order to make good decisions that drive people to action, your sta� 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 o� 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 �ndings 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:

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Join us for cutting-edge information on how to use Fortune 500 secrets to engage people to help animals.

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 increasedresponse to a fundraising mailing by more than 50%

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).

Meet the Presenters

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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 GinsbergConsultant and Author, Animal Impact: Secrets Proven to Achieve Results and Move the World

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Animal Care Expo 2013

Fortune 500 Target Marketing Secrets Revealed

Basic assumptions:We are not our own target audiences

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Fortune 500 Target Marketing Secrets RevealedBasic assumptions:

Data collection on non-profit target marketing is in its infancy stages

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Basic assumptions:Usage of data should be within our ethical guidelines (privacy policy)

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Profiling donors by lifestyle choices: cars, clothing, accessories, home values

Profiling adopters by what “we” would want/look for

The Previous way of finding target markets:

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Fortune 500 Target Marketing Secrets RevealedTracking and Data

Collection

Internet Browsing• Collusion

QuestionnairesMailing lists• Preferences• Magazine subscriptions

Credit Cards• Past purchases

Demographics• Public Records

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What does behavioral tracking accomplish?

It teaches marketers what you likeWhat you are shopping forWhat products you might consider switching toAllows specificity of the messages delivered

= Values

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Case Study: Target Retail StoresGoal: become the "everything” storePull consumers from niche stores like Grocery, home supplies and hobby stores

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Case Study: Target Retail StoresIn 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 parentsThe cost of raising a child is approx. $225k for a dual middle income family. = Ferrari

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Example: AdoptionWho 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?Current and past adoptersPeople like themOther past pet parents expressing interest

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Past cat parents Just over 1/3 would consider another cat Nearly 2/3 of these would look to a shelterMore likely to adopt:

Younger people (18-34)Income $50K-$75K SingleHad a cat within last five years and for > two years

No influence:GenderChildren in the homeUrban/suburban/rural

Source: Keeping Pets (Dogs and Cats) in Homes: A Three Phase Retention Study, American Humane Association

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Why aren�’t they adopting?

Travel too much 28%Cleaning up 25%Veterinarian costs 25%General expenses 24%

Also, 17% still grieving past cat

Source: Keeping Pets (Dogs and Cats) in Homes: A Three Phase Retention Study, American Humane Association

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Animal Welfare League of Arlington

DCArlington

Virginia

Maryland

West Virginia

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Easidemographics.com

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Where are they? Zip code Households 18-34, $50-75K* %22201 17,465 1,620 9.3%22204 19,874 1,490 7.5%22202 13,240 1,054 8.0%

Source: Easy Analytic Software Inc.

*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.

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Adoptions vs. potential Zip code Households 18-34, $50-75K Adopts*22201 17,465 1,620 10-2022204 19,874 1,490 50-6022202 13,240 1,054 ~10

Source: Easy Analytic Software Inc., AWLA analysis in PetPoint

*Adoptions of all animals (not just cats) from Animal Welfare League of Arlington (AWLA), July 2012 through mid-January 2013

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AWLA

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Fortune 500 Target Marketing Secrets RevealedMyBestSegments.com

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Fortune 500 Target Marketing Secrets Revealed22201 by Household Size

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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 signageKids play areaEducational toysPersonal shopping assistants

Converted stores grew 2X

Case Study

Source: Nielsen

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Fortune 500 Target Marketing Secrets Revealed22201 Segments

Source: Nielsen

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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

Source: Nielsen

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Source: Nielsen

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Your Records Coded ($59/1000)

PRIZM Segment Count %Comp Count % Comp Index

34 White Picket Fences 702,551 1.41 26 2.89 205

32 New Homesteaders 821,133 1.65 28 3.11 189

27 Middleburg Managers 1,012,175 2.03 31 3.45 170

17 Beltway Boomers 553,920 1.11 16 1.78 160

18 Kids & Cul-de-sacs 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

22.69

62 Hometown Retired 576,096 1.15 29 3.23 279

26 The Cosmopolitans 655,662 1.31 23 2.56 195

40 Close-In Couples 803,561 1.61 28 3.11 193

41 Sunset City Blues 893,022 1.79 31 3.45 193

61 City Roots 878,916 1.76 24 2.67 152

56 Crossroads Villagers 821,372 1.65 16 1.78 108

16.80

Source: Nielsen

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John Van Vooren, Nielsen, 607-266-3184; ESRI.com, others (?)

Segment Detail ($995/year)

Age, income, race, distribution, and residence distributions, martial status, children, etc.Top lifestyle and behaviors - 45 each

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More Likely to AdoptYounger people (18-34)Income $50K-$75K SingleHad a cat within the last 5 years and for > two years

BarriersTravel too much 28%Cleaning up 25%Veterinarian costs 25%General expenses 24%Grieving past cat 17%

Brainstorm How might you increase adoptions in 22201?

ProfileTech savvyLive in trendy condos and apartmentsFrequent fitness clubs, boutiques, and restaurantsForeign films, Expedia, Audi, water skiing, The Economist

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How do I reach them? Neighborhood events geared to 18-34, such as Clarendon DayRetail partnership off-site such as Market Commons (Apple, Barnes & Noble, Container Store, Crate & Barrel, etc. plus condos above)Joint promotion with funkier independent storesForeign film festivals (library?)Audi dealer in AlexandriaClarendon-Courthouse civic association meeting (may skew older)Corporate partnershipsVolunteers - foster, special skills

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Removing barriersGrief supportVet discount programKenneling info or serviceLitter box cleaning service

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Source:ASPCAPro.org, Foster-Enrich-Transfer

Adoption Ambassadors

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Adoption AmbassadorsASPCA / Louisiana SPCA

45 dogs traditionally, 45 “adoption ambassadors”

A little longer for the AA dogs2% returns vs. 14% traditionalOnly 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

Source:ASPCAPro.org, Foster-Enrich-Transfer

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Strategic MarketingWho 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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External ResourcesMail Houses, Consumer Info Database, Data Miners

Prospect SegmentationMore than just age, household income, and Additional detailed variablesHousehold count, mail order responsive, donation history, pet owner, veteran, high tech household

Donor Acquisition“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

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Sample Data �– Affluent Boulevard

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Internal Donor Data SegmentationAmountFrequencyLapsedProgram TypeSolicitation MethodQuestionnaires

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.”

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0%5%

10%15%20%25%30%35%40%45%50%

Mail Newspaper Radio E-mail Website SocialMedia

Most Effective Communication Tool?

Donor Surveys

0%

10%

20%

30%

40%

50%

60%

VeryConnected

SomewhatConnected

Connected SomewhatDisconnected

Disconnected

Are you connected to the cause?

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Marketing to DonorsEight Psychological Motivators for Giving

NeedSolicitationCost/BenefitAltruismReputationPsychological Cost/BenefitValuesEfficacy

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Uncontrollable LossAttraction by competition

Human catastrophePriority shift

Loss to marketJob lossDeathMove

Controllable LossTrustCommunicationQuality ServiceRelationship Quality

Donor Retention

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BrainstormingCase Studies

Affluent Boulevard MailingJA1 – Pet OwnerJA2 – Donor – Any TypeJA3 – Mail ResponsiveJA4 – No Indicators

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

JA1 JA2 JA3 JA4

Response Rates

Percentage

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BrainstormingCase Studies

Power of 10 MailingConsolidated Marketing Plan

75th AnniversaryDonors don’t care about milestones

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FundraisingAnalysis of Direct Mail planDonor Recognition and Privacy PoliciesCustomer Service trainingOpen communication of financials

AdoptionHave fun! Check the zip code where you live in Easidemographics.com and MyBestSegments.com See who lives in your communityReview AHA study and other research to learn more about potential targets

Getting Started

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http://easidemographics.comhttp://MyBestSegments.comAHA study, http://www.americanhumane.org/aha-petsmart-retention-study-phase-1.pdfPetSmart Charities research on adoption and spay/neuter, http://www.petsmartcharities.org/resources/resources-documents/PetSmartCharities_Research_AUBarriers.pdfHumane Research Council, http://humaneresearch.org and http://humanespot.orgASPCA Pro, http://ASPCAPro.orgAnimal Impact, http://Animal-Impact.com

Resources

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Questions?

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Miguel Abi-hassan, CAWA386.274.4703 [email protected]

Caryn [email protected]

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