pasadena human society case study

The third in a series of reports

on the changing role of animal

welfare societies

Brought to you by the

Grizzard Communications Group“With Grizzard you get the benefit

of a large company’s marketing

expertise and experience, but they

treat you as though you’re the only

client they have.”

— Kym Pietsch vice president of financial development

pasadena humane society

grizzard.com

229 Peachtree Street

Suite 1400

Atlanta, GA 30303

Tonie Howard

Vice President, Animal Care

404.935.7406

“Grizzard has really

improved our relationship

with our donors.”

— Steven McNall President and ceo

pasadena humane society

How changing strategic direction increased revenue for the Pasadena Humane Society & SPCA – and how you can see similar results.

PASADENA

Pasadena Humane Society Case Study [email protected]

What path should they take?

The Pasadena Humane Society & SPCA has cared for homeless and helpless dogs, cats and other animals since 1903. For years they created their own in-house fundraising efforts, but they were costly to produce and didn’t bring in enough revenue. They needed to take a leap of faith to move their program to the next level.

The goal was straightforward, but the shelter’s

direction was unclear.


To arrive at the right solution they asked the right questions. • What strategic direction best suited their needs?

• What would differentiate them from other nonprofits?

• How could they maximize their budget?

• Was this mid-sized organization ready to tap into integrated media?

• And could they find a strong partner, yet keep their individuality?

They knew there had to be a better way to get results.

It was clear they had outgrown their in-house efforts and needed to seek out innovative methods to attract new donors and increase revenue.

MAIL


The search for a true strategic partner led to Grizzard.

The Pasadena Humane Society & SPCA turned to Grizzard in 2007 and soon realized that it was crucial to map out a strategic plan. In order to achieve their ambitious goals, they needed to strengthen their current direct response efforts and incorporate new campaigns.

The results were quite impressive.

NET REVENUE

115%

UP

Response rate was down

Number of active donors was declining

Net revenue was down

Staff was burdened with creating and implementing in-house appeals

Active donor file is up 64%

Donor response rate is up 162%

Cost to raise a dollar is down 48%

2007 PRESENT

Targeted acquisition campaigns are implemented

Donors receive strategic solicitations that speak to their level of giving

PHS staff is freed up to focus on other initiatives

PARTNERSHIP WITH GRIZZARD


The Pasadena Humane Society and Grizzard formed an ideal working relationship. Grizzard offered years of experience and significant cost savings through large-scale mailings. PHS was open to trying new techniques and testing different strategies to enhance their program.

Together, they were able to preserve the custom feel of their communications. Grizzard worked closely with PHS to customize messaging to retain their unique personality and even changed the scheduling of certain mailings to coincide with internal campaigns that were going on at the shelter.

Together

we developed theperfect plan.


Wherever the road leads, Grizzard will be there to

guide the way.Grizzard was able to partner with an organization ready for change and help them exponentially grow their fundraising and awareness — laying a solid foundation for years to come. PHS increased their revenue in the short term, and has laid the groundwork for planned giving and major donor programs in their long-term strategic goals.

Grizzard partners with animal welfare organizations of all sizes in cities across the country. These highly diverse societies all have one goal in common: to raise enough money to help every animal that comes through their doors.

Though every organization has a different plan to map out their objectives, the first step is clear — it all starts with Grizzard.

Is your organization ready for what the future of fundraising holds?

Grizzard wishes to thank the Pasadena Humane Society & SPCA for letting us share their story.

pasadena human society case study

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