Tsunami, Katrina, Tornadoes Oh My

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Tsunami, Katrina, Tornadoes Oh
My! Fundraising in the Face of Natural Disasters
Presented by Judi Urquhart Newport Creative
Communications
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Newport Creative Client Profile

• 30 Humane Societies SPCAs
• Unified Mission is to
• Rescue and admit Animals who are lost, abandoned,
  abused or homeless
• Provide food, shelter, medical care, lots of love
  and an adoptive home.

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General Profile of an SPCA Donor

• Very committed to the animal humane mission
• Extremely loyal donors
• Two distinct donor profiles
• Those who care about both human and animal causes
  (The Finicky Felines)
• Those who care more about animals than people
  (The Committed Canines)

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Client Case Studies
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Humane Society of Broward County

• In, 2004, the South Coast region of Florida was
  pummeled with four back-to-back hurricanes
• Charlie (Category 4) August 13th
• Frances September 4th
• Ivan (130 MPH winds) September 16th
• Jeanne (Category 2) September 25th

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Broward County Hurricane Appeal
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HS of Broward County Hurricane AppealKey Package
Features
1. There is a Strong Sense of Urgency Conveyed
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HS of Broward County Hurricane AppealKey Package
Components
2. The Copy Appeals to Donors Love of Animals
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HS of Broward County Hurricane AppealKey Package
Components
3. Their post-hurricane services, resulting in
unbudgeted demands were clearly outlined
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HS of Broward County Hurricane AppealPackage
Results
Income 13 Above Projection
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HS of Broward County 2005 Hurricane-Preparedness
Appeal

• Took a proactive approach to the hurricane season
• Mailed on 5/31/05 before the typical hurricane
  season
• Contained two front-end premiums
• Refrigerator Magnet with Hurricane Hotline
• Wallet Card with Hurricane Preparedness Tips

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HS of Broward County 2005 Hurricane-Preparedness
Appeal
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HS of Broward County 2005 Hurricane-Preparedness
Appeal
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HS of Broward County 2005 Hurricane-Preparedness
Appeal Results
Income 56 Below Projection
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HS of Broward County 2005 Hurricane-Preparedness
Appeal What We Learned

• Touting last years good works does not motivate
  donors to give
• The anticipation of a potential disaster is not a
  good basis for a package.

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• http//www.cbsnews.com/stories/2005/09/06/earlysho
  w/living/petplanet/main817239.shtml?CMPILC-Search
  Stories

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Humane Societies Directly Impacted by Katrina

• Houston SPCA
• Atlanta Humane Society
• Humane Society of Broward County

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Houston SPCA Emergency Appeal
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Houston SPCA Emergency Appeal

• Key Package Components
• Simple Package
• Sense of Urgency
• Appeal to the Donors Concern for Animals

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Houston SPCA Emergency Appeal Results
Income 59 Above Projection
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Atlanta Humane Society Emergency Appeal
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Atlanta Humane Society Emergency Appeal Results
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Humane Society of Broward County Fall
Donor(mailed 8/29/05)
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Humane Society of Broward County Fall Donor
Results
Income As Projected
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And so what about the other humane societies not
in the eye of the storm?
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The Other Set of Results

• With very few exceptions, results for the Fall
  Package, which mailed September 5th, a week after
  Katrina hit, were down considerably compared to
  the same point in time in the prior year.

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What We Learned
DONTs
DOs

• Do use a natural disaster as an opportunity to
  appeal to donors IF you can demonstrate your
  impact from the event or your involvement in
  helping the rescue effort.
• Do give your donors a strong sense of urgency.
• Do keep your message simple and highly targeted.

• Dont use anticipated disaster as a basis for
  package theme.
• IF you have the luxury, dont mail in the heart
  of the disaster. Instead, hold your mail for 2-3
  weeks after the event, when it is less
  top-of-mind with your donors.

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Thank you