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Parties, Parades & Promotions: Getting the Most from Your Events. Beth Mersten Cruz, President & Founder Shelter Showcase. You’re in the right workshop if you want to learn about …. Planning an event Increase adoptions Increase volunteers Increase fundraising potential - PowerPoint PPT Presentation
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Beth Mersten Cruz, President & Founder
Shelter Showcase
Parties, Parades & Promotions: Getting the Most from Your Events
Planning an eventIncrease adoptionsIncrease volunteersIncrease fundraising potentialCutting edge adoption events
You’re in the right workshop if you want to learn about ….
“Can we talk? Adoption screening through conversation” Workshop
Event Planning Best PracticesGeneral overview and tips
Myths & RisksPrice-cutting adoption feesSame-day adoptionsOff-site adoptions
Q&A
Workshop Agenda
FunTime-consuming
Who likes planning events?
Get the most out of all types of events
Reach multiple goals
Goals
Basic Tabling Event
Paw Prints Animal Rescue
Adoption Event – small and large
Spay/NeuterSpay/NeuterEducateVolunteer RecruitmentNetworkingOutreach
Fundraising
FundraisingVolunteersNetworkingMissionAdoptionThanks
No More Homeless Pets ConferenceEducateInspireNetworkingOutreach
Choosing the eventEvent Planning Calendar (Project Plan) BudgetVolunteers & Staff FundraisingPromoting (PR & Marketing – supporters &
bey0nd)Gathering ContactsMeasuring SuccessTrainings
Event Planning Best Practices
Primary goal (but reach all of them!!)AudienceResources (volunteers, budget, and ?)LocationStaff input
Choosing an Event
Timing
Calendar Inspired Promotions
Event Planning Calendar
TasksDependencies
MS ProjectWho is responsibleBuffer in extra time
Project Plan
Committees
Volunteers & Staff Logistics Marketing Entertainment Fundraising Committee Heads (not “decision by
committee”) When escalate for approval
(contract signatures, expenditures, policies)
Budget
List all expensesFoodRentalsPrinting
List all possible income and in-kind donations
Over-estimate costs & under-estimate income
How much profit makes worthwhile?Cash to cover upfront costs
Things will go wrong
Stay Calm!WeatherInjuryAnimal escapeVolunteer/staff no-showsInappropriate volunteer behaviorDisgruntled publicBroken equipmentEscalation Procedures and Sense of
humor
Outgoing for outreachTrained
Volunteers & Paid Staff
Recruit constantlySign up sheetsOnline
Find ways to involve people & community group
Fun titlesValue of rolesSchedule breaksEasy to identifyThank you
Volunteer Management
Best Friends Pet Super Adoption200 volunteers –
great recruitment tool to build volunteer base in the area
Why?New DonorsNew VolunteersFree Marketing
Sign up sheetsFree rafflePledgeSurveyAdoption applications
Gathering Contacts
VIP TicketsCorporate SponsorshipsProgram AdsRaffles/AuctionsRegistration/Entrance Fee
Add a donationSponsor a pet/kennel/cageTie into individual animals!Inspiring presentationDon’t be shy
Fundraising
Clear benefitsFeel GoodLogo recognition Advertising opportunityCommunity exposure
Number of people reachedFun names
Top Dog, Cat’s Meow, Faithful Friends, Magnificent Mutts
Sponsorship
Getting the word out
Selling point: 140,000 people views per month
Great advertising opportunity
Billboard Sponsor
Benefits with no direct financial costDonate advertising time
Media Sponsorships
Mailings
Adoption Promotion
Online Promotion
Email blastsWebsiteOnline Pet ListingsFacebook, Twitter updatesFacebook EventCommunity Calendars
Creative releasesLOCAL angleTie into current newsSpecial attractionsVolunteer Opportunities Press Conference Event reminderInclude organization info
Media Attention
How did they learn about the event?Are they looking to adopt?Do they have pets now?
Survey Says
Next year’s sponsorship requestsPart of thank you notesCreate more buzz
Take Pictures & Video
Clean up after event
After the EventRest and RelaxFeedback & IdeasShare the Good News
Pictures and success
WebsiteEmailFacebook Media releaseAcknowledgements
After the EventMeasuring Success
BaselineAdoptions
Total Targeted
Money raisedVolunteers
ParticipatedRecruited
New contacts & relationships
No cost adoptions, same day
adoptions, off site adoptions … OH
MY!
Myths & Risks: Cutting Edge Programs
Adoption Price Promos
Freeday: 17 adoptions (5 normally) Frenzy: 55 adoptions (11 normally)
Is the adopted pet …Safe?Loved?Stay in the home?Lost revenue?
Myths or Risks?
Will an adopter love a free pet?
Animal Refuge League of Greater Portland Study
Lexington Attachment to Pets ScaleSame Level of attachment for fee and free
adoptions
What does the data show?
Cats obtained free from previous ownerShelter adoptions and purchases are
intentionalSame adoption process
Relinquishment & Intention
65% of pet guardians acquire their pets free or at low cost
Spayed & NeuteredVaccinatedPet IDEducationPost adoption supportPotential donors and volunteers
Benefits of adopting from you
Adopters may donate Vet Exam Deworming Vaccines Spay/Nueter Microchipping Free month pet insurance
Less time at shelterMore adoptionsRefer adoptersGreat program to sponsor/support Increase other adoption feesGrants
Lost Revenue
Off-site & Same Day Adoptions: Impulse adoptions? Or intentional?
300 people in line at midnight - intentional
500 – 600 adoptions per event
Midnight Woofness
Any foster failures here?Same adoption screening
What if impulse adoptions
Landlord Checks?Vet Checks?Home Checks?
Same-Day: Screening
Lollipop Farm (Rochester NY) stopped landlord checks 6 years ago
7000+ adoptions per yearHigh rental area Return rate – remained the
same
Landlord Checks
Increased adoptionsDecreased length of stay &
diseaseHappier adoptersCost down
Open dialogue = educate Teach not just ask
Contract contingent on vet check
Vet Checks?
Adoption application – home check okay?Deliver pet or follow up visit Contract contingent on home check
Home Checks
Nature Coast Humane Society Pet Expo1% return rate vs 10% at shelter
Liability & RiskInsuranceTrained staff/volunteersAppropriate animals
Locations
Pet Supply StoreWalMartShopping MallCommunity FairParade
County ParkGymnasiumCorporate CampusCar DealershipGrocery Store
Remember, reach multiple goals!
PetSmart Rewards Program
Q&A
ASPCA ProRiver VoicesPetfinder.com LibraryPetSmart Charities Nevada Humane SocietySt. Hubert’s Animal Welfare CenterNoah’s Ark Animal Welfare AssociationCleveland Animal Protective League Best Friends Animal SocietyAnimal Farm Foundation
Many thanks …
Lights, Camera, Action! Workshop How to Drastically Increase Your Adoptions
with Better Photos, Videos and Online Profiles
Occasional small grants for special programs or animals in need (matching gifts, etc)
Shelter Showcase Resources for You
Beth Mersten Cruzbeth@sheltershowcase.com
Www.sheltershowcase.com
Contact Me!
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