Animal Rescue Sofia’s Supporters

Marketing Research ResultsSeptember 2010

Research objectives Gain better understanding of the people who

actively support and help Animal Rescue Sofia

Gain insights on how to optimize the merchandise carrying the Animal Rescue Sofia logo

Comments & Recommendations (1) The majority of the ARS supporters are women, age 25-34 and well educated. Thus it

is highly recommended that the organization’s efforts and activities be promoted in print and electronic media that target this particular demographic group. The series of articles in the magazine HER is a nice start. Also the content of the news pieces should highlight the human element and ways to assist ARS (direct assistance – providing foster care and volunteer work, indirect – donations and other assistance).

Around 1/5 of the ARS supporters are college students. In the past couple of years this demographic group has demonstrated high awareness in regards to animal rights and other environmental issues and initiatives. Thus it carries a vast potential for growth. ARS can tap into it by seeking assistance from the student government bodies of the universities or setting up student activity clubs.

Roughly a third of the attendees at the Culinary party have been invited by friends or relatives. This is a strong indicator that there is a strong positive charge among the ARS supports – those people openly associate themselves with the organization and its activities and actively pursue other people to join the cause. ARS should spend the necessary efforts and resource to maintain this positive attitude.

Comments & Recommendations (2) Although 46% may seem high, at this point it is hard to give a proper assessment of

the number of people who have never bought ARS merchandise. The high number might be a result of first-time visit of a such ARS event. Also, currently we have no information on purchase volumes per guest and purchase frequency.

With regards to the ARS merchandise – there were several suggestions in the surveys to considered offering wallets, badges, bag packs and dog bowls carrying the ARS logo.

ARS should consider doing online pre-sales of its merchandise. Periodically, ARS should make announcements on its web site and get orders for specific items. This approach will minimize the risk of excess inventory, the money will be received in advance and the customers will be able to order the desired sizes and colors of the items. The items can be delivered by mail or in person at ARS events (which will guarantee some foot traffic).

It is a good idea to keep some merchandise at the dog shelter in Bogrov for first time volunteers and visitors that come on the weekends.

Коментари и препоръки (3) It is highly recommended to run surveys like this one periodically in order to keep track

of changes in the demographic profiles of the supporters and they attitudes towards ARS and some planned and on-going initiatives (for example the membership scheme and fees).

It is necessary to build a more detailed demographic profile of the ARS supporters and their attitudes and perception of the organization. This information will help:

Increase the organization’s visibility and popularity; Successfully attract new supports and donors; Successfully compete in a crowded nonprofit marketplace; Establish and maintain strong long-term relationships with the current supporters,

volunteers and donors. Increase the financial revenue and amount of volunteer work and assistance.