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Week Six:
October 5, 1998 - October 9, 1998

Advertising, Promos and Fund Raising

Day One

Subject: CLASS: Advertising, Promos, and Fund Raising
Date: Sun, 4 Oct 1998 22:37:26 +0000
From: Pam Bishop - dobra@pe.net


Good Monday morning! This week we are going to be discussing Advertising, Promos and Fund Raising.

We've talked about getting started, using the right forms, getting the dogs....now...how to let everyone know you are there!

Advertising will depend on where you live. What media is available for you to use. Who you want to get to.

Promo's are "free" advertising. That's a magic word for Rescue workers. A special write-up in the local paper, etc.

And Fund Raising....how to pay for all this.

I know there are lots of questions on these subjects as well as some great suggestions. So lets hear them!!

dog rescue class

Subject: CLASS: Advertising, Promos, and Fund Raising
Date: Mon, 5 Oct 1998 11:35:46 -0400
From: Susan Feingold - feingold@MINDSPRING.COM

Good Monday morning! This week we are going to be discussing Advertising, Promos and Fund Raising.

I'd love to hear some new good fund raising ideas that really work! One of the groups I work with sells T-shirts and sweatshirts at shows and has a concession stand occasionally at a show but rarely make much money from it.

The way I tend to help out the two rescue groups and the shelters I work with is by getting them "freebies". I have written letters to all of the pet catalogs that I know of describing each rescue group/shelter and I have had tons of things donated including 10 dog houses, 10 x-large crates, emergency first aid kits, leashes, collars, shampoos, medicines, etc. I also volunteer with one of the Humane Societies who picks up free food that has broken open from the IAMS warehouse and we get much of our dog food from them. I have also written places like Service Merchandise and gotten a fax machine and other office supplies donated to a shelter who needed it. I even got Home Depot to donate a dog run to one of my groups. I have developed a relationship with a wonderful groomer (who has a vet at her facility also) who now grooms and/or boards all of our dogs for FREE and gives us 50% off vet care. (We only need them boarded temporarily until a foster home opens up).

As far as the media goes, both groups advertise in the newspaper's Adopt-A-Pet section of the classified ads which is free. I fax about 100 TV and radio stations in our area two weeks in advance notifying them of the dog adoption days and we have had TV stations come out twice in the past few months to film the dog adoption day. We also are given a picture of one of the dogs and a caption describing the dog adoption day in two of the smaller newspapers in our area. We also advertise our dog adoption days in the large newspaper's weekend section where they describe the dog "events" for the weekend. All of those are free and we just called and asked to be added.

I also write an article with pictures for the Georgia Veterinary Medical Association's quarterly newspaper spotlighting one of the rescue groups in the area. I have found that once the vets know more about rescue groups they are more likely to send their clients there for adoption. I also maintain the Atlanta Rescue List (I also have it online) and fax it out to the 400 members of the GVMA at least twice per year. Several of the vets have actually called and thanked me for the rescue list since they had no way of getting all the phone numbers of rescue groups in our area - in Atlanta, there are over 100 rescue groups.

I'm very good at asking/finding "freebies" (I figure it doesn't hurt to ask!) but neither group I work with has any real success raising actual funds. I'd love to hear some.

-Susan Feingold
Pet Orphan Rescue and Adoption
Sheltie Rescue of GA

Subject: Re: CLASS: Advertising, Promos, and Fund Raising
Date: Mon, 5 Oct 1998 08:43:53 -0700
From: Karen Mayer - rottlover@SYSPAC.COM

I know there are lots of questions on these subjects as well as some great suggestions. So lets hear them!!

We're doing a fundraiser at an upcoming Harley Davidson show. I've ordered T-shirts that have two rotts riding Harleys, we've got bumper stickers and I'll put a big jar for spare change donations. My rescued rottie, Destiny, who is handicapped and FULL of love to give anyone who wants it (and even those who don't!), and she's such a doll, I'm sure she will be a useful tool :-D

I'm also planning to have some brochures to describe what rescue is, and a collage of photos of some rescued rotties to show the type of dogs we get sometimes. I'd like some other suggestions on how to attract attention and pull on heartstrings to get some $$. Sounds manipulative, huh? But let's call a spade a spade. I need money to pay off those durn vet bills!!

Karen Mayer - Mesa, AZ - rottlover@syspac.com
Be Someone's Hero Today
Save a life, make a friend
Phoenix Area Rottweiler Rescue

Subject: Re: CLASS: Advertising, Promos, and Fund Raising
Date: Mon, 5 Oct 1998 12:27:03 -0400
From: Tallanwood - malamute@MAIL.BANCOM.NET

For fundraising: If you are a group or organised rescue rather than an individual this might work for you: We borrowed the idea from publicly funded art galleries:

Annual rotating memberships at different levels (ours are from $20. (individual) to $250 (Corporate membership). Members receive different "packages" depending on their level of commitment. All members receive our quarterly (40 page) newsletter (funded by corporate sponsorships and ads). We also have lapel pins and framed certificates of membership ($100 level), etc. This has worked beautifully for us, but-- it requires a core of committed volunteers with time/computers/energy. Someone has to keep track of everything, edit/publish the newsletter, etc. Nothing happens on its own. Our membership now stands at somewhere between 375 and 400. When we instituted the membership idea in 1995, there were 3 of us....

The best thing that came out of this idea is that we have been able to involved more people, many of whom are now committed volunteers who help with organisational/administrative tasks.

Some of our members hold fundraisers for us-- a picnic featuring fun conformation matches, agility, costume contests etc. Some have held "dog washes" to benefit rescue, others hold garage sales.

This past weekend we held our annual, major fundraiser, which netted us approximately $4500. This will feed the dogs in rescue for quite some time...

More fundraisers that we do: We publish a 14-month calendar (black and white) featuring dogs owned by our members. The members pay $60. to have their dog(s) featured on one of the months and receive 3 calendars at no additional charge. We print about 350 calendars annually, and sell the rest at $6.00 each or 3 for $15.00. This brings in about $800. annually.

We have a line of clothing and other items featuring our logo: sweatshirts, t-shirts, jean shirts, baseball caps and more...

For advertising and promotion:

Absolutely the BEST thing we've ever done was the web site. We get inquiries from everywhere from people wishing to adopt our rescues, as well as many requests for help from people who are having problems with their dogs.

We have found that educational brochures work well. We cadge free booth space at dog shows, sportsman's shows, wherever we can. We hang our banner and display our "wares", consisting of various brochures on the topics of "Choosing The Right Breeder", "To Breed Or Not To Breed", "Because Dogs Are For A Lifetime", "So You Think You Want A Malamute", etc, as well as our fundraising items.

We also leave the brochures at vets' offices and shelters. We have advertised in newspapers with limited success, but it is very costly for a small return. Free listings are available in various pet publications, but absolutely the best are the human interest stories printed in magazines and newspapers. Our rescue was recently written up in "Pets" magazine, which did generate a flurry of calls.

Sorry to be so longwinded...


Molly Moldovan & Jim Thomson
Tallanwood Northern Dogs
Ontario, Canada (2.5 hours N.E. of Toronto!)
visit the Alaskan Malamute HELP League, at:
Housing, Evaluation, Love, Placement

Subject: Re: CLASS: Advertising, Promos, and Fund Raising
Date: Mon, 5 Oct 1998 12:11:12 -0500
From: Joy Vidheecharoen-Glatz - joy@PETRESCUE.ORG

Annual rotating memberships at different levels (ours are from $20. (individual) to $250 (Corporate membership).

As well, we implemented a membership level. A problem with membership is people set the life memberships way too low. Ours stands at $1000 and they receive benefits by becoming a part of the solution. Of course, we don't have 400 members yet, but we have only celebrated our first anniversary last week. People won't give if you don't ask. One thing we are doing now is putting a question on our adoption application if they would be interested in becoming a member and then we hit them up when they write the check for the adoption. Of course, if they take any benefits from the membership, they may not deduct it for taxes because it is not a pure donation (like a tshirt is valued at $10, if they accept the Tshirt, then the can only deduct $990)

I assume that membership is one of the biggest sources of money for any small group. I read somewhere that a good majority of the money you need during a drive will come from only 10% of the donors. So, we need to learn to ask for big money which is how the "fat cat" organizations do it. It's a hard thing to do without a fulltime staff fundraiser.

Another place to find money is foundations and apply for grants. Of course, this only applies to nonprofits i believe. But you will either need to write up a grant proposal or pay someone to write a grant proprosal. Grants are good at starting new projects, but involve a lot of work. Petsmart has a foundation that provides grants to their approved nonprofits but they will not pay for things like operating costs of an organization- i think their stipulation is new program start up.

Our Town Council also gave us $10,000 this year, so we are now funded partially by the city. It may pay to check out if your town or city has money set aside for nonprofit organizations. We also get cars and vans donated now. So, we will be selling the ones we can't keep for cash. We also have small fundraisers like selling candy, Tshirts, hats, license plate frames, can food lids with our logo, and small stuff like that. This is very small money except for our Tshirts, we make 70% profit off each one because we have a printer who likes us and a place that sell us Tshirts at cost.

Oh, i forgot about one really good fundraiser, IF you can find someone to do it, obedience school. We have raised close to $3000 in that alone in the last 9 months. The instructors must be free or pretty darn close to make that kind of money. I will advise you one thing, if you have a trainer that is willing to do it and they only want to donate a percentage, do it- it's free money and a good way to prevent your animals from coming back to you. We offer our adopters a reduced rate as well as our members.

We also had a dog walk which makes everyone money no matter who does it. It just takes a lot of time and volunteers. But it's fun! As well, with big events, you have to be careful that it is planned right or you will be wasting time, money, and energy. Also, beware of outdoor events, if it rains, you are going to lose, so plan that raindate.

Hope that gives some more ideas.

Joy Vidheecharoen-Glatz

Subject: CLASS: Advertising, Promos, and Fund Raising
Date: Mon, 5 Oct 1998 15:37:25 EDT
From: Laurie Wilson - LWilson333@AOL.COM

This question is along the lines of fundraising. I am familiar with a lot of fundraising activities because I helped raise funds to build our local shelter. It's an ongoing thing with our shelter because it's owned by a private corp. and they get very little from the city or county. A few years back I was given a list of private grants that could be obtained for a variety of different animal related projects. It was given to me by someone who got it off of the internet but I have lost touch with that person and can't find the list. I've hunted around a bit myself but have been unable to find any info online about private grants. I also wonder about how to get sponsers such as companies that make dogfood, toys, pet supplies etc.

The reason I am asking all of this is because we (a couple of dog trainers and breeders and I) are planning to open a large all-breed rescue facility so that we can help the local shelters by taking in their adoptable dogs. We will provide obedience training, housebreaking, socialization and any rehab necessary. We plan to have rooms that simulate that of a home so that we can housebreak and teach "indoor manners" to those dogs who have never been inside before. We will give basic obedience classes to the dogs before they are adopted and educate the new owners on the importance of training. Of course we will spay/neuter every dog that comes through our facility as well. I know that most reputable rescue groups are doing all of the above but our idea was to build a facility to house a larger number of dogs than we could if we were doing it out of our own homes. It also helps with the burnout problem because your not constantly surrounded by dogs at home. And some of us have spouses that put a limit on how many rescues we can take in at any given time :).

Anyway, to wrap it up, we are not afraid of hard work and fund raising but it would be nice if we could find a sponser or get a grant to help us a long a bit. We have a long way to go to raise the money it will take to build this kind of facility and it is so desperately needed in our area. If anyone knows anything about how to get this kind of help I'd love to hear more about it. And if anyone out there is in the Lexington, KY area and wants to get involved we'd love any help we can get!

Laurie Wilson
Paris, KY

Subject: Re: CLASS: Advertising, Promos, and Fund Raising
Date: Mon, 5 Oct 1998 17:48:28 EDT
From: Danielle Buchheister - eisbearsamoyeds@JUNO.COM


Your facility idea is fantastic and your writing is too (your post) I suggest writing letters to the various companies explaining your plans and asking for assistance. You'll be surprised by some answers.

I recently wrote to a local TV station that broadcasts photos of local pets during the morning news. I asked if they would be willing to showcase a rescue dog and they said yes. Now it's up to me to make the final arrangements. My point is that a letter costs a little time and 32 cents, the worst that could happen is that they say no.

Danielle Buchheister
samoyed rescue
Mayo, Maryland

Subject: Re: CLASS: Advertising, Promos, and Fund Raising
Date: Mon, 5 Oct 1998 15:20:49 +0000
From: Pam Bishop -dobra@pe.net

Karen wrote:
We're doing a fundraiser at an upcoming Harley Davidson show. I've ordered T-shirts that have two rotts riding Harleys

The public loves to see the dogs in cute outfits. If your dog likes it, try a Harley biker jacket on the dog. They make some really cute ones. I've got a whole bag that I use at Pet Fairs and the like. Fox Terriers love the attention and figure if that's what it takes..go for it.

There are "leather" jackets and shades and I have a denim jacket with the torn sleaves and Harley logo on the back. (vbg)

Fox Terrier Rescue dobra@pe.net

End of Week Six

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