Animal Shelter Marketing | Holiday Donation Requests & Year-End Contributions

Many of the inquiries and questions I frequently receive come from those who work in animal welfare, rescue organizations and shelter management. These dedicated individuals who possess such big hearts and a compassionate nature work tirelessly day in and day out to better the lives of homeless animals, and it's a calling that is not for the faint of heart. Managing the daily duties and responsibilities of these causes is no small task and yet there's an ongoing need to also seek out funding and write up donation requests, as well as creating content and posts for social media channels.

Topics I've encountered include how to word financial "asks", year-end contributions, wish lists and holiday giving. With one of my recent posts having focused on benefits of social media for nonprofit organizations, it seems ideal to discuss this material today. While there are, of course, a plethora of ways in which to word donation requests, it can be a subject we may not feel totally comfortable bringing up - after all, no one wants to appear needy or demanding certainly. The downside of avoiding such conversations however, could mean missed opportunities to illustrate how your organization helps out and benefits the community. Let's take a look at a couple of ideas here which would be suitable for single conversations (one topic per post) so as not to overwhelm the reader.

1) A Meaningful Gift | With the emergence of trends focused on buying less or acquiring fewer things, you have a perfect opportunity for a "feel-good" campaign. What better way to celebrate the season than by making a financial contribution? Not only goes it help a cause bu long-lasting benefit and makes someone feel good about what they choose to participate in. Here are a few ideas for presenting this concept to your followers:


•"We all know people who can be pretty tough to shop for. A donation made in their name is a thoughtful gift which allows us to continue our rescue work.
•"Have you had enough holidays filled with gifts that were less than thrilling? Consider making a financial difference this year by providing hope to the animals in our care".
•Acknowledging the donation by sending a hand-written card to the recipient of such a contribution is a lovely gesture of course.

2) Offer data | Visual concepts which show the effect of a financial gift helps to illustrate where money goes, and when you provide examples people are much more likely to get on board with helping out. Do not underestimate the importance of spelling out such information! I believe that most of the time the public is unaware of the expenses incurred in running a facility so consider presenting such content clearly.

•The average expense for a homeless animal which comes into our shelter is $____.
•Your donation of $100 will cover the costs of _____.
•To feed and house a dog at our facility costs $_____ per day.

3) Look what we can accomplish! | Give concrete illustrations showing how monetary donations work, not just as facts but as inspiration too. Note: I caution restraint in posting photos of a graphic nature. As a rescuer myself I certainly understand the tendency to show before and after images however many people are affected negatively by such visuals. Try not to end the conversation you are trying to have with your followers too soon - if you can use a photo which tones down the shock value that is often far more user-friendly.

•"This dog arrived here in great need of medical attention and care. Through the generous contributions of caring individuals he has made a complete recovery and was adopted last week!"
•"During Hurricane Sandy our shelter took in 25 displaced animals and were able to successfully adopt all of them out. Your financial gift allows us to assist our community during such disasters and help local families.

4) How You Can Help | Rather than vague pleas or open-ended requests, try making short lists of products which are needed. Use graphics or clip art to illustrate certain types of foods or specific brands and please, avoid endless wish lists with too many items. These can overwhelm the reader or cause them to lose interest so keep such images or documents reasonably short (10-15 lines). Recruiting area businesses to be drop-off locations offers a convenient option for people to participate and builds relationships in various places. Wording suggestions for such posts may include:

•"Here are a few of the products we use year-round ______ and can always accept."
•"Donations of these items ______ are very helpful however we may not always have room to store them. Kindly give us a call to make sure we can take large items such as dog crates."
•"Can't make it by our facility? Please stop by ______ (local pet food retailer, community center or feed store) where our colorful drop boxes are located."

5) Year-end Contributions | These can be suggested in a low-key manner throughout the year, perhaps once a month on your social channels. November and December of course are the busier times as folks begin to think where to donate in order to receive a tax benefit. It's helpful to remind followers that you are set up as a legitimate nonprofit such as a 501(3)c, and that your work takes place right here in the local area. Such informative messages convey the need for "community support", an essential tool for folks unaware of what is right in their neighborhood - and who might send last-minute donations to a "corporate charity" halfway across the country. Possible wording suggestions:

•"As the year winds down we would like to remind you that our organization is a nonprofit 501(3)c. We are happy to provide you a receipt for your donation".
•"As a 501(3)c, your donation would be considered a charitable gift for tax purposes."
•"Contributions to our rescue are not only deductible but are put to work right here at home".

5) Join our Team | It's not just about money! Yes, to a large extent that's the meat and potatoes of maintaining a nonprofit entity, but giving suggestions people can help in other ways is an excellent strategy. Think of listing some ideas for folks to do which will assist in a smaller financial capacity; someone may be tight on funds but have a wonderful skill they can offer you instead. Asking for products to be donated to the bake sale for example, may provide someone who is unable to write a check for $75 with the option of making a cake from scratch. Their outlay may be much less, however the time involved can offer you a wonderful product for sale or raffle. This is a win-win for everyone!


•Itemize specific ways in which people can assist such as clerical help, computer assistance, plumbing repair, etc.

•Offer a variety of suggestions for different tasks 

•Encourage participation: "Care to lend a hand on a weekend? Here are some of the tasks we can use help with".

6) Remember to thank and acknowledge your supporters. Follow-up "after the donation" is essential to maintain good vibes and keep your cause fresh in the donors mind. Personal, hand-written notes are a great tool for making a connection and showing how much you appreciate the support.



I hope this post gives you some fresh ideas and inspires you to put out creative material to support your cause. Thanks for reading and follow our social networks for additional tips and tools!


RESOURCES:

Animal Shelter Fundraising Pinterest
Social Media for Animal Welfare
Marketing for Animal Shelters Pinterest
Free Pet Clip art/graphics for nonprofits
Animal Shelter Marketing on Tumblr
Follow "Pet Tips" on Pinterest
Shelter Marketing Tips on Google
Promoting Adoption of Shelter Pets
Social Media tips on Pinterest
Marketing Delmarva on Facebook

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