Animal Shelter Marketing: Donation Requests & Holiday Campaigns

I frequently receive inquiries from folks in animal welfare, rescue organizations and shelters, asking for suggestions on holiday giving campaigns, seasonal fundraisers, or donation requests. With so much time spent each day simply caring for the animals, finding time to craft well-worded posts, create content, and maintain social channels, presents a real challenge for many of us. Today we're going to discuss ways to word financial asks, along with suggestions for year-end contributions and holiday giving.

While there are a plethora of ways to word donation requests, it can be a subject one feels awkward bringing up, however, learning to write sincere and heartfelt "asks" can take the worry right out of such posts. Avoiding these conversations could mean your organization is missing out on opportunities for funding to continue the essential work you do in the community, so let's take a look at several topics. 

1) A Meaningful Gift: The emergence of trends focused on buying less/acquiring fewer things give you the perfect opportunity to present a "Buy Less Stuff", feel-good campaign. What better way to celebrate the season than by making a financial contribution, right? Not only will donations help a great cause, acknowledging the giver will make them feel good about what they participated in, as they can see their contribution in action right on your social media channels. Here are a few suggestions for presenting this idea 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".

• Note: Always acknowledge contributions immediately, through electronic means if that is how the donation was made, or send a hand-written thank you note for a check received by mail.

2) Offer data: Visual concepts which show the effect of a financial gift helps illustrate where money goes. In addition, by providing examples, people are more likely to feel a connection to your cause. Don't underestimate the importance of spelling out such information, as most of the public is completely unaware of the expenses involved in assisting animals. Suggestions for posts might be:

• The average expenses for an animal which comes into our shelter is $____.

• Your donation of $100 will cover the cost of _____ (services, food, medical needs) for this animal.

• To feed, care for, and house a dog at our facility, costs $_____ per day.

3) Look what we can accomplish! Learn to give concrete illustrations showing how monetary donations work, not just as proof of assistance, but to inspire others as well. Be selective in posting images, and use examples which clearly demonstrate the kindness of a financial gift.

• "This dog arrived in urgent need of medical attention. Through the generous contributions of caring individuals, he has made a complete recovery and was adopted today!"

• "During the recent hurricane, our shelter took in these twenty displaced cats. Thanks to your donations, we have been able to spay and neuter them so they can be adopted."

• "We are grateful for these supplies/food/building improvements (include photo), made possible by our recent fundraising drive." 

4) How You Can Help: Rather than vague pleas or open-ended asks, try short lists of needed products. Use graphics or simple photos to illustrate specific supplies, types of food, etc. Please, avoid endless wish lists with too many items, as these can overwhelm the reader and cause them to lose interest.  Recruiting area businesses to serve as drop-off locations offers a convenient option for folks to participate, along with building community connections. Phrases for such posts might include:

• "Here are some of the products we are always in need of ______, which can be purchased online and sent to us, or brought to our facility."

• "Donations of these items ______ are extremely helpful, as they are essential for our work" (kitten formula, medications, higher dollar items).

• "Please stop by ______ (local pet supply store, community center or a business location) where our colorful drop boxes are located."

5) Year-end Contributions: Use "soft asks"(gentle reminders) throughout the year, perhaps once a month on your social channels. Craft a more definite tone of post come November and December, as folks begin to think of donating for tax benefits. Be sure to remind followers you are a legitimate nonprofit 501(3)c, and that your work takes place right here in the local area. Such wording conveys the message of community support for organizations which do work right in the neighborhood, rather than a donation to a "corporate charity" thousands of miles away. Suggestions for posts:

• "As the year winds down we would like to remind you that our organization is a registered nonprofit 501(3)c. We are happy to provide you a receipt for your donation".

• "As an established 501(3)c, your donation is considered a charitable gift for tax purposes."

•"Contributions to our rescue not only help animals in need, but assist local homeless dogs and cats right here at home, in our own county."

5) Always, ALWAYS....remember to thank and acknowledge your supporters. Follow-up "after the donation" is essential, helps to keep your cause fresh in the donors mind, and builds trust. Personal, hand-written notes are a great tool for making a meaningful connection and showing how much you appreciate the support (hey, that's another small task volunteers could help with).


I hope this post gives you some fresh ideas, and inspiration for your organization. Thanks for reading! For additional tips and tools, follow our social networks below.



Sincerely,
Andrea Baumann
Marketing Delmarva

 

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