ASPCA: Cracking the donor code

True North

Entry Information

Country where program ran: USA
Program start date: 01/01/12
Program end date: 12/31/12
Advertiser/Client Name: The American Society for the Prevention of Cruelty to Animals
Product/Service Description: Founded in 1866, the ASPCA was the first humane organization in the Western Hemisphere with the mission "to provide effective means for the prevention of cruelty to animals throughout the United States." The ASPCA works nationally to rescue animals from abuse, pass humane laws and share resources with local shelters.
Category: Not-For-Profit (NFP)

Strategy

Business problem

The ASPCA was facing a challenge all-too-familiar among nonprofits: Their mix of advertising channels had become saturated, DRTV was struggling, and maintaining a healthy ROI had become increasingly challenging. Their donors were aging while younger digitally-driven donors were hard to reach. Several attempts at online donor acquisition had ended with poor results. Beginning three years ago, the ASPCA engaged our agency to develop a scalable online program to reach new sustainers. We were warned in advance, however, "the channel just didn't work when it comes to fundraising."