In Colorado, the number of nonprofits has increased significantly and has unfortunately outpaced growth in donor dollars. As a result of Grizzard's work with the Dumb Friends League, they have gained +16,462 new supporters, +45% net revenue, and more.

1. grizzard.com
229 Peachtree Street
Suite 1400
Atlanta, GA 30303
Tonie Howard
Vice President, Animal Care
DENVER
Innovative marketing led to incredible results for
the Dumb Friends League – and can help you too
404.935.7406
The second in a series of reports Brought to you by the Grizzard
“I am very pleased with on the changing role of animal Communications Group
the leadership at Grizzard. welfare societies
They anticipate our needs and
are results-driven, always “We find Grizzard to be very
keeping our goals and knowledgeable about our
expectations in mind.” field of animal welfare.”
— Rick Gabrielson — Bob Rohde
vice president of development president
dumb friends league dumb friends league

2. HOMELESSNESS FOOD BANKS
ATION
EDUCATION
COMMUNITY SERVICE DOMESTIC VIOLENCE HEALTH
DOMESTIC V
HOW
ENVIRONMENT
WILDLIFE RELIGION
CANCER
AT-RISK KIDS ENVIRONMENT
CAN
ENVIRONMENT HEALTH EDUCATION WILDLIFE HE
HEALTH
BLOOD DONATION HOMELESSNESS FOO
EDUCATION
ELESSNESS HEALTH CANCER DOMESTIC VIOLENCE
ANCER EDUCATION COMMUNITY SERVIC can
AT-RISK KIDS FOOD BANKS CANCER W HOMELESSNESS
ANIMAL WELFARE
DOMESTIC VIOLENCE AT-RISK KIDS RELIGION
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HOMELESSNESS rise above the
NVIRONMENT
BLOOD DONATION
WILDLIFE ENVIRONMENT crowd?
BLOOD DONATION CANCER FOOD BANKS
HEALTH
AT WILDL
Denver, Colorado. A beautiful city that still
retains a rugged, untamed landscape in
NMENT COMMUNITY SERVICE EDUCATION
WILDLIFE AT-RISK KIDS many areas. And the charitable landscape
HEALTH DOMESTIC VIOLENCE
WILDLIFE
ENVIRONMENT CANCER
HOMELESSNESS HEALTH FOOD BANKS
of the city is just as tough.
The number of nonprofits competing for
LIFE EDUCATION donors has increased substantially over
HEALTH BLOOD DONATION
the last few years, and the outpouring of
OOD DONATION support simply hasn’t kept pace with the
WILDLIFE HOMELESSNESS
growing demand.
ONATION CANCER
L WELFARE ANIMAL WELFARE ANIMAL WELF
ANIMAL WELFARE
ANIMAL WELFARE
ANIMAL WELFARE ANIMAL WELFARE
Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

3. While Coloradans are among the top However, things are
in the nation in the amount of income
earned, studies show that they fall way
behind when it comes to philanthropy.
The competition for donors is fierce, and
LOOKING UP
at the
organizations must make a determined
effort in order to raise enough funds Dumb Friends League.
to succeed.
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Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

4. Dedication Conduct a wealth
s.
Test packages and ask screening on their
ie
eg
strings for six months database
to determine whether
’07 t
Founded in 1910, the Dumb Friends League provides humane care to wealth is an indicator
for giving s tra
ese
lost and abandoned animals, rescues sick, injured and abused ani-
mals, adopts pets to new homes, and educates pet owners and the ’07 t th
d to implemen
zzar
public about the needs of companion animals. They are the largest
animal welfare organization in the Rocky Mountain region,
Gri
ith
welcoming tens of thousands animals each year. Send an innovative voice
w broadcast message to
p thank new and lapsed
donors
hi
’09
Utilize corresponding Test a dog story vs. a cat
ers
home page bugs related story to determine which
to the current mail performs better
rtn
Distribute Free Standing
Inserts (FSIs) to reach
package to strengthen
campaign awareness ’08
pa
a broader audience
’07
’06
in
Purchase newspaper
ads to generate brand
ty
awareness
c ie
’06 e so
far
yw
ere the frst animal wel
Innovation
The Dumb Friends League and Grizzard enjoy a true partnership,
The Integrate URLs in
direct mail appeals to with both sides providing input and working together to constantly
promote online giving adapt and refine the communication stream. This has enabled Griz-
and increase traffic
zard to introduce and implement cutting-edge techniques and new
’07 campaigns with great success.
Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

5. +16,462 Response
for donors with
3+ gifts in last
27 % Increase
in revenue 68 %
+32
12 months
% Increased
M U LT I -Y E A R D O N O R S
MULTI-YEAR DONORS
New supporters through active donors
Grizzard’s campaigns
+1,800 +33%
NEW DONOR ACQUISITION ACTIVE D O N O R F I L E
% General
$240
online giving
Lifetime value W E B D O N AT I O N S
of direct mail
donor Direct mail-related
ACTIVE DONOR FILE online giving
Net revenue
for lapsed
donors
+80% W E B D O N AT I O N S
+70 % More
+45%
L A P S E D DONOR REACTIVATION
donors
reactivated
+41 % Increasegift
average
in
VO I C E B R OADCASTING Total net
revenue
MULTI- C H A N N E L D O N O R S NET REVEN U E S I N C E 2 0 05
Results soared. The willingness to try new strategies has enabled the Dumb Friends
League to see remarkable progress in all areas of their marketing.
Grizzard has been able to take their previous program and expand it
exponentially to achieve higher profitability, while still lowering their
fundraising expenses on a per piece basis.
Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com

6. By expanding the scope of marketing, Grizzard’s work with the Staying ahead of the
Dumb Friends League has led to a wealth of knowledge about the
best way to create animal welfare campaigns that get results at a
low cost to the organization.
competition means:
Higher revenue to help even Higher brand awareness
Thanks to the extensive testing and targeted strategy, the Dumb more animals in need through multi-channel efforts
Friends League has been able to stand out from the competition Higher acquisitions to reach Higher loyalty to your cause
to reach loyal, generous donors. This enables more money a greater audience and more committed donors
to go where it is needed — to the animals who so desperately Higher lifetime value of
need it. existing donors
How many more animals could you help
by working with Grizzard? Partner with Grizzard and do more.
Grizzard wishes to thank the Dumb Friends League
for letting us share their story.
Dumb Friends League Case Study grizzard.com tonie.howard@grizzard.com