Money Man       
July 23, 2013 - In This Issue:


Aids animal shelters and rescues, the crowdfunding website which allows people to raise money at no cost for personal causes such as medical bills, tuition help, adoption expenses and volunteering projects, has spun off a new website just for pets and animals. The new fundraising site, offers the same ease of use and zero fee platform for online fundraising as its human counterpart, but specializes in aiding animal shelters and rescues, people seeking financial help in obtaining service animals, as well as individuals who need to raise money for pet expenses like medical procedures.   


     Standing Out From The Crowdfunding Crowd
     The online fundraising space has been growing rapidly in the past few years, as fundraising websites like receive worldwide attention and become more accepted as a way to raise money safely and effectively. As a result of the online crowdfunding boom, it can be difficult for would be fundraisers to find a site that is prepared to help them with issues specific to their particular causes. The PetCaring team aims to make that easier for charitable animal lovers. 


     Regarding the decision to launch a dedicated fundraising website for animal related causes, PetCaring co-founder Brock Ketcher explains, "Because of the large amount of interest in caring for pets on YouCaring, we felt it was the right time to devote a separate site for just this category. Thousands of pet owners have used, now they have their own site. With PetCaring, we also have the opportunity to tailor our site's informational resources and blog just for these users." is already growing. Over one hundred animal shelters, rescue organizations and individuals have already raised money for their causes with since the launch of the free fundraising website.

     For more information, please visit:




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"Feasibility study."  These must be among the most dreaded words in a nonprofit's vocabulary.  


Maybe that's what leads some to make choices that are familiar, comforting and close to home.  


But if you are preparing to make a big leap, you don't tether yourself to a post for safety. Instead, you prepare, prepare, prepare and then jump free and successfully to where you need to go.


If you haven't conducted a capital campaign, you may not be aware of the phrase "feasibility study."  Briefly, it's an analysis of the organization's readiness for a major fundraising project.  


The study establishes a realistic goal.  It identifies top donors.  It also let's you know exactly how the community feels about the organization, its staff and board, the project and the goal.


A study isn't cheap.  And it takes time.  But it's one of the best investments an organization can make in its future growth.  


A good study can determine exactly what needs to be done and who will do it. Without one, a campaign is a journey to an unknown destination without a compass.


But here's where the fear kicks in.


Since the study and its outcome are such unknowns, and the cost is new to the budget, many organizations try to find the most comfortable way of executing it.  They look for ways to make it "local."


One way to make it local is to Do-It-Yourself.  This also makes it very "inexpensive."  It sounds great, of course, but it ignores the reality that building a campaign is like building a house. Even for the most able hands

, it
usually involves some outside expertise.



We've all seen homes with a bit of homemade wiring.  The power may indeed flow.  For now.  But not necessarily forever. And it significantly risks future plans as well.


Another way to make it local is to engage a local consultant.  They know the local environment and people, right?  


But this erases the central value of a good feasibility study.  Objectivity.  Studies by consultants from outside your area aren't mired by assumptions about your community or individuals within it. 


Experienced national consultants don't look to what they know. They look to what they see and hear.  They look for not what has been but what can be.   


A third and final way to retain the local comfort zone in a study is to engage in "collaborative interviewing."  This approach sounds wonderful.  Not only does a skilled consultant go and talk with your probable major donors.  You get to go too!


Now collaboration is key to all work with a consultant.  It should be that way in every facet of their work with you.  They should collaborate on the case statement, the interview list, the questions, and many other elements of the study.


But the collaboration in the interview is with the donor.  Not the organization.  It allows for the interviewee to be the complete center of attention.  We want to know what they think.  And the interview should allow the interviewee to say anything and everything without holding back.


I have heard wonderful praise and damning criticism--sometimes in the same interviews--from an organization's closest friends. Things they never have said in quite that way to the organization's president, executive director or board member.


In an age of "donorcentric" fundraising, I can think of nothing more donor-centered than giving donors space to speak freely. 


And as we pass another independence day here in America, I can think of few things more liberating than being able to hear our supporters clearly as well.


Written by Jay Frost and appearing in the July 3, 2013 Fundraising Digest Weekly



We're talking EASY and AFFORDABLE....
You need money, you just don't have the time to do it.
Sound familiar?
Well, we're going to make it easier on you because we've done all the work for you.

mailbox Our new MIDAS TOUCH FUNDRAISING PROGRAM is a turn key direct mail program in which all you do is supply your organization logo and information, along with a pet's photo and short summary, and TA-DA! you have a professionally written and designed campaign ready to mail!

If you would like to see this month's Campaign Brief, send a request to Tim Crum via e-mail.


"Haves" vs. the "have nots"
Summer's are an interesting time of year for most non-profit animal shelters.  It;s the time of year in which your fundraising revenue typically dips, while the demand for your programs and services is most likely at its highest level. 
Less revenue.  More expenditures.  That's quite a dilemma.
I have found through my travels across the country (I have visited shelters in all states but two - North Dakota and Nebraska being the exceptions) and in my conversations with the hundreds of shelter staff and board members, one factor that can almost predict an organization's success: Does the organization have a strategic fundraising plan and are they executing it?  Regardless of budget size - from $10K to $10M - the groups that typically do well are those with a fundraising plan who are executing it verse those that don't.

So....if you know that a strategic fundraising plan is the key to your organization's financial health, don't you want to do something about it today?

Tim Crum Headshot1 If you do, let me know.  I'd be glad to get you on your path to success.
-Tim Crum




Palmetto Animal League

Okatie, South Carolina


University of Florida, College of Veterinary Medicine

Gainesville, Florida


Hermitage Cat Shelter

Tucson, Arizona 

welcome cat

If you need help with your fundraising, contact Tim Crum today.



One of the most commonly-asked questions we get about online marketing is, "How do I build an email list?"  Building a quality email list over time is one of the most valuable assets a nonprofit can have. Email is still the primary starting point for people taking action online. Use these best practices to ensure that you are providing multiple opportunities for potential donors to join your nonprofit email list.

  1. Make sure that all your media mentions are driving people to your website (make it a call to action)!
  2. Create a strong email-address-collection device on your website. (NOT something lame like "sign up for our e-blast") Give them an incentive or a reason to join. Give them a discount on an event. Give them an article you've written or tips for better living and then get their email address in return for your sending that gem to them.
  3. Optimize search. Make it easy for potential supporters to find you by optimizing your site for search. A lot of nonprofits are not taking advantage of Google Grants -- find out how to get started with Google Grants.
  4. Collect emails from donors via direct mail. When they know it's more convenient, eco-friendly and cheaper, most donors actually prefer to hear from you electronically. Whenever you send a paper mailing, include a way for supporters to opt in to your email list.
  5. Use your email signature. Your email is a great tool for doing marketing, whether it's promoting an event or asking people to sign up to hear from you on your website. If people are forwarding your email, make it easy for them to opt in for your newsletter or updates on your mission.
  6. Ask people to sign a petition. Encourage people to get involved and share their email address, then get permission to contact them. If they're moved enough to take action by signing a petition, these folks may be your most passionate supporters.
  7. Collect email addresses at events. I have been to 10 nonprofit events in the last 18 months, and I can't think of a single one that collected my email address. Lost opportunity! Make sure you collect email addresses during your registration process and have a way at the event for people to sign up for regular updates.

This article by Katya Andresen, Jocelyn Harmon and Alia McKee is taken from the website. 



Ask each and every one of your board members to take 15-minutes once-a-week to make five phone calls to donors to thank them for their donation.  


In addition to thanking the donor for their gift, have the board member ask some open-ended questions such as:

Why did you first make a gift to us?

What programs or services do you use?

What are our strengths?

Where are our opportunities?


15-minutes is certainly not asking a lot, but  it can make a profound impact on your organization's relationships AND increase fundraising efforts in the long run.

woman on phone  

A new website dedicated to our friend and mentor, Paul E. Jolly

Many of you know Paul Jolly - the charismatic and humorous director who up until recently led The PETCO Foundation as its director.  He has been a mentor, a leader, a motivator, friend and inspiration to so many of us in the animal welfare industry.  He has touched many people and we wanted a way to be able to say to Paul - THANK YOU - so we set-up a website to do just that.  You can visit the website dedicated to thanking Paul at  If you have been touched by Paul or have a story you'd like to share with him by having it published on this website, please be sure to visit the page "Share Your Story". 




Check your e-mail on Thursday, July 25 
for a major announcement from Animal Shelter Fundraising
We encourage you to patronize the following industry leading companies...

Mason Company has earned the reputation for providing the finest animal enclosures on the market. They use only the highest grade raw materials and, unlike some of their competitors, they manufacture everything in the U.S. rather than overseas. 


The Mason Company has sold and installed more kennel systems than anyone else in the world. No matter what your unique needs, chances are the Mason Company has built it before.

Kuranda USA, based in Maryland, makes and sells dog beds.
GIVE the gift of COMFORT to a homeless pet.    

Day in and day out thousands of shelter dogs languish on cold, hard concrete floors, while cats seek a soft place to rest in their cages. But you can make a world of difference in a homeless pet's life by donating a Kuranda bed to the shelter of your choosing.

Special 28% donation discount. Beds ship directly to the shelter.