August 20, 2013 - Issue #15
Money Man
     While the page on my calendar does show it is August (and as I look out my office window at the thermostat read a balmy 109'), my thoughts are already on Fall.  While I do welcome the cooler temperatures that Fall brings to the Phoenix-area, I'm actually thinking about this being the best time of year to raise money.  A Charity Navigator report from two years ago demonstrated that, on average, a non-profit organization receives 41% of its annual contributions between Thanksgiving and New Years.  Yet as much as I know how good a time of year the next few months can be for so many animal shelters and rescue groups, I have also seen that more groups do not plan for this great fundraising stretch than do.  

     Last year was particularly difficult.  I received many calls and e-mails right after Thanksgiving from groups wanting to put together a direct mail campaign for Christmas.  As much as I wanted to help, there simply wasn't enough time to put together a campaign and Animal Shelter Fundraising could not take on those groups.  Lack of planning probably cost those groups a lot of contribution revenue.

     There is still time NOW to plan to raise money this Fall.  I know you're busy with lots of things to do and there doesn't seem to be enough hours in the day, but don't let this time of year pass your organization by while others are raising more money.  Animal Shelter Fundraising can help by making it easy on you and by doing all the work.  Just check out our direct mail services in the "Fall is Best Time of Year" article.   Plan on raising money this Fall!
Tim Crum Headshot1


The deepest downturn since the Great Depression may seem like the biggest seismic shift charities face.


But it's America's demographic transition that has the potential to transform the philanthropic landscape.  Nonprofits such as the Silicon Valley Community Foundation are already laying the groundwork for learning about the wishes and hopes of new groups of donors.


"Charities that don't recognize demographic trends are going to shrink and ultimately go out of business," says Emmett Carson, the foundation's president."The populations in the past that have supported them spectacularly will not have the base to support them going forward. This is adapt, change, or die."


Demographic Shifts


White Americans will no longer be the majority.


By 2045, people of color will outnumber whites in the United States, according to the U.S. Census Bureau. A shrinking pool of Caucasian donors means fundraisers need to focus on burgeoning minority groups.


Women are gaining economic power.


Forty percent of women with children under 18 are the primary breadwinners in their households, according to the Pew Research Center. And of those, 37 percent are married women who earn more than their husbands.

What's more, nearly half of the students now enrolled in law and medical school are women, according to the National Center for Education Statistics, an indicator they will eventually work in those high-income fields.


As women's earning potential continues to rise, the opportunity for larger donations increases as well.


Today's young adults will push philanthropy to change.


Born beginning in the early 1980s, this generation is more demanding than others, seeking concrete results from their gifts and showing little interest or allegiance to organizations the way their grandparents did. But charities that can satisfy their hunger for impact-and tap into their desire for hands-on engagement-will be ahead of the game.


Baby boomers are reaching their prime giving years.


The 76 million Americans born from 1946 to 1964 now drive philanthropy, contributing a bigger share of total donations than any other age group, according to a new study by Edge Research, Sea Change Strategies, and Target Analytics. They represent 34 percent of all donors but are responsible for 43 percent of all individual giving, for a total of $61.9-million a year, according to study released last week.


Boomers are at an age when people often get organized about their philanthropy; a new study by Fidelity Charitable of its 94,000 donors found that the average person starting a donor-advised fund is 54 years old.


This article will continue in Issue #16 arriving September 3rd.


Article reprinted from Chronicle of Philanthropy

Is your organization building a new shelter and doesn't know how big to make your shelter?
If your organization is building a new shelter and doesn't know how many square-feet your new facility should be, or how many dog and cat cages should be in your new facility, then we can help.

Animal Shelter Fundraising offers Building Planning Studies for only $2,500!

We've worked on new shelter campaigns for groups in Washington, Oregon, Mississippi, Maryland, Indiana, Minnesota, Florida, Texas and California.

We can also do a fundraising feasibility study or manage your capital fundraising campaign.

We are currently offering a FREE Building Planning Study (a $2,500 value) with any fundraising feasibility study.  Contact Tim to take advantage of this offer.

Read more about our New Shelter Campaign services.

Are you ready to take advantage of the season?
bag of cash

FACT:  A national report shows that, on average, a non-profit organization receives 41% of its annual contributions between Thanksgiving Day and New Years.  In just 34 days time, many non-profit groups will raise almost half of their annual revenue.  


Most non-profit animal welfare groups will raise that money through direct mail campaigns and on-line.


For most non-profit organizations, direct mail is one of the leading ways to increase fundraising revenue and acquire more donors.  Animal Shelter Fundraising offers affordable and effective direct mail campaigns and packages.  You can select between a turn-key package or a custom-designed package that fits the unique characteristics of your group.  Either way, your group will benefit from the experience and knowledge of an industry leader.  


In need of a campaign this Fall?


Animal Shelter Fundraising is offering two turn-key campaigns:






To request a Campaign Brief Summary (which includes a summary of the campaign and a sampling of the entire package) e-mail us and put "Requesting Campaign Brief Summary for [name of campaign]"  in the subject line. 


Click to read more about our direct mail and other services.


Even if they haven't heard of your organization, potential donors should be able to learn about your nonprofit by searching online. You can ensure your organization comes up as a top result through search engine marketing.

     You use search engines like Google and Yahoo! every day, and so do your donors. But what happens when a prospective donor types in the name of your nonprofit or your issue area in Google? Is your organization at the top of the results? The good news is that it can be, through Search Engine Marketing (SEM).

In a nutshell, SEM is a way to promote your website by increasing its visibility in search engine results. Sound complicated? Here's the good news:

  1. SEM is common sense.
  2. If you are a nonprofit, SEM is free, thanks to Google.
  3. Getting started with SEM is easy.

So why should you care about SEM? Let's say you are a small AIDS prevention nonprofit in Boise, Idaho. It's December 30, and several Boise residents have logged onto Google to search for a charity to donate to so they can get a last-minute tax deduction. These potential donors might do a Google search for "boise aids charity." If your nonprofit doesn't appear near the top of the search results, these donors may never find you.

  • So, how can you make sure your organization DOES get to the top? There are two ways: either organically by designing a website that is search engine friendly, or by paying a search engine to place your ads prominently in their search results.
  • We'll focus on paid search, since Google Grants provides free paid placement to 501(c)(3) nonprofits.

Here's how to get started with Google Grants and AdWords in 7 easy steps:

  1. Apply for Google Grants: Google promises to process all applications within six months. Once your application is processed, you can begin advertising your nonprofit on Google Adwords. If you don't want to wait, you can setup a paid Adwords account and begin to experiment for as little as $10 a month.
  2. Write a short ad: Take five minutes to write short, yet compelling, copy for your ad. Be sure to include words that matter to your audience. Not sure what to say? CRAM!
  3. Develop your keywords: A keyword is the search word or phrase that you "buy" from Google (i.e., boise aids charity). Ask yourself which keywords-word combinations and phrases-you would type into the Google search box to find your organization's programs and services. Select as many keywords as you like. (Note: Google Grants will only pay for keywords up to $1.00).
  4. Get suggested keywords: Still not sure which keywords to select? Use Google's Keyword Tool for suggestions. You can type in the address of your website and Google will even make recommendations on what keywords to use.
  5. Target your audience: Through Google AdWords, you can create a variety of groups of ads for different audiences, as well as target your ads to different geographic locations (i.e. Boise) and even languages.
  6. Test, test, test: Create two versions of the same ad: one that points to your website, and one that points directly to your donation page. See which does better.
  7. Track your results: When people search on Google, your ad is displayed and traffic is driven to your website. But how do you know if anyone is clicking? Google's dashboards provide an easy way for you to proactively monitor the status of your keywords and their associated ads.

The tips above will help you improve your paid results, which is only half the battle. To improve your organic search positioning, take a look at these 10 steps.


This article originally published on the Network for Good's website on February 21, 2013.

New name for program that educates and develops animal shelter professionals
Humane College is dedicated to providing educational and professional development opportunities to individuals who work or volunteer in animal welfare.

Learn from industry experts through on-line webinars and workshops held in various cities throughout the United States.
Humane College  
DATE: October 23
LOCATION: Palm Springs Animal Shelter in Palm Springs, CA
HOST: Animal Samaritans
DATE: November 4
LOCATION: Pennsylvania SPCA in Philadelphia, PA
HOST: Pennsylvania SPCA
DATE: November 8
LOCATION: US Bones Rescue and Awareness Center in Chicago, IL
HOST: US Bones Rescue and Awareness Center
Click here for more information or to register
Would your shelter like to host a workshop? 
Here are our host shelter requirements:
1. Must have a meeting space/conference room  that seats a minimum of 24 people (table and chairs).
2. Willing to promote this workshop on your organization's website Calendar and/or Events page.
3. E-mail local shelters and rescue groups in your area to promote the workshop.
4. Distribute a news release to local media outlets (we provide the release).
If you can meet these requirements and are interested in hosting a Humane College workshop, please contact Marlene Walsh via e-mail or by calling 920.232.1357.

Visit for more information.
Sister Company Opens
Animal Shelter Services Logo
Animal Shelter Fundraising has been the nation's leader in fundraising for animal shelters and rescue groups.  CEO Tim Crum has collaborated with Marlene Walsh to form  a new consulting firm dedicated to helping animal shelters operate more efficiently and effectively.  Animal Shelter Services brings together two professionals who are both renowned and respected for their work within the animal welfare industry.  Together, they have successfully helped animal welfare groups across the country from municipally-run animal care and control departments to non-profit animal shelters.  As executive-level leaders, Marlene and Tim have developed, implemented, and managed shelter programs, services and teams to a high-level of success.  

Animal Shelter Services is a full-service consulting company  offering a wide array of services to nonprofit and municipally-run shelters specializing in shelter evaluations and pet transport programs.  

To view all of their services, click here.

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
KURANDA 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.


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