Retirement is something most of us look forward to, but the thought of a Guide Dog retiring can be daunting for the people whose very freedom depends on them. With three Guide Dogs preparing to retire, and many West Australians still in need, it is vital that more highly trained companions are ready to take the lead. It was time to prepare a new generation of Guide Dogs.GDWA had a small regular giving program – Puppy Pals – which has grown organically over the years. It’s a reliable and predictable income stream, with opportunity for growth.
In partnership with OURTEL Solutions, a solid tele-fundraising strategy was devised and executed to grow regular giving. The aim was to create a purposeful opportunity to engage supporters – while testing two strategies, testing two databases and developing deeper relationships with clients and donors.
The strategy employed a harmonious combination of the ‘3Ms’ – medium, message and messenger – to ensure success.
Although inexpensive, the campaign exceeded expectations by recruiting 229% more RGs than anticipated, and generated an immediate cash income of 230% more than anticipated in the 17 week period.
This campaign has exceeded short and long term strategic objectives. It will also inform the strategy to renew the remaining telesales constituents to raise more funds so more West Australians experience the freedom, independence and companionship a Guide Dog offers.
This campaign was recently awarded an FIA National Award for Excellence in Fundraising as Winner 2017 Donor Renewal – under $5M.