Fortune 500 abi-hassan1
Transcript of Fortune 500 abi-hassan1
Fortune 500 Target Marketing Secrets Revealed: Cost-Effective Strategies to Find the Right Voice Miguel Abi-‐hassan, C.A.W.A. Consultant & Executive Director, Halifax Humane Society Caryn Ginsberg Consultant and Author, Animal Impact:
Secrets Proven to Achieve Results and
Move the World
How well do you know the people you're trying to motivate?
In order to make good decisions that drive people to action, your sta� and board must understand patrons, supporters and community.
The good news is that you can easily use advanced techniques to gain crucial insight without spending a lot of money ... even for free. These approaches and the knowledge they provide pay o� over and over. You can raise more money, adopt out more animals, and save more lives.
Fortune 500 companies study people and their behaviors on a daily basis. They use their �ndings to determine how to attract clients, consumers, and investors. You can apply these same methods to attract adopters, donors, and more. This seminar will take an in-depth look at case studies from leading businesses and show you how their lessons can be applied in the animal welfare realm. Find out:
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Join us for cutting-edge information on how to use Fortune 500 secrets to engage people to help animals.
Practical steps to gain new insight into people and how to move them to action Free tools to discover who your potential adopters are and how to engage them The single factor - not related to animals - that increasedresponse to a fundraising mailing by more than 50%
Miguel Abi-hassan, CAWA Miguel Abi-‐hassan is the Executive Director of Halifax Humane Society in Daytona Beach, Florida. During his 15-‐year career, he has proudly managed nearly every facet of the animal welfare industry, bringing with him a unique approach to management and marketing. Outside of shelters, Miguel also serves as an instructor, lobbyist, and consultant, helping organizations increase program efficacy and outreach, while boosting staff morale.
Caryn Ginsberg Caryn Ginsberg helps advocates get better results for animals. She has been a consultant in the animal protection field for more than ten years, working with organizations including the Humane Society of the United States, ASPCA, PetSmart Charities, and local shelters. She is author of Animal Impact: Proven Secrets to Achieve
the Results and Move the World, which provides a step-‐by-‐step how-‐to for moving the public, business, and government to take animal-‐friendly actions (http://animal-‐impact.com).
Meet the Presenters
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Fortune 500 Target Marketing Secrets Revealed:Cost-Effective Strategies to Find the Right Voice
Miguel Abi-hassan, C.A.W.A.Consultant & Executive Director, Halifax Humane Society
Caryn GinsbergConsultant and Author, Animal Impact: Secrets Proven to Achieve Results and Move the World
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Animal Care Expo 2013
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Basic assumptions:We are not our own target audiences
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Animal Care Expo 2013
Fortune 500 Target Marketing Secrets RevealedBasic assumptions:
Data collection on non-profit target marketing is in its infancy stages
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Basic assumptions:Usage of data should be within our ethical guidelines (privacy policy)
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Profiling donors by lifestyle choices: cars, clothing, accessories, home values
Profiling adopters by what “we” would want/look for
The Previous way of finding target markets:
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Animal Care Expo 2013
Fortune 500 Target Marketing Secrets RevealedTracking and Data
Collection
Internet Browsing• Collusion
QuestionnairesMailing lists• Preferences• Magazine subscriptions
Credit Cards• Past purchases
Demographics• Public Records
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What does behavioral tracking accomplish?
It teaches marketers what you likeWhat you are shopping forWhat products you might consider switching toAllows specificity of the messages delivered
= Values
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Case Study: Target Retail StoresGoal: become the "everything” storePull consumers from niche stores like Grocery, home supplies and hobby stores
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Case Study: Target Retail StoresIn 2002 they hired a statistician named Andrew Pole. Poles main job was to support marketing by mining data to better reach customers. His position: Guest Analytics.In 2012 Andrew Pole was interviewed by the NY Times
Changes in lifestyle are optimum points to make a consumer “switch”Certain changes are retailers dream, like a move, home renovation, pregnancy or becoming an “empty nester”. They often motivate the consumer to step outside of their comfort zone. One such Target that retailers compete for is new parentsThe cost of raising a child is approx. $225k for a dual middle income family. = Ferrari
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Example: AdoptionWho is most likely to adopt?Why aren’t they adopting?Where are they?How do I reach them?What message is best?
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Who is most likely to adopt?Current and past adoptersPeople like themOther past pet parents expressing interest
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Past cat parents Just over 1/3 would consider another cat Nearly 2/3 of these would look to a shelterMore likely to adopt:
Younger people (18-34)Income $50K-$75K SingleHad a cat within last five years and for > two years
No influence:GenderChildren in the homeUrban/suburban/rural
Source: Keeping Pets (Dogs and Cats) in Homes: A Three Phase Retention Study, American Humane Association
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Why aren�’t they adopting?
Travel too much 28%Cleaning up 25%Veterinarian costs 25%General expenses 24%
Also, 17% still grieving past cat
Source: Keeping Pets (Dogs and Cats) in Homes: A Three Phase Retention Study, American Humane Association
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Animal Welfare League of Arlington
DCArlington
Virginia
Maryland
West Virginia
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Easidemographics.com
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Where are they? Zip code Households 18-34, $50-75K* %22201 17,465 1,620 9.3%22204 19,874 1,490 7.5%22202 13,240 1,054 8.0%
Source: Easy Analytic Software Inc.
*Number of households where household income is between $50,000 and $74,999 and head of householder is between the ages of 18 and 34.
AHA data is for individual income while Easidemographics is household. However, analysis in Easi of households with $75-$150K and $150K+ showed an even more pronounced margin for 22201 over 22204 and 22202.
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Adoptions vs. potential Zip code Households 18-34, $50-75K Adopts*22201 17,465 1,620 10-2022204 19,874 1,490 50-6022202 13,240 1,054 ~10
Source: Easy Analytic Software Inc., AWLA analysis in PetPoint
*Adoptions of all animals (not just cats) from Animal Welfare League of Arlington (AWLA), July 2012 through mid-January 2013
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AWLA
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Fortune 500 Target Marketing Secrets RevealedMyBestSegments.com
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Fortune 500 Target Marketing Secrets Revealed22201 by Household Size
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5 segments, such as: “Buzz” the young tech enthusiast“Jill” the suburban soccer Mom“Barry” the wealthy professional guy
Organize stores and train staff Brightly colored signageKids play areaEducational toysPersonal shopping assistants
Converted stores grew 2X
Case Study
Source: Nielsen
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Animal Care Expo 2013
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Source: Nielsen
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Young Digerati
Tech-savvy
Affluent, highly educated, and ethnically mixed
Trendy apartments and condos, fitness clubs and clothing boutiques
Casual restaurants and all types of bars - from juice to coffee to microbrew
Source: Nielsen
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Source: Nielsen
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Your Records Coded ($59/1000)
PRIZM Segment Count %Comp Count % Comp Index
34 White Picket Fences 702,551 1.41 26 2.89 205
32 New Homesteaders 821,133 1.65 28 3.11 189
27 Middleburg Managers 1,012,175 2.03 31 3.45 170
17 Beltway Boomers 553,920 1.11 16 1.78 160
18 Kids & Cul-de-sacs 953,807 1.91 26 2.89 151
14 New Empty Nests 561,540 1.13 14 1.56 138
28 Traditional Times 1,079,147 2.16 23 2.56 118
33 Big Sky Families 697,943 1.40 14 1.56 111
39 Domestic Duos 689,481 1.38 26 2.89 209
22.69
62 Hometown Retired 576,096 1.15 29 3.23 279
26 The Cosmopolitans 655,662 1.31 23 2.56 195
40 Close-In Couples 803,561 1.61 28 3.11 193
41 Sunset City Blues 893,022 1.79 31 3.45 193
61 City Roots 878,916 1.76 24 2.67 152
56 Crossroads Villagers 821,372 1.65 16 1.78 108
16.80
Source: Nielsen
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John Van Vooren, Nielsen, 607-266-3184; ESRI.com, others (?)
Segment Detail ($995/year)
Age, income, race, distribution, and residence distributions, martial status, children, etc.Top lifestyle and behaviors - 45 each
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More Likely to AdoptYounger people (18-34)Income $50K-$75K SingleHad a cat within the last 5 years and for > two years
BarriersTravel too much 28%Cleaning up 25%Veterinarian costs 25%General expenses 24%Grieving past cat 17%
Brainstorm How might you increase adoptions in 22201?
ProfileTech savvyLive in trendy condos and apartmentsFrequent fitness clubs, boutiques, and restaurantsForeign films, Expedia, Audi, water skiing, The Economist
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How do I reach them? Neighborhood events geared to 18-34, such as Clarendon DayRetail partnership off-site such as Market Commons (Apple, Barnes & Noble, Container Store, Crate & Barrel, etc. plus condos above)Joint promotion with funkier independent storesForeign film festivals (library?)Audi dealer in AlexandriaClarendon-Courthouse civic association meeting (may skew older)Corporate partnershipsVolunteers - foster, special skills
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Removing barriersGrief supportVet discount programKenneling info or serviceLitter box cleaning service
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Source:ASPCAPro.org, Foster-Enrich-Transfer
Adoption Ambassadors
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Adoption AmbassadorsASPCA / Louisiana SPCA
45 dogs traditionally, 45 “adoption ambassadors”
A little longer for the AA dogs2% returns vs. 14% traditionalOnly 30% of AA adopters past shelter or rescue clients vs. 52% of people adopting from shelter
AA adopters more likely to have adopted from a breeder in the past
Driven by word of mouth and seeing the dog in the community
Source:ASPCAPro.org, Foster-Enrich-Transfer
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Strategic MarketingWho is most likely to adopt?Why aren’t they adopting?Where are they?How do I reach them?What message is best?
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External ResourcesMail Houses, Consumer Info Database, Data Miners
Prospect SegmentationMore than just age, household income, and Additional detailed variablesHousehold count, mail order responsive, donation history, pet owner, veteran, high tech household
Donor Acquisition“In my more than 35 years of working in animal welfare, I’ve seen that nonprofits that adopt the best strategies from within and beyond our field have achieved significant results.”
-Ed Sayres
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Sample Data �– Affluent Boulevard
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Internal Donor Data SegmentationAmountFrequencyLapsedProgram TypeSolicitation MethodQuestionnaires
Donor Retention“Research in the for profit world suggests that small increases in donor loyalty can have a dramatic effect on a nonprofit’s revenue stream.”
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Mail Newspaper Radio E-mail Website SocialMedia
Most Effective Communication Tool?
Donor Surveys
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VeryConnected
SomewhatConnected
Connected SomewhatDisconnected
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Are you connected to the cause?
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Marketing to DonorsEight Psychological Motivators for Giving
NeedSolicitationCost/BenefitAltruismReputationPsychological Cost/BenefitValuesEfficacy
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Uncontrollable LossAttraction by competition
Human catastrophePriority shift
Loss to marketJob lossDeathMove
Controllable LossTrustCommunicationQuality ServiceRelationship Quality
Donor Retention
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BrainstormingCase Studies
Affluent Boulevard MailingJA1 – Pet OwnerJA2 – Donor – Any TypeJA3 – Mail ResponsiveJA4 – No Indicators
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BrainstormingCase Studies
Power of 10 MailingConsolidated Marketing Plan
75th AnniversaryDonors don’t care about milestones
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FundraisingAnalysis of Direct Mail planDonor Recognition and Privacy PoliciesCustomer Service trainingOpen communication of financials
AdoptionHave fun! Check the zip code where you live in Easidemographics.com and MyBestSegments.com See who lives in your communityReview AHA study and other research to learn more about potential targets
Getting Started
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http://easidemographics.comhttp://MyBestSegments.comAHA study, http://www.americanhumane.org/aha-petsmart-retention-study-phase-1.pdfPetSmart Charities research on adoption and spay/neuter, http://www.petsmartcharities.org/resources/resources-documents/PetSmartCharities_Research_AUBarriers.pdfHumane Research Council, http://humaneresearch.org and http://humanespot.orgASPCA Pro, http://ASPCAPro.orgAnimal Impact, http://Animal-Impact.com
Resources
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Questions?
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Miguel Abi-hassan, CAWA386.274.4703 [email protected]
Caryn [email protected]