The Animal Rescue League of Iowa (ARL) is Iowa’s largest nonprofit animal shelter, caring for many thousands of pets each year. The ARL serves people and pets from across the state of Iowa through its programs, which include pet adoption, humane education, pet behavior training, spay/neuter, animal cruelty intervention and much more.
ARL’s first Day of Giving brought in:
$68,387
in revenue
45.97%
of revenue raised through the website
$18,748
in peer-to-peer Facebook donations
$68,387
in revenue
45.97%
of revenue raised through the website
$18,748
in peer-to-peer Facebook donations
THE CHALLENGE
Creating an annual Day of Giving
The Animal Rescue League of Iowa was looking for an out-of-the-box way to mix up their fundraising efforts. Based on RKD’s recommendations, ARL decided to create an annual “Day of Giving.” For the inaugural event, they set a revenue goal of $40,000 and asked us to create and implement a strategy that drove revenue, supported their event efforts and set the bar for the future.
THE SOLUTION
Multichannel digital strategy
RKD promoted the Day of Giving with a pre-event email, three day-of emails and a lightbox. The language in the pre-event email promoted the Day of Giving and informed donors that a Facebook Fundraiser had also been created to support the event. ARL has a strong Facebook audience and often raises a large percentage of their revenue on the platform, so we knew this was a must for their event.
breakthrough
Setting the bar for success
The Day of Giving raised $68,387 in revenue, beating their goal by 52%. Of that, $31,439 was raised through the website. Peer-to-peer fundraising on Facebook also played a huge role in their success, bringing in $18,748. Another $2,950 was added through Facebook donations. Needless to say, their first Day of Giving was a major win!
