Since 1944, North Shore Animal League America has been saving the lives of defenseless dogs, cats, puppies, and kittens — over 1,000,000 to date. They pride themselves on being the world’s largest no-kill animal rescue and adoption organization, and we couldn’t be prouder to help them create a more sustainable world for all companion animals. On June 10, 2019, we launched their first No-Kill Giving Day, a day dedicated to reaching big fundraising goals. This multichannel effort was such a success that it quickly became a mainstay in their annual program and has been the third-largest fundraising effort since it started. But we knew we had our hands full when their 2020 campaign coincided in the midst of the COVID-19 pandemic.
We took a genuine messaging approach to appeal to donors. With social distancing measures enforced throughout the country, there would be no galas or fundraising events for 2020. The animals needed heroes to help make up for lost funding avenues. And that’s exactly what we told donors.
From the first direct mail package that hit mailboxes in May and the postcard that mailed right before the big day, to the microsite, homepage takeover, emails, social posts, and SMS messages, we leveraged a $150,000 matching gift offer coupled with a genuine plea to animal lovers. All this ensured donors knew they were the much-needed hero for homeless dogs and cats. After all, they were the ones who wouldn’t forget about the animals while the world reeled from a global pandemic.
Not only did we surpass the $150,000 goal, we also took home the 2021 Best Multi Channel Campaign DMFA award.