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Scott Henderson

Three things stick out in my mind as I read this:
1. Email is their conversion driver and is accelerated by the many other touch points
2. They've done an excellent job of stating & measuring their goals
3. An internal shift has occurred within the organization to support the external shift of their fundraising strategy & tactics.

With some of the chatter about "is Web 2.0" over, I think it's more accurate to say the Web 2.0 hype is over. We've now moved into a time where our organizations are realizing the importance of aligning these new tools with time honored principles of success. Thanks for pulling case study together for us to consider.



Very interesting article, Beth. Also, it was a pleasure to hear you speak via Skype at IoF North!

Our metrics are almost always feedback-related - numbers of subscribers and numbers of people on databases but also numbers of messages, degree of interaction (which is why Twitter is more successful than MySpace from our point of view).

Of course it depends on the site. On DoggySnaps it's not the number of members overall but the number of returning members (50%) and active forum members. We consider it a major success that we rehomed a dog through Twitter, and that we're tracking increasing numbers of people coming to us asking about specific dogs or about general dog care. We're getting dogs into homes AND meeting our aims and objectives of spreading information and education.

For our Facebook App and DoggySnaps Dog Show photo competitions we can add a financial metric which is great. We're believers in a social fundraising strategy that includes lots of ways to give small amounts. The same team that set up the pages / application etc is the one to read the feedback and respond to questions. We can increase the number of entries from one month to the next in response to popular demand, we can choose categories based on the number of entrants / votes in the past and the requests of the members; we can also craft a wish-list of added features that users actually want that we can implement one day if budget allows (and explain to users directly why we have or haven't included something).

If all of this sounds pretty familiar to HSUS, then it's because we take a very similar approach! In fact, the last three summary points could easily have come from us - I couldn't agree more, especially about the willingness to learn. We try to just apply common sense, and it's clear that's what HSUS is doing as well.

It's really helpful to be able to compare our approach to others, as that's a crucial route to learning. Our internal structure is quite different to HSUS and I found their meetings process particularly interesting.

Hope to read more posts like this soon!

Kate Bladow

Beth - I'm also a huge animal lover. One of my favorite animal organization's to follow is the Rolling Dog Ranch (, which is just outside of Ovando, Montana. For being such a small organization, they devote a fair amount of resources to communicating stories about the disabled animals that they help.

And I think that their blog posts are great examples of "asks." They make certain to say what they do with the money instead. In fact, a blog post yesterday ( generated over $1600 in funds over about 1 day (Scroll to the bottom:

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