Don’t Let Sleeping Dogs Lie

The game plan
In order to acquire and retain high-quality donors with a high lifetime value, the plan was to engage donors with upbeat stories about BFAS and then use a strong call to action to generate donations. The then-current control was a relatively inexpensive 24-page booklet that gave a simulated tour of the sanctuary in Utah and had the space to communicate the whole story of the organization. The mailing offered donors the opportunity to sponsor a dog or cat for $17. This would provide food, shelter, vet care and a loving home for one year. And for a donation of $25, the mailing offered donors a subscription to Best Friends magazine in addition to the sponsorship.