Titles Go Here

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Digital Now Orlando 2006 Jo Sullivan SVP
Development and Communications
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Internet Visibility Why it Matters
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ASPCA History

• The American Society for the Prevention of
  Cruelty to Animals was founded in 1866 and has
  been, since that day, committed to alleviating
  pain, fear and suffering in all animals.
• The ASPCA is the oldest humane organization in
  America, and was founded by Henry Bergh, a
  philanthropist and diplomat who recognized the
  inhumane treatment suffered by many animals in
  our society.

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The Charitable Giving World

• Americans gave 248.52 billion in 2004 - the
  highest amount ever in the U.S. a 5 increase
  from the 2003 figure of 236.73 billion1.
• Animal Welfare and Environment accounted for 7
  billion2 or 2.9.
• If you take out Environment the number would be
  closer to 3 billion.

1 Giving USA report from the Giving USA
Foundation and the Center on Philanthropy at
Indiana University 2 USA Today
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Online Giving World

• 5-10 of individual giving in 2005 was online
• Organizations of all sizes are benefiting
• Higher average gift amounts online
• More prospects gathering information online
• Online giving is the one track thats growing.

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Online Giving World

• Chronicle of Philanthropy surveyed 146 large
  organizations in 2004
• Many groups posted double and triple digit gains
  in the amount of money collected online over 2002
• In 2003 online gifts up 46 from 2002

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General Internet Trends

• Sixty-two million U.S. households, or 55 of
  American homes, had a Web-connected computer in
  2003.
• On any given day, about 40 million internet users
  go online just for fun or to pass the time

Pew Internet Data Project 2006
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General Internet Trends

• The Google index of Web pages has grown over
  1,000 times since its launch in 1998.1
• The number of websites grew from 17 million in
  2000 to 65 million in the middle of 2003.2
• The number of internet domain survey hosts grew
  from 93 million in August, 2000, to 350 million
  in July, 2005.3

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Internet Visibility Why it Matters

• The internet is the most cost effective way to
  engage, cultivate and inform your constituent
  base
• The more quality information you provide the
  more loyal your customer base will become
• The internet is not going away and continues grow
  through all segments of society

Loyal Customer
Engaged Target
Target Audience
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• ASPCA

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ASPCA Website
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ASPCA Website
Animal Professionals
Pet Parents/ Pet Lovers
Pet Passionate People
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ASPCA Website
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Animal Professionals

• ASPCA Poison Control Center
• Handles over 100,000 calls a year 600,000 total
  case files.
• Target audience
• Pet Professionals
• VLPP Veterinary Lifeline Partner Program
• Secondary
• Pet Parents

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Animal Professional

• VLPP Program
• 1,500 Veterinarian/Practice Clinics register with
  the ASPCA to receive benefits like
• Access to Poison Control Hotline for their
  customers
• Toxicology/protocol updates weekly
• Dedicated/password protected area of our website
  for community building

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Animal Professionals

• VLPP launched in 2001
• In 2005 there were 1,500 members
• Income generated through VLPP was close to a
  million dollars
• Launch cost of the program was close to 100,000
  in development and collateral materials
• Total cost (outside of staff overhead) to operate
  program is 0.

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Animal Professional

• Educators
• 6,000 teachers or parents who would like to
  incorporate humane education practices in
  classroom work and receive
• AnimaLand.org childrens website
• AnimaLessons eNewsletter with lesson plans and
  ideas
• Catalog of children's books and ideas endorsed
  by the ASPCA

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Animal Professionals

• Humane Education has existed since 1866 online
  component launched in 2000
• In 2005 there were 6,000 members
• There is no additional income but anecdotally we
  can say we are reaching about ¼ of all children
  below high school age.
• Total cost (outside of staff overhead) to operate
  program is 0.

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Pet Passionate People

• Advocates Brigade
• 88,900 individuals who want to do more than
  donate. They want to effect change legislature
  which protects animals and receive
• Advocacy updates in their state and federal level
• Opportunity to sign petitions on behalf of the
  ASPCA
• Special area on the website to see status of all
  legislative efforts and next steps
• All other member benefits like eNews Alert and
  special offers on ASPCA product

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Pet Passionate People

• Initial value per donor is higher for the
  Advocacy Brigade Donors at 32.75 versus the
  remainder of the file at 29.47.
• The total LTV for these donors is also higher at
  201.61 versus 123.93.
• Total cost (outside of staff overhead) to operate
  program is 0.

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Internet Visibility Why it Matters

• Inside secrets
• The ASPCA spent little additional money to
  increase the value of micro segments through the
  website
• The information for all the groups is available
  for everybody..but everybody doesnt know it
• Part of success online is grouping information so
  that relevant segments can find their interest
  areas quickly.
• Making your user segments feel special or unique
  is as easy as knowing a little about them
• If your organization/company is the common theme
  then determine secondary interests and begin
  grouping information and marketing to those
  segments
• Track, test and ask people will answer
• People are looking for information and answers.
  If your website doesnt provide that they will
  find one which does.
• Every time you discover a theme be proactive
  and reach to that group to determine what they
  need from you.

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Internet Visibility Why it Matters

• Measures of success
• Increased site traffic and registration.
• More understanding of your constituent group so
  that you find your relationship with your
  customer base growing naturally growing stronger.

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• Please feel free to call or email with any
  questions
• Jo Sullivan
• jos_at_aspca.org