EAST BAY SPCA

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EAST BAY SPCA

• AE490

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EAST BAY SPCA
ABOUT THE ORGANIZATION

• Established in 1874
• Third-oldest humane organization in the country.
  
  
• Two Animal Shelters
• Three clinics in the community, serving Alameda
  and Contra Costa counties.

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EAST BAY SPCA
VISION

• The East Bay SPCA has been concerned with animal
  welfare for over 125 years. They have provided
  shelter, health care, and adoption services for
  unwanted animals since 1874.
• They are committed to finding homes for adoptable
  cats and dogs, providing affordable veterinary
  and spay/neuter services, and educating the
  public on responsible pet ownership.

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EAST BAY SPCA
MISSION

• Because contemporary life will continue to create
  situations that force individuals and families to
  part with their companion animals, finding good
  and loving homes for these animals will continue
  to be a critical part of our mission.
• We envision a community where people and animals
  enrich each others lives, and human
  relationships with companion animals bring us to
  a deeper understanding and appreciation for all
  of creation and of ourselves.
• We will work to be our communitys resource for
  companion animals, providing services related to
  the health, care, and well being of companion
  animals.
• We are will be devoted to the rehabilitation of
  dogs and cats with treatable medical problems and
  solvable behavior issues--animals that have been
  previously deemed not adoptable.
• We will offer programs to community members who
  cannot provide permanent homes to a companion
  animal, but who nevertheless will benefit from a
  relationship with animals.
• We will create a community of informed,
  responsible pet owners by establishing community
  centers that offer an attractive meeting place
  for pet owners and offering education on the
  responsibilities of pet ownership.
• By the end of the year 2010, the East Bay SPCA
  will be a community center for "all things
  animal."

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EAST BAY SPCA
MISSION

• "Goal 2007"
• In 1997, the Board of Directors of the East Bay
  SPCA bravely approved "Goal 2007", an innovative
  commitment to help find homes for every adoptable
  animal in the community through coordinated
  efforts
• Expanded shelter space and improved animal
  behavior services to help ensure every adoptable
  dog and cat gets the support he or she needs to
  find a loving home.
• Accessible, affordable, high quality spay and
  neuter services.
  
• Educating about humane values, responsible pet
  ownership and pet care.
  
• At the time, this seemed an ambitious goal.
  Shelters all across Alameda County were regularly
  putting animals to sleep that were otherwise
  adoptable, in order to make room for the daily
  influx of homeless animals.

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EAST BAY SPCA
MISSION

• To achieve Goal 2007, the EBSPCA
• Launched an aggressive spay and neuter program in
  1997, opening the Oakland SPCA Spay and Neuter
  Surgery Center.
  
• Began working in collaboration with the other
  shelters and with rescue groups to find more ways
  to find loving homes for animals in their care.
  
• Built a second shelter facility in Dublin,
  California that opened in 2001 to serve the
  Tri-Valley region.
  
• Partnered with Pet Food Express to create
  www.virtualpetadoptions.com, and contributed
  funds to assist other county groups in getting
  their adoptable animals online.
• Built the Tri-Valley SPCA Spay and Neuter Surgery
  Center that opened February 2004.
  
• There has been nearly a 50 decline of the number
  of animals euthanized in Alameda County since
  1997. With "Goal 2007" well in sight, the Board
  of Directors began discussing the strategic plan
  to propel us into the next ten years.
• 2007 and Beyond
• First and foremost, they are committed to
  completing the work of "Goal 2007."

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EAST BAY SPCA
HISTORY

• 1874 The Oakland SPCA was created to help
  ensure the humane treatment of horses.1912 A
  series of instructional programs, tours and
  resource library were created.  The
  organization's first shelter was established in
  downtown Oakland in 1922.1957 The organization
  moved to its present location on Baldwin
  street.1994 The new award winning PeopleSoft
  Adoption and Education center was opened and
  the Veterinary Clinic was remodeled.1998 The
  Spay/Neuter Surgery Center was opened in 1998 and
  as of October 2002, had performed over 20,000
  surgeries.2001 The new Tri-Valley Adoption
  Center opens to help the growing Dublin,
  Pleasanton,
• Livermore area.
• 2003 The East Bay SPCA launched two new
  programs for outreach Humane Education,
  
• bringing the message of humane treatment of
  cats and dogs to school children all
  
• over Alameda County, and PALS, or "Pets and
  Love Shared." PALS sends trained
  
• teams of people and pets into care facilities
  for visits.
  
• 2004 The new Tri-Valley Spay and Neuter Surgery
  Center in Dublin opened to the public
  
• in March. This is the only Spay-Neuter center
  in this region.

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EAST BAY SPCA
SOURCES OF INCOME

• The East Bay SPCA is funded entirely by private
  donations, foundation grants, bequests and
  
• fees for service.
• They receive no government funding or tax
  dollars.
  
• Adoption Fees Services 17
• Veterinary Clinic 26
• Spay/Neuter Center 12
• Individual Gifts 44
• Foundation Corporate Gifts 1
• Fundraising (supplemental income)

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EAST BAY SPCA
OPERATING EXPENSES

• Adoption Veterinary Services 80
• Membership Program 12
• Administrative Costs 7
• PR/Outreach Efforts 1

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EAST BAY SPCA
PROJECT OBJECTIVE

• Research, design, organize, and supervise a
  Fundraiser Event.
  
• Goal Create an activity to increase funding for
  both the animals currently in their care and the
  hurricane animal victims program (theyre one of
  the local shelters for the animals being flown in
  from hurricane areas). This added responsibility
  strains their resources by increasing spending on
  the same very limited budget.

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EAST BAY SPCA
STRATEGY

• Fundraising event will pad their budget with no
  monetary cost to SPCA.
  
• Partnering with several different companies to
  achieve a high enough return on their investment
  (time and human resources only).
  
• Tie-in partners were tapped to assist in funding,
  promoting, and adding value to the event.
  
• Cabo Wabo Tequila
• Radio Alice 97.3
• Cama Bar

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EAST BAY SPCA
DELIVERABLES

• Door donations of 5 at the door gives
  customers/SPCA
  
• 1 coupon for a free Cabo Wabo drink at the bar.
• Cabo to pick up tab
• 2 of each drink goes to SPCA
• All Door Donations go directly to the SPCA.  
• All Cabo Wabo drinks were 6
• 2 from each Cabo drink sold goes to SPCA.

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EAST BAY SPCA
DELIVERABLES

• Radio Alice Donates
• Branded Premium Items Concert Tickets
• Minimum donations for items (coupons used
  proceeds to SPCA)
  
• Raffle Prize
• Large Pet Theme Gift Basket
• Coupons used Donations given for raffle tickets
  (proceeds to SPCA)
  
• 15-20 radio promos the week prior mentioning
  event.
  
• Station-Branded compilation CD's for purchase
  (coupons used proceeds to SPCA)
  
• Utilize Alice 65,000 person email list to promote
  event

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EAST BAY SPCA
DELIVERABLES

• SPCA Responsibility
• Utilize their extensive email list
• Compilation DVD slide show of adoptable pets to
  show on venues movie screen
  
• Provide Adoption Guidance and Pet Care Info to
  attendees
  
• Other Promotional Efforts
• Invite sent via Evite.com
• MySpace.com event listing, email blast, and blog
• Utilize Cabo Wabos promotional event email list
• Utilize Cama Bars email list

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EAST BAY SPCA
Radio Alice Banner Ad

• Alice_at_97.3 supports the East Bay SPCA and we
  hope you will too. Join us this Thursday night
  from 8pm 10pm at the Cama (Khama) Bar in San
  Francisco for a special SPCA Benefit supporting
  the East Bay Society for the Prevention of
  Cruelty to Animals. Come and show your support
  for the homeless dogs and cats in the community.
  Proceeds from the door support the East Bay SPCA
  in Oakland! While were there, enter to win a
  pet-friendly gift basket and tickets to Alices
  Now Zen Fest concert in Golden Gate Park. Come
  and show your support for the homeless dogs and
  cats in the community this Thursday night at Cama
  Bar at 3192 16th Street, near Guerrero in San
  Francisco.

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EAST BAY SPCA
ELEMENTS Door Sign
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EAST BAY SPCA
ELEMENTS Coupons
Thanks for Donating to the East Bay SPCA!
Present this coupon at the bar for 5 off any C
abo Wabo drink!

Thanks for Donating to the East Bay SPCA!
Present this coupon at the bar for your Cabo Wab
o drink!

Thanks for Donating to the East Bay SPCA!
Present this coupon at the Radio Alice Table for
your Alice CD!

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EAST BAY SPCA
RESULTS

• Attendance 200 people in 3 hours
• Door Donations 1,000
• Free Drink Donations 200
• Paid Drink Donations 300
• Alice Radio Gift Basket Raffle/Premium Item
  Donations/CD Sales/Other Donations Unknown
  
• Exact dollars collected for above are unknown.
  SPCA Employees were the sole donation collectors
  at the event, so I never saw the money. I
  contacted the SPCA several times to find out the
  total amount, but was not successful in getting
  an exact number. My best guess is that the total
  collected was over 2,000 with no money spent
  from the SPCA.

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EAST BAY SPCA
CONCLUSION / SUGGESTIONS

• SPCA staff support was lacking and unorganized,
  even on the night of the event. It is also very
  possible that the promotional efforts that were
  discussed (utilizing their email list, partner
  affiliations, and signage at all East Bay SPCA
  facilities) was not followed up with. My efforts
  to obtain a copy of the mass email and other
  artwork were in vain, as my contact never sent
  them to me.
• All other partners followed through 100 and were
  organized and enthusiastic.

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EAST BAY SPCA
CONCLUSION / SUGGESTIONS

• More involvement from the SPCA would have been
  nice. They assumed that the partners would carry
  the entire burden, but the partners expressed
  concern about the SPCAs organization, attention
  to detail, and seemingly careless attitude.
• Although this did not effect event production, a
  stronger effort on the SPCAs end might have
  increased the consumer turnout, increasing the
  donation amount.

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EAST BAY SPCA
CONCLUSION / SUGGESTIONS

• Radio Alice Radio Ads/Mentions and Word-of-Mouth
  Activities were the strongest drivers for the
  event. They should use similar efforts in future
  fundraising projects.
• Understanding what was lacking in the first event
  (mainly promotional efforts on the SPCAs end)
  can help them see where their weaknesses are and
  focus on them so that future events are more
  rewarding.