Recession-proof?  PAWS® surpasses revenue projections.

Opportunity

With 30 years of providing custom-trained Assistance Dogs to people with disabilities, the time had come for Paws With A Cause® to grow their donor file to ensure their mission of encouraging a lifetime of independence for people with disabilities. PAWS custom trains Assistance Dogs to help with disabilities like Epilepsy, Cerebral Palsy, Multiple Sclerosis, Paraplegia, Quadriplegia, Hearing Loss and has recently started a program to assist children with Autism.

Approach

We decided together that an acquisition program would be the next step in growing their file with an attention-grabbing direct mail appeal to introduce Paws With A Cause. It began with a dramatic headline on a colorful envelope: “She was alone and about to go into an epileptic seizure. ACROSS THE LAKE, WILLIE KNEW WHAT TO DO.” A photo revealed that Willie was a bright-eyed golden retriever with “a wet nose, a big heart, and expert training in epilepsy response.” The letter continued the story--bringing the need down to a personal level, showing why Assistance Dogs are vitally important, and demonstrating the organization’s credibility. The appeal also included a donor involvement device--a collar to be signed and returned for an Assistance Dog to wear when he meets his new owner.

Results

During the worst recession in 50 years, this appeal far exceeded projections. Response and revenue were 10% higher than projected.

At a 1.24% response, thousands of projected names were added to Paws With A Cause’s file for future cultivation. Best of all, more people will be able to receive Assistance Dogs.