1 Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey, Katelyn O’Riordan, Julie Wagoner and Victoria Young Mary Jane Carroll, Joanie Kindblade, Reagen Lowrey, Katelyn O’Riordan, Julie Wagoner and Victoria Young Collaborate Public Relations Longmont Humane Society Longmont

2 SWOT Analysis Strengths New state-of-the-art facility Raised $34, through Meredith Emerson Memorial 5500 active donors Weaknesses Fundraising gap for an $8.2 million building completion Lack of donations from October to April Limited community awareness Threats Humane Society of Boulder Valley receives more donations Increase in operating costs at the new facility Mortgage crisis Opportunities Promote new facility Initiate Meredith Emerson Doggie Dash race Leverage Web site to promote new fundraising campaign

3ObjectiveObjective Initiate an innovative fundraising campaign to increase monetary donations to the Longmont Humane Society by 40 percent from current donors by May 1, 2009.

4 Strategy One: Initiate the Meredith Emerson Doggie Dash Initiate the Meredith Emerson Doggie Dash for local pet and race enthusiasts in the greater Boulder County area on April 25, Participants will have the option to walk or run with or without their dogs. An entry fee of $25.00 will be charged and collected online via the Longmont Human Society Web site. In addition, participants will have the opportunity to donate an additional dollar when registering for the race, which will go directly to a pre-determined fund designated by Meredith Emerson’s family.

5 Strategy One: Initiate the Meredith Emerson Doggie Dash Flyers at local fitness facilities Doggie Dash T-shirt Bolder Boulder qualifying race Contact local media News advisory

6 Strategy One: Initiate the Meredith Emerson Doggie Dash Timeline: February 2009 & April 2009 Contact local media March 2009 T-shirt design April 2009 Distribute flyers to local fitness facilities News Advisory

7 Strategy One: Initiate the Meredith Emerson Doggie Dash Evaluation: Number of race participants Number of voluntary dollar donations

8 Strategy Two: Promote Campaign for Caring Promote Campaign for Caring to current donors and individuals who have adopted a pet from the shelter. The campaign will offer tiles to these audiences for a requested donation of $250.

9 Strategy Two: Promote Campaign for Caring Location to display tiles in the new Allen Center Content on the web site Personalized tiles online “ The Companion ” newsletter Invitation letters to pet owners who have euthanized a loved pet Thank you letter

10 Strategy Two: Promote Campaign for Caring Timeline: May 2008 Location to display tiles in the new Allen Center Content on the web site Personalized tiles online Invitation letters to pet owners who have euthanized a loved pet Thank you letter to participants Summer 2008 “ The Companion ” newsletter

11 Strategy Two: Promote Campaign for Caring Evaluation: Number of tile donations made Number of hits on the Web site and number of online donations made Total of donations received after the summer newsletter Number of pet owners who purchase a tile in honor of their euthanized pet

12 Strategy Three: Initiate Pet Photos with Santa campaign Initiate “Pet Photos with Santa” campaign for local pet enthusiasts who would like a professional photograph of their family with their pets.

13 Strategy Three: Initiate Pet Photos with Santa campaign Team up with local pet photographer to offer holiday and family portraits before the 2008 holiday season Conduct Nov. 15 and 16 and Dec. 6 and 7 Photo packages start at $40 Photo Express to underwrite the cost of developing the photos

14 Strategy Three: Initiate Pet Photos with Santa campaign Timeline: July 2008 Contact photographer Contact Photo Express Digital Pro Lab September 2008 Create postcards November 2008 Mail postcards First session for photos December 2008 Second session

15 Strategy Three: Initiate Pet Photos with Santa campaign Evaluation: Number of photo participants Amount of proceeds following photo purchase

16 Closing / Q&A Thank you for participating in this presentation. Collaborate PR firmly believes that with the help of the community and members of Longmont Humane Society, this plan will be effective in increasing donations and providing funds for the new Allen Center.