Traditional Capital Campaign for ASPCA

Traditional Capital Campaign for ASPCA

Background

The American Society for the Prevention of Cruelty to Animals (ASPCA) is an organization that has put a lot of effort into protecting and rescuing animals. The organization seeks to prevent all forms of animal neglect and abuse. For instance, it protects animals from puppy mills, dogfighting and also hoarding. Notably, the organization also offers services to rescued animals, including behavioural rehabilitation and even Medicare (ASPCA, 2020). Also, in times of disasters, the organization provides its emergency services to assist animals mainly because they are more vulnerable to increased suffering during such times.

Outstandingly, the organization has been at the forefront during the implementation of policies to protect animals. ASPCA created an alliance with Neuter known as ASPCA Spay/Neuter Alliance that aims at teaching high-quality neuter/spay methods as well as best practices to more than one thousand clinic teams, veterinarians and veterinary externs every year.         The team also offers mentorship to organizations and individuals around the world on the techniques of launching and managing effective neuter/spay programs and partnering effectively with the local community to enhance the welfare of animals (Nolen, 2019).

It is worth noting that through the efforts of this non-profit organization, numerous animals that would have otherwise perished find a home (ASPCA, 2020).

Campaign goals and deadline

ASPCA is planning to raise $ 2.1 million for the construction of a 25,000 square foot animal care facility. The purpose of this facility will be to offer a comfortable and excellent habitat for cats and dogs. It will also provide an opportunity for potential animal adopters to visit the facility. Further, the newest site will accommodate state of the art training centers, veterinary clinics and education centers. Notably, this is one of the facilities that will appeal to volunteers, staff and community members. More specifically, it will be the newest home for the animals that depend on the organization daily. Another goal for this campaign is to increase regular donors by 20% by December 1^st, 2022. Moreover, ASPCA seeks to retain 100% of all the donors at the end of the fundraising campaign.

The specific purpose of this ASPCA campaign is to create more capacity for the vulnerable animals, especially during this time of the Covid-19 pandemic. The fundraising plan will cover the next four fiscal years, June 2020 through June 2024. It will be updated by ASPCA staff and board members after the end of the second year.

Campaign Team

The campaign team is made up of a campaign chair, a planning and steering committee. The campaign chair is responsible for liaising with the community as well as overseeing the capital campaign committees. The planning committee comprise of 15 members including volunteers and staff who are responsible for arrangement of the campaign. Lastly, the steering committee assist in running the campaign after its launch.

Feasibility study

ASPCA conducted a feasibility study to ascertain the success of the organization in raising the funds within the allocated time. It conducted interviews of 40 individual including community members, board members, other funding prospects and past gift donors. Majority of the interview participants complimented the current efforts of ASPCA noting its strengths as the collection, facilities and staff. They said that the efforts of this organization have contributed significantly to a decline in animal abuse and neglect. Other referred ASPCA work and projects as a “hidden gem”. They noted that it is the most impactful and well recognized organization in the USA (Ortez et al., 2020).

The weakness that were highlighted by the study participants are that many people may lack financial resources because of the uncertainties of the Covid-19 pandemic. Importantly, the challenge noted for this campaign is the ongoing economic recession.

Case for support-9o% of the respondents generally supported the proposed project. The remaining ten percent remained neutral while no respondent opposed the plans.

Prospects Lists and specific tasks

Source (ASPCA, 2018).

Sequential fundraising

ASPCA receives its funds from various sources. For instance, in 2014, the organization managed to raise $191 million. Eighty six percent of the funds ($164 million) were derived from grants, campaigns, gifts and contributions (Paddock, 2016). Notably, 8% of the funds ($15 million) was derived from program service fee while 6% ($12 million) came from sale of assets and investment income (Paddock, 2016).The funds also came from fundraising events like dog walks that allow the organization to acquire support and donation.

Quiet Phase Strategy

In this period ASPCA will raise approximately 60%-70% of the total funds (PTL, 2019). The strategy that ASPCA will use involves approaching the major donors that have been listed above. The campaign plan committee members and also the chair will approach its main donors and solicit their support. During this phase, ASPCA will provide incentive for instance naming opportunities. After the organization has attained 70% of its goal it will move to public phase (PTL, 2019).

Public Phase Strategy

ASPCA will establish an online fundraising campaign in its website. It will actively promote the campaign using several distribution channels like emails and the most popular social media site including Twitter, Facebook and Instagram (PTL, 2019).

References

ASPCA. (2018). ASPCA Financial Statements. Retrieved from https://www.aspca.org/about-      us/annual-report

ASPCA. (2020). you can help save animals today. Retrieved from https://secure.aspca.org/donate/ps-gn-20200511-p2?ms=MP_PMK_Googlebrand-  T4&initialms=MP_PMK_Googlebrand-            T4&pcode=WPSE9XXGOGN2PK00014&lpcode=WPSE9X

Nolen, S. (2019). ‘We do one thing, and one thing only’. Retrieved from      https://www.avma.org/javma-news/2019-05-01/we-do-one-thing-and-one-thing-only

Ortez, M., Bir, C., Widmar, N. O., & Wolf, C. A. (2020). Perceptions of prominent animal            welfare and veterinary care organizations in the United States. Animals, 10(3), 472. Doi:           10.3390/ani10030472

Paddock, A. (2016). Where does $1 to the ASPCA go? Retrieved from             https://paddockpost.com/2016/02/17/where-does-1-to-the-aspca-go/

Peterborough Town Library. (2019). Library for the future project: Peterborough town library.      Retrieved from https://peterboroughtownlibrary.org/libraryproject/