What Is The Value of One Adopter's Email Address? |
The marketing power of cyberspace has become more and more important over the years.
Over $102 billion was spent online in 2006 on US sites. In 2005, the average American checked email 5 times a day; 60% did so while on vacation and 25% could not go without it for more than 3 days. With the explosion of PDAs, those figures are higher today. |
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"Capturing emails during the adoption process is of utmost importance to our adopters and our organization."
- James Bias, President of The SPCA of Texas
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How Do These Figures Affect Your Organization?
- Fund Raising
As animal welfare organizations continue to seek new donors, the internet offers new and untapped sources of fund-raising options. Capturing accurate email information is KEY to the success of these initiatives.
Adopters are a significant source of the donor pool for animal welfare organizations. Accurate email provides a free and reliable way of contacting potential donors. Based on online contributions to non-profit agencies in 2005, each email address was valued at $1.78 per campaign and $43.47 per year for reoccurring contributions. Generally, online contributions were 25% higher than offline contributions.
- Accurate information - helps get lost pets home
A microchip can only help get a lost pet home if the pet owner's accurate information is registered and kept up to date. Each year, 18% of Americans will relocate to a new address and phone number, what usually remains constant is their e-mail address. When these clients don’t update their information in the 24PetWatch database, email is often the “life-saver” providing another way of contacting the owners.
- An e-mail increases the chances of pets being insured – helps pet owners afford best healthcare options
Adding an e-mail address to your adopters' contact information also increases the chance of converting that adopter’s gift policy into a long-term insurance policy. Adopter records which have accurate email information have a 23% higher chance of becoming core policy holders. Other than the obvious benefit of increasing care options when the pet becomes sick, decreasing incidence of financial euthanasia and decreasing the number of pet surrenders due to health reasons – maximizing the number of adopters which purchase a core policy will ensure that Pethealth Services can continue to reinvest in animal welfare organizations like yours.
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It is no wonder that an increasing number of shelters are placing more emphasis on getting email info. Recently James Bias, President of The SPCA of Texas wrote:
"Capturing emails during the adoption process is of utmost importance to our adopters and our organization. Capturing such essential information allows us to follow up on all adoptions with content-driven support in email format describing all of the many programs and services that come with an adoption from our organization, and also makes it possible for us to add those individuals to our network of constituents. Because we are able to remind our adopters about adoption premiums we and our partners offer--such as pet health insurance, microchip registration, a 10-day health guarantee and a free physical exam within 10 days of adoption--at an additional touch point, we have seen a substantial increase in brand buy-in and subsequent personal involvement of our constituents."
PetPoint users can easily export email addresses for persons in their database via the Extended format reports. These reports can generate lists of person information in Excel, including their email addresses, which can be imported into another program or be used as a mail-merge source for many word processing applications. The Extended format reports are available for person records by associations assigned to them, by items they have paid (including donations), and by animals they have brought in or taken home from your organization.
To date Pethealth, through its ShelterCare and PetPoint programs has contributed over $11 million dollars to the animal welfare sector.
We look forward to continuing to support the animal welfare sector in partnership with you.
The Pethealth Family
*Reference AOL®, ComScore, and Blackbaud.com |
