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Case Study: Arizona Humane Society
K Group assisted the Arizona Humane Society build a new strategy
to double the size of the organization and in the process become
the largest, most respected humane organization in the United
States.
The steps followed in that process follow:
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| Planning
for success is a six step process |
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Understand the value of the Brand.
• Define the nature and scope of the core
strategic issues.
• Develop a sustainable vision and strategic
roadmap.
• Build 50 percent support.
• Bring the vision to life.
• Connect with the community.
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| STEP1:
BRAND EQUITY |
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The
AZ Humane Society had:
•30,000
members.
•Weekly Arizona Republic column.
•Active media presence.
•40 years
of history.
•Established volunteer base.
•Small-dollar “regular” donor
base.
•Animals touched one-in-four Valley
families.
•Issue-based leadership.
•No government funding.
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| STEP
2: THE “ANIMAL” ISSUE |
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Maricopa County population exploding.
• Animal Issue becoming multi-faceted:
- Unwanted
animals.
- Cruelty/abuse.
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Injured/sick.
• Initial lobbying efforts promising.
• Single catalyst, SHOKA’s Law, showed
depth of concern:
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Thousands of calls to Capitol.
- 14,000
faxes to legislators.
- Small business
outpouring of support.
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STEP 3: AN ORGANIZATIONAL
ROADMAP
K Group assisted the Arizona Humane Society to identify
the five core functions needed to achieve its next
growth threshold and develop a new mission
MISSION: To build healthy relationships between
people and animals. |
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| STEP
4: 50 PERCENT SUPPORT |
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Follow Principles of Donation Pyramid.
• Built short-list targets to achieve 50%
of funding needs.
• “Halfway-to-Target” Celebration
and Launch.
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| STEP
5: BRING THE VISION TO LIFE |
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Contractor and Architect Selection.
• Budgeting and Prioritization.
• Architectural Renderings and Models
• “Core” Team Expansion
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| STEP
6: COMMUNITY CONNECTION |
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Neighborhood Outreach and Zoning.
• Core Programs to penetrate relevant communities:
- Key donor programs.
- Member
appeal.
• Arizona Republic reader campaign.
• Marketing Communications Tools.
Plan
Execution
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