If you're part of a dog rescue, you know that finding the money is almost harder than dealing with the uncaring people who abuse or abandon dogs.
Making sure that every one of your rescued dogs has food, shelter, and medical care is a top priority. Spay and neuter alone can run up to $100 per dog - and you know you have to do it if you want to be part of the solution.
So, what to do? The first thing you should do is get the paperwork done and apply for non-profit status with the IRS. Look on their website for the application for a 501c3 status.
Getting this status is important for two reasons:
You'll be elligible for grants
You'll attract more and bigger donations
Why? Because the people who give large chunks of money to dog rescue - including the large foundations who award grants - want to deduct the donation from their income taxes. If you don't have non-profit status, they can't.
Getting this status takes a while, so in the meantime, you'll need to be creative.
A regular newsletter outlining your success - and asking for help.
Regular fund-raising letters sent to your past supporters and all who have adopted from you
Press releases showing your good work and reminding the public that you need their help.
Building a great website where people can learn all about your organization. (Include a donate button!)
If you scour your community you may be able to find a fundraising copywriter who will donate his or her time to write for you - at least part of the time. I donate fund raising letters and newsletters to two animal rescues and offer reduced rates to all animal rescues. All you have to do is find someone as interested in your cause as you are!
Your web site can be a source of funding...
You know how much time people spend on the internet - you're here right now! So make sure your website tells your story in a manner that makes potential donors anxious to support you. Forget the flash and animated graphics - they only slow down loading and make people click away before they see your value.
Instead, concentrate on the message - the results you're getting for the animals, and invite other animal lovers to join you in that success. Include photos of rescued dogs with their happy new families - and of course include photos of those in need of homes, along with well-written descriptions of each dog and his or her unique personality.
If you need to write some letters on your own.
Here's how to write them effectively...
The first thing to remember is you have to give something to get something. Most people write a fund raising letter just based on their own needs, and forget that the person reading your letter has to feel like they will get something for giving to you. But the "something" they need isn't measured in dollars and cents.
People give for many reasons. When it comes to animals one of the major reasons is love - love of animals. But there are more reasons.
Correcting social injustice
Making a statement about their beliefs
Easing guilt for a past transgression
Easing guilt because they have no time to help "hands-on"
Teaching their children generosity
To feel like they're a part of something good
And sometimes, just because you asked and they have it to give
Your letter must somehow show them that giving to you will satisfy one or more of those reasons. Give them satisfaction.
Another thing to remember is to show them how their money will help. Don't just say "We have 37 dogs and need money to take care of them." Instead, begin your letter with the story of a dog who was rescued from a horrible situation and is now in a loving home. Show them the positive results that money brings. Remind them that these are well-behaved, loving dogs who deserve good homes.
Show your potential donors that you are merely helping them help the dogs - and avoid talking about how "you" need money. The letter is about them, not about you.
And do set aside plenty of time to fashion your letters. One good letter requires at least 3 or 4 hours, so don't try to do it in 15 minutes.
Before you begin, think about a typical donor - one you know well enough to pretend you're writing directly to her (or him). Get a firm picture of that person in your mind and then start telling your story. Don't edit as you write. Write in a conversational tone, and remember to ask for the donation. Forgetting to come right out and ask is one of the biggest mistakes that novice fund-raisers make.
After you finish, set the letter aside for several hours, or even overnight. Then come back and edit, being careful not to get so proper that you destroy the conversational tone. In letters, proper equals boring, and nobody wants to (or will) read a boring letter.
If you really can't stand writing and can't find a fundraising copywriter in your community, visit me at www.marte-cliff.com. I'll be glad to offer advice and help tune up a letter you've written. Or, I can write the letter for you.
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