The cats are at it again.

March 14, 2013

Many folks last year were asking, “Who is Cat Depot?” as they took the Leaderboard by storm in the 36-Hour Giving Challenge.

This year there were a few new nonprofit kids on the block that left many eyebrows raised, as folks wondered how they achieved high numbers of donations, dollars, and team involvement. We love the hype surrounding organizations that many people had never heard of previously.

Today we wanted to focus on Cat Depot again because its ideas are those you can incorporate into any nonprofit marketing plan–especially if an anniversary is around the corner.

Harvesting the Power of Ten, Cat Depot took to the digital waves to drive home its Ten-Year Anniversary. Ten techniques were used with a goal of netting $100K for homeless, injured and abandoned cats and kittens:

  1. $10,000 in matching private donor funds for the first $10,000 donated.
  2. Clear Channel Radio announcements with Ten Reasons To Give (donor funded).
  3. Twitter/Facebook- Save A Life and Pass It On Campaign.
  4. Pinterest – Challenge Board and Top Ten Reasons to Support Cat Depot.
  5. Website – Ten Reasons to Help us Raise $100K, Follow the Leaderboard, a Smilebox.
  6. Mail out flyer to 10,000 followers.
  7. Flyers posted at veterinarian offices, pet stores, doctors’ offices, Cat Depot, libraries.
  8. TV Comcast, PSA announcement To Save A Life (donor funded).
  9. Press release and print ads announcing Ten Reasons To Give.
  10. Open House at Cat Depot, tour of new Cat Depot Emergency Response Rescue Trailer, meet & greet with CDERT members (Cat Depot Emergency Response Team).

Here’s what we want you to know about this campaign:

  • It was well-integrated and creative, but simple. The messaging was clear and straightforward.
  • Cat Depot was a big player again this year because, once again, they worked really hard to make it happen.
  • Any organization can easily replicate elements of this campaign (even if on a different scale) and use them for fundraising or awareness.

Well done, Cat Depot.


-Susie Bowie
Community Foundation of Sarasota County


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