Norfolk SPCA leverages data-driven strategy
to tailor appeals on behalf of companion animals

Established in 1892, the Norfolk SPCA treats, rehabilitates, and finds forever
homes for household companion animals throughout the Hampton Roads
region of Virginia, and operates two veterinary clinics open to the public.
One of the nation’s oldest animal welfare organizations, the Norfolk
SPCA advocates for animals, offers educational programs, and supports
partnerships with other shelters and animal control agencies.

The Norfolk SPCA relies solely on support from compassionate individuals,
local businesses, and other organizations. The organization leverages
Blackbaud Raiser’s Edge NXT, the leading software for nonprofit fundraising,
to manage its 18,000+ constituent records, drive increased responses for
appeals, and engage existing and prospective supporters.

New to the software when she joined Norfolk SPCA, Donor Relations
Manager Cara Olsen took advantage of the Blackbaud product fundamentals
courses provided by Blackbaud University. “With the BlackbaudU Campus
courses, I was able to create a policy and procedures manual to follow,” Olsen
said. “As we grow, new staff will have something to follow, and it ensures all
the information within Raiser’s Edge NXT is uniform.

Making the Most of Events

Raiser’s Edge NXT offers organizations giving insights and guidance to help
them find their best prospects with the highest capacity and propensity
to give. “We’re a very data-driven organization, and Raiser’s Edge NXT
complements our need to develop specific criteria to build a list of
prospective donors for each appeal,” Olsen said. “It helps keep me organized,
and I know which donor to target for any type of ask, whether it’s a direct
ask by an SPCA employee or board member, a direct mail appeal, an event
sponsorship or another type of opportunity.”

Raiser’s Edge NXT is equipped with event management and follow-up tools to
help organizations turn event attendees into supporters. Witches & Whiskers
in October is the Norfolk SPCA’S largest annual fundraising event, with nearly
150 returning guests who attend year after year and always give at the event.
The SPCA relies on table sponsors to bring additional guests who may turn
into donors outside of the event. Since the first annual event in 2017, the
SPCA has captured information for more than 155 Witches & Whiskers guests
to incorporate in subsequent appeals.

With Raiser’s Edge NXT, Norfolk SPCA has a complete view of each
constituent’s interaction with the organization and can use this information
to better steward donors. This past March, the team hosted a luncheon for
the 52 legacy donors who have put the Norfolk SPCA in their wills.
“During the luncheon, we provided updates about a newly established fund
that focuses on the mental and physical well-being of our shelter animals,”
Olsen said. “One member who typically donates annually found this new
fund fascinating and donated a big gift of $5,000 and then pledged another
$5,000 that the donor is going to fundraise from other people.”

Turning Adopters into Donors

Norfolk SPCA rehomes an average of 1,500 to 1,700 animals in their region
every year. A common misconception is that city SPCAs are associated
together or are a part of a national SPCA, but they are not. In fact, Norfolk
SPCA depends heavily on community support to fund their daily operations.
“We always do our best to engage with adopters and turn them in to donors
because they don’t realize we’re a nonprofit,” Olsen said. “Raiser’s Edge
NXT gives us the tools needed to have a better chance at converting these
adopters into donors.”

With the right fundraising software and staff in place, the Norfolk SPCA
can more confidently work toward its mission to reduce the need in its
community for the sheltering of companion animals. It currently has an
average of 115 corporations and organizations that donate annually and
is looking to increase this number. “To help do so, we hired a community
outreach coordinator last year, and with Raiser’s Edge NXT, I’m confident
they will be able to,” Olsen said.