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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:


 
Planning for success is a six step process
  • 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.
 

 
STEP1: BRAND EQUITY
  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.
 

 
STEP 2: THE “ANIMAL” ISSUE
  • Maricopa County population exploding.
• Animal Issue becoming multi-faceted:
 - Unwanted animals.
 - Cruelty/abuse.
 - Injured/sick.
• Initial lobbying efforts promising.
• Single catalyst, SHOKA’s Law, showed depth of concern:
 - Thousands of calls to Capitol.
 - 14,000 faxes to legislators.
 - Small business outpouring of support.
 

 
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
.
 

 
STEP 4: 50 PERCENT SUPPORT
  • Follow Principles of Donation Pyramid.
• Built short-list targets to achieve 50% of funding needs.
• “Halfway-to-Target” Celebration and Launch.
 

 
STEP 5: BRING THE VISION TO LIFE
  • Contractor and Architect Selection.
• Budgeting and Prioritization.
• Architectural Renderings and Models
• “Core” Team Expansion
 

 
STEP 6: COMMUNITY CONNECTION
  • 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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