"The 2018 tax time gift matching campaign achieved a record-breaking return on investment of 2,946% (raising almost $360,000).
... the annual revenue rose from $380,000 to $1.4 million, while PetRescue's monthly giving program grew from 298 to almost 1,500 donors."
*Source: Internal document from PetRescue
PetRescue had a massive windfall for their 2018 'Tax Time' fundraiser, with $360,000 entering their coffers. But the truly staggering thing? They achieved it using the story of a pet who wasn't adopted through their website at all.
Luna was the case-study dog for the fundraiser. PetRescue paid nothing towards the care of Luna. They did not consult the rescue group who cared for her to ask whether they were ok with them using her as a fundraising ambassador, with all funds being banked to PetRescue.
PetRescue had never even met this dog. Yet they used her as a national fundraising centrepiece... and made hundreds of thousands of dollars for themselves.
When the rescue group complained about their treatment, PetRescue doubled-down and told the rescue that PetRescue was equally important to the process of this adoption, as the rescue group was.
"... Noeleen reached out to PetRescue to thank us personally for helping her find Luna. We chose to publish her lovely story because it beautifully illustrates the value that PetRescue brings to every human who needs to make their lives feel whole again...."
The rescue group rescues the pet, saves the pet, treats the pet, cares for the pet, and then rallies like crazy to find the pet a home. Sometimes PetRescue gets a whiff of involvement and then they work to turn this into a financial return for themselves.
And it works. To the tune of $360,000.