Everyone has at least one thing they’re good at. Some people are lucky enough to have that thing be something others are willing to pay a lot of money; e.g. a baseball pitcher consistently throwing a ball really fast and straight. Others are not so lucky (e.g. my friend’s a great whistler, but has made no money at it and constantly annoys his wife with his “gift”).
Sid the Pom, as in Pomeranian, really only knows one trick – he can wave “hello” with both his paws together when you pick him up and hold him out towards people. Its only one trick, but it’s a winner. Add to that he looks like the cutest furry toy you’ve ever seen, is people friendly, and loves attention, and you have the perfect wing man if you’re looking to meet someone, or in this case, the perfect mascot to help your animal-based nonprofit raise lots of money!
New Leash on Life is a client of ours that “saves the lives of at-risk shelter dogs by training prison inmates to care for, and socialize them to enhance their adoptability. Inmates attend workshops on life skills and job readiness, and many receive opportunities for paid internships in the animal care field when they are paroled.”
On Sunday, December 18, Bloomingdale’s department store at the King of Prussia Mall near Philadelphia invited New Leash to set up a booth at one of their entrances. All shoppers had to do was show New Leash their Bloomingdale’s receipt so they could take a picture, and the department store would donate 10% of their purchase to New Leash. The customer didn’t have to donate at all.
The trick was to get people to stop. Enter Sid! Emily Patz, who got to work closely with New Leash on a SofterWare customer profile, videos, and new e-book 7 Ways You Can Start Growing Your Nonprofit Today!, volunteered to bring her ham of a dog to lure folks over. Boy, did it work! In the course of just 2 hours, hundreds of people stopped, hugged, kissed, tried to adopt, and smothered Sid with affection. There was even a photo booth so people could get their picture taken.
All-in-all, it was a big success! New Leash received lots of money and exposure. Bloomingdales showed their generosity and compassion to their customers. And Sid the Pom got to help his fellow canines, and in turn, became a star!