The DSPCA is launching several innovative business models to fund its core mission of helping mistreated and injured animals, writes Caroline Madden.
The raison d'etre of businesses, in general, is to generate a profit. An exception is those companies in the charitable or not-for-profit sector. But, although maximising profits may not be the primary aim of such organisations, they still have to generate enough revenue to stay afloat, just like every other business.
Most not-for-profit organisations depend on donations and Government grants to fund their activities.
The unreliable nature of these income streams makes it almost impossible to plan for the long term. How can you decide how many paid staff to take on, for example, or whether to expand your operation if you don't know how much funding you'll receive next year?
Lori Davis, who joined the Dublin Society for the Prevention of Cruelty to Animals (DSPCA) earlier this year as head of fundraising, explains why charitable organisations often struggle when it comes to funding: "In my opinion, the greatest mistake of not-for-profits is developing what I call 'poverty consciousness'. Rather than focusing on their impact and their social cause, they focus on lack of funding and resources.
"Rather than thinking big and funding a vision, they stick out their tin cups asking 'alms for the poor'. And that's what they get."
Davis quotes funding guru Tom Suddes: "If you don't know what you'll do with €1 million, you won't get €1 million."
She says that, in the past, the DSPCA was making the "classic mistake" of not asking for enough money to fund their big vision.
Not any more though. The DSPCA recently announced a highly ambitious €2 million investment plan, Vision 2009, which if delivered will mean the group will become self-sufficient and will no longer be reliant on Government funding.
Vision 2009 will see the DSPCA launch several innovative business models to fund its core mission of helping mistreated and injured animals in Dublin.
One strand is to capitalise on a captive market of pet owners who visit or adopt from the DSPCA's animal shelter in Rathfarnham each year, by building boarding facilities for cats and dogs.
At just 50 per cent capacity, the boarding facility will generate enough revenue to fund 17 per cent of the organisation's total annual operating costs.
A low-cost public veterinary clinic will also be opened, and it is hoped that 20 per cent of visitors and adopters will be converted into customers.
In response to a reduction in the number of public places that dog owners can walk their pets off-lead, and the massive growth of residential developments that lack space for dogs to exercise and socialise, the DSPCA plans to open Ireland's first off-leash dog park at its Rathfarnham grounds. A low monthly membership fee will be charged.
As part of Vision 2009, the society has already set up an online pet store on www.dspca.ie with the aim of becoming the largest online pet accessory supplier in Ireland. Any animal welfare organisation in the country that agrees to integrate the DSPCA pet store into their own website will earn a percentage of all sales driven through their site, providing them with a new source of revenue at no cost.
Vision 2009 will be partly funded through major gifts and monthly membership subscriptions. The DSPCA has also requested a capital investment of €835,000 from the Department of Agriculture, 10 times more than the funding given to the society in previous years.
"If they make this investment, we would not need to ask the Government for funding ever again," says Jimmy Cahill, general manager of the DSPCA.
The DSPCA has also begun tapping into the growing trend in the corporate world to give something back to the community via corporate social responsibility (CSR) initiatives. Nestlé Purina PetCare Ireland is already a major sponsor, providing food for the cats and dogs in the shelter, and sponsoring various fundraising events.
"Everyone at Purina PetCare is passionate about the welfare of pets, and our partnership with the DSPCA is a natural extension of this value," says Grant McKenzie, country manager of Nestlé Purina PetCare Ireland.
MBNA also makes a significant contribution through its DSPCA charity credit card. The society earns a percentage of every euro spent by more than 1,200 cardholders. Meanwhile, Symantec makes a contribution of $1,000 (€674) for every one of its employees who volunteers 25 hours with the shelter.
Other organisations such as Bank of Ireland, Google, Starbucks, Dell and Goldman Sachs have worked with the organisation through volunteer programmes or corporate giving.
"Large multinational companies like Purina, MBNA and Symantec can leverage their brands, market share and employees to transform the social sector and create huge impact, while at the same time further enhance their own brand," says Davis.
