logo logo
Donate
    • Membership
    • Donate
  • Social Justice
    • Racial Justice
    • Climate Justice
    • Disability Justice
    • Economic Justice
    • Health Justice
    • Immigration
    • LGBTQ+
  • Civic News
  • Nonprofit Leadership
    • Board Governance
    • Equity-Centered Management
    • Finances
    • Fundraising
    • Human Resources
    • Organizational Culture
    • Philanthropy
    • Power Dynamics
    • Strategic Planning
    • Technology
  • CONTENT TYPES
  • Leading Edge Membership
  • Newsletters
  • Webinars

Charity Drive for Pit Bulls Grabs TV Viewers’ Hearts

Bruce S Trachtenberg
December 3, 2010

December 2, 2010; Source: Washington Post | With marketers on the prowl for new customers and nonprofits open to just about any idea to help dig up scarce resources, there’s no telling what kind of schemes people will think up to make money and do good at the same time. A recent example was a promise from the cable television network Animal Planet to donate 10 cents for every viewer—up to 500,000, or $50,000 maximum—who tuned in to the November 27 episode of “Pit Bulls & Parolees.”

According to the Washington Post, the show “follows Tia Torres, the founder and director of the Los Angeles area’s Villalobos Rescue Center for unwanted pit bulls that’s run by parolees.” Television shows that air the weekend following Thanksgiving tend to suffer significant dips, but thanks to this special effort, which was promoted over the network as well as via Facebook and Twitter, Pit Bills drew some 1 million viewers, or 54 percent more than its average audience to date this year. That’s also 60 percent better than last year after Thanksgiving, when the show was on the air for its first season.

Sign up for our free newsletters

Subscribe to NPQ's newsletters to have our top stories delivered directly to your inbox.

By signing up, you agree to our privacy policy and terms of use, and to receive messages from NPQ and our partners.

Because Pit Bulls more than met its numbers for the promotion, the network is donating the full $50,000 to the nonprofit Villalobos Rescue Center. The Washington Post says that’s enough to cover three months of operating costs. At the same time, the Post notes that’s “chump change” for what it would cost Animal Planet for a more typical campaign to boost viewership. “We’re using the passion base,” said Marjorie Kaplan, Animal Planet’s president and general manager. The same people who care about what she’s (Tia) doing will come to watch the show in a way that is far less expensive than trying to go out and reach them through traditional marketing efforts.”—Bruce Trachtenberg

Our Voices Are Our Power.

Journalism, nonprofits, and multiracial democracy are under attack. At NPQ, we fight back by sharing stories and essential insights from nonprofit leaders and workers—and we pay every contributor.

Can you help us protect nonprofit voices?

Your support keeps truth alive when it matters most.
Every single dollar makes a difference.

Donate now
logo logo logo logo logo
See comments

You might also like
As Global Climate and Refugee Crises Accelerate, a Call for Humanity
Angely Mercado
How Nonprofits and Activists Can Oppose Trump’s “Big Beautiful Bill”
Matthew Rozsa
“Unrig the Game”: Learning from Women of Color in Leadership and Social Movements
Holly Jonas
For Black Maternal Health, We Need Justice and Equity: A Conversation with Angela Doyinsola Aina
Rebekah Barber
A Group of Black Girls Commemorates Juneteenth by Walking in Harriet Tubman’s Footsteps
Rebekah Barber
In California’s Largest Landback Deal, the Yurok Tribe Reclaims Sacred Land Around Klamath River
Anita Hofschneider, Grist

Upcoming Webinars

Group Created with Sketch.
June 26th, 2:00 pm ET

From Performance Management to Mutual Commitment

Fostering a Culture of Joyful Accountability

Register
Group Created with Sketch.
July 24th, 2:00 pm ET

Organizing in Divided Times

The Relational Infrastructure We Need to Protect Democracy

Register

    
You might also like
A group of about two dozen students, many wearing blue shirts, walk in the rain in front of the US House of Representatives.
How Nonprofits and Activists Can Oppose Trump’s “Big...
Matthew Rozsa
Conservatives Attack Nonprofits on Capitol Hill
Isaiah Thompson
Glass-paneled exterior of the Microsoft building.
Microsoft Axes Free 365 Software for Nonprofits
Isaiah Thompson

Like what you see?

Subscribe to the NPQ newsletter to have our top stories delivered directly to your inbox.

See our newsletters

By signing up, you agree to our privacy policy and terms of use, and to receive messages from NPQ and our partners.

  • About
  • Advertise
  • Careers
  • Contact
  • Copyright
  • Donate
  • Editorial Policy
  • Funders
  • Submissions

We are using cookies to give you the best experience on our website.

 

Non Profit News | Nonprofit Quarterly
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.

If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.