logo
    • Magazine
    • Membership
    • Donate
  • Racial Justice
  • Economic Justice
    • Collections
  • Climate Justice
  • Health Justice
  • Leadership
  • CONTENT TYPES
  • Subscribe
  • Webinars
    • Upcoming Webinars
    • Complimentary Webinars
    • Premium On-Demand Webinars
  • Membership
  • Submissions

Charity Drive for Pit Bulls Grabs TV Viewers’ Hearts

Bruce S Trachtenberg
December 3, 2010
Share
Tweet
Share
Email
Print

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

Share
Tweet
Share
Email
Print

Become a member

Support independent journalism and knowledge creation for civil society. Become a member of Nonprofit Quarterly.

Members receive unlimited access to our archived and upcoming digital content. NPQ is the leading journal in the nonprofit sector written by social change experts. Gain access to our exclusive library of online courses led by thought leaders and educators providing contextualized information to help nonprofit practitioners make sense of changing conditions and improve infra-structure in their organizations.

Join Today
logo logo logo logo logo
See comments

Spring-2023-sidebar-subscribe
You might also like
5 Land Defense Protests Around the World
Iris Crawford
Turning Toward EV Frontline Communities
Katherine Leah Pace
Muslim Women Are Reclaiming The Narrative
Anmol Irfan
How Policy Is Building a Social Economy in South Korea
Minsun Ji
Nonprofits and Movements: How Do the Two Relate?
Steve Dubb
Human-Centered Design for Behavioral Health
Sonia Sarkar

NPQ Webinars

April 27th, 2 pm ET

Liberatory Decision-Making

How to Facilitate and Engage in Healthy Decision-making Processes

Register Now
You might also like
AOC’s “Tax the Rich” Dress Dazzles Met Gala, while...
Anastasia Reesa Tomkin
Foundation Giving Numbers for 2020 Show 15 Percent Increase
Steve Dubb
Strike MoMA Imagines Art Museums without Billionaires
Tessa Crisman

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.

NPQ-Spring-2023-cover

Independent & in your mailbox.

Subscribe today and get a full year of NPQ for just $59.

subscribe
  • About
  • Contact
  • Advertise
  • Copyright
  • Careers

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.