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| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Loredana Loy: Walking the walk for BC’s animals
By Michael Howard
September 18, 2008
This month, we profile a rising leader in animal advocacy and revenue development. Loredana Loy, campaign manager for the BC SPCA’s Paws for a Cause program, has revolutionized the society’s annual signature campaign, essentially doubling participant support and fundraising totals in just three years. In a recent interview with CharityVillage, Loy cited team development, resource management, and board/community support as key elements in her success.
CharityVillage: Describe Paws for a Cause.
Loredana Loy: Paws for a Cause is the BC SPCA’s provincial signature campaign and the largest campaign in support of animals in BC. It takes place in 36 communities across the province with a flagship event in Vancouver. It is a fundraising campaign, but at the same time an opportunity for the BC SPCA to educate, promote the mission of the organization, and make a difference in the lives of animals. The campaign also benefits from the involvement of approximately 10,000 supporters, 500 volunteers, numerous sponsors, and media partners province-wide.
CV: What has been your biggest achievement with Paws for a Cause?
LL: Of course the most tangible and transparent achievements are those that I can attach numbers to. In 2005, the campaign raised $450,000. When I took over in 2006, we raised $670,000. In 2007, we raised $830,000. Participation has also more than doubled. In 2005, there were 1,000 individuals and 170 teams registered online. This year, in 2008, we have 2,500 individuals and 500 teams registered online.
But the achievement that I personally consider the most important is the fact that we succeeded in transforming Paws for a Cause into a multidimensional campaign that celebrates all animals - domestic, farm and wild; a campaign that not only raises much needed funds, but also communicates and promotes important educational messages and helps animals in real time.
CV: Name the three improvements you have made that contributed the most to your success.
LL: Number one would be shifting the emphasis and focus of support toward our 36 branches and acknowledging them as the key element essential to the success of this campaign. Offering the campaign coordinators, most of whom are volunteers, the support they need to implement the campaign, and working toward developing a consistent message throughout the 36 campaign locations.
The second would be enhancing the human resources of the program - essentially obtaining more team members.
Third, creating and launching a new dedicated website and developing and enhancing the quality of the campaign’s marketing materials, as well as developing better processes to keep the communication consistent through the 36 locations.
CV: What is the biggest obstacle you face in overseeing an annual province-wide event like this, and how do you overcome it?
LL: The biggest is lack of resources; most importantly, lack of human resources. As I mentioned before, we have 36 locations and most of the campaign coordinators are volunteers, many of whom have their own full-time jobs and who work really hard to coordinate the campaign in their spare time. We developed processes that allow these volunteers to coordinate their local campaigns more efficiently, and gave them access to resources, including a special Paws for a Cause library, on the BC SPCA’s intranet - a forum where they can pose questions, raise issues and congratulate each other. We also hold teleconferences late at night to allow those who work during the day to participate.
CV: Is there one particular aspect of your background that prepared you most for this position?
LL: Before joining the nonprofit sector, I held several executive positions in the business sector. During that time, I fine-tuned the skills that are important to my job, such as strategic planning, budgeting, marketing and project management. I worked for international multimillion-dollar corporations in Europe. The extremely demanding work environments and daily challenges of the corporate world have prepared me for the challenges we face in the nonprofit sector and allowed me to gain a 360-degree perspective over the work of an organization.
CV: What specific skills or experience do you look for in potential members of your team?
LL: First of all, I look for an affinity with our cause. Then I ask myself, do the applicants care about the mission of the organization or is this a job they are just applying for? Once they pass that test, besides the job-specific skills, I look for integrity, creativity, great work ethic, a solid education, and a willingness to make a difference.
CV: What advice would you give the leadership team of a growing nonprofit that wants to plan and launch an annual flagship event?
LL: Invest in resources! Do not expect someone to step in for a few months and produce star results. Campaigns of this magnitude require a long time to develop, as well as dedicated resources. Also, make sure there is support across the board from the organization and its constituents.
CV: Do you have any advice for new graduates seeking a nonprofit career in general, or fundraising/advocacy in particular?
LL: If you’re motivated by the desire to make a difference, or want to help a cause that is special to you, then the nonprofit sector is the right fit for you. Also, this will probably sound like strange advice, but I do believe that a few years in the business sector will help make you a better steward for your chosen cause. It will teach you a lot about how organizations operate, and give you a multidimensional perspective that you can later transfer into the nonprofit world.
Michael Howard is a freelance writer and the author of Alternative Resumes and Alternative Resumes for Teens. For more information, please visit www.alternativeresumes.com or e-mail Michael at alternativeresumes@gmail.com.
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