A Complex Problem - A Collaborative Strategy
Our approach seeks to redefine the training culture, from “disposable” to “multi-career”. This change allows a horse to have an increased chance of success in their racing career along with increasing the likelihood of a second career. By rescue organizations redefining themselves as solution-based, a “collaborative culture” can exist between thoroughbred racing and thoroughbred rescue. With show trainers viewing thoroughbreds as easier to retrain and more athletic than other breeds, there will be an increase in demand for thoroughbreds. We will also partner with industry members to develop a realistic plan for change that will create a "New Era" in thoroughbred racing.
Education & Marketing – Programs with "Poster Horses" and "Horse Stories" Approach
Our services will be designed around an awareness, education and change format. Each of these areas will have an associated key program designed around a "poster horse" or a series of "horse stories". For example, a rescue horse named Highgunner will be the “poster horse” for the “Unwanted Thoroughbreds”. A horse named Smudge will be featured as one of many "story horses" for the Empowerment program.
Our services will be designed around an awareness, education and change format. Each of these areas will have an associated key program designed around a "poster horse" or a series of "horse stories". For example, a rescue horse named Highgunner will be the “poster horse” for the “Unwanted Thoroughbreds”. A horse named Smudge will be featured as one of many "story horses" for the Empowerment program.
As our database of "wanted" horses grows, it will become evident that many thoroughbred horses have relevant roles in society as show horses, companions, therapy horses, etc. If you increase relevancy, you increase demand and change perception. For example, a previous TEF rescue is now a children’s therapy horse. This approach fulfills one of TEF's educational goals: showing people how redirecting the spirit of thoroughbreds can make them relevant in society.
Fundraising – Audience and Legacy Approach
Using our programs with the “poster horses” approach, we will provide our varied audience with multiple areas of interest to donate to, or multiple horses to sponsor. Another key component to our fundraising will be focused on the sustainability of the organization. The key to long term survival is to have core costs covered by a reliable revenue source. Legacy donations will be set aside in an investment pool with the interest from the donations being applied to the core costs of the organization. The ultimate goal is to have general donations grow the organization and legacy investments sustain the organization.
Credentials – Outreach Approach
In any organization, credentials establish credibility within the circle you are trying to reach . Since we are dealing with an audience with variable backgrounds and perspectives, credibility comes from our ever expanding circle of experts involved with the project. Due to the broad-based credentials of the board, we are able to attract the inner core of dedicated individuals that are be required for success.
Cyberspace - Simple, Flexible, and Dynamic Approach
This information is being disseminated primarily through a dynamic content approach, creating a focus on "conversation" not details. We want to allocate our limited time and finances, first to refining our message, with the understanding that the next stage will be improving upon design and providing more details. To quote our web consultant, "start simple and update often." A website with a lot of details tends to "lose the message" for most people since you only have 5 seconds to get people interested, a website with a lot of details tends to loose the message.
Other platforms, such as Facebook and Twitter are a key component in our strategy. Facebook will allow us to reach out to a very large, socially conscious audience and Twitter can be used to inform a loyal following.
Other platforms, such as Facebook and Twitter are a key component in our strategy. Facebook will allow us to reach out to a very large, socially conscious audience and Twitter can be used to inform a loyal following.
Contact us at info@thoroughbreded.org
Thoroughbred Camp is a collaborative educational program involving the Thoroughbred Educational Foundation, Inc. and the equine industry.
Copyright © 2011, Thoroughbred Education Foundation, Inc.
