A Beloved Tradition Elevated Through Technology

For years, the Forsyth Humane Society (FHS) has rallied Winston-Salem’s animal lovers with community-driven events that bring people and pets together. Among their most popular traditions is the Paw Crawl, a series of bar visits designed to celebrate local businesses while raising funds for animals in need.

In 2025, FHS decided to evolve the Paw Crawl experience. They partnered with Proxi Passport Events to introduce gamification, interactive mapping, and data tracking. The result was a refreshed version of the event that not only drew participants but also gave partner businesses measurable benefits.

“It’s actually something that we had done in the past,” explained Debbie Combs, Community Events & Development at Forsyth Humane Society, “but having the additional feature of being able to map it out and gamify the event was very appealing. We thought it would attract a larger crowd and bring it to the next level.”

What Is the Paw Crawl?

The 2025 Paw Crawl unfolded over eight months, with a different local brewery or market hosting each month. Attendees, many bringing their dogs along, could check in through the Proxi Passport system, log their participation, and unlock rewards.

Debbie described it simply:

“It is an eight-month series of various bar visits once a month where animal lovers congregate and celebrate Forsyth Humane and support our animals.”

All participating businesses were dog friendly, creating a festive environment for both people and pets. The breweries benefited from sponsorship visibility and increased foot traffic, while FHS benefited from steady awareness and donations throughout the year.

A Strong Foundation: Marketing Meets Innovation

FHS approached the 2025 Paw Crawl with a clear strategy: amplify their already powerful marketing channels with Proxi’s digital passport technology. With 50,000 social media followers and an email list reaching 30,000 subscribers weekly, the organization had a strong platform to build from.

Debbie explained the rhythm of their promotions:

“For Paw Crawl, the idea behind this was to give each bar their spotlight during the month. Two weeks out, we would do our initial post announcing the Paw Crawl and reminding people to register for the Passport challenge. Then, the week of, we’d push story posts and reminders. Each stop got its own moment to shine, and we tied it all into our email newsletters, which reach 30,000 people every week.”

This thoughtful mix of social and email kept the event top of mind for existing supporters while introducing new participants to the challenge format.

Community Engagement: Participation and Playfulness

The results spoke for themselves. A total of 111 participants joined the Paw Crawl challenge, logging 169 check-ins across eight local businesses. The average participant checked in nearly once per stop, while the most enthusiastic attendee, affectionately known as Ruby’s Auntie, completed eight check-ins.

At the business level, JuggHeads Brewing stood out as the most popular venue, hosting 46 check-ins. For breweries, this meant not just packed taprooms but also the ability to see data proving new customers were visiting for the first time.

“Participation has been huge,” said Debbie. “And just being able to know who’s participating was huge. We were clueless before. Now we can show the bars tangible results. For example, if someone had to look up directions, that proves they were a new visitor. That’s powerful data we’ve never had before.”

The addition of gamification made participation fun. From unlocking rewards to seeing their pets’ names pop up in the system, attendees leaned into the playful side of the challenge.

“People like to get into the game of it,” Debbie added. “It’s boosted participation and made the whole event more interactive.”

Business Impact: Proof in the Data

For Forsyth Humane Society, one of the greatest values of using Passport Events was the ability to quantify impact for partner businesses. In previous years, they relied on anecdotes to reassure breweries that the event was driving traffic. In 2025, they had the numbers.

“Being able to show the bars tangible results has been one of the most valuable things,” Debbie explained. “They can actually see how many people came in, when they checked in, and even whether they were new customers. That makes the partnership stronger and sets us up for even more success next year.”

This transparency means that when FHS approaches businesses in 2026, they can present a clear ROI story: participation numbers, engagement data, and concrete evidence that the Paw Crawl benefits all parties involved.

Participant Experience: Positive and Growing

Feedback from attendees has been overwhelmingly positive. Aside from a small hiccup early in the year that was quickly resolved, participants expressed excitement that the Passport system made the event easy to navigate and fun to repeat month after month.

“Ever since we resolved that hiccup, they’re super happy that we’re doing it again,” Debbie said. “And what’s great is that next time, people will already be familiar with how it works. When they see another Forsyth Humane event using Proxi, they’ll know exactly what to do.”

That familiarity will also carry over into upcoming events like Sip for Paws, ensuring each new fundraiser builds momentum from the last.

Keys to Success: Marketing, Community, and Proxi

When asked what advice she would give to other nonprofits considering Passport Events, Debbie was quick to point out that technology alone is not enough.

“You’ve got to pair Proxi with a great marketing campaign. You can’t have one without the other,” she explained. “We’ve been around for 85 years and have a huge database and social media following. That helps, but it’s also about community support. Most of the Paw Crawl locations wanted to partner with us. It was an easy ask.”

That combination of strong community relationships, a loyal supporter base, and the gamification that Proxi provides formed the recipe for Paw Crawl’s success.

Looking Ahead: More Growth on the Horizon

FHS is already planning how to make next year’s Paw Crawl even stronger. With Proxi’s evolving tools, they will be able to offer participating businesses even more: detailed reporting, messaging to participants who checked in, and expanded sponsorship opportunities.

“Next year, those businesses are going to be able to message the people who checked in at their place of business,” Debbie said. “Just think what it’s going to be once we start it again with that added functionality.”

For Forsyth Humane Society, Passport Events have transformed the Paw Crawl into more than a fundraiser. It has become a community-wide experience that connects people, pets, and businesses with measurable benefits for all involved.

A Blueprint for Nonprofit Success

The 2025 Paw Crawl demonstrates how nonprofits can use Passport Events to elevate their community activations. For FHS, the event drove participation from over 100 animal lovers, delivered 169 check-ins across eight businesses, and provided actionable data that strengthened partnerships.

Debbie summed it up best:

“Connecting your people with Proxi through marketing is just the equation to success to get it done.”

By blending tradition with innovation, Forsyth Humane Society showed how technology can deepen community engagement, create lasting value for local businesses, and ultimately support the mission of caring for animals.

👉 Schedule a demo to learn how Proxi Passport Events can power your community’s next big idea.

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