Case Study: Alpha Dog Food achieves 81% of new customers via referrals and 8x ROI with Ambassador

How a Brand with a Unique Mission Drives 81% of New Customers via Referrals and Affiliates

Alpha Dog Food is a subscription-based eCommerce brand that partners with charitable organizations and social-service providers (including St. John of God Community Services) to fulfill orders and drive word-of-mouth. The company’s philanthropic model has paid off: 81% of new customers come from referrals and about 50% of those are driven by charitable partners. Founder Royce Reed wanted a way to accurately track and fairly compensate both online and offline referral and affiliate advocates.

Reed implemented Ambassador’s all‑in‑one referral and affiliate platform to run multiple campaigns—paying charities cash, offering recurring discounts to referring customers, and manually managing offline initiatives through a single portal. After two years the program delivered an 8x return on the software investment, strengthened customer relationships, and enabled Alpha Dog Food to better reward and grow its network of ambassadors.

Alpha Dog Food

Royce Reed

Director & Owner