Promoting Adoptions

May 13, 2016

With the warmer weather finally arriving, now is the perfect time to get focused on adoption events and promoting adoption of the animals in your animal rescue or shelter.  Animal adoption events are typically the best way to promote adoptions from your shelter or rescue. These types of events paired with a social media marketing campaign and presence are extremely powerful in reaching a broader base of individuals.
Organizing an Adoption Event
The first steps in any successful adoption event are to schedule a goal, date, time, and location.  With this information you can then recruit volunteers and develop committees to focus on the most important aspect of events, including schedule of events, care of the animals involved, marketing, and volunteer schedule.  Each committee and its members can the focus on their section/responsibility to make it the best it can be.
Setting Goals
What is your goal for your non-profit animal shelter or rescue? What is your long-term and short-term goal? Do you have an influx of animals that you need to have adopted out?  Do you need to raise funds for new equipment or a new building? Having this information set it the beginning, gives you a numerical goal to promote and track throughout the event planning and event day.
Date, Time, Location
It may seem like easy information to decide on but often times there is more to consider than what days or times are available on your personal calendar.  It is best to start with two possible dates and times.  Once you have this information, check with local community organizations to see if there are any other events happening that you may be in competition with to decide on a date that offers the best opportunity for participants.  If you have a physical building, you can host your event at home. If you do not have a building, check with local parks or businesses for an opportunity to set up your event in an easy to reach venue.
Committees
Committees help to keep any event running smoothly and are comprised of volunteers from animal shelter or rescue.  Committees allow volunteers to focus on one area of the event and keep the planning organized and efficient.
Promotion
There are multiple ways to advertise your event. You can contact a local radio station for some broadcasting, hang posters, or place an advertisement in the newspaper. The most cost-effective method is usually on social media platforms like Facebook, Twitter, Instagram, and even Snapchat, depending on who your target audience is.  To promote via facebook, you would first start by creating an event on your shelter or rescue page.  From the event you can then invite those that follow your page and encourage them to share and invite their family and friends. Be sure to create a daily post plan to keep potential attendees engaged and excited about what you are offering and promoting at the event.

Promoting Adoptions with No Event
If your animal shelter or rescue is unable to organize or host an event, there is still a great opportunity for you to promote adoptions online.
1. Create a Facebook or Instagram Page. If you do not currently have a page, be sure to create one now.
2. Post pictures of Animals. You can post pictures of animals available for adoption in their current habitat.  Catch them playing, snoozing or cuddling with volunteers.  Be sure to include a summary of the animal’s background and best type of forever home when you post the pictures.
3. Post Videos.  Do you have certain animals that are just made for videos? You know the ones that are always playing around. Catch them live in these moments and share them with your followers who are sure to fall in love as they watch them.
Promoting and increasing adoptions can be accomplished through organized events as well as well as on social media platforms like Facebook and Instagram.  Once you have decided the path to take, be sure to follow these steps to help increase adoptions in your community.

The very first thing that you have to take into consideration when you are formulating a press release is your audience.  For large corporations, the format is going to be quite different than for smaller groups.  The big companies are generally well known, so it doesn’t take much to grab the public’s eye, and for the most part it isn’t necessary for them to have to give the public an overview of the things that they do.

For smaller organizations, it can sometimes be necessary to get some information about the things that you do out to the public within the body of the piece, and not just focus on the specific topic of what the press release is based on.  You have to make sure that people know what it is they are donating their time or money to, because there is such a plethora of smaller organizations, that it can become very overwhelming for the common person to really have a solid idea of what the goals of each one are.

Once you get past that back story, what your organization does on a daily basis, and you move into the press release itself, you want to approach it almost like an advertisement.  It is always going to fall back onto how large and how well known the organization is when you are deciding how to address the target audience, but the absolute best advice is, the smaller the organization, the more personal you want the release to be.  You want to feel like you are selling yourself to the audience, because you are.

When you are reaching out to people about the fundraisers, or pet adoption events that you are hosting, you have to make them feel like they are a part of it before they even arrive.  For most pet parents and possible adopters, animal rescue is more than just a charity, it’s something that strikes them closest to home.  When a person not only believes in the cause, but knows that it is something that has effected them personally, their response to your organization will be much greater.  Your press release should not only educate, it should also welcome the reader in as a friend and an ally to the cause.