Animals – dogs, cats, rabbits, and horses – are taken in by animal shelters and rescues every day. Often times they come from unfortunate situations. Sometimes they come from amazing homes and families but uncontrollable circumstances arise forcing the family to give the animal up. No matter what their history consists of – they are sure to find comfort and safety in the shelter or rescue. Animal shelters and rescues work hard to find forever homes for these animals. One of the keys to raising awareness and interest in the animals available for adoption is successful marketing.

Marketing
Animal shelters and rescues utilize several marketing strategies to increase organization awareness and capture the attention of potential adopters. Common methods used by successful animal shelters and rescues include:

  • Adoption events
  • Online advertisements
  • Social media posts
  • Fundraisers
  • Open house events
  • Website page highlighting the animals

Getting potential adopters in the door (or on your website) is the first step in any of these techniques. How do you spark their interest? How do you make them fall in love and want to adopt one of your animals? The secret is writing a profile or bio about the animal they can’t ignore.

A bio they can’t refuse
You might not consider yourself a creative writer, but you need to. Utilize these five techniques to write create animal bios that work.

  1. Pull at their heart strings. Grabbing their attention starts with their hearts. In the first few sentences focus on those feelings. When you look at the animal – what do you see in their eyes or facial expression? Excitement, desire for a home, seriousness? Talk about that in your opening remarks. Use this example to guide you: “Roxy is looking for an energetic, fun-loving active family.” Or “Max needs a calm and peaceful home to spend his days relaxing.”
  2. Be honest. Honesty is vital. Make sure your description truly meets the needs of the animal and attracts the right family by telling them the truth.
  3. List the facts (even the negative ones). List facts about the animal – weight, color, and breed. Provide a history including where they came from, likes, needs, and dislikes.
  4. Include a call to action. Tell the potential adopter what steps to take next. Contact your animal shelter, talk to a volunteer, or fill out a volunteer application. They need to know what their next step is and are more likely to take action in the moment.
  5. Include a photo. Always include a photo of the animal – especially if you are listing the bio on the Internet. Pictures provide readers with a “face” and increase their desire to want to meet the animal in person.  Online posts with pictures are more likely to be read and shared by followers. The more individuals that see available animals – the better chance they have of being adopted.

Boost your marketing efforts with better animal bios and profiles. Make it impossible for potential adopters to say no by utilizing these five tips.

Leading or volunteering for an animal shelter or rescue is a rewarding experience. Animal welfare organizations rely on strong leadership, volunteers, donations, and adopting families to be successful. When one of these importance pieces doesn’t exist they struggle to meet goals and deliver their mission and vision. Many animal welfare organizations work diligently to place animals in their forever homes. Adoptions are strongest when shelters and rescues educate and communicate with the adopting families on a continuous basis – even after the adoption occurs.

Ways to Communicate
The most successful animal welfare organizations utilize these seven communication methods and techniques in their adoption process.

Before
Capturing the attention of potential adopters is vital in your adoption success.

  • Announce new arrivals. Sometimes families visit your organization and don’t find the perfect fit for their family. Keep these families engaged after they leave by notifying them of new animals ready to adopt.
  • Utilize social media. Share pictures and stories about the animals in your care on social media. Websites like Facebook, Twitter, and Instagram are powerful tools shelters and rescues can use to reach a large audience.

During
Communication during the animal adoption process keeps adopters informed on what step they are at and what comes next.

  • Have a conversation. Don’t rely solely on the adoption application for everything you need to know about an individual who wants to adopt. Talk to them, ask questions, and get to know them. You will have a better understanding of why they want to adopt, what their daily life is like, and what their goals are as a pet parent. This information makes it easier to find a perfect match.
  • Provide updates. Keep them updated on the process by notifying them of any changes or setbacks.

After
Some animal shelters and rescues think the adoption process is complete once the animal is transferred – this is another important time for increased communication.

  • Follow up at seven days. Take time to call adopting families after the animal is in their care for a week. Start by thanking them for adopting. Ask them how the animal is transitioning. Do they have any concerns or questions? Take time to fully answer these questions and they will feel valued and supported by your organization.
  • Touch base at 30 days. Call or e-mail 30 days after the adoption takes place. This check-in is to make sure they don’t have any new concerns with the decision to adopt. It gives them a chance to share positive stories about their new family member.
  • Reach out after a year. Call or e-mail again a year after adoption. This is a great chance to make sure the match is still a good fit for both the family and the cat, dog, or other animal. It gives you a great opportunity to see if they are interested in growing their family with another animal adoption.

Implementation
Successful implementation of these communication methods starts with your volunteers who work directly with the adopting families. Schedule a training session for your volunteers to attend. Review these methods and the benefits (increased number of successful adoptions) your animal shelter or rescue will experience.

Have volunteers actively role play different scenarios and conversations that arise. Provide them with a list of red flag comments to listen for and a positive response. High adoption rates are only positive when they are successful long-term adoptions. Implementing these methods decreases the number of failed adoptions and animals returning to your care at a later date.

Halloween is the second largest consumer holiday in the United States. Even though many nonprofit animal welfare organizations consider Christmas to be the best time to launch fundraising campaigns, Halloween is actually better. 30% more consumers entered promotion campaigns at Halloween than at during the Christmas season. Why? Your supporters aren’t feeling the financial stress of the expensive holiday season – yet.

Advantages
Consider these four advantages before skipping Halloween this year.

  1. Increased donations.
    Launching your fundraising campaign months before the holiday craziness boosts your overall donations. Your animal welfare organization supporters haven’t maxed out their budget buying gifts and are more willing to donate.
  2. Less competition.
    Shhh! Halloween fundraising success is still relatively new and many nonprofit animal shelters and rescues still overlook it as a prime fundraising time. Less competition means your campaign or fundraisers are more likely to capture supporters’ attention. Often times, supporters become overwhelmed and inundated with donation requests in November and December, they ignore or politely decline all requests.
  3. More volunteer involvement.
    Volunteers keep you up and running every day. Without their commitment and time, many animal shelters and rescues are forced to close their doors. Many volunteers have out of control schedules with extra family events and holiday preparation in December. Launching a big fundraising campaign at Halloween increases their ability to help.
  4. Innovative ideas.
    Chances are your past major fundraising drives revolved around the spirit of giving in December. You probably copied the same fundraiser from year to year. Focusing on Halloween this year gives you a NEW list of fundraising ideas. Your long-term supporters will be happy for the change.

Fundraising ideas
Do you avoid Halloween fundraising because you don’t want to reinvent the wheel or start from scratch? Schedule a meeting with your fundraising committee to review these # ideas and pick one to start with.

  • Partner with a local pumpkin patch or fall fest. Contact local organizations and see if they are willing to host fundraising days for your animal welfare organization. Request a portion of the ticket sales be donated to you. In addition, set up a table the day of to collect donations and hand out information.
  • It’s all about the treats. Invite supporters to your location encouraging them to bring “treats” (food, toys, blankets, bowls, etc.) for your animals.
  • Sponsor a costume ball. Invite your community to a costume party. Sell tickets in advance and then offer dinner, raffles, and costume prizes the night of the event.
  • Launch a social media contest. Encourage your online followers to participate in a Halloween-themed contest. Invite participants to submit pictures of their Halloween decorations, carved pumpkins or pets in costume. Publish them online and request donations. Every five dollars = one vote. Award your winners with online recognition and prize.
  • Trick or treat for adopters. Promote adoptions in the month of October by offering a special gift to adopting families. They can pick either a ‘trick’ (training DVD or CD) or a ‘treat’ to take home with their new loved one.
  • “Mommy and me” costume contest. Host a costume contest for pets and their parents! Encourage participants to dress as famous duos or family members.

There is success in Halloween fundraising drives and events. Don’t less this time of year pass your animal welfare organization by. Brainstorm innovative fundraising ideas or use one of these to increase your donations this fall.