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.

There are many things you can do for marketing your organization and the animals and community you serve as an animal rescue and shelter. First and foremost, you need to have ads that catch the viewer’s eye and hold their attention. It’s not hard to do, but there are a few key points that are often successful.

Show pictures of the animals at their best.  Using good lighting, along with a smiling face, goes a long way with presenting them in a positive light. Give a good description of the animal, along with what type of home they would do best in, such as “Needs to be the only dog in the house,” or “Loves dogs/cats and children,” etc.

Post videos of animals interacting with people and other pets. Give each animal a short bio. Keep it simple and short to get your message across.

Tell people what they can do to help.  Keep it positive and upbeat.  Let them know you are available to help them and will work with them after adopting a pet.

Let the public know of the work you do in the community as an animal rescue and shelter.  Hold events and invite people to come by and say hello. Make contacting you easy by providing all your contact information: phone numbers, email, website and all your social media accounts. Be sure to respond quickly to all inquiries and assist in whatever way you can to answer people’s questions and help them with their concerns. Have flyers and business cards available to give out at your events.

Tell people how amazing you are. Let them know how much you care and most importantly, acknowledge and thank everyone who helps.  Always keep it positive and upbeat. Share all your successes. Follow-up and promote successful adoptions.

Show pictures of your volunteers and have them tell their stories of why they volunteer and what it has done for them. Tell your readers why they should volunteer and why they should help you. Invite them to contact you to find out more. Let them know that all help is appreciated and you welcome it.

Your work and message are important. People want to know about you and want to help. Don’t be shy about who you are and what you do. Push the message of it’s all about helping the animals. That’s the key to successful marketing.