5 Easy Ways To Improve Rescue Animal Efforts... Right Away!

1 Drop "NO KILL" From Marketing Language

The Term Is Divisive

The general public is not in the know that non-profit, "no kill" orgs have the luxury to close intake in order to remain "no kill."

The general public does not understand that open-intake, municipal shelters do not have this luxury, that they are not "choosing" to euthanize for space because they want to (no one wants to). "Kill VS No Kill" Breakdown

Adjusting promotional language in support of municipals is in everyone's interest.

When people ask if you are "no kill" tell them, "yes!" and explain that luxury.

Explain how every "no kill" org supports municipal shelters as much as they can by pulling animals from them.

It's time to retire this "competitive" labeling which turns people away from supporting the facilities which often need the most support.

Though using "No Kill" in marketing may help fundraising, it hurts the cause at large and affects how many animals get out of the system.

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2 Rethink Adoption Events

ROI Is Subpar

Loud events created for humans with rows of nervous, anxious dogs in kennels - are we surprised dogs may not present their best in these environments? And adoptions may not be abundant in these environments?

Dog Adoption Events need a total overhaul - a rethinking.

It takes a lot of resources to put together, promote, and operate a dog adoption event.

How can we create a scenario which may have better results?

How can we cultivate an environment which will be calm for the dogs and allow their personalities to show?

Some basics:

• LOUD SOUNDS cool it on loud music, banging anything, noisy environmental aspects
• KENNELS captive dogs in lined up kennels in an unfamiliar space with unfamiliar people and objects milling by... this is not the best way to showcase pups!
• MEET & GREETS most dogs will be unsure in an event environment - how can this be done better?

What if adoption events were designed around the dogs (and cats!) being comfortable?

This would set a wonderful example of animal respect and also be a teaching opportunity of basic dog care, consideration, and setting them up for success in public environments.

AN INSPIRING EXAMPLE - "Cuddle Up & Read with Must Have Mutts"

Sarah Jones, a volunteer with Dallas Animal Services, created a recurring adoption event at Half Price Books in Dallas.

Set up in a back corner of a large bookstore (which is a calm, quiet environment by nature) - instead of being lined up in kennels, dogs are spaced out on different blankets with their handlers.

"The blankets are visual spacers, but not physical barriers, which help everyone be mindful of "doggy respect" when they enter the individual dog's adoption space."

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3 Share Interaction Video

If You Aren't Marketing Adoptable Dogs With "Human Interaction" Media, Get On It!

Interaction video (human interacting with a dog) is the best promotional media you can share.

This effectively showcases a dog's energy, personality, vibe, and body language. Interaction video is the most telling media you can share for proper matchmaking and attraction (someone seeing a dog and thinking, that may be the one!! Or... I want to foster that dog!).

HOT TIP 1: Grab still images from your interaction video to post where you share still photos!

HOT TIP 2: No one cares how the human looks or is judging the inescapable baby talk when the dog is being so precious you can't help it.

POST THAT SHIZ. Then post more of it.

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4 Cut Back On Tragedy Narrative

Tragedy Narrative Perpetuates The Stereotype That Rescue Dogs Are Broken / Damaged / Different

Yes, it is easiest to get donations with Tragedy Narrative media.

Yes, it is easiest to get the most "views" with Tragedy Narrative media.

But does it get the dog the best placement? Or does it lead to Savior Complex outcomes which often see the dog cycled back into the system?

Tragedy Narrative is challenging to constantly consume for most emotionally stable, balanced humans. An ongoing stream of Tragedy Narrative media causes people to turn away. Healthy humans lean into things which make them feel good and turn away from things which make them feel bad. Healthy humans are who we need to be more involved in adopting homeless dogs and engaged in the animal rescue space.

Balance.

Let's change the narrative!

Most rescue dogs are simply in-between homes and matchmaking marketing strategy will be more effective for the goal - i.e. for their new human(s) to see them, know they are meant to be theirs, and head off, paw in hand, into the sunset together (yeah!).

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5 Don't Start Another Non-Profit Dog Rescue...

If Not Filling An Unsupported Niche or Need...  Support An Established Dog Rescue That Already Exists

Because, wow! There are tens of thousands of non-profit animal rescues but... nothing is changing.

Here is the list of partners just associated with Dallas Animal Services.

The overabundance of these organizations causes:

• watered down resources - people, money, attention spread thin
• fundraising competition
• novice ops can lead to mismanaged, poorly cared for, or worse scenarios for the animals
• novice ops can lead to poor adoption/foster experiences causing those humans to turn away from rescue animals (instead supporting breeders)

It is not challenging or expensive to get a 501(c)3 (i.e. non-profit status) but that designation signals to the public an entity is legitimate and trustworthy.

There is absolutely no regulation or oversight for Animal Rescue 501(c) 3 Non-Profit Businesses unless an org is audited by the government (generally the IRS) or called out for nefarious actions in media.

Animal Rescue Non-profits are businesses. It is hard to build a new business and cultivate a sustaining operation.

In the Dog Rescue space, more often than we would like, we see well-meaning, non-profit animal rescues get in over their head which is a major issue when dealing with living creatures. There are ample cases of mistreatment, lack of care, animal hoarding, endless boarding, and worse when this happens which is opposite of the original intention or what anyone wants to support. See: Animal Rescue Theatre

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The same begets the same. The needle isn't moving. How can we do things differently to see different results? How can you make choices which help more dogs have a positive, longterm outcome? It's all about: sniff, yums, play, exercise, love.

So simple.

Can dogs save the world? Maybe... but we have to save them first.

Let's Do It!