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Focus On: Adoption
September 2024
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September Co-Founder's Note:
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Low Adoptions as a Marketing Opportunity
How do we get more people to adopt? My goodness, that’s a complicated question. Let me take
a stab at it…
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At its heart, it’s a marketing problem. Let’s take dogs out of the equation for a moment. Say you have a store that sells gummy bears. You’d like to see sell more bears, so what are a few things you could consider?
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Are my store hours conducive to gummy bear shoppers?
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Is my store located in an easy-to-find place, and is it clear (by the signage, the conditions, the atmosphere) that what I do here is sell quality gummy bears?
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How can I entice people to stop in, even if they aren’t sure they like my brand of gummy bears?
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Why would they come here if, say, they wear dentures? Is my store the kind of place where they might bring their kids to see the gummy bears and maybe try one? Is my store the kind of place they would recommend to their friends who do love gummy bears?
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Should I have an event to attract gummy bear buyers? What would make them want to come here? Music? Food? Famous people? Fun stuff to do? What could I offer that might make them want to come here regularly? Accessories for their gummy bears? A nice place to hang out with other gummy bear eaters?
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How can I encourage more people to eat gummy bears? Maybe a professional photographer (or someone really good with their iPhone) would be willing to come take pictures of my gummy bears. We could use the pictures on social media, but in other ways, too—maybe having a gummy bear of the week or placing some free samples of gummy bears with a local business for the day. Or what if we used those pictures on trading cards, wrapping papers, or calendars?
What if we had an online picture contest or ‘beauty contest’ using our gummy bear pictures?
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Instead of lamenting the fact that gummy bear sales are down, maybe what I should do is look
for more ways to bring down the barriers to gummy bear eating. After all, my gummy bears are
amazing.
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Okay, enough with the gummy bears. I know things are really hard right now in our nation’s
shelters. It’s a serious problem. I just believe that our energy is better spent on the solution than
the problem. Much of the problem is truly out of our control, but finding new solutions is not.
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Until Each One Has A Home,
Cara Achterberg
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Coming Up: ANNUAL FALL AUCTION!!!
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Our Annual Fall Auction is slated for
September 27 – October 7, 2024.
As a completely volunteer-run and donation-based organization, we rely on out Annual Auction to provide tangible help to our partner shelters. We use our InstaGrants exclusively for investments in items with long-term benefits like kuranda beds, providing new, larger kennels, and improvements to the shelter itself, like repouring concrete floors to prevent worms and parvo. Spread the word!
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Fifteen Tips for Raising Money With an Online Auction
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If you’ve spent any time on our social media, you know we have an online auction coming up! It’s got over 100 items, from a cabin getaway to pocket-size pet loss grieving cards. Plus, lots of gift cards and gift certificates for cool stuff and great experiences. This auction is our biggest fundraiser. If successful, it will fund next year’s …
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From the Resource Guide
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Several companies and organizations collaborate with shelters and rescue groups nationwide to host adoption events and campaigns that aid in finding homes for animals. Here are some of the most popular adoption initiatives:
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Clear the Shelters
NBCUniversal Local’s Clear the Shelters campaign occurs annually throughout August. According to the television company, the nationwide pet adoption initiative has led to more than 1 million animal adoptions since its launch in 2015. This year’s campaign, resulted in a total of 108,454 pets being adopted nationwide. Shelters interested in participating can check the campaign website in June or July for the upcoming Clear the Shelters event and register their shelter via the online form.
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Empty the Shelters
Empty The Shelters campaigns, sponsored by the Bissell Pet Foundation, take place quarterly. These campaigns help shelter animals find new homes by sponsoring adoption fees. During the campaign, adopters can take home pets that are fully vaccinated, microchipped, and spayed or neutered for $50 or less. The Bissell Foundation set a new adoption record after this summer’s campaign with 35,159 adoptions at 390 shelters across 44 states. Shelters interested in participating must join the foundation’s Partners for Pets program.
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PetSmart Charities
The PetSmart Charities Foundation partners with local shelters and rescues to help homeless animals. PetSmart stores nationwide hold several National Adoption Weeks throughout the year, usually in spring, summer, and fall. During these events, adoption fees are reduced or waived. Participating shelters receive marketing toolkits to promote the event and the animals available for adoption.
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Petco Love
Shelters and rescues can partner with Petco Love to participate in adoption events. Every week, a different shelter or organization is invited to host an in-store adoption event. According to the foundation, 1.8 million pets have found homes through Petco nationwide adoption events. Participating shelters have access to Adoption Partner Toolkits including press releases, flyers, and photo props to help promote the adoption events.
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Pet Supplies Plus
Pet Supplies Plus invites local shelters and rescues to host in-store adoption events. The corporation reports that 9,187 animals have been adopted in the store so far this year. Shelters can contact the managers at local Pet Supplies Plus stores to participate in adoption events.
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Tractor Supply
Tractor Supply partners with local animal shelters and rescue groups to host adoption events during the store’s annual Pet Appreciation Week, which typically takes place in September. The chain also invites shelters to host adoption events at the store throughout the year. PetSense by Tractor Supply also partners with shelters nationwide to host semi-annual Adoptathon events. Adopters at these events receive goody bags of fun giveaways and coupons to save on food supplies and grooming. Shelters can contact managers at local Tractor Supply and PetSense by Tractor Supply stores for information on how to participate in adoption events.
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For a wide variety of ideas on how to promote shelter dogs and help find them loving homes, visit the WWLDO Resource Guide’s “Marketing Your Dogs” page.
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Tips for Shelter Partners
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Grant Assistance
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Some of the biggest animal welfare foundations are huge fans of adoption programs. They’re most interested in funding shelters and rescues that improve adoption rates and ensure more animals are adopted. No surprise that these organizations are related to large pet store corporations, such as Petco and PetSmart. For both of these organizations, you first need to apply to be a partner of their network to be eligible to apply for their grants.
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PetSmart Charities’ Adoption Prep grant cycle opens on October 2, and the deadline to apply is November 1. These grants are designed to support PetSmart Charities Adoption Partners with building and sustaining in-store adoption programs that help animals find loving homes. Again, you need to first apply to be a PetSmart adoption partner to be eligible to apply.
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Petco Love Stories program “celebrates and returns the lifechanging impact of pet adoption by awarding grants to the animal welfare organizations that make these Love Stories possible.” They offer the chance to earn up to $100,000 by having adopters share a Love Story of how their adopted pet’s unique love changed their life for the better. The deadline to share a story is September 30. So, please consider sharing this opportunity with families who have adopted a pet from your rescue or shelter! Apply here to be a Petco Adoption Partner.
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Please don't hesitate to reach out to WWLDO grants advisor Nicole Sandler (nicolemiasandler@gmail.com), if you’d like to chat about the many grant opportunities listed in the WWLDO Resource Guide or simply how to apply for grants.
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September 26th is #RememberMeThursday
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Coming Up: October is
Adopt a Shelter Dog Month!
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The ASPCA celebrates Adopt A Shelter Dog Month every October, and so do many shelters across the country. Keep an eye out on ASPCA's social media to find out more about how to participate and advertise this month!
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WWLDO Volunteer Corner
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Virtual Volunteer Opportunities
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WWLDO is looking for a new Volunteer Coordinator! This role is responsible for responding to volunteer applications and onboarding new volunteers. This includes assigning shelter liaisons and connecting new volunteers in other areas with the people and information they'll need. The Volunteer Coordinator is also a point of contact for questions and suggestions, and may serve on the Advisory Board. If interested, please reach out to our Volunteer Coordinator Laura May at laura@wwldo.org.
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Would you like to help raise awareness and resources for homeless dogs and the heroes who champion their cause? As a Shelter Liaison you can make a difference from the comfort of your own home. Shelter Liaisons play a crucial role in virtually supporting our shelter partners. As a Shelter Liaison, you will be monitoring our shelter partners' posts on social media and sharing their news, ideas, and needs. If interested, please reach out to our Volunteer Coordinator Laura May at laura@wwldo.org.
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