TheFosterCaregiverMarketingGuide:GettingPetsAdoptedDirectlyfromFosterHomes

2

TableofContents

MarketingYourFosterPet.............................................................................................................................4

LifesavingMarketing.....................................................................................................................................4YourTasks....................................................................................................................................................................................................................5HowitWorks...............................................................................................................................................................................................................6

4Guidelines..................................................................................................................................................7

TheBuildingBlocks........................................................................................................................................8YourFosterEmailAccount....................................................................................................................................................................................8AGrippingFirstSentence......................................................................................................................................................................................8AGreatTitle.................................................................................................................................................................................................................8AGoodBiography......................................................................................................................................................................................................9BioExample:PaintingaPicture.......................................................................................................................................................................10BioExample:TellingaStory..............................................................................................................................................................................10BioExample:TheGut-Puncher.........................................................................................................................................................................11Stories..........................................................................................................................................................................................................................12Photographs..............................................................................................................................................................................................................13AlwaysHaveYourCameraHandy....................................................................................................................................................................13TakeMultiplePhotos..............................................................................................................................................................................................13TakePhotosWithPeopleand/orOtherAnimals.......................................................................................................................................14TakePhotosofDogsOutdoors............................................................................................................................................................................14MakeSurethePetIsLookingIntotheCamera...........................................................................................................................................15UsePhotostoShowcasePersonality................................................................................................................................................................15

Videos..........................................................................................................................................................................................................................16MakeYourVideo60SecondsorLess...............................................................................................................................................................16

CreateaFlyer............................................................................................................................................................................................................16Memes..........................................................................................................................................................................................................................16TheAnimal’sAppearance.....................................................................................................................................................................................17TheAnimal’sPersonality......................................................................................................................................................................................18MemePhotographs..................................................................................................................................................................................................18

OtherTypesofGraphics......................................................................................................................................................................................19Volunteer-andFoster-CreatedSocialMediaPages.................................................................................................................................20

StepstoMarketingYourFosterPet.............................................................................................................21Step1:GatherYourTeam...................................................................................................................................................................................21Step2:Market,Market,Market!.......................................................................................................................................................................21Step3:DiversifyYourPlatforms......................................................................................................................................................................21SocialMediaSitestoTry:......................................................................................................................................................................................22

Step4:ConnectWiththeCommunity............................................................................................................................................................25FieldTrips....................................................................................................................................................................................................................25AttendAdoptionEvents.........................................................................................................................................................................................26WordofMouth..........................................................................................................................................................................................................26

Step5:TryALLthethings!.................................................................................................................................................................................26Marketingvs.AdoptionCounseling.............................................................................................................28MarketingisNotAdoptionCounseling:Keep‘emSeparate,SaveMoreLives.............................................................................28RemovingStopSigns:Fine-TuningYourMarketing...............................................................................................................................34RemovingStopSigns:AdoptionCounseling...............................................................................................................................................35TeamworkfortheWin!...............................................................................................................................37

AppendixA:Resources................................................................................................................................42

3

MarketingShelterPets.........................................................................................................................................................................................42Photography,VideographyandWriting.......................................................................................................................................................42Volunteer-DrivenMarketing..............................................................................................................................................................................43BoostingYourMarketingEfforts.....................................................................................................................................................................43

AppendixB:ShelterPetMarketingChecklist...............................................................................................44

4

MarketingYourFosterPetSheltershavetraditionallylookedatpetsresidinginfosterhomesdifferentlythanthoseinsidetheirkennels.Becausepetsinfostercareareusuallynotatriskofeuthanasiaforspace,timeorbehaviorsrelatedtokennelstress,onceashelterpetisplacedintofostercare,they’regenerallyconsidered“safe."Inthepast,sheltershavereservedtheirheavyadoptionmarketingforthepetsintheirkennels,whilethepetsinfostercarewereplacedonthebackburnerornotmarketedatall.Asaresult,fosterpetssometimeslivedinhomesformonthsorevenyears,withnorealplanfortheiradoption.Forfostercaregivers,thiscouldbefrustratinganddifficult.Forshelters,thismeanttheirfostercapacitywasusedupbytheselong-staypets,leavingnowheretoplacenewpetsinneedoffostercare.Whilethere’sbeenarevolutioninpetfostercareinrecentyears,thisunfortunatesituationdoesstilloccur.Regardlessofhowmucheffortashelterputsintomarketingitsfosterpets,however,there’ssomeonewhocanmakesurethatpetisseen,heardandinteractedwithmyawholecommunityfullofpotentialadopters:You,thefostercaregiver!Inthisguide,we’llshowyouhowyoucanbeyourfosterpets’bestadvocate,marketingthemtoawiderrangeofpotentialadopterssotheycanfindagreatmatchasquicklyaspossible–andyoucanopenyourhometoanotherpetinneedofyourcare!

LifesavingMarketingOurapproachisknownas“lifesavingmarketing.”Comparedtotraditionalmarketing,lifesavingmarketingismoreinclusive,moredynamicandeasieronshelterstaff!Takealookatsomeofthedifferencesbetweenthetwo:

TraditionalMarketing

LifesavingMarketing

• Followingthe“rules”• Petmarketingviabiography• Stopsignsintext:

o “NOCATS”o “Mustbetheonlydog”o “Needsahomewithnochildren

under12”• Generalanimalcaresocialmediaposts,

funnypetvideos,foodstoavoidatThanksgiving,etc.,withnospecifictie-intotheorganization’smissionofadoption

• Allsocialmediaandothercommunicationscreatedbyshelterstaff

• Thoughtfulrule-breaking• Highlightingaspecificpet’sadorable

quirk,orastoryaboutaninteractionwithotherdogsorpeople

• Biographiesarealsoused,butnotexclusively

• Leavetheadoptioncounselingtothepet’sfosterandadoptioncounselors

• Community-creatinglanguage:you,us,we

• Useonlymessagesthatarefunandengagingandatthesametimerelevanttoyourmission

• Volunteer-andfoster-drivenmessagingforinnovativecontent

5

Whenyou’remarketingapetforadoption,yourultimategoalistofindanadopter.Youdothisbymakingthepetalocalcelebrity.Thereareseveralreasonsforthisapproach.Whenapetbecomesahouseholdname,it’smorelikelythattheirfamilywillfindthemviawordofmouth.Themorepeoplewhogettoknowyourfosterpet,whetheritbethroughphotographs,videoorstories,thebetterthechancestheywillbecomeengagedinhelpingthatpetfindahome.Whenshelterpetsbecomelocalcelebrities,italsogetspeopletalkingaboutyourshelterandtheplightoflong-staypetsingeneral.Withanyadoptablepetmarketing,yourmostbasicgoalistocreateanemotionalconnectionbetweenyoursupportersandthefeaturedpet.Emotionalconnectionsarewhatdriveustoact(sharingapost,advocatingforapet,adopting,etc.).YourTasks1.Findanadopterforthepet

2.Makethepetalocalcelebrity

3.Createanemotionalconnectionbetweenthepetandyoursupporters

6

HowitWorksGhost,ayoung,energeticdogthattheFairfaxCountyAnimalShelterwhohadbeentransferredinfromanothercounty,hadaveryhardtimeintheshelter.Shewasdeaf,andherhighenergylevelcombinedwiththatcommunicationchallengemadeithardforvolunteerstoworkwithher.Atmanyshelters,adoglikeGhostcouldhavewaitedforyearsforanadopter,orbeeneuthanizedwhenkennelstressmadeitnearlyimpossibletoworkwithherintheshelter.Instead,theshelterputherintofostercaretolowerherstress.Thentheymarketedherheavily,utilizingcontentcreatedbyvolunteersandfosters.HeradoptivemomfollowedherfromDay1,developinganemotionalconnectionwithheralongtheway,leadingtoheradoption!

7

4Guidelines

1. Don’tuse“STOPlanguage.”“Stoplanguage”isessentiallyadisclaimer(e.g.,“notpottytrained”,“chewsfurniture”,etc.).Thistypeofinformationisforadoptioncounseling,notmarketing.Even–andespecially!–ifyourdoghasbehavioralchallenges,you’llneedtocastthewidestnetpossiblethenwhittleawayatinquiriesuntilyoufindtherightmatch!Fulldisclosureshouldbeprovidedintheadoptioncounselingprocess.Seethesection“MarketingisNotAdoptionCounseling”formoreinformationonthis.

2. Beaccessible.Themoreaccessibleyouare,themorelikelyapotentialadopteristoremainengaged.Easewhenschedulingmeetingsandquickresponseskeeppeopleengagedwithyourdog

Asageneralrule,thefasteryouplopafosterdowninfrontofapotentialadopter,thebetter.Peopleareoftennotwillingtoworkmuchforananimaltheyhaven’tmet,soitmayfalltoyoutobridgethegapwhenyougetalead.Onceapotentialadoptermeetsyourfosterinperson,anemotionalconnectionisusuallymade,enablingtherelationshiptogrowonitsown.

Piper’skennelcardandshelterprofilepic

3. Becreative.Don’tbeafraidtotrynewthings!Youmaystrikegold.Onawhim,onefosteremaileda

rescuepup’sstorytoalocalnewsstationandhegothisownfeature!

4. Beeverywhere.Posteveryplacethatwillletyou.Themoresites,digitalandphysical,thatdisplayyourfoster’sface,thecloseryouaretotherightmatch.Thecontentdoesneedtobeengaging,butthephrase“outofsight,outofmind”applieshere.

8

TheBuildingBlocksThereareaninfinitenumberofwaystomarketyourfosterpet.Biographiesareimportant,butthinkoutsidetheboxwhenyoucreateyourothermarketingtools.Otherthingsyoumightconsiderfeaturingarethecutequirksthepethas,storiesaboutthingstheydid,thepet’sbehaviorinthehomeorskillstheyhavelearned.Thinkaboutthewaysyourfosterpetrevealswhotheyreallyare.Andthosethingstheydothatyoufindabsolutelyadorable?Chancesare,potentialadopterswill,too!Inthissection,we’lllistandexplainhowyoucancreatethemanythingsthatgointomarketingashelterpet.Theseare:

• Yourfosteremailaccount• Agrippingfirstsentence• Agreattitle• Agoodbiography• Photographs• Video• Theflyer• Memes• Othertypesofgraphics

YourFosterEmailAccountSinceyou’llbedoingalotofmarketingyourself,asmartwaytobeavailabletopotentialadopterswithoutgivingawaypersonalinformationistocreateadedicatedfosteremailaccount.Insteadofusingyournameintheaddress,youcouldnametheaccountsomethingfoster-related.Youcanusethisaccountforalladoptioninquiries,putitonflyersandinsocialmediaposts,etc.IfyoucreatetheemailonGmail,youcanalsouseitsGoogledrivetosaveallofyourmarketingcreations!AGrippingFirstSentenceSimilartoatitle,thefirstsentenceofyourtextiscrucial.Thisiswhatthereaderwillusetodeterminewhethertokeepreading.Whatyou’relookingforistextthatwillmakeanemotionalconnectionwiththesupportersandmakethemwanttofindoutmoreaboutyourfosterpet.

DON’T DO• MeetFido!• MynameisKitty!• RoverisourPetoftheDay.• Wedon’tknowwhyCocohasn’tbeenadopted

yet!

• Who’sthesquishiest,cutestdogontheblock?Roscoe!

• Balloon-bouncing,swing-pushing,life-lovingCocoisourlongest-termdoggieresident.

• Inafosterhomefullofbrothers,what’sagirltodo?Takethelead,ofcourse!

AGreatTitlePostsoncertainsites(Craigslist,Imgur,etc.)maynecessitateatitle.Atitlethatisexcitinganddifferentwillset

9

yourpostapartandincreaseyourchancesoffurtherinvestigationbypotentialadopters.DO-Useatitleasanopportunitytosnapshotyourdog’spersonalityordabbleinthedramatic:

• CouchDogtatoSeekingNetflixBuddy• MeetSirHarleytheGentleman• SaveCowboytheForgottenSeniorDog

DON’T–Gothegenericroute.Mosttitleswilllooklikethisandmostwillgetpassedby:

• MyFosterNeedsAHome• AdoptCowboy• PitBullAvailableforAdoption

AGoodBiographyMostshelterslisttheiradoptablepetsonline,andforthiseverypetneedsabiography(bio).Asthefoster,youarethepersonwhomostlikelyknowsthepetthebest,andareuniquelysuitedtowritingorupdatingtheirbiography.Ifyourshelterorrescuedoesn’thaveasysteminplaceforyoutoupdateyourfoster’sprofile,askyourfostercoordinatorifthey’dbewillingtodotheupdatingifyousendinabio.Photosinahomeandanupdatedbiographypairedwithcontactinformationarearecipeforsuccess.Writeashortandsweetsummarythatincludessomeinformationonyourfosterpet’sbehavior,likesanddislikes,andthebestthingsaboutthem–kindoflikeanauthor’sbiographyattheendofabook.Leaveoutnegativedetails(StopSigns)suchas“nootherpets,”“needstraining,”etc.,asthesecandetereventheperfectpotentialadoptersandarebestdiscussedone-on-oneduringadoptioncounseling(seeheading,Marketingvs.AdoptionCounseling).Asinalladoptionmarketing,ourmostbasicaimistocreateapositiveemotionalconnectionwiththereader.Thereareseveraldifferentwaysbioscanbewritten.Thetraditionalmethodistopaintapictureofyourfosterpetthatgivespotentialadoptersaroundedview.Anothermethodistotellastoryabouttheminorderforpotentialadopterstogetdeepinsightintooneaspectoftheirpersonality.Ingeneral,trytostaypositiveinyourwriting,butthegut-punchermaybeamethodtotryincertaincasessuchasyourlongest-termresidentorhardest-to-adoptpet.

10

BioExample:PaintingaPictureAftersometimewithHarleyinfosterhehasmadeitabundantlyclearthatheisagentleman,andassuch,willhenceforthbeknownasSirHarley.

HOWWEKNOWSIRHARLEYISAGENTLEMAN:

SirHarleyhasmanners.Wewereworriedhehadaninfectionwhenhedidn’tpeehisfirst24hourswithus.Asitturnsout,hesimplyprefersnottourinateinthepresenceofalady.Wealsolearnedhehasabladderofsteel.

SirHarleyisgrateful.Heissoexpressiveinhisgratitude;infact,hehasaninjurycalled“happytail.”Breakfast?GRATEFUL.Pets?GRATEFUL.Walkies?GRATEFUL.Naptime?GRATEFUL.Eyecontact?GRATEFUL.(InHarley’severlastinggratitude,hishappytailwasunabletohealsoShadow’sFundaddressedit.Harleynowdisplayshisgratitudewithahappywigglebutt.)

SirHarleymakeseveryonefeelwelcome.Asaone-dogwelcomingcommittee,thereisnodoorgreeteraswigglyasSirHarley.IfretailstoreshadSirHarleymascots,theAmericaneconomywouldberepairedinamatterofdays.

SirHarleydoesnotbeg.Heunderstandsthat"nomeansno"andhewillnotpushtheissueonthatpintofBen‘NJerry's.Bonus:Hewon'tshameyouforeatingitallinonesittingeither.Heknowsyou

arebeautifulatanysize.

SirHarleyrollswiththeflow.Youwannasleepallday?Sodoeshe.Youwannapartyoutside?Sodoeshe.Youwannahaveanexistentialcrisisbecauselifeisanillusion?SirHarleyknowsyouwillcalmdownifyourubhisbelly,andhewillofferittoyougladly.

SirHarleywillmakesomemanorwomanveryluckywhentheywelcomethisclassactgentlegiantintotheirhome.#adoptsirharleyBioExample:TellingaStory

ThisisSnoopybutyoucancallhimVelcroLite,Splooter(hissplootsareunparalleled.Truly.)orSnoopDogg(butthat’skindofagiven).

11

IbroughtSnoopyhomeforanovernightfosterandheinstantlytooktomyboyfriendandmelikeababytakestohisparents.Hisprimaryobjectivealldayandnightwastoplease,andhedid.Youcouldcallhimfromanyroominthehouseandhe’dcomerunningwiththatgiantsmileonthatmammothheadofhistositatyourfeetandlookupatyousoadoringlyyoucouldn’thelpbutfeelguiltyforbeinglovedthismuch.Snoopyistheraredogwhowantstobebyyoursidealways,butalsohasanaturalunderstandingofpersonalspace.Ifyou’reonthecouch,heisgonnaclimbrightuponthereandsploot(laywithhislegsback,likeafrog)nexttoyou-closeenoughforthescritches,butnotsoclosethatyou’restrappedinfora12-hourNetflixmarathon.Histwostatesofbeingare"overjoyed"and“asleep,”andthatgoofysmilewillfollowhimintoboth.Heisanaturalcouchpotatobutisversatileinhisabilitytogofrom“sploot”to60andbackagaindependingonwhatitisyouwannado.Thoughpeoplekeeplettinghimdown,Snoopyholdsontohisspiritwithabig,heart-meltinggrin.Thisboyloveswithhiswholebodyandthepersonwhowelcomeshimintotheirfamilywillhavealifelongbestfriend.BioExample:TheGut-Puncher

Intheshelter,Rubycanappearstoicduetohershynessandfear;thismaybeareasonshe’sbeenoverlookedforsolong.Ihopesomeonetakesachanceonher,becausetheywillbegreatlyrewarded.Myprediction:oncesomeoneearnshertrust,Rubywilllovethemsocompletelythatitwillsurprisethemboth.

Onourovernight,Isawsuresignsofheremergingtrustinsomanyways:thewayshelookedbackatmewhilewalkingtomakesureIwaswithher;inhow,bymorning,shewassointunewithmethatsheneededonlyformetoquietlysay,“thisway”whenwalkingtoensureshewasturningorstoppingrightnexttome;how,whensomethingfrightenedher,shewouldwalkcloselybehindmebecausesheknewIwouldprotecther.Initially,shewasafraidtowalkdownthestairsatthehotel-shestopped,wide-eyed,andaftersomecoaxingshewalkeddownsoclosetomethatshewastouchingmyheels.Bytheendofthetripshewasgoingupanddownthestairswithconfidence.

ThehardestpartofmyovernightwithRubywasseeingthestressreturnwhenIbroughtherbacktotheshelter.Thesecondsheheardthedogsbarkingintheirkennelsandrealizedwhereshewas,Icouldliterallyseehersteelingherself.Likeaboxertryingtopumpthemselvesup,sheletoutaseriesofhuffs,andshebegantoscanhersurroundingsforthreats.Puttingherbackinthekennelbrokemyheart.

12

Rubywastheperfectovernightguest.Shefolloweddirectionsimmediately,wasquietintheroomandhadnoaccidents.Sheatewell,sleptrightnexttomeinthebed,andI’mprettysureshewouldhavesleptinifIhadn’tgottenherupearlytotakeawalkandgetbreakfast.ItookherintothebreakfastroomandthoughIcouldtellthesmellsweretemptingher,shedidn’tjumpuponthecounterorpullontheleash.Sherodeinthecarlikeadream.Someoneisgoingtothinkthey'vewonthelotterywhentheyadopther!

Stories

Guyspentthelastfewmonthsdemonstratingfortheshelter’sstaffwhatacompleteemotionalbreakdownlookslikeinacatwhohaslivedmuchofhislifeoutside.Byallaccounts,hewasferal.Shelterlifewasterrifyingforhim.

Whenwetookhimintofostercare,bothmyhusbandandIexpectedhimtobeachallenge.Lookingathimthefirstnight,unhappilycrouchedbehindalaundrybasket,myhusbandasked,"Didyouaskforthehardestcatintheshelterorsomething?"Wehadnoideathatlessthan30minuteslater,he'dbeinmylap,kneadingandpurring.

He’sgottencomfortablewithLeeandIquickly,butIwasn’tsurehowhe’ddomeetingothersuntillastnight.Wehadabout15peopleover,soIputourownpetsawayandleftthedoortoGuy’sroomopen.Iexpectedhimtostayinhisroomformostofthenight,andhesurprisedmeyetagain.Guyspentthemajorityoftheevening-atleast2hours-makingtheroundsfromguesttoguest,solicitingattention.Hewastrulythelifeoftheparty,anditwasgreattoseehimsoconfident.Agoodstorycanbeaninvaluabletoolforemotionalconnection.Storiescanbringaspectsofapet’spersonalityortheirhistoryintovividdetail.Qualitiesthatpotentialadoptersmightbelookingfor,suchasgreatsocialskillswithotherdogs,intelligenceorhavinganeasygoingpersonality,areoftenillustratedinanynumberofsmallactionsthatapetperformseveryday.Whenyourfosterpetdoessomethingpositivethataffectsyouemotionally,thinkabouthowyoucanwriteaboutwhathappenedtoillustratethataspectoftheirpersonality.Considerthisstoryfromafostercaregiver:“Violet,ayoungdogthatwefostered,lovedtobearoundmytwoolderdogs.Muchlikethestereotypicallittlesisterwhoidolizesheroldersiblings,sheseemedhappiestwhenshehadtheirattention,whilebeingpolitewhentheyneededtheirspace.Nothinggavemeabetterpictureofherdog-friendlinessthanthismorning,whenIgavethemallatreatthattheyallnormallylove.Roxyswallowedhersimmediately,butforsomereason,Violetdidn’twanttoswallowhers.IrealizedthatRoxywaslookingatViolet’streatwithlonging-basicallybegging-andthatViolethadpickeduponit.IputthetreatinViolet’smouthandthoughtshehadswallowedit.ThenVioletslowlyleanedoveranddepositedthetreatinbetweenRoxy’sfrontfeet.”

13

PhotographsAgoodphotois...

Bright.Clear.Happy.

Photographscanbethekeytoyourfosterdog’sadoption.Gettingphotosthatarewell-lit,infocusandthatgivetheviewerawindowintoapet’spersonalitycanbetricky,butwehavesomeideasthatcanmakethismucheasierforyou.

AlwaysHaveYourCameraHandyWithoutacamerahandy,youmaynotbeabletocapturethoseintimatemomentsthatwillhelpyourpetmakeanemotionalconnection,likewhenyourfostercatisfinallycomfortableenoughtoresttheirheadinyourlap,orwhenyourowndogandyourfosterdogcurluptogetheronthecouch.Herearesomeexamples:

TakeMultiplePhotosOnefosterexplains,“Iamanawfulphotographer.Thisiseasilycombatedbytakingonemillionrapidfirephotosatonce.Oddsareyou’llsnapsomethingtoworkwith.”Whetheryou’reanacephotographerornot,takingmultiplephotosincreasesthechancesofcomingupwithsomethinggood!

14

ý ý þ

TakePhotosWithPeopleand/orOtherAnimalsPhotographstakenwithpeopleand/orotheranimalsaregreatbecausetheynotonlyfeaturethepet,theygiveinformationaswell.Aphotooftwodogstogetherlookinghappytellspotentialadopters,“Thisdogisgoodwith(atleastsome)otherdogs.”Aphotoofacatandasmallchildimpliesthatthecatissafewithchildren.Keepthisinmindwhencreatingmarketingmaterialforyourfosterpet.

TakePhotosofDogsOutdoorsStudieshaveshownthatphotographsofdogstakenoutsidecanhelpdogsgetadoptedmorequickly.Outside,theoptionsfornice-lookingbackgroundsareunlimited,anddogs’stresslevelsmaybelower,enablingyoutogetbetterphotos.

15

MakeSurethePetIsLookingIntotheCameraTheeyesarethewindowtothesoul,soitfollowsthateyecontactishelpfulinestablishinganemotionalconnection,evenifit’sjustfromaphotograph.

UsePhotostoShowcasePersonalityWewantpotentialadopterstogetafeelforourfosterpets’personalities,sousephotosinawaythatdoesjustthat.Takephotosthatcaptureanaspectofapet’spersonality.Whenviewedtogether,onegetsamoreaccuratepictureofwhotheyare.Forexample,fromthephotosbelowwemightsurmisethatLouieenjoyscareridesandprobablyoutings,isn’tahugefanofthebathtubbutallowshimselftobebathedbyhishuman,andisaffectionateandfriendly.

16

VideosGreatvideoscangivethebestpictureofwhoyourfosteris.Theycanofferlegitimateproofthatyouhaveaverygoodboyonyourhandsandcastaspellonpotentialadopters.Videoshavethepowertoclinchtheconnectionbeforeanofficialmeet-and-greethappens.Thefollowingareafewtipsformakinggreatvideos.HoldtheCameraHorizontally(unlessyou’redoingFacebooklive)Asyoucanseeinthefirstphoto,holdingthecameraverticallycreateswideblacklinesoneithersideofthevideo.

MakeYourVideo60SecondsorLessAttentionspansareshort,somakesureyourvideoisfast-pacedandsuccinct.

CreateaFlyerYoucanuseWordoranyprogramyou’dliketocreatetheflyer.Thedesigndoesnotneedbeintricate–simpleisoftenbest.Useoneortwoawesomephotos,plusyourshortandsweetbioorstory.Includecontactinformation.Theseflyerscanbehungatyouroffice,yourschool,thelocalcoffeeshoporanywherethatwillletyouhangaflyer!Printityourself,ortrymakingitintoaposterathttp://bit.ly/2uliyS4MemesWhenyou’recreatingamemetoadvocateforananimal’sadoption,thereareseveraldifferentareasyoucanfocuson.Ananimal’sappearanceandpersonalityarethetwomostbasicareasoffocus.Therearealsosomesuccessfulstrategiesforpromotingtheadoptionofanimalsthatarevictimsofbreeddiscriminationandthosewhohavespecialneeds.Asyou’llseeinthefollowingexamples,thesefourstrategiescanbecombinedinvariouswaysaswell.

17

TheAnimal’sAppearanceOneofthesimplestwaystocreateamemeisbyfocusingonananimal’sappearance.Yourmemecanhighlightoneormoreoftheanimal’sfeatures,herfacialexpression,thepositionofherbody,oracombinationofthese.Thingstothinkabout:

Doestheanimalhaveanyprominentfeatures?Howcanthisbespuninapositiveway?Doestheanimal’sappearanceremindyouofanything,andifso,whatcanyoudowiththat?

Doestheanimal’sfacialexpressionlookparticularly“human?”Iftheanimalcouldspeak,whatmighthebesaying?Moreimportantly,whatcouldtheanimalbesayingthatwouldhelphimconnectwithapotentialadopter?

Roxy’spoutinthisphotowaspriceless.Inputfromseveralpeoplewassolicitedinordertocomeupwithamemethatmighthelpherconnectwithapotentialadopter.

18

TheAnimal’sPersonalityGettingtoknowananimalwillgiveyoumoreopportunitytocomeupwithagoodmeme.Youcanuseaspectsoftheanimal'spersonalityandbehaviortocreateapositivememethatwillhelppotentialadopters“gettoknow”andconnectwiththeanimal.Thingstothinkabout:Whatkindofenergydoestheanimalgiveoff?Whataretheirpersonalityquirks?Doesheorshehaveanybehaviorsthataresweet,amusing,funny,etc.?Whatistheanimal’senergylevel?Whatfunnythingsmighttheydothataresimilartootheranimalsofthesametypeandage?Youmightalsoconsiderthesequestions,especiallyforanimalswhohavebeenintheshelterforawhile:Whatarethefactorsthatmightbepreventingthisanimalfrombeingadopted?Isheorshebarrier-reactive?Isheorshemorecomfortablewithpeopleofoneparticularsex?Whatpositivebehaviorsdoesthisanimalhavetroubledisplayingintheshelterenvironment?Whatpositivebehaviorsdoesthisanimaldisplaywhenthey’renotfeelingstressed,orafterthey’vebecomecomfortablewithsomeone?

MemePhotographsManyofthethingsthatmakeasuccessfulanimalphotographalsomakeforasuccessfulmeme:theimageisinfocus,thelightingisgoodandthesubjectislookingintothelens.Inagoodanimalphotograph,theanimalisgenerallyhappyandrelaxed.Somethingsthatworkinmemesarecounterintuitive:Formemes,almostanyfacialexpressionorbodypositioncanworkifyouhavetherighttextanddesigntogowithit.Aboveall,makesurethatthephotoqualityisgoodandtheexpressionontheanimalinyourphotorelatestothememe’stext.

19

BackgroundItisimportanttostayup-to-datewiththeimagesizesrequiredbythesocialmediayouareusing.Thespecificationsforyourmemesisaquestionbestansweredbytheshelterorrescuethatyouareworkingwith.Thatsaid,squarememesareusuallyscaledcorrectlyonFacebookpagesandwillalsofitInstagram.Carefulconsiderationmustbegiventothebackgroundofanimageduetodesignissuesandtherequirementsfordifferenttypesofsocialmedia.Itisfastestandeasiesttocreatememeswithphotographsthatshowtheentireanimalandhaveabackdropthatisasinglecolor.Ifthebackgroundisnotasinglecolor,keepinmindthetextyou’llbeadding,asitiseasyforthebackgroundtooverwhelmthetext.SubjectPhotosthatwouldotherwisebeconsidered“outtakes”intraditionalanimalphotographyoftenworkperfectlyinameme:strangefacialexpressions,dogswiththeireyesclosed,animalsinmid-step,younameit!Whenyoucan“spin”yourtextinapositivewayandtheanimal’sexpressioncorrespondstoit,justaboutanyqualityphotocanbeused.

Whilenotanexampleofgreatphotography,Kitty’sfacialexpressionsarehilarious.

OtherTypesofGraphicsPhotocollages,“dressingup”petsusinggraphicdesign,andothergraphicstoolscanhelpsetyourfosterorfavoriteshelterpetapartwhenmarketingthemforadoption.TrytheappsCanva,Over,Skitch,PicCollage,etc.forawiderangeofcapabilities.Youcanevenmakeyourworkintoaposterathttp://bit.ly/2uliyS4.

20

Volunteer-andFoster-CreatedSocialMediaPagesSocialmediapagescanbecreatedandmaintainedbyvolunteersandfostersinordertoshowcaseaparticularnichewithinashelter,thelocalareaoreventheirownfosterpets.Theycanbeimmenselyhelpfulingettingmorepetsshowcasedbeforeawideraudience.TheVCAS3andDesperateHousecatsaretwoexamplesofthesetypesofpages.

21

StepstoMarketingYourFosterPetNowthatyouhaveallofthebuildingblocks,it’stimetogetmarketing.Herearesomestepsyoushouldtakeinordertogetmaximumexposureforyourfosterpet.Step1:GatherYourTeamYoucansurelydothisalone,butwhynottapsomeofyourfriendsandacquaintancestomarketwithyou?Thatnewsheltervolunteerwholikestakingphotosmightbemorethanwillingtomeetupinaparkandgetsomegreatoutdoorshotsofyourfosterpet.Thefriendwho’salwaysmakingyoulaughcouldwriteahilariousandtouchingbiography.Considerthisstoryfromanadultdogfoster:“MyfriendJeannewasaprofessionalphotographerwhovolunteeredwiththeFairfaxCountyAnimalShelter,thesamesheltermyfamilyfostereddogsfor.Whenwehadafosterdog,shewouldinviteustoherhomestudioforphotos.Itwasawin-winproposition:Whentheshelterpostedherphotos,ourfosterdogwouldimmediatelygetatleastfourorfiveinquiriesfrompotentialadopters,andwhenwecametoherhouseforphotositwouldsaveheratrekuptothesheltersoshecouldmakehermonthlyquotaforvolunteerhours.Oneparticulardog,Coco,foundahomeevenmorequicklybecauseofthisrelationship.”“IbroughtCocoovertoJeanne’s,whereshemadequiteanimpression.Whileshewastakingphotos,JeanneaskedmewhatIthoughtwouldbetheperfecthomeforCoco.Shewasquiteenergetic,soItoldherI’dloveforhertobeadoptedbysomeoneathletic–maybearunnerorahiker.Sinceweweretalkingaboutadreamfamily,eventhoughI’dcertainlyconsiderfamilieswithoutallofthesequalities,Ithrewinahighfenceandnoyoungchildren.”“NosoonerhadwearrivedhomethanIgotamessagefromJeanne.Shesaidthatherneighbor,Jean,wouldliketomeetCoco.Jean’sseniorBeaglehadpassedawayseveralmonthsbefore,andsincethenshe’dcontinuedontheir3-miledailywalkswhilecarryinghiscollar.Jean’skidsweregrown;sheandherhusbandlivedtogetherinhousewitha6-footfencesurroundingthebackyard.Shedidamarathoneverymonth.Astheysay,therestishistory!”Step2:Market,Market,Market!Inordertocreatecontentthatconnectsyourfosterwithpotentialadopters,youneedtomakemarketingasmuchaspartofyourexperienceasfeedingyourfosterpet.Aimtocreatenewmarketingmaterial(aphoto,video,story,etc.)aminimumofevery7-10days.Makesureyourcameraisalwaysonhandforthosegreatphoto-opmoments.Whenyourfosterdoessomethingmemorableortouching,writeitdownsoyoucancraftapost.Step3:DiversifyYourPlatformsTheshelter’ssocialpagesmaybewhereyougetthebiggestreturnoninvestmentforyourmarketingmaterial,butdon’tstopthere.Markettopotentialadoptersusingdifferentavenues,suchasyourownpersonalsocial

22

mediapagesoronesyouandotherscreatespecificallyforthepurposeofmarketingpets,aswell.PostonCraigslist.PostonInstagram.Asktheguywhorunsthatpagethatmarketslocalshelterpets,too–orcreateoneyourself!“NoVaCatsusessocialmediatopromoteadultandseniorcatsintheNorthernVirginiaarea,”saysStefanieSacripanteHives.“It’sveryeasy.Igetsomegoodpictures,writesometext,addsomerudimentarygraphics,andvoila!”Theresultshavebeenextraordinary:throughNoVaCats,Hiveshasfoundpermanenthomesfordozensofseniorandspecialneedscatsinjustthelastfewyears.

SocialMediaSitestoTry:

Craigslist.comDon’tbeafraidofCraigslist.Manysheltershavefoundseveralwonderfuladoptersviathiswebsite.Thisdoesn’tmeandon’ttakeprecautions,butdefinitelydonotwriteoffpostinghere.ThesectionthatwillallowyoutopostanadforyourfosterisPets&ForSale–ByOwner.YoucanalsopostsheltereventsintheirEventssection.Don’tforgetto“renew”yourpostevery48hourstocycleittothetopofitslistingpage.

InstagramInstagramisanexcellentplacetoshowcaseforyourfosterpicsandvideo.Thisisnotonlyagreatwaytofindpotentialadopters,butit’salsousefulasaplacetodirectinterestedpartiestoproofthatthefostertheyareaskingaboutisthebestanimalinthewholeworld.YoucanuseyourownInstagramaccountorcreateonespecificallyformarketingyourfosters,favoriteshelterpetsorlocaladoptables.

23

TwitterPostphotosofyourfosterpetandintroducethemtoyourfollowers.Twitter’slimitof280charactersorlessmaymakeittoughtotellstories,butyoucanpostlinkstothemfromyouraccount.Nextdoor.comNextdoorislikesocialmediaforyourneighborhood.You’llneedtoverifyyouraddressinordertoregister.WeknowseveralfosterswhohavefoundwonderfuladoptersviaNextdoor.ImgurAbigdogfostersharedthefollowingtipswithus:“Imgur,inparticular,isasocialmediasitetocheckout.WhileonFacebook,themajorityofusersarewomen,70%ofImgur’susersaremen,openingyourmarketinguptoawholenewdemographic.Additionally,postsareseenbymorepeoplebased100%onthepopularityofthepost,noton“likes”or“follows”thatyouraccounthasgainedovertime.Thismakesiteasierfornewbiestoseetheirmarketingmaterialgoviral.Postsarewrittenmuchlikearticles,withatitle,asmanyphotosasyou’dlike,andtextinbetween.Yourtitleandfirstphotoarecrucialformakinganimpression.MyfirstexperienceonImgurwasawesome.IdecidedtotryitoutbypostingfourdogsIhadfostered.Overnight,twoofthepostswentviral,rackingupover100,000viewseach!Incredibly,therewasamessageinmyinboxfromawriterforiheartdogs.com,whoaskedifshecoulddoastoryononeofthem.Sheinterviewedmeabouthim,andthearticlecameoutshortlyafterward.SomeamazingwomenfromarescueinWashingtonStatereadthearticle,hoppedintheirvananddrovetoCaliforniatoadopthim!”

24

Reddit.comRedditisaworldwidecommunitymadeupofabazillion“subreddits.”Thereisprettymucha“subreddit”foreverything.Trypostingtorelevantoneslikereddit.com/r/fosterdogs,reddit.com/r/dogs,reddit.com/r/*yourcity*,etc.

Rescueme.orgRescueme.orgisanonprofitorganizationthataimstohelpallbreedsofdogs,catsandotheranimalsfindgoodhomes,anywhereintheworld.Youcanpostpetsonthesite,andtheywillsendthepet’sinformationouttohundredsofpotentialadoptersinyourareawithintwohours.

Adoptapet.comAdoptapetnowhasa“rehomeyourpet”optionthatyoucanusetolistyourfosters.

PinterestPostyourfoster’sphotoorflierandadddetailsandcontactinformationbelow.

TheShelterPetProjectTheShelterPetProjectisafreeresourcethatcanputalong-staypetinfrontofamuchwider,nationalaudience.Anyonecansubmitapettobefeatured.Here’showitworks:

1. Find:• AURLtothepet’sadoptionlistingontheshelterwebsite,AdoptAPet.com,Petfinder.com,etc.• Ifthepetisnotlistedonasite,oryouhaveabetterdescriptionthantheonelistedthere,include

thatwiththesubmission.• Theemailaddressorphonenumberinterestedpartiescanusetocontacttheadoption

organizationorfostercaregiveraboutthepet• Agreatphotoofthepet,preferablyaclose-upofhisorherface,lookingdirectlyintothecamera

2. Emailthisinformationtocontact@theshelterpetproject.org3.Whenyoureceiveareply,makesuretheshelterknows.PostamessageinyourVolunteers&FostersFacebookgroupwiththedateandtimethepetwillbeposted.Thisway,othervolunteerswillknowaheadoftimeandwillbeabletohelppromotethepostandansweradditionalquestionsaboutthepet.

25

Step4:ConnectWiththeCommunityIntroduceyourfostertofriendsandfamily.Putan“adoptme”vestorleashonyourfosterdogandventureoutintothecommunity.Makesureyouhavesomethingyoucanwriteon,orevenacardwithinformationonhowtoadoptyourfosterincaseyou’reasked.Evenifthosewhomeetyourfosterdogaren’tinthemarketforanewpet,theywilloftenbecomehisorheradvocate.Whentheshelterdoesapostonyourfosterpet,themorepeoplewholike,shareandleavepositivecomments,thefartherthepostwillgo.Youcanevenaskthemtopostthepettotheirsocialmediatogivethemmoreexposure.

FieldTripsIfyourfosteriscomfortableinpublic,takethemout!NotonlyaretheseA+photoopportunities,butitgivesyourfosterachancetomeetpeopleorganicallyandhamitupintheir“AdoptMe”apparel.Trytothinkoutsidetheobviousanimalenthusiastlocations.Youknowwholovespets?Athletes.Constructionworkers.Singleadults.Thepossibilitiesareendless!Withdogswholikeridingincarsandmeetingpeople,takingthemoutwhenyou’rerunningerrands,pickingupthekidsorgettingcoffeeisagreatwaytogivethemexposure.Ifthey’recomfortablebeingaroundcrowdsandotherdogs,headtoanoutdoormallorvisitdog-friendlystores.Makesomebusinesscardswiththedog’snameandyourcontactinformationwrittenonthemandhandthemouttoanyonewhostopstosayhi.Oneamazingfostertoldus,“KingLouiebecamemyrollerderbyleague’steammascot.Oneteammatealmostadoptedhimandanotherwentontobecomeafostermomandactivesheltervolunteer.Iswearthereisnodemographicmoreanimal-obsessedthanfemaleathletes.Imaginehowmanyotheruntappeddemographicsthereare!”

26

AttendAdoptionEventsAnytimetheshelterhasorganizedanadoptionevent,bringyourfosterdogandjointhefun!Someeventsareoffsite,andshelterdogsaretransportedandgetadoptedfromthere.Thoseeventshavelotsofpromotionanddrawinpeoplelookingtoadopt,soshowupandshowyourpetoffandmeetpotentialadopters.Ifyourdogisextremelyfearfulordogreactive,eventslikethesemightnotbeagreatplaceforexposure,sincetheywon’tbeontheirbestbehavior.

Catsaren’tgenerallycandidatesforfieldtrips,butyoucangetextraexposureforcats(anddogs!)infosterbycreating“meetandgreets”forthem.SeeifyoucanscheduleaquietroomtohangoutinfortwohoursorsoduringabigadoptioneventorevenonabusySaturday.Publicizetheeventthesameasyouwouldforanycelebritymeet-and-greet(socialmediaposts,FacebookEvents,etc.)toinvitepotentialadopterstovisitwiththepetduringthetimeyou’llbeinattendance.

WordofMouthSimplytellingyourfriends,neighbors,hairdresser,mailman,waiter,etc.aboutyouramazingfosterpetcancreatepotentialadopters.Makesurepeopleknowhowtogetaholdofyou(yourfriendshaveyourphonenumberorcancontactyouonFacebook,butstrangersmightwanttogetintouchlater,sothosebusinesscardsandyourfosteremailwillcomeinhandy).Youcancreateateamofadoptionadvocatesthisway!Step5:TryALLthethings!Thereareinfinitewaystomarketyourfosterpet;moregreatwaysarebeingdiscoveredeveryday.Gotagreatnewideayouwanttotryout?Aslongasit’ssafeforyouandyourpet,andcouldleadthemtotheirforeverhome,tryit!Takealookatsomeoftheinnovativewaysfostersandvolunteershavefoundtomarketpetsforideas:

27

Onefamilythoughtofanadorablewaytopromotetheirfoster,Langston:PuthimonValentinesthatcanbegivenoutatschoolandinthecommunity!

28

Marketingvs.AdoptionCounselingMarketingisNotAdoptionCounseling:Keep‘emSeparate,SaveMoreLivesShydogDerekhadbeenatAustinAnimalCenter,waitingforafamilyforseveralmonths,butwastimidandscaredinhiskennelanddidn’tseekoutattention.Therewerenosparkswithpotentialadopters.AsIsometimesdowithdogswhoneedsomeextraattention,Ibroughthimintomyofficeandgottoknowhimoverthecourseofafewdays.Isawhimaroundotherdogs,kids,andcats.Ilearnedthathewasverywellbehaved,butseemedunsureoftheworld,andsometimesbecamenervous.Iobservedhisbacklegsseemedtobowoutandhewalkedalittlefunny.

Derekwassupershyinhiskennelandwasoneofthosedogswesometimescall“shutdown.”

Withthisnewinformation,itwastimetodosomemarketing.IwroteasillylittledescriptionofmyexperiencewithDerekandstuckitonhiskennel.

Ibroughthiminmyofficeandgottoknowhimoveracoupleofdays.Imadeasillyflyerandputitonhiskennel.

Afterjusttwodayswith thenewsign,awomanwantedto

29

meethimintheplayyard.Oncetheygottomeet,shesawtherewasasparkbetweenthemandsaid,“Iwanttotakehimhome.”

Atthatpoint,afterthatinitialmagicconnectionhadbeenmade,webegantheadoptioncounseling.

IdescribedeverythingIhadobserved,includingthatheseemedtolikethechildrenhemet,butalsoseemedunsureofthem.Ialsotoldherthatheneededhisbacklegscheckedoutandthathemighthavesomeissuesbecauseofhisconformation.IwashonestanddisclosedeverythingwehadassessedandobservedaboutDerek.

Theadopteraskedalotofgoodquestions.Sheconsideredifhewastherightfitforher.

Attheendofthecounselingprocess,shewasstillconvincedDerekwasforher.Sheadoptedhimthatdayandwhenwefollowedup,shetoldussheis‘completelyinlove’andhe’stheperfectdogforher.

Thisfamilysawtheflyer,metDerek,bondedwithhim,wentthroughthecounselingprocessandadoptedhim.

Derekwassoproud!

DogslikeDerekaretypicallymarketedtothepublicwithinformationlike:

“Shy,needshomewithadultsonly”or“Probablyabackyarddogandnotwell-socialized.”

Thesestatements,usedduringthemarketingphase,actasSTOPsignswhichpreventpotentialadoptersfromaskingtomeetdogs(evenonesthatwouldbeagreatfitforthem!).Tohelpsendmorepetshome,sheltersneedtoseparatethemarketingfromtheadoptioncounseling.

30

Toooftenwemistakesocialmediamarketingastheplaceforadoptioncounseling.Canyouspotthe‘stopsigns’intheseposts?

“Elsaisagorgeous,two-year-oldpitbullwholovespeopleandlovestosnuggleandgoonwalks.Shemustbetheonlydoginthehouse.She’ddobestinhousewithnokids.Elsahasbeenwaitingmorethantwoyearstofindanewfamilytoloveher.Couldshebetheoneforyou?”“Samisfun-lovingdogwithtonsofenergywhoislookingforanactivehome.Heisreallygoodwithmostpeople,buthepreferswomenovermen.Heisreactiveandhasmildseparationanxiety,butwiththerightperson,he’sgoingtomakeanawesomepet!”Iknowwhatyou’rethinking:“Wehavearesponsibilitytoouradopters/fosters/rescuers/publictotellthemeverythingweknowaboutthatanimal!Areyousayingweshouldintentionallyhidethetruth?”No.Asanimalwelfareprofessionalsandvolunteers,weoweittoourcommunityandouradopterstodiscloseeverythingweknowaboutoneofouranimals.

However,weshareallofthatinformationduringtheadoptioncounselingportionoftheprocess…notinthemarketing.

Marketingismeanttograbattentionandopenadoor.Adoptioncounselingisforfulldisclosure.MarketingiswhatGETSpeopletotheadoptioncounselingprocessbypiquingtheirinterestinmeetingtheanimals.Butyoucan’tdothecomplicatedbusinessofadoptioncounselingifNOONEisthereforyoutotalkto.Marketing:it’swhatmakesthefullconversationhappen!

Herearesomesimpletipsforkeepingyourmarketingseparatefromyouradoptingcounselingprocess.Ifyoudothis,you’llincreaseyouradoptions,makebettermatches,andgetmorepetsoutofyourshelterorrescueandintopermanenthomes.

DON’Tincludeeverysingledetailaboutananimal’sentirelifeortrytoexplaineverypossibleflaworchallengethispetmayhaveinonepost.Imaginewritingajobresumewhereyoulisteverymistakeyou’veevermade,alltheprojectsthatdidn’tgowell,andallthethingsyourcoworkersfindmostannoyingaboutyou.You’reprobablynevergoingtogetthecalltocomeinforthatjobinterview,evenifyouareagreatprospect!

31

Whilethisisanextremeexample,itmakesanimportantpoint.Everyperson(anddog)hasavarietyofpersonalitytraitsandbehaviors.Weallhaveahistoryofhighsandlowsthatmakesuswhoweare.IfweputitALLonthetable,beforeaprospectiveemployergetstomeetusandformaconnectionwithus,we’renotgoingtogetthecalltoevencomeinfortheinterview.

Fordogs,they’reprobablynotgoingtogettheopportunitytomeetthepersonwhocouldchangethecourseoftheirlives!

Thinkaboutitlikethis:Yourresumeisawaytolandtheinterviewwhereyouhaveachancetodiscussyourstrengthsandweaknesses.Thesocialmediapostorbioisthewaytogetadopterstomeetyourdogsandhaveadiscussionwithyouaboutalloftheirneeds.

DOtellastory!Dalton,picturedhere,wasawildchildintheshelter.Hebarkedandwhinedwhilekenneledandhadtonsofenergy.Hisbehaviorinthesheltersentadoptersrunning.Daltonwaspassedovermanytimes.Inthepast,wemighthavepostedthatDaltonwasa‘highenergy’doglookingforan‘active’familywhowouldtakehimrunningandhiking.Butwe’velearnedpotentialadoptersreadthroughthelines,evenwhenwetrytobesubtleaboutpotentiallynegativetraits.InsteadwesentDaltontoafosterhomeforafewdays,sowecouldlearnmoreabouthim.Hisfostermomsharedaquickstoryaboutsomethinghedidwhileattheirhouse.

32

Thatstory,postedonFacebook,broughtindozensofinterestedadopters.Marketinghimthiswayallowedustofindafamilyfromthisgroupwhowasperfectforthisyoung,exuberantpooch.Everyoneelsethatwasinterestedadoptedotherdogs.Win-win!

Formoreinformationonwritingdescriptionsthatcreateconnectionanddrawinadopters,checkoutAnimalFarmFoundation’sE-Bookaboutmarketingandadvertising.DON’Tfocusonrestrictions.Restrictionsarearticulatedeitherasadirectivestatement,asin“nokids”orasapassivestatementsuchas,“woulddobestinahomewithnokids.”Arestrictionlikethismeansdifferentthingstodifferentpeople.Itleavesalotofroomforpeopletoimaginewhyyou’veincludeditinyourmarketing.Formostadopters,astatementlikethiswillactasastopsignbecausetheydon’tknowwhyyou’reusingitanditmaysoundscary.Evenforpotentialadopterswhodon’thavekids,theymaythink,“Well,myneighborhoodhaskidsandsoIguessthisdogwon’tworkforme,”oralternately,“Idon’thavekids,butwhowantsadogthatdoesn’tlikekids?”oreven,“Iwonderifthisdoghashurtkids?”Byplacingrestrictionsinyourmarketing,youmayhaveturnedoffsomereallygreatadopterswhoaretherightmatch.

33

Evenifyouarefirmabouttherestrictionandwillnotadoptthedogtoahomewithkidsorcats,youcansavethatconversationforthein-personadoptioncounselingprocess.Thisiswhenyouwillexplainthedog’sfullhistoryandwhyyouaregoingtousetherestriction.Youradopterswillappreciateyourtransparencyandinformationandtrustinyouradoptionprocess.

Toreadmoreaboutrestrictions,checkoutAnimalFarmFoundation’sE-bookaboutadoptionbestpractices.

Ghost, pictured here, is a deaf dog. We marketed her by talking about how despite her inability to hear, how happy and joyful she

always is. Without any special criteria or restrictions, we found her the perfect family.

DOsticktopositivemarketingthatinspireadoptionsandwillcreatetheopportunityforadopterstomeetthedog,beforebeginningthecounselingprocess.DON’Tfeelbadifthemarketingdoesn’tleadtotherightmatch.Ifsomeonecomestomeetapetbecauseofyourpositivemarketingandtheycan’tadoptthatparticularpet,becauseofamedicalorbehavioralissuethatyoudiscusswiththem,that’sok…DOseethisasopportunitytomaketherightmatch.Allofourstaffmakesanefforttoalwaysknowsomeinformationaboutsixorsevendifferentanimalsinourshelter.Thatway,ifthepettheadoptersawonsocialmediawasn’ttheperfectfit,wehaveseveralotherpotentialmatchesalreadyinmind!DON’Tuseindustrylanguage,or‘shelter-speak’inyourmarketingefforts.Termslike‘barrierreactive’and‘resourceguarding’mightbeeverydaylingoforyou,buttoadoptersthatarebothfrighteningandconfusing.Eventermslike,‘jumpy/mouthy’meansomethingdifferenttoyouthanwhattheymightmeantoapersonwhoisunfamiliarwithanimalwelfarejargon.Theymayscareoffadopters.DOuseeverydaylanguageinyourmarketing,aswellasyouradoptioncounseling,thatregularpeopleunderstand.Andifyoudouseatermlike‘zoomies,’makesureyouexplainwhatyoumean!Wanttokeepitsimple?Rememberthatmarketinggetspeopleinthedoorwhoareexcitedtoadoptandcreatestheopportunityforhonest,openadoptioncounselingtohappenattheshelter,wherethebestpossiblematchescanbemade.

34

Committoapositive-onlymarketingapproachcombinedwithaconversation-basedadoptioncounselingprocessandyou’llstarttosendmorepetshome,rightwheretheybelong.WrittenforAnimalFarmFoundationbyKristenAuerbach.Usedwithpermission.

####RemovingStopSigns:Fine-TuningYourMarketingWhenwetalkaboutremovingstopsignsfrommarketing,thefirstquestionwe’reusuallyaskedis,“Doesn’tthatmeanyou’llbringinawholebunchofinterestedpeoplewhoaren’ttherightmatchforthedog?”Theshortanswerisyes.However,havingmorepeoplecontactyourorganization,evenifit’sinitiallyaboutadogthatmaynotbeidealforthem,isagreatwaytoopenthedoortointroducingotherpetsthatareagoodfit.We’vealsofoundthatthere’salotyoucandotofine-tuneyouradoptionmarketinginordertofindtherightadoptioncandidate.ConsiderthestoryofSweetJane.Herfostersworkedhardatmarketingher;whiletheybelievedheridealplacementwaswitholderornochildren,thisstopsignwasnotincludedinthemarketing.Severalmonthslater,theybegantogetfrustratedbecauseitseemedasthoughtheonlyfamiliesinquiringaboutherwereoneswithsmallchildren.Theylookedbackattheirmarketingtoseeiftheycouldidentifyaproblem:

Theproblemisprettyobvious,no?SweetJanewasveryattachedtotheir20-year-olddaughter,Annie.They’dusedmanyadorablepicturesofthetwotogetherintheirmarketing.Thethingwas,Annielookedmuchyoungerthan20,whichmeantthattheywereaccidentallymarketinghertofamilieswithchildren.Whiletheywerecertainlynotgoingtoscrapanyphotographsthatwouldbegoodmarketingmaterial,theybegantomakeaconcertedefforttomarketSweetJanetoadults.Thistime,theresultspaidoff!

35

AndwhatofthefamilieswithchildrenwhoinquiredaboutSweetJane?Thiswastheperfectopportunitytoshowthemtheshelter’sgreatcustomerserviceandgetsomeexposureforotherdogsintheshelter’scarewhomightbeabetterfitforthem.Thisneednotbetime-consumingforfosters.InSweetJane’scase,herfostersidentifiedseveraldogsintheshelterwhowereknowntobegoodwithchildrenandthencraftedanemailtemplatethattheysenttopotentialadopterswhohadkids:

HiJohn,It’sverynicetomeetyou!MyhusbandandIarefosteringSweetJane,andweheardthatyouhadinquiredabouther.Whilesheisanawesomedog,we’dlovetoseeherplacedinahomewitholderornochildren.However,theshelterdoeshaveseveralamazingdogsthataregoodwithkids!Rickhaslivedwithkidsbeforeandisareallynicedog.Itookhimtoaneventafewweekendsagoandhelovedmeetingallofthepeopleandotherdogs.Here’salinktohisonlineprofile:http://www.petango.com/Adopt/Dog-Terrier-American-Staffordshire-23694671.Also,Maiahasbeenwithkidswhileshewasinfostercarewithherpuppies;shedidverywellwiththem.Keepyoureyeontheshelter'sFacebookpage–fosterstakesomeofthedogsonweekends,andtheshelterisabletolearnmuchmoreaboutthemduringthistime.TheyusuallypostphotosandinformationaboutweekendfosterdogsonSundaysandMondays.Thanks!Lee

RemovingStopSigns:AdoptionCounselingAnotherthingwe’reoftenaskedis,ifwedon’tdoadoptioncounselinginourmarketing,whenwillitbedone?Arewelyingtopeople?Absolutelynot.Thisstrategyisjustformarketing;completetransparencyaboutpets’historyandbehaviorwithfostersandadoptersiscritical.Thegreatthingaboutmarketingshelterpetsfromfostercareisthattherearenowtwopossiblelevelsofadoptioncounseling:thefosterandtheshelter’sactualadoptioncounselor.Iffostershaveaccesstoadog’s

36

historyandin-shelternotes,theycandothecounselingthemselveswithoutsendingthedogbacktotheshelter.Ifnot,thefostercanshowandtelltheadoptereverythingtheyknowaboutthedog,andtheadoptioncounselorwillgooverthedog’scompletehistoryandnotesattheshelter.

37

TeamworkfortheWin!HowStartingfromScratchandThinkingOutsidetheShelterCanGetLong-StayDogsAdoptedInthisguestpost,KellyDuer,Maddie’s®FosterExpansionCoordinatoratAustinAnimalCenter,shareshowtheVenturaCountyAnimalShelterisgettingalloftheirlong-staydogsadopted.Readthepost,andthentrysomeofthecreativeideasforyourself!

TheVenturaCountyAnimalShelterwasinatightspot:Thebusiesttimeofyearhadbarelybegun,andtheywerealreadydangerouslyclosetohittingcapacityintheirdogkennels.Worse,theshelterhadaslewoflong-staydogsthatdesperatelyneededtogetoutoftheshelterandintohomes.Whatcouldtheydo?

Theygotcreative.Inadditiontoaskingthecommunityforhelpandplacingasmanyoftheirpetsaspossibleintofostercare,theshelterpilotedanew–andverysuccessful–marketingprogramthattheycalledtheLongStayChallenge.Theystartedwithagroupof20dogswhohadbeenattheshelterforthelongestamountoftime–acollective6,181days.Manyhadbeenlivingthereforoverayear.

Twomonthslater,halfofthesedogsweresettlingintotheirnewforeverhomes,effortstomarketthosewhoremainedwerewellunderway,andmanyotherstressed-outdogswhoweremarketedhadalsobeenadoptedorrescued.Here’showtheydidit:

Theyfocusedontheirneediestdogs.Theshelterlookedattheirdatatofindthe20dogswhohadbeentherethelongest.Theycreatedalistandaskedtheirvolunteersforhelp.Theyresolvedtomarketthesedogsheavilyforaminimumof60days.Manyotherdogswhoweresufferingfromshelterstress,nomatterhowlongtheirstays,werealsotargeted.

38

“Itmadeusasvolunteerscontinuallycheckfordogsfallingthroughthecracks,”saidsheltervolunteerDarrellBerdine.

Everyoneparticipatedinmarketingthedogsforadoption.Atmanyshelters,theorganization’sFacebookpageistheonlywaypetsaremarketed.Thisputsstressontheshelter’sstaffandleavesoutahugegroupofpeoplewhoareoftenmorethanhappytocontribute:theshelter’svolunteers.Usingvolunteer-andfoster-drivenmarketing,theshelterwasabletofeatureamuchwidervarietyofphotos,videosandstoriesaboutthedogsintheircare.

Inadditiontotakingthedogsonoutings,volunteersworkedtogethertocreatenewandinnovativewaystoshowcasethedogs.Theynotonlysharedthismaterialwiththeshelter,theyshareditwiththecommunitybypostingontheirownsocialmediapagesandcreatingnewpagestomarketthesepets.

Theygottheirdogsoutoftheshelter.Afewwenttofosterforaweekormore,butthemajority?Theyonlywentoff-campusforhalfadayatatime:ongroupwalks,lunchdates,visitstothebeachandoutingstothepark.Itmaynotseemlikealotoftime,butevenafewhoursinfostercarewasenoughtocapturethesedogslookingrelaxedandhappyindifferentsettings.

39

Intheshelter,marketingopportunitiescanbelimited.Forexample,itcanbedifficulttogetphotosofpetslookingrelaxedwhenthey’restressedoutinasheltersetting.Adopterswanttoknowwhatapetwouldlooklikeinahome,andthisisnotoftenpossibletoshowintheshelter.

“Notonlyisthisdifferentmarketingmaterialthanphotosandassessmentsdoneinshelter,itreachesanaudiencethatmaynotbefollowingusonFacebook,”saidKimFlavin,theshelter’sbehaviorist.“Thedogsmeetthepeoplewheretheyare.Itisalsoavitalstressrelieverforthedogsandhelpsgatherimportantinformationaboutthedog’sbehaviorinthe‘realworld.’”

Theygotcreative.Volunteersandstaffworkedtogethertocomeupwithinnovativenewwaystomarketthedogs.Photographers,fostersandothercreativevolunteersteameduptogenerateideas,makevideos,takepicturesandcreatethemedphotoshoots.

40

Theymadeitintoafungame.Severalgiftcardsweredonatedasprizesforparticipants.Prizeswereraffledofftodaytripfostersandthefirsttwopeoplewhosemarketingledtoadog’sadoption.Alistofthosewhotookdogsonoutingswaspostednexttothelong-staylistinordertokeeptrack,andupdatesonwinnersweregivenintheshelter’sinternalsocialmediagroups.

Berdine,whoseadvocacyonbehalfoflong-staydogSnoopyledtohisadoption,wasthecontest’sfirstwinner.Snoopyhadlivedintheshelterfornearlyayear,andhisbehaviorwasbeginningtodeteriorate.Berdinenotonlyhelpedtomarkethim,butalsoworkedwithFlavintocreateandimplementaplanandatrainingprotocol.

“Heblossomedveryquicklywiththeconsistenttraining.Wetookpicturesandvideosandmarketedtheheckoutofhim,”saidBerdine.“ThemoreItookhimoffsitethebetterhegotwithhismanners.Ithinkalotofhisissueswerekennelstress.Heturnedouttobeoneofmyall-timefavorites.”

Thatgiftcardhewon?Berdinespentitonenrichmentitemsforhisnewfavoritelong-staydog,Bayou!

“Ithinkthemostimportantpartofthisprojectwasbringingattentionaboutthesedogstoeveryone,”saidSarahAguilar,theshelter’sfostercoordinator.“Gettingthemknown,increasingawareness,havingthemreadytogo—allofthesethingscontributedtothenumberofthesedogsthathavegottenadopted.”

Whenthetwo-monthtrialperiodwasover,theshelterreassessed.Injusttwomonths,theaveragelengthofstayfortheir20longest-staydogsdecreasedfromover300daysto235.Notonlyhadhalftheshelter’slongest-staydogsbeenadoptedorrescued,butworkingtogethertoachievethisgoalbroughtrenewedvigortothewholeorganization.

41

Buildingontheirsuccess,theshelter’sstaffdevelopedsomeadditionalmarketingtoolssuchasthenewbulletinboardoflong-staydogsthatisnowdisplayedprominentlyintheirlobby.Thentheyprintedoutanewlistoflong-staydogsandstartedover!

####

42

AppendixA:ResourcesMarketingShelterPetsMarketingrulestoincreaseadoptionshttps://www.animalsheltering.org/magazine/articles/awesomeUsingsocialmediatomaximizeyourlifesavingpotentialhttp://www.maddiesfund.org/using-social-media-to-maximize-your-lifesaving-potential.htmMarketingbestpracticesfromAnimalFarmFoundationhttps://animalfarmfoundation.org/wp-content/uploads/2017/08/Marketing-eBook-WEB.pdfWhatanimalorganizationscandoasFacebookmakeschangeshttp://chewonthis.maddiesfund.org/2018/02/fb-zero-2/Marketing,PRandSocialMediahttp://www.maddiesfund.org/topic-marketing-pr-and-social-media-social-media.htmDon’tBeBoringandOtherSecretstoFindingDogsHomeshttps://animalfarmfoundation.blog/2017/05/04/dont-be-boring-and-other-secrets-to-finding-dogs-homes/SocialMedia:SixNewThingshttp://www.maddiesfund.org/social-media-six-new-things.htm?p=0EECED7D-7E3F-4ECB-A2D8-CD9099F215392WeekstoAdoptionTipshttp://aspcapro.org/sites/default/files/aspca-2WeekstoAdoption.pdfPhotography,VideographyandWritingBetterPhotosandProfilesforLong-StayShelterDogshttp://chewonthis.maddiesfund.org/2016/04/long-stay/HowtoTakeGreatPetAdoptionPhotoswithaSmartphonehttp://chewonthis.maddiesfund.org/2015/03/how-to-take-great-pet-adoption-photos-with-a-smartphone/WritingandPhotographyforGreatCatAdoptionProfileshttp://chewonthis.maddiesfund.org/2016/05/cat-marketing-apa/Usingmemestomarketshelterpetshttps://www.animalsheltering.org/magazine/articles/i-can-haz-adopterPhotography101:TipsandTricksfromHeARTsSpeak,Inc.https://animalfarmfoundation.org/wp-content/uploads/2017/08/Marketing-eBook-WEB.pdf-page=14

43

Volunteer-DrivenMarketinghttp://www.huffingtonpost.com/2014/01/06/pit-bulls-fairfax-county-animal-shelter_n_4548926.htmlhttp://www.connectionnewspapers.com/news/2014/dec/17/oakton-resident-helps-older-cats-find-forever-home/BoostingYourMarketingEffortsTheShelterPetProject:submitadoptableanimals,freeofchargehttps://www.facebook.com/ShelterPetProject/?fref=ts

44

AppendixB:ShelterPetMarketingChecklist

ShelterPetMarketingChecklista.k.aStepstoFindthatForeverHome!

Hereisthesimplechecklist.Crossoffeachsteptohelpyourpetgetclosertofindingtheiradopter.Forexplanationsandexamples,readbelow!1. Goodquality,recentphoto

2. Goodqualityvideo

3. Write-upasummary

4. Makeaflyer

5. PostonFacebook

6. PostonCraigslistandNextdoor.com

7. MainAACFBpage

8. Outoftheboxsocialmedia

9. Gooutintotheworld/FieldTrips

10. Attendadoptionevents

11. WordofMouth

12. BeCreative

THEBASICS

• Goodquality,recentphoto

Thisphotowillbeuploadedtoourdatabaseandwillshowontheanimal’skennelcardandonlineprofile.Headshotsareusuallybest,butfullbodycanworktoo.Photosshouldbetakeninlandscapeandbecroppedto3x4ratioforbestwebsitedisplay.Ifyouneedhelpgettingyourphotostocomeout,askforhelponourFacebookpage…wehavealotofvolunteerswhoarealsotalentedphotographers!Checkoutthisshortarticle,whichofferssomemorephotographytips.

• Goodqualityvideos

Videosshouldalwaysbeshotinlandscape(wide)soholdyourphonesidewayswhentakingvideo.Anynumberofvideoscanbeuploadedandembeddedintoananimal’swebsiteprofile,butvideolinksarealsogreatforothermethodsofsharing.Trytomakeyourvideo1minuteorless,unlessthecontentisreallyengaging.

• Write-upasummary

45

Writeashortandsweetsummarythatincludesyouranimal’sbehavior,likesanddislikes,andthebestthingsaboutthem,likeanauthor’sbiographyattheendofabook.Thissummarycanbethetextforasocialmediapostbutitcanalsobeaddedtothewebsiteprofile.Leaveoutnegativedetails(StopSigns)suchas“nootherpets,”“needstraining,”etc.,asthesecandetereventheperfectpotentialadoptersandarebestdiscussed1-on-1duringadoptioncounseling.Aimtocreateapositiveemotionalconnectionwiththereader.

• Makeaflyer

YoucanuseWordoranyeditoryouwanttocreateaflyerforyouranimal.Simpleisbest!Oneortwoawesomephotosplusyourshortandsweetsummaryfromabove.Iftheanimalisinfosterwithyou,includeyourcontactinfo.Iftheanimalisattheshelter,youdon’thavetoincludetheirkennelnumberbecausethosecanoftenchange.Theseflyerscanbehungatyouroffice,yourschool,thelocalcafé,Starbucks,HalfPriceBooks,anywherethatwillletyouhangaflyer!Attheshelter,thereisaboardthatshowsfosterdogswhoarelookingforadopterssoshareyourflyerwiththefostercoordinator.Ifyourflyerwasmadeforananimalstillattheshelter,youcansendittothevolunteercoordinatorswhoprintandlaminateit(oryoucanlearnhowtoprintandlaminateinthevolunteeroffice!).

SOCIALMEDIAJustafewnotesonsocialmedia:

o Whendescribingananimalonsocialmedia,makesuretoleaveoutStopSignslike,“workingonleashskills”or“can’tlivewithchildren”.Whilethesemaybefactsorrealsafetyconcerns,they’renotthethingyouwanttomarketwithandtheycanbeaturn-offforpotentialadopters,despiteglowingnotesintherestofthepost.Readthisarticleandthenwriteyourpostsaspositivemarketingmaterial,soyoucandotheadoptioncounselinglaterduringa1-on-1conversation.

o Thebestwaytogetshelterpets,especiallylong-stays,intoforeverhomesistomarketthemvigorously(atleastevery7-10days).

o Postoneachanimalregularly-Thinkoutsidethe‘petbiobox’,andhighlightaspecificpet’sadorablequirk,asceneorstoryfromtheirday,aninteractionwithotherdogsorpeople,etc.

o Regularpostingcreatesanemotionalconnectionbetweenpetandyoursupporters.Together,thepoststellastory,andthehappyendingistheadoption!

• PostonFacebook

YoucancreatepostsfromyourownFBpage,regularlyshareyouranimaloninternalsheltergroups(sotheystayattheforefrontofeveryone’smind),oryoucancreateapubliccelebritypageforyouranimal.Postregularlywithnewphotos,videos,andstories.YoucanboostFBpostswithmoneysotheyareseenbyawideraudiencethanjustyourfriends.IfyouwanttodoaBIGpost,askfordonationstohelpcreateabigboost.Includehowtofindtheanimalorhowtoaskmorequestions.

• PostonCraigslistandNextdoor

ThesesitesareaGREATtooltoreachyourneighbors.YoumightthinkCraigslistisonlyforscammers,butinfactmanypeoplearelookingatCLtoaddnewpetstotheirfamily!Youcanpostlotsofphotos,linkstovideos,andmorethoroughwrite-ups.Followthepositivemarketingguidelinesandchangeyourpostssothatthey’renotthesamefromweektoweek.

46

• MainAACFBpage

Theshelter’sFacebookpagehasatonoffollowers,sosendagreatstory/write-upplusphotosand/orvideostothefostercoordinatorswhocanhelpgetyourpetfeaturedonthemainpage.

• Outoftheboxsocialmedia:Instagram,Imgur,Snapchat,Pinterest,Twitter,Reddit,etc.

COMMUNITYMARKETING

• Gooutintotheworld/FieldTrips

Withdogswholikeridingincarsandmeetingpeople,takingthemoutwhenyou’rerunningerrands,pickingupthekids,orgettingcoffeeisagreatwaytogivethemexposure.Makesurethey’rewearinganAdopt-Mevestorleash.Makesomebusinesscardswiththedog’snameandyourinfowrittenonthemandhandthemouttoanyonewhostopstosayhi.Iftheycanhandlebeingaroundcrowdsandotherdogs,headtoafarmer’smarketoramall.Orvisitdog-friendlystores(checkoutthislist).

• Attendadoptionevents

Anytimetheshelterhasorganizedanadoptionevent,bringyourfosterdogandjointhefun!Someeventsareoffsite,andshelterdogsaretransportedandgetadoptedfromthere.Thoseeventshavelotsofpromotionanddrawinpeoplelookingtoadopt,soshowupandshowyourpetoffandmeetpotentialadopters.Ifyourdogisextremelyfearfulordogreactive,eventslikethesemightnotbeagreatplaceforexposure,sincetheywon’tbeontheirbestbehavior.

• WordofMouth

Simplytellingyourfriends,neighbors,hairdresser,mailman,waiter,etc.aboutyouramazingfosterpetcancreatepotentialadopters.Makesurepeopleknowhowtogetaholdofyou(yourfriendshaveyourphonenumberorcancontactyouonFacebook,butstrangersmightwanttogetintouchlater,sothosebusinesscardswillcomeinhandy).Youcancreateateamofadoptionadvocatesthisway!

• BeCreative!

Thereareprobablyplentyotherwaysofmarketingandgettingexposurethatwehaven’tlistedhere.Aslongasit’ssafeforyou,yourpet,andcouldleadthemtotheirforeverhome,tryoutotherideas!Andifyourideasaresuccessful,sharethemwithussowecanaddthemtothislist!

47