Beth Mersten Cruz, President & Founder

Shelter Showcase

Parties, Parades & Promotions:  Getting the Most from Your Events

 

Planning an eventIncrease adoptionsIncrease volunteersIncrease fundraising potentialCutting edge adoption events

You’re in the right workshop if you want to learn about ….

“Can we talk? Adoption screening through conversation” Workshop

Event Planning Best PracticesGeneral overview and tips

Myths & RisksPrice-cutting adoption feesSame-day adoptionsOff-site adoptions

Q&A

Workshop Agenda

FunTime-consuming

Who likes planning events?

Get the most out of all types of events

Reach multiple goals

Goals

Basic Tabling Event

Paw Prints Animal Rescue

Adoption Event – small and large

Spay/NeuterSpay/NeuterEducateVolunteer RecruitmentNetworkingOutreach

Fundraising

FundraisingVolunteersNetworkingMissionAdoptionThanks

No More Homeless Pets ConferenceEducateInspireNetworkingOutreach

Choosing the eventEvent Planning Calendar (Project Plan) BudgetVolunteers & Staff FundraisingPromoting (PR & Marketing – supporters &

bey0nd)Gathering ContactsMeasuring SuccessTrainings

Event Planning Best Practices

Primary goal (but reach all of them!!)AudienceResources (volunteers, budget, and ?)LocationStaff input

Choosing an Event

Timing

Calendar Inspired Promotions

Event Planning Calendar

TasksDependencies

MS ProjectWho is responsibleBuffer in extra time

Project Plan

Committees

Volunteers & Staff Logistics Marketing Entertainment Fundraising Committee Heads (not “decision by

committee”) When escalate for approval

(contract signatures, expenditures, policies)

Budget

List all expensesFoodRentalsPrinting

List all possible income and in-kind donations

Over-estimate costs & under-estimate income

How much profit makes worthwhile?Cash to cover upfront costs

Things will go wrong

Stay Calm!WeatherInjuryAnimal escapeVolunteer/staff no-showsInappropriate volunteer behaviorDisgruntled publicBroken equipmentEscalation Procedures and Sense of

humor

Outgoing for outreachTrained

Volunteers & Paid Staff

Recruit constantlySign up sheetsOnline

Find ways to involve people & community group

Fun titlesValue of rolesSchedule breaksEasy to identifyThank you

Volunteer Management

Best Friends Pet Super Adoption200 volunteers –

great recruitment tool to build volunteer base in the area

Why?New DonorsNew VolunteersFree Marketing

Sign up sheetsFree rafflePledgeSurveyAdoption applications

Gathering Contacts

VIP TicketsCorporate SponsorshipsProgram AdsRaffles/AuctionsRegistration/Entrance Fee

Add a donationSponsor a pet/kennel/cageTie into individual animals!Inspiring presentationDon’t be shy

Fundraising

Clear benefitsFeel GoodLogo recognition Advertising opportunityCommunity exposure

Number of people reachedFun names

Top Dog, Cat’s Meow, Faithful Friends, Magnificent Mutts

Sponsorship

Getting the word out

Selling point: 140,000 people views per month

Great advertising opportunity

Billboard Sponsor

Benefits with no direct financial costDonate advertising time

Media Sponsorships

Mailings

Adoption Promotion

Online Promotion

Email blastsWebsiteOnline Pet ListingsFacebook, Twitter updatesFacebook EventCommunity Calendars

Creative releasesLOCAL angleTie into current newsSpecial attractionsVolunteer Opportunities Press Conference Event reminderInclude organization info

Media Attention

How did they learn about the event?Are they looking to adopt?Do they have pets now?

Survey Says

Next year’s sponsorship requestsPart of thank you notesCreate more buzz

Take Pictures & Video

Clean up after event

After the EventRest and RelaxFeedback & IdeasShare the Good News

Pictures and success

WebsiteEmailFacebook Media releaseAcknowledgements

After the EventMeasuring Success

BaselineAdoptions

Total Targeted

Money raisedVolunteers

ParticipatedRecruited

New contacts & relationships

No cost adoptions, same day

adoptions, off site adoptions … OH

MY!

Myths & Risks: Cutting Edge Programs

Adoption Price Promos

Freeday: 17 adoptions (5 normally) Frenzy: 55 adoptions (11 normally)

Is the adopted pet …Safe?Loved?Stay in the home?Lost revenue?

Myths or Risks?

Will an adopter love a free pet?

Animal Refuge League of Greater Portland Study

Lexington Attachment to Pets ScaleSame Level of attachment for fee and free

adoptions

What does the data show?

Cats obtained free from previous ownerShelter adoptions and purchases are

intentionalSame adoption process

Relinquishment & Intention

65% of pet guardians acquire their pets free or at low cost

Spayed & NeuteredVaccinatedPet IDEducationPost adoption supportPotential donors and volunteers

Benefits of adopting from you

Adopters may donate Vet Exam Deworming Vaccines Spay/Nueter Microchipping Free month pet insurance

Less time at shelterMore adoptionsRefer adoptersGreat program to sponsor/support Increase other adoption feesGrants

Lost Revenue

Off-site & Same Day Adoptions: Impulse adoptions? Or intentional?

300 people in line at midnight - intentional

500 – 600 adoptions per event

Midnight Woofness

Any foster failures here?Same adoption screening

What if impulse adoptions

Landlord Checks?Vet Checks?Home Checks?

Same-Day: Screening

Lollipop Farm (Rochester NY) stopped landlord checks 6 years ago

7000+ adoptions per yearHigh rental area Return rate – remained the

same

Landlord Checks

Increased adoptionsDecreased length of stay &

diseaseHappier adoptersCost down

Open dialogue = educate Teach not just ask

Contract contingent on vet check

Vet Checks?

Adoption application – home check okay?Deliver pet or follow up visit Contract contingent on home check

Home Checks

Nature Coast Humane Society Pet Expo1% return rate vs 10% at shelter

Liability & RiskInsuranceTrained staff/volunteersAppropriate animals

Locations

Pet Supply StoreWalMartShopping MallCommunity FairParade

County ParkGymnasiumCorporate CampusCar DealershipGrocery Store

Remember, reach multiple goals!

PetSmart Rewards Program

Q&A

ASPCA ProRiver VoicesPetfinder.com LibraryPetSmart Charities Nevada Humane SocietySt. Hubert’s Animal Welfare CenterNoah’s Ark Animal Welfare AssociationCleveland Animal Protective League Best Friends Animal SocietyAnimal Farm Foundation

Many thanks …

Lights, Camera, Action! Workshop How to Drastically Increase Your Adoptions

with Better Photos, Videos and Online Profiles

Occasional small grants for special programs or animals in need (matching gifts, etc)

Shelter Showcase Resources for You

Beth Mersten Cruzbeth@sheltershowcase.com

Www.sheltershowcase.com

Contact Me!