California’s animal shelters have pets coming in faster than they are leaving. This is resulting in a lot of negative consequences, causing great strain in our overcrowded shelters. At the same time, we know that only 30% of pets are adopted from shelters and rescues which means that most people are acquiring their pets elsewhere. This needs to change and within this broad, untapped market of potential adopters lies incredible opportunity to make a significant, lifesaving difference for shelter pets statewide. Creating more enthusiasm around shelter pet adoptions leading to an increase in our share of the pet acquisition market, would bring balance to our shelters and allow countless pets to live happy, fulfilling lives with families.
As a state association, we know one of the best things we can do on behalf of our members, is to help drive adoption demand. The more excitement we can create around the amazing selection of pets in our shelters, the better! With this in mind, we embarked upon a statewide initiative to create an ad campaign for this purpose. The first phase of this campaign included a research piece to understand the general public’s perception of shelters and shelter pets. The findings were quite interesting!
Please check out this webinar to learn about the research results and the overall campaign strategy.
Transforming Perceptions, Increasing Adoptions – The Future of Shelter Pets in California - Zoom
With the research in hand, the campaign assets are nearly ready to launch and your help is needed now. The first phase of this project that included the research and campaign development was generously sponsored by Life of Riley, San Francisco SPCA, and the ASPCA.
For our next phase, to get this campaign launched, we need to raise $575,000 for the first half of the nine-month project. Spring Point Partners has generously committed to a $100,0000 matching grant for this phase once we raise the remaining $475,000.
Are you ready to help shelter pets in California?
Please click here for sponsorship opportunities.
This clever, fun, positive campaign will tell Californians “It’s a sign!” to go adopt from their neighborhood shelter. The campaign will drive people to a landing page where they can view a list and map of all of the animal shelters in their area. Data obtained from our other collaborative initiative, CA Adopt-a-Pet Day, has illustrated that advertising is very effective at reaching new audiences and encouraging the untapped market of households to adopt from a shelter for the very first time. We are very eager to get the message out to bring sustained relief to our shelters and deeply appreciate your support.
