MarketingTechniquesforAdoptionfromFosterCare

TableofContentsMarketingPetsfromFosterCare.................................................................................3

TraditionalMarketing.................................................................................................4Marketingvs.AdoptionCounseling...................................................................................................................5MarketingisNotAdoptionCounseling:Keep‘EmSeparate,SaveMoreLives...............................5

TraditionalMarketingvs.LifesavingMarketing..........................................................12

YourGoals.................................................................................................................14HowitWorks............................................................................................................................................................16

Volunteer-andFoster-DrivenMarketing...................................................................17Volunteer&FosterSocialMediaGroup........................................................................................................18SampleGuidelines:..................................................................................................................................................19

Volunteer-andFoster-DrivenMarketing:TheNextLevel....................................................................20Volunteer-andFoster-CreatedSocialMediaPages.................................................................................20TheShelterPetProject.........................................................................................................................................21MediaSponsorships................................................................................................................................................22

AppendixA:Resources...............................................................................................24Marketingshelterpets..........................................................................................................................................24Photography,VideographyandWriting.......................................................................................................24Volunteer-drivenmarketing..............................................................................................................................25Boostingyourmarketingefforts......................................................................................................................25

©2017,AustinAnimalCenter

MarketingPetsfromFosterCareLet’ssayyouhave3greatfostercaregiversforadultdogs.Allofthemarefull.Yesterday,youhadtwoadultdogsbeginningtoshowsignsofkennelstress,andyouwerewaitingforaspotinfostertoopenup.Today,therearetwomore.Whatdoyoudo?Onemightthinkthatsinceadoginfostercareis“safe,”theydon’tneedtomarketthem,concentratinginsteadontheonesstillattheshelter.Exactlytheoppositeistrue.Thebestwaytogetlongstaydogsintoforeverhomesistoaggressivelymarketthemoncethey’reinfostercareandavailableforadoption.Therewillalwaysbeanotherdogwaitingforfosterattheshelter,sothebestwaytoensurethatyouhaveenoughfostersistodoeverythingyoucantoshortentheirlengthofstayinfostercare.

TraditionalMarketingTraditionalsheltermarketingoftenconsistsofpostingthebiographiesofavailablepetsonsocialmedia.Often,duetotimelimitations,thesamebiographyispostedmorethanoncewhenapethasalongstayintheshelter.

Whydoesn’tthiswork?

• Samepicture=boring• Yoursupportersarelesslikelytosharethesamepicturetwice

• Photoquality• ThoughGhostisadorable,thephoto’sbackgroundisunappealing

• Templatetext• Ghosthasbeenintheshelterfor6months,andtheshelterappearsto

knownothingnewabouther.Theimplication:Issheboring?Dotheynotlikeherenoughtofindoutmore?

• Thetextdoesn’tgivemuchofawaytomakeanemotionalconnection• Stopsignsintext

• “Nokids”and“nootherdogs”oftenscaresoffpotentialadopterswhowouldbeagoodfit(seearticle)

• InclusionofIDnumber• Says,‘Thisdogisjustanumbertous.”• Discouragesemotionalconnection

Marketingvs.AdoptionCounselingMarketingisNotAdoptionCounseling:Keep‘EmSeparate,SaveMoreLivesPostedonFebruary18,2016byAnimalFarmFoundationGuestpostwrittenbyKristenAuerbach,DeputyChiefAnimalServicesOfficeratAustinAnimalCenterinAustin,TX.ShydogDerekhadbeenatAustinAnimalCenter,waitingforafamilyforseveralmonths,butwastimidandscaredinhiskennelanddidn’tseekoutattention.Therewerenosparkswithpotentialadopters.AsIsometimesdowithdogswhoneedsomeextraattention,Ibroughthimintomyofficeandgottoknowhimoverthecourseofafewdays.Isawhimaroundotherdogs,kids,andcats.Ilearnedthathewasverywellbehaved,butseemedunsureoftheworld,andsometimesbecamenervous.Iobservedhisbacklegsseemedtobowoutandhewalkedalittlefunny.

Derekwassupershyinhiskennelandwasoneofthosedogswesometimescall“shutdown.”

Withthisnewinformation,itwastimetodosomemarketing.IwroteasillylittledescriptionofmyexperiencewithDerekandstuckitonhiskennel.Ibroughthiminmyofficeandgottoknowhimoveracoupleofdays.Imadeasillyflyerandputitonhiskennel.

Afterjusttwodayswiththenewsign,awomanwantedtomeethimintheplayyard.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.

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!

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.

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’thave

kids,theymaythink,“Well,myneighborhoodhaskidsandsoIguessthisdogwon’tworkforme,”oralternately,“Idon’thavekids,butwhowantsadogthatdoesn’tlikekids?”oreven,“Iwonderifthisdoghashurtkids?”Byplacingrestrictionsinyourmarketing,youmayhaveturnedoffsomereallygreatadopterswhoaretherightmatch.

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.That

way,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.

Committoapositive-onlymarketingapproachcombinedwithaconversation-basedadoptioncounselingprocessandyou’llstarttosendmorepetshome,rightwheretheybelong.

TraditionalMarketingvs.LifesavingMarketingInnovativemarketingisdifferentthantraditionalmarketing.Innovativemarketingtakesrisksandbreaksrules.Itseeseveryanimalasanindividualandfocusesonhighlightingeverydog–throughsharinganadorablequirk,astoryabouttheirday,anotableinteractionwithapersonorotheranimal.Innovativemarketingavoidsputtingstopsignsintopostsanddoesn’ttrytocaptureadog’sentirepersonalityinonepost,becauseitrecognizestheshelterisatremendouslystressfulplaceandweprobablyhavenoideawhatthe‘true’personalitiesofanyofourdogsreallyareuntilthey’reinahomewithafamily.Innovativemarketingengagespeople,usingcommunitylanguagelikeyou,usandwe,notthirdpersonlanguageliketheyandthem.

TraditionalMarketing

LifesavingMarketing

• Followingthe“rules”• Petmarketingviabiography• Stopsignsintext:

o “NOCATS”o “mustbetheonlydog”o “needsahomewithnochildren

under12”• Generalanimalcareposts,funnypet

videos,foodstoavoidatThanksgiving,etc.

• Thoughtfulrule-breakingo 4,5ormorepostsaday?Sure,if

youhavegreatcontent!• Highlightingaspecificpet’sadorable

quirk,asceneorstoryabouttheirday,aninteractionwithotherdogsorpeople,etc.

• Leavetheadoptioncounselingtothepet’sfosterandyouradoptioncounselors

• Usecommunity-creatinglanguage:you,us,we

• Onlyusepoststhatarerelevanttoyouragency

Inthefirstexampleabove,templatetextandamediocrephotomakeitdifficultforviewerstoformanemotionalconnection.ThesecondisaclearphotographinwhichSweetJaneislookingdirectlyintothelens;withcompellingtextandaclearcalltoactionitbecomesanengagingpost.

YourGoals1.Findanadopterforthepet.

2.Makethepetalocalcelebrity.

3.Createanemotionalconnectionbetweenthepetandyoursupporters.Yourultimategoalistofindanadopterforyourlong-staydog.Whileyou’reintheprocess,yoursecondarygoalshouldbetomakeyourlong-staypetalocalcelebrity.Thereareseveralreasonsforthis.First,themorepeoplewhorecognizeandtalkaboutapet,themorelikelyitisthattheirfamilywillfindthem.Second,itgetspeopletalkingaboutyourshelterandtheplightoflong-staypetsingeneral.

HowitWorks

Ghost,ayoung,energeticdogthesheltertransferredinfromanothercountywithbreed-specificlegislationinplace,hadaveryhardtimeintheshelter.Shewasalsodeaf.Herhighenergylevelcombinedwithnotbeingabletocommunicatewithhermadeithardforvolunteerstoworkwithher.Atmanyshelters,adoglikeGhostcouldhavewaitedforyearsforanadopter,orbeeneuthanizedwhenkennelstressmadeitnearlyimpossibletoworkwithherintheshelter.Instead,thesheltermarketedherheavily.Heradoptivemomhadfollowedherfromthebeginning,developinganemotionalconnectionwithherandleadingtoheradoption!

Volunteer-andFoster-DrivenMarketingWritingthebiographiesandfindingtherightphotocanbetime-consumingforshelterstaff.Fosterfamiliescanreducethisburdenbysupplyingtheshelterwithready-mademarketingmaterial.Todothis,youneedfosterfamiliestocommittocreatingmarketingmaterial(photos,videos,write-upsonoutingsthedoghasbeenon,etc.)atleastevery7-10days.Withthismarketingmaterial,youcreateastoryabouttheirlifeinfostercare.Everypostisanewchapter.Peoplefollowingyourpagegettoknowthedogoverweeksormonths,creatinganemotionalattachmentbothtothedogandtoyourshelter.Weknowofmanycaseswherealong-staydogwasadoptedbysomeonewhohadbeenfollowingtheirstoryforweeksormonths.Thisworksperfectlywithavolunteer&fostersocialmediagroup,becausevolunteersoftenlovetogetupdatesonwhatthedoghasbeenuptoandhowit’sdoing.Thesheltercanoftenpullphotos,getideasandevenquotethefosterdirectlystraightfromthematerialpostedonthepage.

Themoreoriginalandprofessionalthecontent,thebetteritworks.However,fostersdon’tneedtobeprofessionalphotographersorexpertwriterstobesuccessfulatcreatingmarketingmaterial.Therearelotsofeasythingstheycandotoprovidematerial,suchastakingthedogonashorttriptothepark,providingphotosandashortwrite-up,takeavideoofthedogdoingtrainingexercises,etc.Ofcourse,ifthey’dliketoaskavolunteerphotographertotakeprofessionalphotosofthedog,thatworkstoo!Teachfamilieshowtodowriteabouttheirfosterpets,improvetheirphotographsandfindnewwaystomarketthem.Betteryet,letthemteachoneanother!Utilizeothervolunteerstohelpteachworkshopsoneverythingfromcreatingmemestotakingselfiestowritingbiographies.

Volunteer&FosterSocialMediaGroupThesetypesofgroupsaregenerallyopentovolunteers,fosters,&staffmembers.Thereareseveralwaysthisgroupcanbeused:•Encouragefostersandvolunteerstotakecandid,cutephotosandvideosofshelterpets.Usethese,alongwithstoriesandobservations,toconstructpostsfortheshelter’sexternalFacebookandothersocialmediapages.•Postingnon-urgentmedicalorbehavioralquestionsaboutfosterpets.Iftheyaskthegroup,they’relikelytogetimmediateresponses.•Sharinghappystoriesorinformativearticles.Therearesomanygreatresourcesoutthere!•Needhelpfillingavolunteershift?Postamessage!• Yourvolunteersandfosterscangettoknowoneanother,creatingasenseof

communityandmakingiteasiertolocatesubstitutefostercare.What’sgreataboutthesetypesofgroupsisthatfostersandvolunteerscanseewhatoneanotheraredoingwiththeirfosters,andoftenendupgivingoneanothergreatideasformarketing.Additionally,thegroup’ssupportisoftenveryrewardingtofosters,makingitmorelikelythatthey’llconsistentlysendingreatmarketingmaterial.

SampleGuidelines:TherearecertainthingsyoumaynotwantpostedontheFacebookgrouppage,astheymaybebetteraddressedwithanappropriatestaffperson.Twooftheseare:

•Concernsorcomplaintsaboutastaffmember,anothervolunteeroranissueattheshelter.•Complaints,suggestionsorconcernsaboutshelterpoliciesandprocedures.

SampleGroupRules:

• Allgroupmembersareexpectedtoconductthemselveswithrespectandcompassiontowardseveryoneelseonthepage.

• Inflammatoryoraggressivecomments,whichcanleadtomisunderstandings,misinformationandhurtfeelings,shouldbeavoided.

• Theshelterreservestherighttomoderatecommentsandposts.• Postsmayberemovedfromthepageatanytime.Theauthoroftheremoved

postwillreceiveane-mailormessagefromthemoderator,explainingwhytheirpostorcommentwasremoved.

• Peoplemayberemovedfromthegrouptemporarilyorpermanentlyiftheyrepeatedlypostinappropriatecontent.

Volunteer-andFoster-DrivenMarketing:TheNextLevelWanttotakeyourmarketingtothenextlevel?Hereareafewgreatideasthatwillhelpgetyourlong-staydogsoutthedoor!

Volunteer-andFoster-CreatedSocialMediaPagesVolunteer-andFoster-CreatedSocialMediaPagesrequirelittletonoworkfromshelterstaff,otherthanperhapssettingsomegroundrulesontheuseofphotospostedtothesocialmediagroup.Thepagescanbecreatedandmaintainedbyvolunteers,andcanshowcaseaparticularnichewithinyourshelter.NoVaCatsandHardLuckHoundsaretwoexamplesofthesetypesofpages.Fosterfamiliescanalsocreatetheirownsocialmediapages,onwhichtoshowcasetheircurrentfosters.Socialmediapagescreatedandmaintainedbyvolunteerscanbeimmenselyhelpfulingettinganimalsadoptedandrequireverylittleeffortbyshelterstaff.Thesesocialmediapagescanfocusonadoptableanimalsfromyourwholeshelterorcertaintypesofanimalswithinit,yourentirecommunity,aparticularfamily’sfosterpetsorevenaparticulardog.Advantagestothisarethatthepetspostedonthesepageswillbeseenbyawideraudienceandthatmorepeoplewillbecomefamiliarwithyourshelter.Adiscussionofgroundrulesmaybehelpfulfirsttoensurethatthevolunteer/fosterunderstandswhatcontentandphotositisoktopost.

Figure1.Foster-createdFacebookpagefocusedonasingledog

Figure2.Volunteer-createdFacebookpagefocusedonaspecificgroupofshelterdogs

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

1. Find:• Theanimal’sPetfinderurl• Theanimal’sbiography(makesuretousetheexactonetheshelteris

using)• Theemailaddressinterestedpartiescanwritetoattheshelter

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

MediaSponsorshipsMediasponsorshipsareoneofthemosteffectivewaystofindhomesforlong-stayandspecialneedspets.Amediasponsorshipisadonationthatisspecificallyusedto“boost”apostonsocialmediatoatargeted,localaudience.Thisputsthepostinfrontofthousandsofnewpeoplewhowouldnototherwisehaveseenthepet.Abonusisthedozensofnewlikesyourownpagewillgeneratewhenapostisboosted.

CaseStudy:FriendsoftheFairfaxCountyAnimalShelterTheFriendsoftheFairfaxCountyAnimalShelterpilotedthefirstmediasponsorshipprogram.Mediasponsorshipscost$25.In2016,theirpostsregularlywereseenbybetween1,000-2,000people.Mediasponsoredpostsreceivedbetween12,000-30,000+views.TheirFacebookpagereceivesbetween25-50newlikesforeachmediasponsoredpost,increasingthechancesthatanimalspostedinthefuturewillbeseenbyawideraudience.

Notableadoptionsthatoccurredasadirectresultofmediasponsoredpostsarealong-staydogfromtheshelter’sbehavioralfosterprogram,a15-year-olddeaf,blackcat(totallengthofstay=3days!)andalong-stayseniorkitty.

NOVAPetsAlive-SendingThemHomeAnothernewresourceisNOVAPetsAlive-SendingThemHome.ThepagepostsmostlyadoptablepetsfromtheEastCoast,buttheywillpostanimalsanywhereinthecountryforfree(allyouneedtodoismessagealinktothepet’sPetfinderpagetothem).Inaddition,mediasponsorshipscanbedonatedforanimalsanywhereinthecountry.Thesponsorshipstargettheanimal’scurrentlocationandcanfurthertailortheaudiencetothepet.Thoughthepageisrelativelynew,dozensofadoptionshaveoccurredasadirectresultofitsposts,notablyalong-staypit-bulltypedogwhohadmange.

AppendixA:Resources

MarketingshelterpetsKennel‘ReportCards’helpdogsgetadoptedhttps://animalfarmfoundation.wordpress.com/2016/11/29/kennel-report-cards-help-shelter-dogs-graduate-to-new-homes/Marketingrulestoincreaseadoptionshttps://www.animalsheltering.org/magazine/articles/awesomeMarketingbestpracticesfromAnimalFarmFoundationhttp://www.animalfarmfoundation.org/files/Marketing-Advertising-E-Book.pdfUsingmemestomarketshelterpetshttps://www.animalsheltering.org/magazine/articles/i-can-haz-adopterHowoneshelterhadpeoplelineupat4a.m.toadoptpitbullpuppieshttp://www.huffingtonpost.com/2015/06/15/lining-up-to-adopt-puppies_n_7571390.htmlYouMightbeOverlookingtheEasiestWaytoHelpYourShelter’sLongTermStayDogshttps://animalfarmfoundation.wordpress.com/2016/10/25/you-might-be-overlooking-the-easiest-way-to-help-your-shelters-long-term-stay-dogs/Marketing,PRandSocialMediahttp://www.maddiesfund.org/topic-marketing-pr-and-social-media-social-media.htmSocialMedia:SixNewThingshttp://www.maddiesfund.org/social-media-six-new-things.htm?p=0EECED7D-7E3F-4ECB-A2D8-CD9099F21539

Photography,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/

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/http://www.huffingtonpost.com/entry/these-shelter-pets-are-going-back-to-school-with-worlds-cutest-adoption-pics_us_5601b34be4b00310edf8f02c

BoostingyourmarketingeffortsTheShelterPetProject:submitadoptableanimals,freeofchargehttps://www.facebook.com/ShelterPetProject/?fref=tsMediasponsorshipstoboostsocialmediapostshttps://www.facebook.com/novapetsaliveSTH/?fref=ts