If you adopt a dog from me, but aren’t inspired to read a behaviour book or attend a training class, that’s not your fault, it’s mine.

 

If you’re having a problem with your new pet, but don’t come to me to help you with it, then I’ve let you down.

 

If you come to me for a pet and you leave without one, then I’ve failed you.

 

Because we care for our animals so much and see so many terrible things happen to them at the hands of bad owners, its really easy to hold on to the belief that people aren’t trying hard enough, are too stupid or don’t care enough to change and we send them away.

Sure, sometimes you’ll be right, but it’s really unhelpful to think this way.

We think by having strict requirements for adopters and intimidating barriers to overcome, that we have implemented good controls and a way to guarantee that the pets’ next life will be a good one.

The truth is we cannot guarantee the outcome of any adoption, except to ensure the pet is sterilised.

Our potential adopters, people who might become our greatest supporter in the community, are often treated like the enemy – guilty until they can prove themselves innocent. In turn they feel badly treated and foolish and seek their pets from other sources. Or in considering us ‘the rescue police’ they tell us what they think we want to hear and essentially we’ve turned them into liers. Either way, they’ll leave and we’ll never see them again.

If your group is waiting for perfect pet owners to fall into your lap, then sadly you’ll likely be disappointed. Pet stores and BYB however, will do a roaring trade because they don’t care about such things and then, when the owner turns out not to be perfect, the pet ends up in rescue anyway.

But perfect pet owners are made, not born and how we regard these ‘imperfect’ owners will either strengthen rescue or see it maintain the status quo.

When we regard ourselves as primarily a source of change, we become a community service. By forming bonds with imperfect owners, we keep them from seeking their pets from the newspaper or the local shopping centre and give ourselves the chance to provide education, support and resources to them before and after adoption. Working with the adopter to find solutions, not punishing them for what they don’t know yet.

You can deal with people in a way that motivates them to want to become exceptional pet owners, who trust you enough to come to you for support and advice; or you can build barriers between you and the very people you need to care for your pets.

 

Which do you do?

With this months interest rate rise and more predicted for 2008, more and more people are feeling the strain of being overcommitted financially.

Unfortunately when families suffer, so do family pets as was seen in the recent US mortgage crisis which saw pets abandoned by the thousands as people moved to smaller premises or lost their homes entirely.

Cats have been generally hardest hit, with financial constraints seeing items such as desexing and vet care cut from family budgets and leading to increases in the kitten population.

So how can we help pets caught in the same crisis as their owners?

 

Be prepared

By providing reach out services and information to people who are facing difficulty (most of whom wouldn’t normally consider surrendering their animals) more pets may be able to stay with their families.

Approach your local paper to run a story on the effects of interest rate rises and advising people of what they should do if facing foreclosure (check with friends, family and neighbors to see if someone can provide temporary foster care for their pet until they get back on their feet, start looking for rental properties early etc). Also advise them of how much advance warning your group requires for intakes so people are reminded to take action early.

 

What’s the alternative?

You’ve been contacted by an owner having to sell and move into a town house. They feel that it’s unfair that their two dogs will be downsized to a courtyard and they’ve rung to find out about surrendering… or have they?

 

Reassure them

Often people are just trying to make the best decision for their pets and when faced with what seems like an insurmountable bunch of problems all at once, start to doubt that they are in fact the best person to care for their pets. Maybe there is a better home out there?

 

Not an easy decision

While we tend to view relinquishment as a thoughtless expression of a throw away society, one study showed the process begins long before the animal is taken to a shelter, and is anything but thoughtless. Relinquishers interviewed struggled with the decision to give up their pets for a prolonged time. The struggle often manifested as procrastination as attachment issues and negative perceptions of shelters balanced against circumstances threatening the pets standing with the family.

Attempts at solutions were unsuccessful – although it is likely that resources and support that would truly help were either not available, not known by the pet guardian, or considered to beyond the financial means or general capability of the guardian.  

 

Ref: (1998) Surrendering pets to shelters: the relinquishers perspective. Anthrozoos. 11, 41-51  

 

Based less on a real want to be rid of their pets and more a feeling that they have no choice, being given tools and advice at this time may help them feel confident that they can in fact keep caring for their pets and their pets won’t suffer.

Put together an easily ‘email-able’ package of information you can send to people. Then when people call, you can say “we have a bunch of resources to send to people in exactly your situation – can I have your email address and send them to you?”

 

Resources for moving

• The Guilt-Free Dog Owner’s Guide:
• How to rent with a pet
• How to rent with a pet (2)
• Can we help you keep your pet website
• Locations of pet exercise areas in your shire
• A “how to” guide to moving with pets
• Recommended behavioural trainers and local dog schools

 

No pets allowed

If the owner has no choice but to move into a place that doesn’t allow pets at all and the timeframe allows, give them resources to help them rehome their pet themselves.

 

Resources for pet rehomers

• PetRescues how to rehome a pet article
• A list of local vets and other businesses who might let them put up posters
• A template poster for rehoming the pet
• An adoption questionnaire

If possible, also offer advertising on your own website and let them put posters up on your noticeboards.

 

Discount desexing

Discount desexing has never been more important to your community. Even if your group can’t offer it, speak to local vets about offering a discount voucher to send to people who contact your group. Even 10% can make the different between a cat being desexed and it being just another unaffordable expense.

 

Recognise the silent victims

With interest rates only expected to rise through this year it’s vital put the word out to those going through difficulties that there are alternatives to simply abandoning pets. By offering resources to the pet owning community, more pets can stay at home and not become the victims when their owners face financial crisis.

More resources

Anyone who’s ever taken their dog into work will know just what fantastic treat it is – people just go gah gah! So an inventive dog rescue group in the USA has come up with a great idea to take advantage of this for valentines day; dial a doggy delivery.

A handler and well mannered representative rescue dog, for a donated amount, will visit the workplace of your sweetheart and deliver a stuffed dog, balloon and card for valentines day. I’d assume there’d also be a commemorative certificate with the dogs’ picture on saying something like “your donation helped feed and care for me to X days – thankyou” or the like.

This is a great idea because while you make some $$, people get to meet and play with a rescue doggy and bust some rescue dog myths (wow! he’s cute AND friendly!) and said doggy gets a day out of the shelter, a trip in the car and a whole bunch of great people interaction .

Your donator and recipient get to feel good about helping you and contributing to the care of your pets, while taking care of significant event (what an outstanding present for a dog lover any time of year!)

… but even more importantly and what I love most about this idea is that it’s a way to invite yourself into an environment that wouldn’t normally have any contact with rescue pets or rescue groups – who knows who’ll you’ll meet!

I’d be taking some posters and some promotional items to leave behind (which will most likely get put in the office staff room) and a second handler with a digital camera to take photographs for anyone who wants to pose with the doggy celebrity – then just email them back to the office with a short blurb (suitable for use in an office newsletter) and volia! You’ve turned a donation into a whole marketing campaign!

Let me know if you have any other ideas on how to double the value of a donation.

I live five minutes walk from one of Perths largest ‘puppies only’ pet stores.

These guys are the definition of the ‘bad guys’, with everyone in the know speaking their name with the same venomous tone, yet I find myself dropping in to visit as often as I can.

Believe it or not, there’s a lot we can learn from the way they run their business. Although their customers are possibly making mistakes that will cost them dearly in the future… gee wizz they’re happy while they’re doing it!

Have convenient opening hours

The puppy store is open 7 days a week 9-5. Even for those customers who work, it’s easy to find time to drop in. On a Thursday night they’re open until 7pm and the shop is full of people and their kids.

These extended hours attract customers who work, who have families (and money to pay for lifetime care!) and who are looking for a pet.

Even if you’re not able to run such long hours, give consideration to opening later to allow people to visit you after work. If you’re only open from 10 to 3 you’re eliminating the chance of very legitimate potential adopters visiting you.

Love thy customer

Suprisingly a number of people in rescue tell me they’re ‘in it for the animals, not the adopters’. Unsuprisingly these aren’t the rescuers I’d send my own friends to.

Like it or not you HAVE to be in it for the adopters. If you can’t attract good adopters, who want to have a relationship with you – then you’re going to have loads of pets and no homes.

Knowing your customer is key to any successful business; if people are adopting from you should know why. If they’re not you should definitely find out why!

A pet store makes an effort to meet and greet the people coming into their stores and try to establish a relationship. Customer service is key. People want to feel good when they adopt a pet; they’re doing a good deed and are excited about their new family member. Find out what their needs are.

When people walk through your doors are they welcomed? Are they ignored? Or is it something worse?

Treat potential adopters as your lifeblood. After all, they are!

Location, location, location

It’s no mistake that pet stores are in shopping centres in busy locations; sales!

However, being visible the community doesn’t only attract irresponsible owners – it attracts EVERYONE! You can’t wait for people to visit you, you need to go where the people are.

Getting out into your neighbourhood and allowing the public the opportunity to meet you and interact with your pets is going to make a huge difference to both your adoptions and your standing in the community.

Check out some of the programs other shelters are running such as the RSPCA Road Home Program and the Greyhound Walking Club.

Learn to like feedback

Ask for feedback at every opportunity; from your volunteers, your staff, your adopters and people just visiting. When you ask for feedback, some of it will be things you can change some of it will be things you disagree with, but never argue with the person giving it to you; that will only ensure they’re never honest with you again.

The only way to find out what you’re doing right and what you’re doing wrong is to ask.

Be attractive

Pet stores that do well are clean, tidy and well lit. Less is more.

If at all possible having an area dedicated just to customers, with staff rooms and offices separate. This will help you have a clean, uncluttered area that your visitors can feel at home in.

If that’s not possible, give one person the responsibility each day of walking out; walking back in and picking up on any mess, clutter or dirt that draws the eye. Then get rid of it!

Run a successful business

If a pet shop lost money on every item it sold it wouldn’t be in business very long, and it certainly can’t grow to be even more effective at reaching the public.

While the reality of rescue is that you’re more likely to run at a loss than a profit, don’t feel guilty if you do make money on pets. The age-old myths that ‘ethical rescue must run at a loss’ and ‘people won’t pay for rescue pets’ are completely busted. There is no mission without money, so don’t be afraid of being successful at what you do.

Aim to show people your great achievements, the awareness you’ve created and how huge the difference is that you are making in the community, rather than how poor and in need of help you are. You’re in the business of being effective.

Steal from your competitors

You can’t join em, so you may as well beat em! Find out what the competitors in your area and beyond do. Pet shops, breeders and other rescue; see what lessons they have for you – you might be surprised at what you learn!

Imagine for a moment that you’re thinking about getting a new car. You’ve got a pretty good idea of what you want; blue, hatchback, less than 2 years old. You’ve done a bit of research on the internet and know that there are three or four brands you’d be interested in.

So you walk up to the car yard entry expecting to be welcomed with opened arms. You’re a customer after all – they should be glad to see you!

But this place works a bit differently. The salesperson has stopped you at the gate, given you an application form and ushered you into a room. They ask a few questions; your name, where you live and some other personal stuff. The salesperson insists – you can’t look at the cars until you have a filled in an application.

While a bit perturbed, you’re good spirits today and excited by the thought of finding the car you’ve been wanting, so you fill in the form. The salesperson takes it away and seems satisfied.

But now, instead opening the door and letting you enjoy the process of viewing lots of different cars and choosing the one you want – the car salesman tells you he ‘ has just the thing’ and brings you a car he thinks you should have. If you don’t like it you’re told, then you can feel free to leave.

Sound crazy?

Believe it or not, this is exactly how one of the bigger shelters in Perth operate. Potential adopters have to fill in an application form to be allowed entry and once they have, they are shown the dogs the shelter think they are suitable to own. Like it or lump it.

Treat your clients like the enemy and you won’t have any friends

Sadly this resistant approach is reflected in their low rehoming rates despite being incredibly well know in the community.

While we’re not dealing with cars and care must obviously be taken when screening adopters – putting hurdles in front of your adopters before they’ve had a chance to engage with you is sheer folly. Some will jump when you say “how high”, but most will think that you’ve lost your marbles and go where people are more accommodating (read: your local pet store).

Rather than fencing off the public from the animals, they should be welcomed in to meet them. Once they’re in love with a pet, filling in an application form will feel like a small formality and the experience will be a positive one. Asking people for their details before they’ve set foot in your shelter is intrusive – the experience a very negative one.

Rarely is an animal adopted without first enamouring its owner.

An email arrived in my inbox today from ABC’s Catapult program announcing my ‘Young Guns’ interview is up on the web.

Normally I hate doing interviews (I prefer to let Vickie our media hound do them) but I really enjoyed the experience of being involved this time.

Maybe it was that the girls from the ABC were just lovely, or maybe it was the way they helped work out what to use, to end up with something that actually sounded ok! Or maybe I’m becoming less of a chronic introvert in my old age… whatever it was I’m pretty pleased with how it turned out.

And my mum is just so proud :D

A well presented annual report is a sure fire way to showcase your achievements and generate support in the community – think of it as one great big advertisement for all the great work you do.

If your group has never put an annual report together, or if yours is feeling a bit flat, then check out this e-book.

How to Write a Nonprofit Annual Report

This is easily the best guide to putting an annual report together I’ve found. It shrinks the enormous job of putting one together, into bite sized manageable chunks with it’s step-by-step approach. I can’t recommend it highly enough!

 

Photos are key

Good photos make a huge difference to the presentation of your annual report and make it much more interesting to your reader – but what do you do if you don’t have any?

Simple – buy some! Individual stock photos are really cheap (even cheaper if you want web quality) and can make your annual report or website really stand out.

My favourite site to buy from is istockphoto.com where you can buy individual images for the web for around $1.50 (small) and print quality $3.00 (medium). With 24,472 photo results for ‘dog’ and 8,330 for ‘cat’ they’ll certainly have the images you need to brighten up your report.

 

Putting it all together

The hard bit is over – you’ve come up with dynamic and positive content, chosen a bunch of great pics that represent your group and have a pretty good idea on how you’d like it to look – what now?

Of all the things you should beg, borrow or steal, a graphic designer is at the top of the list. Luckily it shouldn’t be too hard to find one to put it together for you – put a call out on your website, on internet forums and on PetRescue. Pet loving graphic designers are everywhere (trust us).

 

To print or not to print

This is completely dependant on how you do business now. You should definitely send your annual report to your major supporters, potential supporters, volunteers and with all future grant applications. Whether you will contact these people by post or over email is completely up to you.

 

Just do it!

Having an annual report (even if you aren’t able to produce one every year) is a great way to demonstrate the large positive changes you are making in the community. Don’t underestimate it’s power to generate loyal supporters who want to be able to see tangible results of their donations. It also encourages new supporters to get on board, as they can see you have been using your resources effectively and really ‘making a difference’.

While it may seem like an insurmountable task, if you approach it as a marketing exercise you will find it’s actually really fun to put all the great things you’ve done in the one place. What a great way to motivate everyone!

Please feel free to share your annual report successes here, to help other rescues find the inspiration to take the leap!

Sign from the waiting room at a shelter near where I live… 

 

——————————————————-
Will NOT conduct “same day adoptions” NO EXCEPTIONS AT ALL, PERIOD.

 

Potential Adopters MUST fill out Adoption Application and Dog Adopter Survey and complete a short interview by one of the Adoption Officers.

 

ADOPTIONS MUST BE SCHEDULED. We will contact you to set up an appointment if your application, survey and interview were accepted.

 

WE HAVE THE RIGHT TO REJECT ANY POTENTIAL ADOPTER FOR ANY REASON.
——————————————————-

 

But what are they really telling potential adopters?
“We’re inflexible and unfriendly – if you could just leave, that would be great”

How much would a change of sign change the attitude of their clients?

 

I hear constantly from rescue groups that adopters complain about price and that they’d lose adoptions if they increased their adoption fees. So I’m so pleased to see the RSPCA in WA has put their prices up, charging up to $500 for a pet.

 

 

Price is only one part of an adopters decision – there are many much greater influences over their decisions that cost you nothing to improve, but can can make a giant different to how much people will pay for your adoption service.

 

How they’re treated

From the first email they send, to when they walk in your door, potential adopters are making assessments about whether they want to do business with you.

Are the people your adopters dealing with friendly? Does someone answer your phones and return messages? Are your premises welcoming and easy to find?

Make adopting easy for your adopters.

 

How knowledgeable they think you are

New adopters are a bit scared – they need to feel like you’re the right person to help them make a good decision about their pet adoption. They have to like you!

If you don’t like the public then don’t have contact with them. Hand the responsibility to someone who does.

Produce a small kit of resources for your adopters – print information off the net and approach dog food companies for brochures on pet care. Offer a phone-help service for the new adopters and be happy to help them with any pet problems they have.

Recommend local dog schools and trainers. Have an agreement with your local pet supply store to offer your adopters a discount in return for recommending them.

 

Having the opportunity to connect with the pet

Whether it be meeting them at a adoption day or a well written description on PetRescue, giving the adopters a chance to connect with the pet gives the adopter a chance to think of the pet as ‘already theirs’.

People who have a bond to something will go to great lengths to keep it – almost irrational lengths as seen on ebay. If you’ve let someone meet and interact with a pet it won’t matter what the cost is – they’re in love.

 

The feel good factor

Rescue pets are a bargain compared to other sources of pets, nevertheless adopters are buying much more than an ‘product’ – they’re buying happiness.

Giving a homeless pet a new chance of life is an amazing feel-good experience for an adopter – if you can harness these feelings, develop them, then the owner won’t consider price for more than a moment.

 

Give your adopters more!

The value of a great adoption experience is immeasurable; if you can follow up with help and advice you’ll have a supporter for life; and know that love is a bigger motivator that price.

 

Realise the value of your experience and you’ll never charge more than you’re worth.

Telling people ‘no’ rarely makes them stop doing something. Using ‘no’ in an effort to get people to change their behaviour, when the cost of to them of doing so is inconvenience, is doomed to fail.

Hence telling people “no” to pet shops has, for the most part, fallen on deaf ears. Selling change is much harder than you think.

Maybe instead of trying to get people to change, we should just go where the people are. Make it easy for them to say ‘yes’ to adoption.

Its a win for the rescue group in two ways, more potential adoptions through more exposure, plus where there’s one of your dogs there ain’t a puppymill oodle. Plus the store gets to promote itself as responsible and ethical.

It might seem risky, but if you always do what you’ve always done – you’ll always get what you’ve always got. If you can work with the store to have “instore adoption days” (rather than pets in glass cages) you can ensure the needs of the pets are still met.

Saying no has had desperately limited success – why not look for a new slogan?

 

“The adoption option – rescue instead!”