Marketing and Public Relations
Marketing and public relations sound intimidating to many animal welfare organizations, but learning how to do them well is an enormous boon to the organization and its mission. The articles below provide a wealth of "how-to" information for getting started. Great ideas from dozens of organizations are also available in our Marketing Competition entries.
Feline URI in Your Shelter? Have a "Cats With Colds" Clearance!
February 2012
A great idea became a winning marketing tool at the Dane County Humane Society - and found new homes for cats with colds. Read MoreMarketing Resource Guide
September 2011
Nothing boosts adoptions like great marketing. For some clever, out-of-the-box marketing ideas, take a look at these great resources. Read MoreAn Insider's Guide to Working with the Media, Part Three: Getting it Right
April 2011
Nationally recognized pet journalist and blogger, Christie Keith, shows how to get your organization acknowledged by the media. Read MoreAn Insider's Guide to Working with the Media, Part Two
June 2010
Tips from pet columnist and blogger Christie Keith on pitching bloggers, podcasters and web-only publications. Read MoreAn Insider's Guide to Working with the Media, Part One
April 2010
Pet columnist and blogger, Christie Keith, provides an overview of the basics - finding the right media people, building relationships with them, and writing ledes and press releases. Read MoreOregon Humane Society: A Place for Second Chances
November 2010
Discover how great customer service, marketing and out of the box ideas enable the Oregon Humane Society to adopt nearly 11,000 healthy and treatable dogs and cats each year. Read MoreCrisis PR for Animal Shelters
August 2010
It’s important to know how to react to a PR crisis. It’s even more important to anticipate and plan a media strategy before one occurs. Read MoreOptimizing Your Petfinder.com Listing for The Shelter Pet Project
August 2010
Discover the simple tricks that will get your shelter pets noticed on Petfinder.com. Read MoreThe Truth About Free Cat Adoptions
May 2011
Research has proven that worries about free cat adoptions are unfounded. Now fee-waived adoptions are catching on in animal shelters nationwide. Read MoreMaddie's Shelter Medicine Conference
November 2009
On October 23 and 24, 2009, University of Florida College of Veterinary Medicine hosted the second annual Maddie’s Shelter Medicine Conference in Gainesville, Florida. Eight power point presentations from the conference are available for viewing. They include: transitioning to adoption guarantee, creating a pet evaluation matrix, top adoption and marketing strategies and foster care. Read MoreA+ Publicity
2005
Learn how to generate publicity from a journalist's perspective. Read MorePublicity 101
2006
Proven techniques for generating extensive media coverage. Read MoreThe Role of PR in Accomplishing Humane Goals
2001
Fourteen suggestions for a proactive media plan. Read MoreGetting Publicity for Your Organization
2000
Ten essential tips and pitfalls for working with local media outlets and reporters. Read MoreNevada Humane Society's "Staff Picks"
2008
The personal touch works wonders for the at-risk pet. Read MoreLow-Cost Advertising
2002
Getting the word out on a shoe-string budget. Read MoreGetting Publicity in Small Towns
2003
Getting publicity in small towns offers unique challenges and opportunities. Read how two organizations got the job done. Read MoreThe Mayor’s Alliance for NYC’s Animals: “Spreading the News …New York, New York!”
2007
How the Mayor's Alliance gets publicity in the toughest media market. Read MoreDoes Your Website Give People What They Want?
2003
What users really want from a non-profit website. Read More
