blog

One easy way to reduce a pet’s length of stay at your shelter

February 2, 2017

What can reduce a pet's length of stay in your shelter or rescue from 43 days to 14 days? A great adoption photo. Maddie’s Fund® has just launched Maddie Talks, a series of short (less than 10 minutes) motivational "Ted Talk" like videos created by animal welfare professionals and meant to provide inspiration and equip… Learn More

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Back to school and football season adoption promotion ideas to use, adapt, and share

August 11, 2016

Looking for some Fall adoption promotion ideas? Back to school season can be hectic even if you don’t have kids — as anyone who’s ever tried to get their shopping cart down the school supplies aisle at the local supermarket in August can attest. And it can also leave the house just a little too… Learn More

blog

Put long-stay pets in the witness protection program

August 4, 2016

You’ve tried sharing, you’ve tried begging, you’ve tried making them laugh — but that one long-stay pet is just not getting interest from adopters. What’s next? Putting them in the witness protection program, of course. What we mean is that you need to start from scratch by wiping them clean of their current identity and… Learn More

video

Digital Tactics: Building Email Campaigns that Bring in the Money

Sue CitroJuly 2016

It's not email - it's experience. Learn how to create eye-catching, impact-boosting email campaigns that people love to follow. Learn More

blog

Don’t miss out on this great pet adoption idea!

June 7, 2016

You love pets or you wouldn’t be reading this. Ditto, supporting pet adoption. And you probably also love chocolate chip cookies. What do these things have to do with one another? In a classic marketing study conducted back in the 70s, researchers are Columbia University offered their test subjects jars of chocolate chip cookies, and… Learn More

blog

Better photos and profiles for long-stay shelter dogs

April 6, 2016

Can one photo save the life of a long-standing pup? Absolutely, says Summer Huggins, volunteer photographer for Austin Pets Alive! But not just any photo will do. How about beginning a dog's profile with an abbreviation? Not likely, says Elizabeth Doyle, senior creative copywriter for Best Friends Animal Society. At the American Pets Alive! 2015… Learn More

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Shelters and rescue groups can get a head start on planning with this free tool

January 7, 2016

This tool can help you find great animal welfare events to attend, create interesting social media content, and get a jump on budgeting, kitten season, and preparing for fire, flood, mud and storm season. It’s the 2016 ASPCAPro Planning Calendar, and it’s free for you to download! How’s that for a Happy New Year tip?… Learn More

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Does using the language of retail devalue shelter pets?

November 5, 2015

When animal shelters and rescue groups talk about “promoting” pets available for adoption, or adopting “two for the price of one,” does that choice of language reduce pets to the level of a commodity? At a daylong workshop presented by Maddie’s Fund® at Animal Care Expo several years ago, Bonney Brown, then Director of the… Learn More

presentation

Create a Blazing Hot Brand: More Mission, Members, Media and Money

Julie CastleJuly 17, 2015

Brand your organization, stand out from the sea of nonprofits in your community, attract more donors, volunteers and community support. Learn More

research

Maddie's Pet Adoption Days 2014 Adopter Survey Results

May 2015

In December 2014, Maddie’s Fund conducted an online survey that asked adopters who participated in the 2014 Maddie’s® Pet Adoption Days Event about the pet they adopted, the organization they adopted from and their event experience. Maddie’s® Pet Adoption Days has supported the adoptions of more than 31,000 homeless dogs and cats since the program’s inception in 2010. Learn More

presentation

Effective Dog Marketing for Adoption

Elizabeth Doyle and Summer HugginsFebruary 2015

Marketing dogs, especially hard-to-place dogs, is an art form as well as a systematic process. Learn how to create a winning system utilizing a volunteer force, as well as how to write effectively about those dogs to get adoption applications coming in. Learn More

presentation

Cat Marketing

Ashley FerryFebruary 2015

There is no more powerful way to get cats adopted than through good marketing.  Austin Pets Alive! Cat Marketing Team discusses how to save cats by increasing their chances of adoption.  Learn More

presentation

Cat Adoptions 2.0 High Volume Cat Adoptions

Monica FrendenFebruary 2015

Too many cats, not enough adopters? Supersize your cat adoption program! In this Level 2 seminar, you'll learn how to manage a population of hundreds of cats in varying stages of your organization. Learn More

presentation

Marketing 2.0

Diane BlankenburgFebruary 2015

How do you get name recognition on a limited budget? What image do you want to create? What puts you on the map? What is the purpose of your marketing materials? Learn More

presentation

Why Creative Writing is Essential to Saving Lives

Elizabeth DoyleFebruary 2015

Learn how to get more pets adopted through better marketing and advertising using online venues and volunteer photographers. Learn More

presentation

How to Keep Your Newsletters Out of the Spam Folder

Amy StarnesFebruary 2015

Email management and marketing is much more than simply opening a free Gmail account. You need a strategy and an email marketing platform.  Learn More

presentation

The Evolution of Adoption Programs: Marketing to Save Lives, Part 2

Julie Levy, DVM, PhD, DACVIM, Caitlin QuinnMay 2014

Innovations in the way we consider marketing adoptions in shelters mean that everyone has the opportunity to put on their PR hat - including medical team members! Once breed-neutral policies are in place, learn how to implement strategies that decrease barriers to adoption and increase live outcomes. Learn More

webcast

Social Media: 6 New Things Animal Organizations Need to Know

Christie Keith May 2014

Social media is an incredibly powerful tool for getting pets adopted, as well as for growing an adoption organization's pool of donors, volunteers and foster homes. But as social media has grown in power, it's also become more complex and specialized, with changes and new platforms emerging almost daily. Learn More

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Adoptable Ideas Part 3: Pit Bull Terriers and Mixes

January 2013

Do your Pits need some pizzazz? Looking for ways to give your bully breed dogs an image makeover? Need some tips on creative and successful strategies for finding homes for your Pit bulls, Pit mixes, and Pit-appearing dogs? Take a look at these ideas and resources. Learn More

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Breed Stereotype and Effects of Handler Appearance on Perceptions of Pit Bulls

Lisa GunterNovember 2012

Would posing an available pit bull in a picture with a child or elderly woman enhance the perception of the dog's friendliness and adoptability? You bet. Learn More

presentation

Successfully Marketing Treatable Dogs and Cats

Bonney BrownMay 2012

Nevada Humane Society Director, Bonney Brown, tells you about using everything but the kitchen sink to creatively market harder-to-place pets at the 2012 HSUS Animal Care EXPO. (On second thought, maybe she mentions the kitchen sink, too.) You'll have your local news media eating out of your hands - we guarantee it! Learn More

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One Good Story Can Raise Funds to Save Lives

Bonney BrownMay 2012

Bonney Brown, Executive Director of the Nevada Humane Society, capitalizes on the stories of special needs animals to find the pets homes, underwrite their care, pay for the rehabilitation of nearly all the treatable dogs and cats in the shelter, and generate more awareness and financial support for the entire organization. Learn More

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The Shelter Pet Project's Greatest Hits

March 2012

Get some great tips and look at some hilarious examples of clever and effective pet adoption listings for websites or Facebook pages. Learn More

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Clever Examples to Better Market Your Adoptions

September 2011

Nothing boosts adoptions like great marketing. For some clever, out-of-the-box marketing ideas, take a look at these great resources. Learn More

presentation

Marketing Treatable Pets - Every Creature Has a Story

Bonney BrownMay 2011

Get the scoop on using everything but the kitchen sink to creatively market harder-to-place pets. (On second thought, maybe you'll be using the kitchen sink, too.) You'll have your local news media eating out of your hands – we guarantee it! Learn More

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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. Learn More

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Optimizing 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. Learn More

presentation

Increasing Pet Adoptions

Bonney BrownMay 2010

Perhaps no organization markets their pets better than the Nevada Humane Society. How? By setting goals and celebrating successes, by making it easy for people to fall in love with a shelter pet, and by getting the word out and the adopters in to the shelter. Don't miss the 32 adoption promotions highlighted in this presentation. Learn More

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Maddie's Marketing Competition

February 2009

Scroll through winning competition entries for dozens of marketing ideas for hard to place pets. Learn More

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Low-Cost Advertising

Janice Gibbons and Phyllis Hall, Spay/Neuter Action Project, Huntsville, Alabama2002

Getting the word out on a shoe-string budget. Learn More