There are few resources available to teach the art of marketing when it comes to rescued pets. The stories of these animals must be cast far and wide to capture the attention of that perfect, caring family. Not only is this important for that individual pet but, as a whole, rescue pets deserve a shift public perception. This requires us to illuminate the value of their beautiful lives, educating about their tremendous capacity for unconditional love.
ACES TO THE RESCUE
Animal welfare advocates from around the world make the pilgrimage to the Helen Woodward Animal Center (HWAC) in Rancho Santa Fe, California. There, they learn “The Business of Saving Lives” from Mike Arms, HWAC’s president and CEO. Mike is responsible for saving more pets than any other.
HWAC’s free, 3-day program, Animal Center Education Services (ACES), offers training about all areas of effective pet rescue management, providing invaluable insight about pet adoption, volunteer management, education, pet therapies, fundraising.
On August 25th, Mike broke ACES down into a bite-sized piece with a focus on marketing and took this “blogger edition” on the road to BlogPaws 2011, the 3rd pet blogging conference in Vienna Virginia. He invited two friends along: Krissie Newman, co-founder of the Ryan Newman Foundation, and Angela Morris, Coordinator of P&G Pet Care’s Office for Animal Welfare.
Together, Mike, Krissie, and Angela outlined ways to increase adoptions and lower euthanasia through tried-and-true techniques that improve fundraising skills, education concepts, volunteer management, public relations, and marketing efforts.
Below are just a few points each made. You’ll soon be able to access a polished series (likely next week) at http://YouTube.com/Iams. If you work in rescue in any capacity, mine through the ideas presented here. Each is so worthwhile.
Having attended ACES in Rancho Santa Fe and at the BlogPaws session, I recommend learning from Mike in any way, shape or form you can. He is truly an inspiration, to which Krissy and Angela (and I) can attest.