PUTTING MORE WOW IN YOUR CAT ADOPTION PROGRAM

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1 PUTTING MORE WOW IN YOUR CAT ADOPTION PROGRAM Emily Weiss, Ph.D., CAAB Senior Director, Shelter Research and Development Community Outreach ASPCA Sharon Harvey, M.A. Executive Director Cleveland Animal Protective League

2 Session Overview o Define the challenge o Create the BUZZ! o Show me the numbers! o Marketing them in your facility o Bring the mountain to them

3 Define the Challenge Changing Shelter Population o 1970s dogs to cats ratio 3 to 1 o 2000s dogs to cats ratio 1 to 3 Relative value/perception of cats in society o By a 70% to 20% margin, Americans describe themselves as a dog person rather than a cat person 1 1 Americans and Their Pets, The Gallup Poll News Service -12/21/06

4 Define the Challenge Where people are getting their cats 1 43% of cats are acquired from a family member 34% of cats are acquired as strays 15% of cats are bred at home 18% of cats are adopted from shelters or rescues 4% of cats come from pet stores 3% of cats come from breeders 3% of cats are acquired as gifts 1 National Council on Pet Population Study & Policy

5 American Pet Product Assn Survey Where d d You Get Your Cat??

6 So o Knowing: ~75% of people are acquiring pet cats free from friends, family or as strays ~90% if kittens from litters born at home are included We only have 18 22% of the market being adopted Only 32% of homes had a cat in 2006 so the market isn t saturated A free cat may cost ~$300 in initial veterinary expenses, whereas our adoption fees for cats are considerably less o The question is: Why aren t more coming to us?

7 IOHO The answers are: They don t know we re here They don t realize the value we offer to them and to the animals in our community They re afraid to come into a shelter We don t do a good job of letting them know we re here! When they do come we don t always do a good job of keeping them there

8 Create the BUZZ! o Craft a cat adoption message o Critically evaluate your message Will the audience you re targeting relate to it? Will it drive results you need? For instance, adoptions vs. fundraising Is it clear? Engaging? Compelling? Avoid jargon - kitten season, pet overpopulation

9 Keep it visually appealing, compelling & FUN!

10 Create the BUZZ! GET YOUR MESSAGE OUT! o Brainstorm fun ideas use pop culture o Press Releases o Cultivate relationships with media (x10!!!) o Website, blogs, social networking sites o Speaking engagements o Tabling events o Create top of mind awareness! o Learn from what did & didn t work

humane society to adopt o The campaign has been integrated into OHS

11 End Petlessness SM o Oregon Humane Society o The message pets save people! o Audience people who are undecided about a pet or who are unlikely to visit a humane society to adopt o The campaign has been integrated into OHS fundraising programs, internal marketing efforts, and external branding for their organization

12 Cat Army o To honor and defend the lives of cats o Educate about the value of cats o Forum to dispel myths about cats o Raise awareness about the plight of cats o Create top of mind awareness for cats!!

13 Creative Marketing Ideas Hmmm what got them interested???

14 Springfield APL Adopt a Fat Cat!

15 Holiday Promotion Themes No More Homeless Pets Utah

16 PURR-miere Month & the A-CAT-emy Awards

17 Show Me the Numbers! Did Your Idea Work? o Measure the before and the after Increased adoption of species promoted? Increase in other adoptions? Increase in donations? Increase in foot traffic? Residual increases post promotion?

18 How to Measure Effectively o Be sure you are collecting the right data for baseline ideally you should measure: Same time year previous Time periods near but before and after the event o Make sure your data is clean Promotion around adult cats are you sure your kittens are not included in your count? o Try to keep EVERYTHING ELSE THE SAME

19 Cleveland APL o Located in downtown Cleveland, OH o 30,000 square foot open/managed admissions facilty o No municipal shelter for stray cats in city or county o No time limits, no euthanasia for space, but this has resulted in overcrowding during warmer months when intake volume has exceeded adoption numbers also not good!!! o More than 3,600 cat adoptions (w/200 still in care at year end) o Regular Cat Adoption Fees Kittens (under 5 mos) $95 Adults (5 mos & up) $45 Seniors (7 yrs & up) $30 o Fee includes Spay/neuter FeLv/FIV testing Age appropriate vaccinations (including rabies) Worm and flea treatment 30 days Sheltercare pet insurance

20 Cleveland APL o Learning-centered adoptions with open-ended questions during which the staff-adopter interaction encourages learning opportunities and equips adopters with information, critical thinking skills, and resources for his/her current and future use as a pet parent. o ASPCA Meet Your Match Program with Feline-ality o During 2008 only a few targeted adoption promotions but reduced cat adoption fees to $25/$50 for cats/kittens from June to October. o During 2009 maintained regular adoption fees throughout the year and reduced them only during 13 strategic, special promotion, adoption events.

$25 20% off holiday merchandise Wk Wk Wk Tot Adopt Prior of After Rev

21 Feline Navidad GREAT media coverage!!! Five days, Mon-Fri, 2nd week of Dec Cats (5 months and older) - $25 20% off holiday merchandise Wk Wk Wk Tot Adopt Prior of After Rev $14, $15, % +22% +2% 1 Revenue for entire month, no promotion

22 We needed more o o o o o o o o o Wanted/needed more aggressive promos Staff concern wrong people, can t afford Advance messaging to colleagues Messaging sale vs. promotion Reminder adoption standards unchanged Follow-up call & return rate tracking Gradual entry into reduced rates Education - % of free cats in homes now It s NOT OK to over-crowd! Increase in disease and decrease in quality of life Decreased capacity to save new lives

23 Feline Independence Day Feline Independence Day GREAT Media Coverage again!!! We hold these truths to be self-evident, that all animals are created equal, that they are endowed with certain unalienable rights, that among these are life, liberty and the pursuit of happiness. That to secure these rights, humane societies are instituted among men, using their just powers to serve those unable to serve themselves. There comes a time, however, when it is the right, the duty, of the cat to seek new guards for their future security. Five days, Monday-Friday, ALL cats and kittens - $17.76 Wk Wk Wk Total Adopt Prior of After Rev $1, $2, % +35% +95% 1 Part of PURR-miere month promo ($25 cats) 2 End of another promo (cats/kits $30/$55, BW cats/kits $35/$15) $1,550 adoption revenue, $185 retail revenue 3 July vs. July 3, vs. 13 adoptions

Kitty Kristmas in July July 25th and 26 th ALL cats/kittens $25 $10 microchips, holiday gift while supplies lasted Wkend Wkend Wkend Total Adopt Prior of After Rev 08 29 1 26 1 19 1 74

24 Kitty Kristmas in July July 25th and 26 th ALL cats/kittens $25 $10 microchips, holiday gift while supplies lasted Wkend Wkend Wkend Total Adopt Prior of After Rev $ $1, % +42% +69% 1 $25 cats and $50 kittens all summer 2 $1,150 adoption revenue, $60 feline retail revenue 3 $1,130 adoption revenue, $153 feline retail revenue

July Comparisons July 2008 July 2009 Total cats adopted 216 299 +38.

25 July Comparisons July 2008 July 2009 Total cats adopted % Revenue - cat adoptions $8,748 $12, % Revenue - cat supplies $1,607 $2, %

26 Want this???

27 Five. Five Dollar. Five Dollar Felines! GREAT media coverage! Saturdays, Sept 19 th and Sept 26th $5 Adoption fee for first cat adopted (5 months or older) $20 Adoption fee for kittens & additional adult cats up to two Adoptions $0 for super-sizing & adopting adult mentor cat with a kitten Sat Prior 1 st 2 nd Sat Total Adopt Sat Sat After Rev $ $1, % +142% +223% +213% 1 $25 cats and $50 all month 2 $680 adoption revenue, $71 feline retail revenue

Certified Pre-Owned Cats One day, Sat, Nov 14 th adult cats $5 down, 0% financing, $0 monthly payments, kittens $25 Regular maintenance at home and with a veterinarian will be expected.

28 Certified Pre-Owned Cats One day, Sat, Nov 14 th adult cats $5 down, 0% financing, $0 monthly payments, kittens $25 Regular maintenance at home and with a veterinarian will be expected. All come with standard 4-paw drive and a 100,000-purr warranty. Multi-point inspection including s/n, FeLV/FIV test, vaccinations, de-worming and flea treatment Sat Sat Sat Sat Nov Prior of After Tot Adopt Rev Adopt Rev $1,170 $12, $711 $11, % +42% -39% -10%

29 Twelfth Day of Cat-mas Saturday & Sunday, December 12 & 13 All cats and kittens - $20 Wkend Wkend Wkend Tot Adopt Prior of After Rev $1, $ % +55% -34% Feline Navidad was M-F between wkend prior and wkend of

Not all are wildly successful, but we re still learning FAST & FURRIEST!

Rev 08 270 1 329 2 275 874 $10,615 $1,599 09 314 3 329 340 983 $10,733 $1,875 +0% +12% +1% +17% 1 No promotion 2 PURR-miere

Sat, Mar 20 th : 1 st 16 cats $10, then $20 adults & $50 kittens Sat, Mar 27 th : 1 st 8 cats $5, then $20 adults & $50

30 Not all are wildly successful, but we re still learning FAST & FURRIEST! June 1-30 Black, White, and BW cats/kittens $35/$15 Free cat bed, $10 microchips Mo pre Mo of Mo post Total Adopt Rev Retail Rev $10,615 $1, $10,733 $1,875 +0% +12% +1% +17% 1 No promotion 2 PURR-miere month promo ($25 cats, $95 or $50 kittens) 3 May 4-7 Cinco de Meow (cats/kittenss $30/$75) MARCH MADNESS! Sat, Mar 20 th : 1 st 16 cats $10, then $20 adults & $50 kittens Sat, Mar 27 th : 1 st 8 cats $5, then $20 adults & $50 kittens Sat Prior Sat of Sat of Sat After Tot Sat Adopt Rev Mar Adopt Rev $2,875 $8, $900 $8,155-10% -29% -32%% -69% -5% 1 $1,305 in discounts in 2010 vs. $690 in 2009

31 National Old Friends, New Friends Week May 16-22: adult cats $20 and kittens $45 Emphasized bringing a new friend into their lives by adopting Encouraged keeping old friends together by reducing the fee for a second kitten or cat to $10. Shared reasons why the friendship of a pet is as good as, or better, than human friendship Wk Wk Wk Adopt Prior of After Tot Rev $3, $3, % +37% -1%

32 Five. Five Dollar. Five Dollar Felines! WE DID IT AGAIN and had GREAT media coverage AGAIN! June 1 6 (six days) $5 Adoption fee for adult cats (5 months or older) $25 Adoption fee for kittens Limit of 2 cats or kittens Wk Prior Wk of Wk After Total Adopt Rev $3, $3, % +63% -5% 1 $1,290 in discounts

33 BEWARE! Creativity may be controversial The Free Cat Story

Researching the bond o Research conducted @ ARL of Westbrook Maine a Meet Your Match shelter o Data collected during

34 Researching the bond o Research ARL of Westbrook Maine a Meet Your Match shelter o Data collected during regular adoptions and fee waived promotions o Standardized tool used to measure attachment (LAPS) o And the Survey says

35 o No significant difference in the attachment o Adoptions increased o Length of stay decreased o Revenue did not decrease Research is published in the Journal of Applied Animal Welfare Science, Vol. 4, 2009

36 Certified Pre-Owned Cats

37 Certified Pre-owned Cats Sacramento SPCA

38 Sacramento s Data o Community-wide adoption initiative Cat adoptions increased 17% from the same month, previous year! (Aug 08 to Aug 09) Cat adoptions increased 15% from month before (July to August)

39 Charleston s Feline Frenzy Data

40 Read More on ASPCApro.org

Cleveland APL Homeless Animal Day Matched the adoption fee of free cats from family, friends & the streets Cats 1 yr and up - $0 Kittens - $25 Sat Prior Sat of Sat After Total Adopt Rev 08 18

41 Cleveland APL Homeless Animal Day Matched the adoption fee of free cats from family, friends & the streets Cats 1 yr and up - $0 Kittens - $25 Sat Prior Sat of Sat After Total Adopt Rev $ $ % +107% +2% 1 $25 cats and $50 all month 2 $505 adoption revenue, $148 feline retail revenue 3 $745 adoption revenue, $103 feline retail revenue

42 Cleveland APL 2008 vs 2009 o 2008 $119,600 feline adoption revenue after discounts $11,100 in discounts o 2009 $138,003 feline adoption revenue after discounts $15,800 in discounts No increase in adoption donations 8% inc. in feline adoptions with 15% inc. in revenue

43 Promoting when they come

44 Think Re-homer NOT Shelter-er!

45 Eye Level and Could cha Move? o Fantuzzi, Miller, Weiss (2010) - Certain factors increased the amount of time a potential adopter viewed a cat Cats at eye level Cats with toys - even if they were not using Cats that are moving

46 Less is More Really

47 By decreasing the number available

48 Bring the Mountain to Them

49 Cats on Tour

50 Cats on Tour Data Adoptions Donations 2008 (1 st yr) 75 $3, $5, % +57%

51 More ways to get the word out

52 Social Media

53 Social Media

54 Social Media

55 In Summary CREATE TOP OF MIND AWARENESS!!!

56 Formula for Success Catchy idea + Good preparation, buy-in, & buzz + Good measurement of results MORE LIVES SAVED!!!

57 QUESTIONS PLEASE!

Fee Waived Cats 101. Dr. Emily Weiss, Ph.D. CAAB Senior Director, Shelter Research & Development, ASPCA

Fee Waived Cats 101. Dr. Emily Weiss, Ph.D. CAAB Senior Director, Shelter Research & Development, ASPCA Fee Waived Cats 101 Dr. Emily Weiss, Ph.D. CAAB Senior Director, Shelter Research & Development, ASPCA 1 Fee Waived Cats 101 By the end of this session you will have: Heard the idea that started it all