What is targeting? Focusing limited resources in a geographic area of high need in order to maximize impact.
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1 July 18, 2015 Hitting the Target: Spay/Neuter Programs that Work Bryan Kortis What is targeting? Focusing limited resources in a geographic area of high need in order to maximize impact. (1) Focused (2) Resources are limited (3) Geographic area (4) High need (5) Maximum impact 2 1
2 Geographic targeting: policing Operation Impact (NY City) assign extra officers to high crime areas 3 Poverty alleviation Allocation of resources to low income communities social workers, outreach, food banks New York City (2011) 4 2
3 Public health AIDS & HIV cases in New York City medical workers, clinics, outreach 5 Wildlife conservation Elephant range in Myanamar land preservation, officers, education 6 3
4 Geographic vs. demographic targeting 7 Target is geographically defined YES NO Downtown district Senior citizens 8 4
5 Pets vs. community cats/dogs Pets Owned Primarily indoors Socialized Community Unowned Primarily outdoors Unsocialized 9 Why target? 10 5
6 Traditional approach to spay/neuter Target = entire town (all 4 Zips) s/n rate = 20%) 11 Targeted approach 12 6
7 Targeting: community cats /colony level 13 Targeting: colony level TNR 2 of 10 cats neutered Low colony sterilization rate No impact on growth of colony 14 7
8 Targeting: colony level TNR 100% Sterilization Zero reproduction Colony size decline over time 15 Targeted TNR = colony + community 16 8
9 Key principle for targeting The number of surgeries you perform should equal a substantial percentage of the estimated cat or dog population in the Target Area. 17 Another reason to target - distribution Hypothetical = even distribution 18 9
10 Reality = uneven distribution 19 Identifying the target area - data Where is the hot spot? Intake into local shelters broken down by location of origin Complaint calls/requests for assistance by location. Tribal knowledge (experience of local animal welfare groups, animal control, shelters) 20 10
11 Microsoft MapPoint Vineland, NJ 1,015 cat intakes in 2012 Thanks to Donna Beron! 21 Identifying the target area - poverty Boston, MA Patronek, G., Mapping and measuring disparities in welfare for cats across neighborhoods in a large US city (2010) American Journal of Veterinary Research 71(2):
12 Chu study Family income pet cats s/n ed above $75, % $35,000 - $75, % below $35, % Chu, K., Population characteristics and neuter status of cats living in households in the United States (2007) Journal of the American Veterinary Medical Assn., Vol. 234, pp How many cats or dogs in the target area? No magic formula As much art as science 24 12
13 Estimating # of unaltered pets CATS (1) how many people in the Target Area are above the poverty line, how many are below ( see City Data) (2) divide # of people in each group by 3.5 = # of cats (3) 90% of cats below poverty line + 10% above poverty line are not fixed DOGS Same as pet cats, except divide by 4 in step #2. 25 Example pet dogs Target area population = 12,000 with 30% poverty rate 12,000 x.3 = 3,600 (people below poverty line) 3,600 divided by 4 = 900 (dogs below poverty line) 900 x.9 = 810 (unaltered dogs below poverty line) 12,000 x.7 = 8,400 (people above poverty line) 8,400 divided by 4 = 2,100 (dogs above poverty line) 2,100 x.1 = 210 (unaltered dogs above poverty line) = 1,020 unaltered dogs in target area 26 13
14 Estimating # of free-roaming cats (1) Start = divide human population by 15 (2) Adjust divider according to ground space More rural means more cats per capita (= lower divider) More urban means fewer cats per capita (= higher divider) (3) Adjust divider according to climate Warmer climate means more cats per capita Colder climate means fewer cats per capita (4) Adjust result according to tribal knowledge Based on local experience, past TNR activity and expertise, does the number make sense? If not, what does? 27 Calculating # of spay/neuter surgeries For high impact, need to alter a substantial percentage of the cats. Aim for 50% or above of estimated population With community cats, proceed a colony at a time, as close to 100% as possible of each colony Be open to adjusting your figures as the project unfolds 28 14
15 Outreach finding cats & caretakers Least effective: Mass advertising (announcements, newspaper articles, social media posts) TNR More effective: Advertising within Target Area (billboards, mailings, yard signs, door hangers) Most effective: Boots on the ground (door-to-door, community meetings, in person flyering, vaccine or wellness clinics, caretaker referrals) Food, shelter giveaways 29 Pets for Life: Community Outreach Toolkit How to connect animal welfare resources to pet owners in underserved communities Includes chapter on freeroaming cats & TNR Free pdf file download or purchase print copy:
16 Community cats - trapping NO: rely solely on residents and caretakers in target area YES: Identify staff, experienced volunteers and/or partner TNR groups to lead the trapping, with support from local residents and caretakers 31 Tracking impact Why measure? To know whether the goal of reducing the population is being achieved. To guide what to do if you start running out of cats (increase outreach OR expand the target area?) 32 16
17 Metrics Direct: Census of cats (before/after) Indirect: Intake (cat, kitten, stray) Complaint calls and/or requests for assistance Euthanasia Kitten postings on Craig s List 33 Case study: HS of Tampa Bay July 1, September 1, 2012 Target Area: - ZIP code (Tampa, FL) - pop. 44,600-2 nd highest cat intake ZIP to county shelter 2,920 free-roaming cats spayed or neutered 34 17
18 Targeted TNR - Methods Full-time paid trapper supported by volunteers Block-by-block approach Wrapped vehicle Yard signs 35 Cat intake Hillsborough Co. Animal Services Zip 33612: -47% (cf to 2009) Outside zip 33612: -17% (cf to 2009) 36 18
19 Case study Morgan County HS Project dates: July 1, 2010 through February 1, 2013 Target area: Morgan County, IN (pop. 69,000; 409 sq.m.) & corner of Owen County, IN 1,400 spay/neuters of dogs belonging to low income owners 37 Dog intake Morgan County HS Dog intake -38%
20 Grants PetSmart Charities Free-roaming Cat Spay/Neuter up to $100,000 for up to 2 years ($200K max.) targeted TNR projects gov t agencies & 501c3 s NEW: Community Pet Program Target low income, high need area for unaltered pets up to $100,000 for 1 year Includes additional veterinary care, staff & more More info: 39 Community TNR: Tactics and Tools Print version: search Amazon for Kortis Pdf file (free download): /files/communitytnr.zip search Google for: PetSmart Charities Community TNR 40 20
21 Thanks! 41 21
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