The Year Six Adoption Application 2010

Transcription

1 Maddie s Fund Community Grants Program The ear Six Adoption Application 2010 ear Six Reminders: The ear Six Budget is based on $225 multiplied by the number of above baseline adoptions to be performed by the participating adoption guarantee organizations. At least 60% of the grant funds must be used to pay adoption guarantee groups for above baseline adoptions. In addition, Maddie's Fund wants to promote adoptions involving animals taken from animal control. Funded projects are required to provide an additional incentive to encourage funded groups to work directly with their local animal control agencies. That means, for each above baseline adoption involving a dog or cat taken from animal control or a traditional shelter, adoption groups must receive a subsidy five times greater than the subsidy they will receive for above baseline adoptions involving dogs or cats received from other sources. Maddie's Fund is asking all participating groups to publicly disclose on an annual basis their individual and community-wide shelter statistics (e.g., on websites, in newsletters and annual reports). As part of the ear Six application, you will need to submit a complete, revised 10-ear Strategic Plan for Maddie's Pet Rescue Project in NC. Total funding for advertising/public relations/marketing should not exceed 10% of the ear Six Maddie's Fund grant. In ear 6, starting Day One of ear Six you will be expected to save all the healthy shelter pets. Part I: Maddie's Pet Rescue Project Information 1. EAR SIX PROJECT 1A) The Project Title: Maddie s Pet Rescue Project in New ork City 1B) Date of Submission: 11/11/09 1C) Prepared by: Ellen Celnik, Jane Hoffman, Steve Gruber, 2. NAME OF LEAD AGENC: Mayor s Alliance for NC s Animals 3. TARGET COMMUNIT: New ork City 4. HUMAN POPULATION OF TARGET COMMUNIT (year): 8,000, PARTICIPATING GROUPS IN THE PROJECT 5A) For each category below, please indicate the total number of groups participating in ear Five of your project. Type of Organization Number of Participants Animal Control Shelters (AC) 1 Traditional Shelters (TR) 0 Adoption Guarantee Organizations (AG) 106

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3 For each group participating in ear Six of your project, 5B) please list the name of the organization under the appropriate category; and 5C) please indicate if the group spays or neuters its animals before adoption. Mayor's Alliance For NC's Animals 107 (include AC & C) 5B) Name of Participating Groups 5C) S/N before Adoption (/N) Animal Care & Control of NC Traditional Shelters N/A Maddie Adoption Guarantee Organizations A Place For Us Abandoned Angels (cocker rescue) ACT A.C.T. Rescue & Adoption, Inc. Adopt A Boxer Adopt A Dog All About Spay Neuter All Sentient Beings Almost Home American Bulldog Rescue American Bullmastiff Association Rescue Program Animal Adoption Network Animal Center of Queens Animal Haven Animal Kind Animal Rescue Fund of Hamptons Anjellicle Cats Rescue ASPCA Bide-A-Wee Big Apple Bull Terrier Rescue Bobbi & the Strays Boxer Angels Brooklyn Bridge Animal Welfare Coalition Cat Assistance, Inc. City Critters Companion Animal Network CSM Strays Curly Tail Pug Rescue Dalmatian Adoption, Inc. Derricks Gleeful Rescue Earth Angels Animal Rescue Organization English Bull Terrier Rescue Eve's Sanctuary Feline Rescue of Staten Island Feline Rescue Mission First Run Medical Fund & Rescue For Animals, Inc. For Our Friends Page 3 of 46

4 For The Love of Dog of (Rottie Rescue) Friendly Ferals German Shepard Rescue Cemtral N German Shorthair Rescue Gotham City Kitties Heart & Soul Rescue Hearts and Hands Society Herding Dog Rescue Humane Society of New ork In Our Hands Rescue Italian Greyhounds NC Jack Russell Rescue K9- Kastle Kitten Little Rescue Kitty Kind Kodi's Club Labrador Retriever Rescue LABS4 Rescue Le Cats on The Water Life Line Rescue Linda's Feral Cat Assistance Little Forgotten Friends Little Shelter Long Beach Humane Society Long Island Bulldog Rescue Long Island Golden Retriever Rescue (LIGRR) Louise Animal Foundation Loving Touch Metropolitan Maltese Mid Atlantic Basset Rescue Mid Atlantic Great Dane Rescue Mighty Mutts Mini Pinscher Rescue (IMPS) of N Mountan Majesty Rottweiller Rescue Mutts & Mitts of Brooklyn NJ Schnauzer New Rochelle Humane North Fork Animal Welfare League North Shore Animal League Northern NE Dog Rescue NC Shiba Rescue Only Hope Cat Rescue, Inc. Patricia Ladew Foundation Peppertree Rescue, Inc. Pluto Rescue of Richmond County Poor Animals of St. Francis Posh Pets Rawhide Rescue RSVP Safe Hounds Beagle Rescue Page 4 of 46

5 Save A Pet Rescue SaveKitty Save Our Strays Scottish Terrier Rescue Sean Casey Animal Rescue Shelter Survivors Social Tees Staten Island Council for Animal Welfare Stray From the Heart The Cat Lady Tiny Treasures Treasured K9's, Inc. ( Koren Jindo Rescue) Underdog Rescue, Inc. United Action For Animals Urban Cat League Waggin' Train Waggytail Rescue (Chihuahua) Zani's Furry Friends 6. FINANCIAL INFORMATION FROM THE LEAD AGENC The information requested below comes from line items 12, 17, and 73b, respectively, of the IRS Form 990 and should be taken from the documents you have already filed with the IRS. Please indicate if the information is based on the calendar y ear or the fiscal year. If fiscal, indicate the month in which the year begins a) Total Revenue 6,261,785 4,759,518 3,240,949 2,358,826 6b) Total Expenses 5,816,129 3,890,983 2, 863,382 2,049,609 6c ) Total Net Assets 2,097,976 1,652, , ,217 6d) Calendar ear or Fiscal ear (include month F begins) Jan. Dec Jan. Dec J an. Dec Jan. Dec Please include with this application the most recent financial audit or una udited fina ncial statements for the lead agency. ATTA CHED: AUDITED FINACAL STATEMENT F 2008 Part II: Baseline ear Statistics For the baseline year for your project, please provide the information requested below for all the groups participating in ear Six of the project. Maddie's Fund is requiring that all groups participating in funded projects use the following definitions in classifying shelter animals: healthy, treatable-rehabilitatable, treatable-manageable, and unhealthy & untreatable. Definitions of these terms are provided in Section 28, p age SHELTER STATISTICS: ANIMAL CONTROL SHELTERS Page 5 of 46

6 For all animal control shelters that will participate in ear Six of your project, please summarize the following SHELTER STATISTICS for the baseline year. ANNUAL REPORT FOR BASELINE EAR FOR ALL ANIMAL CONTROL SHELTERS ANIMAL CARE & CONTROL OF NC Dog Cat Total REPORT DATE: Calendar ear 2003 A BEGINNING SHELTER COUNT INTAKE (Live Dogs & Cats Only) From the Public Healthy Treatable - Rehabilitatable Treatable - Manageable Unhealthy & Untreatable B Total Intake From the Public E From Owners/Guardians Requesting Euthanasia C From Incoming Transfers from Maddie Partner Organizations D From Incoming Transfers from Other Organizations F TOTAL INTAKE [B + C + D + E] G Owner/Guardian Requested Euthanasia (Unhealthy & Untreatable Only) H ADJUSTED TOTAL INTAKE [F minus G] ADOPTIONS (Only dogs and cats adopted by the public) Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable I TOT AL ADOPTIONS OUTGOING TRANSFERS to Maddie Partner Organizations Healthy Treatable Rehab ilitatable Treatable Manageable Unhealthy & Untreatable J TOTA L OUTGOING TRANSFERS to Maddie Partner Organizations OUT GOING TRANSFERS to Other Organizations Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable K TOTAL OUTGOING TRANSFERS to Other Organizations TOTAL TRANSFERS ( J + K ) L RETURN TO OWNER/GUARDIAN DO GS & CATS EUTHANIZED M Healthy (Includes Owner/Guardian Requested Euthanasia) N Treatable Rehabilitatable (Includes Owner/Guardian Requested Euthanasia) O Treatable Manageable (Includes Owner/Guardian Requested Euthanasia) P Unhealthy & Untreatable (Includes Owner/Guardian Requested Euth anasia) Q TOTAL EUTHA NASIA [M + N + O + P] R Owner/Guardian Requested Euthanasia (Unhealthy & Untreatable Only) S ADJUSTED TOTAL EUTHANASIA [Q minus R] Page 6 of 46

7 T SUBTOTAL OUTCOMES [I + J + K + L + S] Excludes Owner/Guardian Requested Euthanasia (Unhealthy & Untreatable Only) U DIED OR LOST IN SHELTER/CARE V TOTAL OUTCOMES [T + U] Excludes Owner/Guardian Requested Euthanasia (Unhealthy & Untreatable Only) W ENDING SHELTER COUNT COMMENTS: 1) The adoption brea kdown for categories was estimated since these were not categories originally captured in reporting back in Please include a MONTHL BREAKDOWN and ANNUAL SUMMAR of the baseline year statistics for each participating animal control shelter. ON FILE 8. SHELTER STATISTICS: ADOPTION GUARANTEE ORGANIZATIONS ( AG) For all adoption guarantee organizations that will participate in ear Si x of your project and were operational during the baseline year, please summarize the following SHELTER STATISTICS for the baseline year. For any new group that was not operational during the baseline year, their baseline will be zero. Please include that information as part of this application. ANNUAL REPORT FOR BASELINE EAR FOR ALL AG ORGANIZATIONS ALL ADOPTION GUARANTEE ORGANIZATIONS (106) DOGS CATS TOTAL REPORT DATE: Baseline ear 2003 A BEGINNING COUNT INTAKE (Live Only) From the Public (stray, surrender, etc.) Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable B Subtotal Intake from the Public Incoming Transfers from all Maddie Partner Organizations (List each separately) From Animal Care & Control of NC Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable Subtotal Intake from Mobile County Animal Shelter From Other Maddie Partners (list each separately) Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable Subtotal Intake from Other Maddie Partners C Total Incoming Transfers from Maddie Partner Organizations Incoming Transfers from all Non-Maddie Partner Organizations Healthy Page 7 of 46

8 Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable D Subtotal Incoming Transfers from Non-Maddie Partner Organizations Fro m Owners/Guardians Requesting Euthanasia Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable E Subtotal Intak e from Owner/Guardians Requesting Euthanasia F TOTAL INTAKE [B + C + D + E] G Owner/Guardian Requested Euthanasia (Unhealthy & Untreatable Only) H ADJUSTED TOTAL INTAKE [F minus G] ADOPTIONS (Only cats and dogs adopted by the public) Involving Dogs & Cats From AC Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable Subtotal Adoptions Dogs & Cats from AC Involving Dogs & Cats From the Public or Other Organizations Healthy Treatable Rehabilitatable Treatable Manageable Unhealthy & Untreatable Subtotal Adoptions Dogs & Cats from Public or Other Organizations I TOTAL ADOPTIONS Outgoing Transfers to all Maddie partner orgs [please list each partner separately] Healthy Treatable Rehabilitatable Treatable Manageable J TOTAL OUTGOING TRANSFERS TO all Maddie partner organizations Outgoing Transfers to all Non-Maddie partner organizations Healthy Treatable Rehabilitatable Treatable Manageable K TOTAL OUTGOING TRANSFERS TO all non-maddie partner organizations TOTAL OUTGOING TRANSFERS L RETURN TO OWNER/GUARDIAN DOGS & CATS EUTHANIZED M Healthy (including owner/guardian requested) N Treatable Rehabilitatable (including owner/guardian requested) O Treatable Manageable (including owner/guardian requested) P Unhealthy & Untreatable (including owner/guardian requested) Q TOTAL EUTHANASIA [ M + N + O + P ] R Owner/Guardian Requested Euthanasia ( Unhealthy & Untreatable Only)* S ADJUSTED TOTAL EUTHANASIA [Q minus R] Page 8 of 46

9 Subtotal OUTCOMES [I + J+K+L+S] Excludes Owner/Guardian Requested T Euthanasia (Unhealthy & Untreatable Only) U DIED OR LOST IN SHELTER/CARE V TOTAL OUTCOMES [T + U] Excludes Owner/Guardian Requested Euthanasia (Unhealthy & Untreatable Only) W ENDING COUNT COMM ENTS : 1) This report includes the aggregate Annual data for One Hundred and Six (106) projected Maddie s Pet Pa rtners in the Maddie s Pet Rescue Project NC for year ) None of the Maddie s Pet Partners performs owne r/guardian requested euthanasia of healthy, treatable, or unhealthy/untreatable dogs and cats. Please include a MONTHL BREAKDOWN and ANNUAL SUMMAR of the baseline year statistics for each participating adoption guarantee organization that was operational during the baseline year using the form provided above. ON FILE 9. DOGS & CATS ADOPTED B THE PUBLIC IN THE TARGET COMMUNIT P lease identify the annual Adoption Baselines for all animal control shelters (AC) and all adoption guarantee organ izations (AG) participating in ear Six. ADOPTIONS BASELINE EAR 9A AC 4,927 9B All AG Organizations 7,628 9C TOTAL (All Groups) 12, DOGS & CATS EUTHANIZED IN THE TARGET COMMUNIT Please identify the annual baselines for Total Shelter Euthanasia and Healthy Shelter Euthanasia for all groups participating in ear Six. SHELTER EUTHANASIA BASELINE EAR 10A Healthy Shelter Euthanasia 14,000 10B Treatable Shelter Euthanasia 6,000 10C Total Shelter Euthanasia 31,820 Page 9 of 46

10 Part III: Above Baseline (AB) Targets 11. REDUCTION IN HEALTH SHELTER EUTHANASIA (RHSE) TARGET Please identify the Reduction in Healthy Shelter Euthanasia Target for ears Six through Eleven. If you establish goals based on something other than th e given formulas, please exp lain how your goals were derived. Reduction in Healthy Shelter Euthanasia 11A r 6 100% of Healthy Euthanasia Baseline LINE 10A 14,000 11B r 7 100% of Healthy Euthanasia Baseline LINE 10A 14,000 11C r 8 100% of Healthy Euthanasia Baseline LINE 10A 14,000 11D r 9 100% of Healthy Euthanasia Baseline LINE 10A 14,000 11E r % of Healthy Euthanasia Baseline LINE 10A 14,000 11F r % of Healthy Euthanasia Baseline LINE 10A 14, REDUCTION IN TREATABLE SHELTER EUTHANASIA (RTSE) TARGET Please identify the Reduction in Treatable Shelter Euthanasia Target for ears Six through Eleven. If you establish goals based on something other than the given formulas, please explain how your goals were derived. Reduction in Treatable Shelter Euthanasia 12A r 6 30% of Treatable Euthanasia Baseline Multiply LINE 10B by.30 1,800 12B r 7 40% of Treatable Euthanasia Baseline Multiply LINE 10B by.40 2,400 12C r 8 50% of Treatable Euthanasia Baseline Multiply LINE 10B by.50 3,000 12D r 9 60% of Treatable Euthanasia Baseline Multiply LINE 10B by.60 3,600 12E r 10 75% of Treatable Euthanasia Baseline Multiply LINE 10B by.75 4,500 12F r % of Treatable Euthanasia Baseline LINE 10B 6,000 We increased the number of projected reduction of treatable shelter euthanasia based on trends to reflect actual reduction of treatable dogs and cats since REDUCTION IN TOTAL SHELTER EUTHANASIA TARGET Please identify the Reduction in Total Shelter Euthanasia Target for ears Six through Eleven. If you establish goals based on something other than the given formulas, please explain how your goals were derived. Reduction in Total Euthanasia 13A r 6 ear 6 Healthy + ear 6 Treatable Reduction Targets 11A + 12A 15,800 13B r 7 ear 7 Healthy + ear 7 Treatable Reduction Targets 11B + 12B 16,400 13C r 8 ear 8 Healthy + ear 8 Treatable Reduction Targets 11C + 12C 17,000 13D r 9 ear 9 Healthy + ear 9 Treatable Reduction Targets 11D + 12D 17,600 13E r 10 ear 10 Healthy + ear 10 Treatable Reduction Targets 11E + 12E 18,500 13F r 11 ear 11 Healthy + ear 11 Treatable Reduction Targets 11F + 12F 20,000 Page 10 of 46

11 14. ABOVE BASELINE ADOPTION TARGETS Please identify the total Above Baseline (AB) Adoption Target for ears Six through Eleven. If you have set goals which are not equal to the reduction in total euthanasia targets, please explain how you derived the goals. Healthy Treatable Total r 5 15,000 1,200 16,200 14A r 6 AB Adoption Target 15,500 1,800 17,300 14B r 7 AB Adoption Target 16,000 2,400 18,400 14C r 8 AB Adoption Target 16,000 3,000 19,000 14D r 9 AB Adoption Target 16,000 3,600 19,600 14E r 10 AB Adoption Target 16,000 4,500 20,500 14F r 11 AB Adoption Tar get 16,000 6,000 22,000 Our above b aseline adoption goals are higher than the euthanasia rates reflecting adoption trends in the last 5 years. Given in ear 4 (2008) actual total adoptions was over 14,000 and in ear 5 (2009) above baseline adoptions are projected likely to reach 16, ,600 more than originally projected. We expect that ear 6 (2010) will easily increase by another 1,300 to reach 17,300. Since we project healthy a doption will increased from 14,000 to 15,000 in 2009 (which now includes AC & C adoptions), we expect by 2010 healthy adoptions for MPPs and AC & C to increase to 15,500. ears 7 through eleven have been adjusted to reflect a small increase in healthy adoptions to 16,000. As AC & C adoptions continue to decrease, transfers to rescue continue to increase above projections, therefore, the above baseline adoptions increase to reflect the shift from AC & C adoptions to more APO s. Part IV: Establishing Goals for the Project 15. EAR SIX PROJECT GOALS Please provide a monthly breakdown of the Healthy Shelter Euthanasia Goal for each participating animal control shelter (AC). The ear Six Healthy Shelter Euthanasia Goal is equal to the Healthy Shelter Euthanasia Baseline minus the ear Six Reduction in Healthy Shelter Euthanasia Target (RIHSE). (Please adjust the chart for the number of participating groups in your project.) See attached 4 MF NC ear 6 Goals - Healthy deaths worksheet Please provide a monthly breakdown of the Total Shelter Euthanasia Goal for each participating animal control shelter (AC) and each participating adoption guarantee organization (AGO). The ear Six Total Shelter Euthanasia Goal is equal to the Total Shelter Euthanasia Baseline minus the ear Six Reduction in Total Shelter Euthanasia Target (RITSE). (Please adjust the chart for the number of participating groups in your project.) This information is provided in a separate file: MF NC ear 6 Goals.xls. Please provide a monthly breakdown of the Adoption Goals for each animal control shelter (AC) and each adoption guarantee organization (AG) participating in the project. The ear Six Adoption Goal for AC is equal to their Adoption Baseline (LINE 9A). (Please adjust the chart for t he number of participating groups in your project.) This information is provided in a separate file: MF NC ear 6 Goals.xls. Page 11 of 46

12 Part V: Grant Request To help you calculate the maximum dollar value of the grant request for your project, we have developed a budget formula guide, based on the number of above baseline adoptions performed by the adoption guarantee organizations. To calculate the dollar value of your grant request, multiply the ABOVE BASELINE (AB) ADOPTION TARGET for the participating adoption guarantee organizations by the appropriate values: 17. GRANT REQUEST FOR EAR SIX: $ 3,892,500 [Multiply LINE 14B x $225] 18. GRANT REQUEST FOR EAR SEVEN: $ 3,312,000 [Multiply LINE 14C x $180] Part VI: ear Six Project 20. EAR SIX PROGRAMS AND SERVICES Maddie s Fund requires that at least 60% of the adoption grant funds be distributed to the participating adoption guarantee (AG) organizations in the form of adoption subsidies for performing the above baseline adoptions. Additionally, Maddie's Fund has introduced a 5-to-1 adoption subsidy differential to promote adoptions involving animals taken from animal control and traditional shelters. That means, for each above baseline adoption involving a dog or cat taken from animal control or a traditional shelter, adoption guarantee (AG) organizations must receive a subsidy five times greater than the subsidy they will receive for above baseline adoptions involving dogs or cats from other sources (i.e., the public or other organizations). 20A) ear Six Adoption Subsidies: For ear Six, please indicate: 1) the amount of the adoption subsidy to be paid for each above baseline adoption involving animals taken from animal control or traditional shelters; 2) the amount of the adoption subsidy to be paid for each above baseline adoption involving animals received from the public; and 3) how much money will be set aside for a contingency fund to pay for above baseline adoptions performed in excess of the ear Six goal. (1) ear 6 adoption subsidy for pets transferred from ACAS: $ 195 x 10,500 = $ 2,047,500 (2) ear 6 adoption subsidy for pets taken from public by AG $ 39 x 3,500 = 136,500 (3) ear 6 adoption subsidy for pets taken from the public by ACC $ 39 x 3,300 = 128,700 (4) ear 6 contingency fund for adoptions in excess of goal: $ 22,800 Total: $ 2,335,500 20B) ear Six Adoption Goals by Adoption Guarantee (AG) Organizations: For ear Six, please provide a list of participating adoption guarantee (AG) organizations and for each group, identify: (1) The name of the organization; (2) The total number of baseline adoptions; (3) The above baseline (AB) adoption target involving animals taken from animal control; Page 12 of 46

13 (4) The AB adoption target involving animals received from the public or from other organizations not including animal control; (5) The total above baseline adoption target; (6) The total adoption goal [Total Baseline Adoptions + Total AB Target]; (7) The amount of the adoption subsidy to be paid out for AB adoptions involving animals taken from animal control; (8) The amount of the adoption subsidy to be paid out for AB adoptions involving animals received from the public or from other organizations not including animal control; and (9) The total adoption subsidy. This information is provided in a separate file: MF NC ear Above Baseline Goals.xls. Below is the total above baseline goals. 20C) Procedure for Distributing the Adoption Subsidies and Contingency Fund: Describe how the adoption subsidies and the contingency fund (if needed) will be distributed to the participating adoption guarantee organizations in ear Six. Please note that the distribution process should include some type of monitoring system for reconciling the amount of money each group receives to actual performance. In an effort to reconcile and monitor payouts AG and AC & C groups will be paid out every 2 months: o April 15 for January/February AB adoptions o June 15 for March/April AB adoptions, reconciling increases/decreases from previous months o August 15 for May/June AB adoptions, reconciling increases/decreases from previous months o October 15 for July/August AB adoptions, reconciling increases/decreases from previous months o December 15 for September/October AB adoptions, reconciling increase/decreases from previous months o February 15 for November/December AB adoptions, reconciling increases/decreases from previous months Monitoring of groups progress occurs by calculating the subsidies due based on actual through that period. Adjustments will be made accordingly every 2 months. Groups that received overpayments in previous years will not be paid for first half year. 20D) ear Six Programs and Services: Describe the activities that will be undertaken in ear Six to meet the Project Goals [Adoptions, Reduction in Shelter Euthanasia, and Reduction in Healthy Euthanasia], and the number of dogs and cats that will be adopted or saved as a result of each activity. Special Note: Strategies proposed must be capable of producing immediate, measurable and direct increases in the number of adoptions and immediate, measurable and direct reductions in shelter euthanasia, starting the day after the grant award is received. Page 13 of 46

14 USE OF KE SUBSIDIES, TOOLS, PROGRAMS AND SERVICES TO MEET GOALS Our success in increasing adoptions, reducing euthanasia, providing greater access to affordable spay/neuter services, and all of our other initiatives, is based on a true collaboration among our rescue partners. Our goal to achieve no healthy or treatable deaths by 2015 will require a greater commitment of resources and strengthen the programs that have been the most successful to insure not only that we achieve our goals, but are in a position to maintain the progress achieved in the last 5 years. Our biggest challenge in the last few years has been the inability to reduce the intake of stray community cats. While our adoptions continue to increase, they cannot keep up with the increase in stray cats coming into Animal Care & Control (AC & C). With a proposed aggressive community S/N program to be included in 2010 as one of our initiatives we will be able to turn the tide and reach our goals beyond year 7. Total funding for ear 6 programs is budgeted at $5,382,500. Of that, the Mayor s Alliance is requesting $3,892,500 from Maddie s Fund which will fund 17,300 projected above baseline adoptions. The remaining funds will be provided by other sources to fund the AC&C Transfer Initiative grant, the Picasso Veterinary Fund, interim boarding and medical care, and the Wheels of Hope transfer program. Additionally, the Mayor s Alliance intends to set aside $715,000 in ear 6 to support the project in future years. To achieve our goals to increase total adoptions by 17,300 and decrease euthanasia of hea lthy and treatable dogs and cats by a minimum of 15,800 in ear 6 of the Maddie s Pet Rescue Project in NC, the Alliance will continue to focus on the four core objectives outlined in our 10-year strategic plan: increasing adoptions, strengthening existing efforts and resources, decreasing animal homelessness, and raising the public s awareness. To address the different needs of the participating groups and the challenges unique to NC in achieving our goals, the Alliance designed and continues to implement initiatives that would impact one or more of the core objectives. The initiatives fall into four categories: subsidies, tools, programs and services. The following chart shows progress of MPPs above-baseline adoptions from Baseline ear 2003 through projections for ear 6 (2010). Adoptions data for 2009 is based on current trends as of July 2009 and reflects the 106 MPPs participating in ear 6. Page 14 of 46

15 MPP Adoptions Below is a chart showing progress of MPPs and AC & C combined above-baseline adoptions from Baseline ear 2003 and projections for ear 6 (2010) MPP Adoptions 18,147 20,628 21, ,287 15, ,628 8,113 10, Baseline ear ear ear ear ear ear 5 Projected 2010 ear 6 Projected MPP & ACC Adoptions MPP Adoptions AC & C Adoptions ,113 10,178 13,287 15,886 18,147 20,628 21, ,628 4,927 12, Baseline ear 9,872 10,865 9,313 8,905 8,483 8,127 8,227 17,985 21,043 22,600 24,791 26,630 28,755 29, ear ear ear ear ear ear 6 Projected Projected Page 15 of 46

16 Below is a chart showing progress in the reduction in euthanasia at AC & C from Baseline ear 2003 and projections for ear 5 (2009) and ear 6 (2010). Euthanasia at AC & C , ,456 Total Euthanasia ,967 20,397 18,190 16,706 14,500 13, Baseline ear ear ear ear ear ear ear 6 Projected Projected Note: Based on actual progress through 2008, the projections above differ from the application goals. early we have exceeded our goals. In 2009 we have exceeded all benchma rks goals. At mid-year above baseline adoptions were over 800 more than projected. Achieved no healthy deaths for six consecutive months Reduction in treatable euthanasia reached 723 dogs and cats, 434 higher than projected Transfers of dogs and cats from A C & C to MPPs averaged over 1,200 a month compared to 868 in the p revious year; the highest year to year increase s ince the beginning of the project. Total transfers to all rescues averaged 1,465 a month --- more than double the adoptions at AC & C. Strategies for ears 6 through 10 will focus on supporting the initiatives that have had the greatest impact on saving healthy and treatable dogs and cats. Key priorities in ear 6 will focus on: Continuing to develop, maintain and support a distribution network of transfers from AC & C to rescue organizations and shelters with strong adoption programs Reducing the number of stray cats entering the AC & C, which continues to increase, through an aggressive and funded spay/neuter program targeting stray community cats Page 16 of 46

17 Prioritizing a marketing and public awareness campaign for Pit Bulls, Rotitweilers and German Shepherd mixes --- the dogs at highest risk to euthanasia Below are some of the key initiatives that have had the greatest impact on achieving our Maddie s Pet Rescue Project - ear 5 (2009) goals and helping us move closer to meeting our targets as we approach ear 6 (2010). I. Subsidies: Maddie s above-baseline adoption subsidies are an integral part of the initiatives, as they provide direct monetary support, helping MPPs offset the costs related to increasing their capacity and building sustainable organizations. Maddie's subsidies for ear 5 above-baseline adoptions are projected to total $2,592,000. This is $226,800 more than originally budgeted based on an expected 1,400 more adoptions than originally projected for the current year. In ear 6 (2010) of the Maddie s Pet Rescue Project, we expect to pay out $2,335,500 for a total of 17,300 above-baseline adoptions for all MPPs, including AC & C. The following chart outlines the Maddie s Fund subsidy distribution in ear 1 though 5 and the projected Maddie s Fund subsidy distribution for ear 6 (2010). Maddie's Pet Rescue Project NC Above Baseline adoption subsidy distribution ear Groups ear Groups ear Groups ear Groups ear Projected ear Projected Groups Amount distributed $431,250 $897,085 $1,580,586 $2,525,670 $2,592,000 2,335,500 Above $20, Between $10,000 and $19, Between $5,000 and $ 9, Between $2,000 and $4, Less than $2, $ Total groups Note: AC & C began receiving adoption subsidies in ear 3 (2007). Total groups differ from year to year due to groups dropping out and new groups joining the project. Maddie s above-baseline adoption subsidies have been instrumental in helping MPPs reach their adoption goals. These subsidies have helped MPPs: build their capacity to take in more dogs/cats from AC&C and offset the additional costs associated with getting them adopted. Page 17 of 46

18 Provided additional funds for building infrastructure and thereby sustainability through focused expansion of volunteer base, increased fundraising efforts, expansion of adoption locations Increased capacity by helping to fund holding spaces and provided financial assistance to foster networks, thereby adopting more and making room to take in more. Grants to AC&C for Transfer Initiative To support AC&C in their efforts to reduce euthanasia and increase adoptions, we provided grants of over $360,000 in The grants were designated to facilitate transfers of animals to rescue and provide additional supports and equipment for AC&C staff. The bulk of the grants covered the salaries of six AC&C employees. Three staff members are designated liaisons to rescue; two are animal behaviorists responsible for evaluations, one driver to supplement the growing demand for transport with the incr ease in transfer numbers. Additionally, through a grant from ASPCA of $50,000 we were able to provide partial salary for a much-needed Medical Director who started in August This grant is crucial to insuring transfers to shelters and rescue continues to increase. With focus on treatables in 2010, a Medical Director will be integral to working collaboratively to help develop a matrix to identify treatable from unhealthy/untreatable. The 2008 AC & C grant and relationship with the Alliance: supports the efforts needed in increasing the numbers of cat/dog transfers to MPP shelters & rescue organizations provide a level of support to supplement the New Hope staff resources, and to offset some of the costs AC&C does not pass on to rescue organizations and shelters like spay/neuters, vaccinations and micro chipping monthly meetings with AC&C management and the ASPCA provide for greater opportunities to target our efforts and monitor progress By providing direct support to enhance AC&C resources, we continue to build upon the relationship formed in 2002 and demonstrate that the Alliance is committed to working with, and supporting, AC&C efforts Transfers from AC&C to MPPs and other organizations: A key focus of this initiative is to ensure transfers to MPPs and rescue groups continue to increase. With current trends showing that AC&C adoptions continue to decrease transfers to MPPs has played, and will continue to play, a major role in reducing euthanasia going forward. Currently we have 4 vans and hope to be able to get a grant in 2010 to replace 2 of the oldest vans, since the mileage on those is well over 250,000 miles. As shown in the chart below, MPP commitment to taking on the greater responsibility of taking transfers has helped to reduce deaths and move the Alliance closer to achieving its goal. Factors to a successful transfer initiative: Automated daily breed alerts to rescue daily from AC & C Automated daily first alerts on all new arrivals at the shelter started in 2009 and has been regularly re-designed with input from the Alliance. These include more detailed descriptions, temperament evaluations wherever possible on dogs, volunteer notes, and medical notes Individual AC & C staff request for harder to place AC & C staff favorites Page 18 of 46

19 Euthanasia alerts daily to an approved list of rescue and shelters those request it In 2009 the daily first alerts on all new arrivals at the shelters helped to prioritize the healthy animals to reduce the length of stay and risk of URIs. With a new Medical Director who started in August and a new Executive Director expected to be in place by end of 2009, we plan on being able to work more collaboratively upgrading the shelter management program and improving staff trainings on health status notations. that Transfer from AC & C to MPPs and other rescue groups TO Other Orgs. TO Alliance MPPS 6,775 5,519 5,729 2,256 3,300 2,921 2,219 2,808 4, ,943 6,994 12,023 3,024 8,999 13,563 2,343 11,220 16,420 17,300 3,120 3,300 13,300 14, Projec ted 2010 Pr ojected The Picasso Veterinary Fund This fund helps pay for the treatment of sick and injured AC&C animals transferred to other member groups for adoption animals who in the past would likely have been euthanized at the shelter because of lack of funding. This fund has a threefold impact: It provides veterinary care that medium sized groups could not otherwise take on It offsets unexpected medical costs to groups allowing them to take more transfers they otherwise could not have taken and It provides a collaborative working relationship with AC&C staff, boosting morale and supporting their efforts. Page 19 of 46

20 The Picasso Veterinary Fund helped over 300 dogs and cats in 2009, covering the majority of medical costs. As an umbrella organization that covered costs of hundreds of dogs and cats at the specialty veterinary hospitals the Alliance has the ability to negotiate discounted fees ranging from 35% to 40%, and now uses the services of three emergency 24/7 clinics, including specialty practices agreeing to provide even further discounts on non-laboratory related costs. In 2009 we used our leverage to help other rescue and shelters receive the same discounted fees in an effort to reduce our costs and help organizations take more responsibility for some of the major medical care of AC & C dogs and cats. In 2010 we anticipate assisting over 400 dogs and cats as MPPs agree to take on more transfers that include treatable dogs/cats that would otherwise be euthanized. The direct financial subsidies and initiatives provide the major supports and incentives, the implementation of the tools, programs, and services help to build the infrastructure to m aintain the community collaboration efforts for MPPs to achieve the adoption goals and ensure sustainability of those goals as we move forward into ear 6. II. Tools Wheels of Hope The Transfer Initiative is our most successful program and is designed to supplement resources of the Mayor s Alliance groups and expedite the transfer of dogs and cats from AC&C. One of the major challenges identified in our strategic plan was transportation of cats and dogs. Facilitating transport has: Allowed MPPs to get animals out more quickly -- reducing the risk factor of contracting diseases (upper respiratory infection and kennel cough) and therefore lowering the veterinary bills incurred by the MPPs; Freed up cage space more quickly at AC&C, reducing the numbers required to be euthanized for lack of space; Helped reduce the number of dogs/cats euthanized; and Provided supplemental resources and helped shift MPP resources to adoption programs. In 2009, 4 vans and five designated drivers have helped transport over 5,200 animals, exceeding our projections of 3,200. As a result of the success and increasing demand for transport, we have one full time coordinator as well as a back up coordinator that facilitate transports 7 days a week. In 2010 we expect to transport to reach over 5,500 dogs and cats. III. Programs Maddie s Adoption and Pet Care & Micro chipping Event Recognizing that the number of adoptions at our large multi-group events typically have not justified the costs and efforts associated with mounting these large events, we reduced the number of Mayor s Alliance multi-group adoption events and instead, focused on encouraging MPPs to work with their local communities and utilize North Shore adoption vans to stage adoption events. In 2009 we scheduled Maddie s Adoption and Pet Care Festivals based on specific requests from the NC Parks Department and local dog owner and dog park Page 20 of 46

21 associations integrating microchip (MC) clinics at these parks and community events to maximize our resources. In 2009, we responded to 22, resulting in the following events: St. Mary s Church Adoptions/MC clinic (Anjellicle Cats), March 28 The Paw Stop/Furry Friends Festival - Adoptions (Animal Haven/Sean Casey), April 25 Washington Sq. Park Dachsund Spring Fiesta MC clinic, April 25 Walk 4 Paws Adoptions/MC clinic (Bobbi & Strays fundraiser), May 2 Washington Sq. Park - Adoptions/MC clinic (Animal Haven/Social Tees), May 9 It s My Bark Day Adoptions/MC clinic (Allied Rockaway for Animals), May 23 Animal Health Fair MC Clinic (Dyker Heights Civic Association), June 6 The Happy Paw (Manhattan) MC clinic, June 7 Camp Bow Wow, LI City Adoptions/MC clinic, July 18 Comp. Animal Network Vet Clinic launch MC clinic (AC & C and Alliance), July 25 For Paws Sake/Juniper Park Adoptions/MC clinic (Sean Casey), July 26 Prospect Park/FiDO Community event Adoption/MC clinic ( AC & C/Sean Casey), Aug. 1 St. Sebastian, Qns Adoptions/MC clinic (ASPCA/ Linda s Ferals/Animal Haven, Aug. 8 M finda Community Gardens, Queens Adoptions/MC (Sean Casey) Aug 9 Battery Park Association MC clinic, Sept 12 City Ptities Give a Paw Adoptions/MC clinic (Sean Casey/AC & C) Oct. 4 Central Park Fall Fiesta MC clinic/ Free S/N clinic (ASPCA, ACC, Alliance), Oct. 10 Union Square Park/Emergency Preparedness MC clinic, Oct. 15 Prospect Park Animal Cancer Foundation Walk Adoptions/MC clinic, Oct 24 Four Paws Sake, Juniper Park/Queens Adoptions/MC clinic, Oct. 25 ARF Canine Costume, Queens MC clinic, Oct. 31 Washington Sq. Park - Adoptions/MC clinic, Nov. 8 As a result of Parks Department and dog owner/dog park associations involvement in publicizing the events throughout their local community, attendance at these events was much greater than in past years. Local community organizations and rescue groups join effort in promoting and supporting the events. The Mayor s Alliance provides staff and equipment for the low cost microchip clinics (staff, vets, vet techs). During 2010, this model will be followed, with community requests for Maddie s Adoption and Pet Care Festivals being honored as the schedule permits. Special Adoption / Awareness Events Among the special events in which we participated in 2009, and expect to continue in 2010 are: Broadway Barks Held in Shubert Alley, in the heart of the theater district, this event is hosted by Bernadette Peters and Mary Tyler Moore, and produced by Broadway Cares/Equity Fights AIDS. It provides the highest media and public visibility for Maddie s Fund and Alliance MPPs, and this year generated over $100,000 in funding resources. This year s Broadway Barks took place on July 12 th. To facilitate expanding the event to more cat groups, and for the comfort and safety of cats, NSAL provided the 5 adoption vans for this event Page 21 of 46

22 Adopt-A-Cat at the Javits Center This event provides prime media and visibility opportunities for the Alliance and Maddie s Fund, and helps to raise awareness for New orkers to adopt, not buy. Media coverage and promotional advertising proceeding and during the two-day event help to drive attendance. In 2009, the event took place the weekend of October 17 th and 18 th and was part of a larger media promotion campaign as part of N Week for The Animals Bark in the Park Held at KeySpan Park at Coney in conjunction with a Brooklyn Cyclones game on August 26 th. This is our second year of participation featured pet adoptions by AC&C, an Alliance low-cost microchipping clinic, and sponsorship recognition for Maddie s Fund. This year s event had the highest turnout for the ballpark for a Bark in the Park event These three special adoption events (Broadway Barks, Bark in the Park, and Adopt-A- Cat) facilitate over 350 adoptions yearly. These events provide high visibility and help raise public awareness to adopt, not buy. Adopt-A-Cat generates the highest two-day volume of cat adoptions at a crucial time of the year. Tabling During 2009, we participated in the following tabling events: Seventh Heaven Street Fair - Brooklyn, June 21 Pet Fashion Week Trade Show Manhattan, August 22 N Hustle for Hounds Manhattan September 5 7 th Annual West Side County Fair, Riverside Park Sept 13 Atlantic Antic Community Fair, Brooklyn October 4 Tabling events help build community awareness and form links with local community leaders as well as promote Maddie s Project recognition. These events are often the first step in building a more substantial relationship resulting in a request for a Maddie s Adoption and Pet Care Festival. In 2010, we anticipate expanding tabling events in an effort to reach additional NC neighborhoods. Community Adoption Sites Due to the difficulty of establishing and maintaining a local adoption presence in community parks, we shifte d our s trategy in 2008 to an adoption van model, with the use of North Shore Animal League America (NSALA) adoption v ans. Based on the relationship formed with NSALA in 2007, and expanding on that relationship in early 2008, 27 MPPs took advantage of this adoption venue during 2009 in their local communities. In 2009 we expect the MPPs to participate in over 180 mobile adoption events with NSLAL vans. This initiative and strategic shift has been one of the most successful and has specific benefits; Provides individual groups with resources they can t afford on their own Provides groups with consistent exposure and opportunities to form community collaborations at local adoption sites (outside of pet supply stores, community banks, etc.) The resources NSALA provides is invaluable and moves us closer to the goal of having MPPs develop their own relationships with available resources so they can sustain growth in their adoptions and build their own visibility within the community In 2008 these mobile adoption programs resulted in an additional 662 adoptions Page 22 of 46

23 Through August 2009 the mobile vans resulted in 822 additional adoptions for 27 MPPs. We expect by the end of the year for the adoptions to reach over 1,200. Given the success of this program, NSALA has committed vans to Mayor s Alliance groups through 2010, with bookings taking place a month in advance. Below is a breakdown showing the number of adoptions and events NSALA van program has provided comparing 2008 through August of We expect that in 2010 these numbers will increase by at least 10%. As a result of the success of these mobile adoptions, groups that do not have a shelter like Anjellicle Cats (62 adoptions through August 2009) are exploring funding sources for a van of their own. While the investment is huge and requires groups to be able to support the costs of a van, we believe several groups are in a position to benefit from having their own mobile adoption van program in Currently Animal Haven and the ASPCA are the only MPPS with their own vans. Groups without a shelter that increased adoptions through use of the NSAL mobile van representing additional adoptions through August: Anjellicle Cats 62 (project 100 by year end) For Animals Inc 79 (project 110 by year end) Humane Society 31 (project 45 by year end) In Our Hands 68 (project 100 by year end) K9 Kastle 42 (project 55 by year end) Linda s Ferals 38 (project 50 by year end) Save Kitty 41 (project 55 by year end) MPP s with shelters have benefited even more with additional adoptions through mobile adoption programs as well as promotions and visibility to their storefront locations: Animal Center of Queens 45 (project 80 by year end) Humane Society 31 (project 45 by year end) Sean Casey Rescue 96 (project 140 by year end) Social Tees 111 (project 150 by year end) Page 23 of 46

24 Since starting the program in 2008, adoptions have doubled in one year. In 2010 we expect adoptions to increase by 50%, reaching a total of 1,500. Capacity Building Grants This consists of grants made to APOs to upgrade, improve, and expand their adoption and sheltering spaces. This effort expands the capacity of the group to take in, hold, and adopt out more animals. Through September 2009 we provided three grants totaling $13,600 and have 1 pending grant for $10,000. A grant of $5,000 to PLUTO Rescue The grant was used to purchase equipment including a bank of shoreline cages for cats to be installed at a local doggie day care facility, Merry s Mutts. The facility offered PLUTO a 12 x 12 room to show cats for adoptions. Partnering with a local business and having a designated adoption location helps to reduce costs such as boarding fees and transportation to and from adoption venues. Having a designated adoption location will help PLUTO establish a presence in the community and increase their capacity to take more cats form the AC & C and increase their adoptions. It also opens more spots at fosters to handle quarantine for new intakes. A grant of $5,600 to Glen wild Animal Rescue After leaving AC & C, as Manager of Shelter Operations in early 2009, Liz Keller leased a kennel facility and re-opened Glen Wild Animal Rescue as part of the facility. In order to help temporarily board and rehabilitate AC & C treatable dogs Glen Wild requested assistance to build an additional secure fenced exercise area on the property for rescue dogs from the AC & C. A grant for $3,000 to Heart & Soul to pay for the cost of repairs and upgrades on converting an old mobile home that functions as holding facility for treatable/manageable cats from the AC & C. It s a cage less space that provides a temporary holding environment for cats that need treatment or have special needs. Repairs include a new roof and insulation. The mobile home, which sits on Heart & Soul property will expand the capacity for transitioning cats through treatments needed before they are healthy enough to be adopted A pending application from Animal Adoption Network (AAN) for $10,000 to pay for a cat quarantine space on their newly purchased 26,000 square feet facility on 5.5 acres. The quarantine space will allow AAN to take more cats from AC & C then previous years. In ear 6 (2009) we ve designated $25,000 in grants for MPPs to renovate and or enhance their adoption resources and facilities. With site visits scheduled more regularly, we expect this will give us additional opportunities to evaluate barriers and provide assistance in identifying how capacity grants can be best utilized. Temporary Holding/Boarding & Medical Since the majority of APOs continue to utilize foster networks, temporary boarding and quarantine facilities continue to be crucial to ensuring an increase in transfers of AC&C animals. In 2009, the Alliance continued to provide financial support for short-term boarding at kennels and veterinary hospitals, as well as in foster homes, to hold AC&C cats and dogs prior to transfer to MPPs. This has helped to reduce the holding period of animals at AC&C, increase the number of animals to which MPPs can commit, and reduce the number of euthanasia for lack of space at AC& C. Page 24 of 46

25 In 2009, the demand for assistance continued to grow as transfers from AC & C to rescue increased by over 20% to 16,400. The Alliance expects to provide veterinary funds and assistance for more than 1,000 cats and dogs by the end of the year. Boarding and fosters accounted for over 250 dogs and cats in Because of the Alliance s relationship with several veterinary practices and the volume of patients generated through the Alliance to local veterinary practices we were able to continue to receive discounts of between 30% and 50%. As more treatable dogs and cats are being taken by MPPs, the demand for assistance and support for treatables continues to increase. Another factor in the increase in costs is directly related to a poor economy with more public request for assistance than ever before. With unemployment rates above 10% in NC, people who can t afford the costs of often-routine veterinary care are being forced to choose between caring for their dog or cat and losing their homes. Without bet care these animals would more than likely be surrendered to AC & C. In many cases, we have been able to refer people to the HSUS supported Safety Net program. In other cases we have been able to facilitate low cost veterinary care through relationships with local vets or programs. Additionally we have dedicate a page on our website veterinary for people and their pets: In other cases we have assisted on a case-by-case basis when all other avenues have been exhausted. The Alliance estimates that in 2009, this initiative resulted in over 1,200 dogs and cats being saved, In 2010, as groups take on more treatable dogs/cats (1,800), we expect these costs to increase. Our goal for 2010 is to continue to limit the number of high-cost Picasso requests we accept, focusing on more treatable animals with less expensive medical needs, thereby saving more lives. Part of our challenge is that poor medical assessments made at AC & C result in many dogs/cats evaluated there coming out with many more medical problems than were anticipated. With a new Medical Dir ector from Cornell Shelter Medicine program in place as of August we are hopeful that she can improve AC & C medical staff protocols, and evaluations of the animals, which will result in reduction of contagious outbreaks at the shelters. Special Projects Helping Pets and People in Crisis - Domestic Violence, Homeless, and Hospital Program In 2009 many of the temporary boarding cases represented dogs and cats of domestic violence victims, hospital patients with no one to care for their animals while hospitalized, and some homeless people whose social service agencies have reached out to us. We have been fortunate to receive grants from several foundations that have paid for 1 full-time Social Wok consultant that handles the domestic violence and homeless cases referred to us, as well as a part-time consultant who has set up foster programs within hospitals to help patients with pets get the medical care they need without the worries of who is taking care of their pet. With the economic downturn and NC unemployment rate reaching over 10% requests for assistance from the public continues to gro w. Thes e programs goa l is to help p eople and pets in crisis. Sometimes it requires a temporary foster, or a food program. Through the Alliance network of resources we manage to find wa ys to address the individual needs which range from: Page 25 of 46

26 Temporary foster or boarding while someone finds a new home or has an extended hospital stay Connecting people to pet food resources. We have been involved in supporting another organization that has formed a relationship with NC food banks programs to supply pet food at several food banks Providing transport to seniors or disabled for their pet s veterinary care. Re-homing dogs and cats from individuals that have been evicted and are unlikely to find a pet friendly affordable home or someone placed in a nursing home. In 2009 this program expects to handle close to150 cases representing and assisting close to 300 animals. We expect the needs to increase as the impact of unemployment in NC continues to effect people and their pets. Feral Cat Initiative (FCI) - addressing the problems of free-roaming cats in the communities with greatest needs The New ork City Feral Cat Initiative is a program of the Mayor's Alliance whose mission is to address the feral (free-roaming) cat overpopulation crisis in New ork City through the humane, non-lethal method of Trap-Neuter-Return (TNR). The program provides TNR Caretaker Training Workshops in all five boroughs; hands-on assistance at TNR projects in all boroughs; free TNR equipment loans; public advice by phone and ; feline educational events and information via our FCI e-newsletter, web site, and printed materials. In addition, the NC FCI coordinates the efforts of organizations that work directly with stray community cats that provide TNR in New ork City. FCI has two full-time consultants, 2 part-time trappers, 7 TNR workshop instructors and 26 TNR coaches. The total FCI budget in 2009 was four part-time field coaches, and 18 volunteer instructors and coaches. In 2009, we provided $ 131,000 in direct Funds to support FCI for a total budget of $161,000. The program s 2009 activities and data is summarized below and estimated based on data provided through June of Community Stray Cat Colony summary Neighborhood Cats database: Registered Colonies data Number of Registered community cat colonies as of June Number of primary caretakers 583 Number of cats in the colonies 8,633 Number of friendly cats/kittens rescued/removed (61% of the cats in the colonies) 5,316 Number of cats S/N in the colonies (65% of cats in these colonies) 5,602 Based on the above data: 35% (3,021) of the cats in these colonies are not S/N 38% (5,316 of 13,949) of the cats in these colonies were friendly or kittens that went to rescue or were adopted We estimate that if 95% of these stray community cats (2,600) had been S/N there would have been a minimum of 3,500 fewer cats/kittens that would have needed to go to rescue or adoption programs FCI Activities: Total # of Cats Spayed or Neutered (reported by community caretakers and Feral Cat Council organizations): 3,124 (projected based on 1/2 year report) Page 26 of 46

27 Total # of Cats S/N & Returned to Their Colonies: 2,050 Total # of Cats & Kittens Rescued for Adoption: 1,236 Total # of Phone & Requests: 13,000 Total # of TNR Workshops Taught: 23 Total # of Workshop Attendees: 690 Field Director's # of Days in the Field: 136 Total # of TNR Coach Days (Paid & Volunteer): 918 TNR Coaches (Paid & Volunteer): 34 Brooklyn Trap Bank Equipment Loans: # of Traps: 490 Number of Registered community cat colonies as of June Number of primary caretakers 583 While we continue to succeed in reaching each year s targeted goals for increasing adoptions and decreasing euthanasia, it has become apparent that reduction in cat euthanasia is slower and harder to sustain due to the one area that has not been addressed successfully --increased cat intake during kitten season (primarily from stray community cat colonies and the public bringing in kittens from stray cats in their neighborhoods). Without expanded capacity and increased supports of TNR programs, it s unlikely that NC will b able keep up with the increasing cat overpopulation. We need to implement more extensive programs, provide needed support to stray community cat caretakers, and make free spay/neuter available to the organizations and certified individuals involved in TNR. In mid-2009, the ASPCA committed to increasing free S/N for stray community cats and provided one free spay/neuter clinic per month on a Sunday for TNR caretakers at its Bergh Memorial Hospital, with an average of over 100 cat surgeries. While the ASPCA is committed to continuing the program, they can t expand capacity without adding resources to offset and/or reimburse for part of the costs associated with providing these S/N surgeries. Through the continuing work of FCI, we hope to stem the tide of increased cat intake at AC & C and focus on providing resources and supports to feral cat organizations and caretakers that have been successful in maintaining colonies. Data collected over several years that demonstrates the success of TNR d colonies illustrates that providing access to free spay/neuter to these groups is key to the sustainability of our progress. While we will continue to provide funding in 2010 to continue these efforts, we recognize that the next steps will require increased funding for operational costs and spay/neuter expenses and have proposed a MF Stray Community Cat S/N program to be integrated into this year s application request for funding. IV. Services Advertising, Public Relations, Marketing, and Media Building awareness is a key objective producing multiple benefits. In 2009 (ear 5) we continued to put our main promotional thrust behind public relations efforts harnessing the media to increase public awareness; promote adoptions, spay/neuter, micro chipping and other programs; and gain recognition for Maddie s Fund and its all- contribution to our Project s success. important Page 27 of 46

28 Not turning our back on advertising, we continued to place ads strategically, where we felt we could reach specific target audiences while maximizing our financial commitment. Additionally, we relied upon advertising placed and paid for by key APOs, thereby allowing us to channel our promotional dollars to venues that provide us with maximum return on investment. As our relationship with our PR firm has matured, it has also provided for increased media contacts and opportunities. Strength Training, Communication & Development As one of our four stated key objectives in our 10-year strategic plan, equipping our member shelters and rescue groups to work better and smarter is integral to our collective success. This means increasing their holding and adoption capacities, strengthening their volunteer programs and networks, helping them to develop better outreach and fundraising capabilities, and increasing the efficiency and effectiveness of their operations. In 2009 we continued to provide a series of educational / training sessions for APO staff and volunteers. These trainings, held on average of once a month, are providing the individuals with information that can help them to improve their own organization s operations and expand their capabilities and effectiveness. They also serve as opportunities to share ideas, present resources, visit other APO locations, problem solve, and network. Our 2009 APO Strength Training curriculum included 15 workshops: January 13 I Love NC Pets Month / PR and Maddie s recognition January Surefire training February - NONE March 2 - SAFER evaluations overview March 3-4 SAFER two-day training (limited) April 13 Infectious Disease Prevention in Foster Care May 17 Kitten Palooza series of 3 workshops on socializing, bottle feeding, fostering May 19- Care Birds, Rabbits & Exotics June NONE July 28- Urban Wildlife August 6 Bottle babies, proper care for orphaned kittens September 9 th &10 th - Shelter Project September 15 th Town Hall TNR rescue groups, mobilizing the community October 14 th - How to Report Cruelty and work with HLE October 17 TNR groups, How to build a winter shelter October 27 TNR/Advanced Trapping Techniques November 9 Neighbor Relations and TNR/Rescue to build community relationships December - TBD Through individual meetings with MPP leadership, additional supports are provided to groups that need guidance and support in developing and improving their operations. In ear 6 (2010) we will continue to host APO Strength Trainings on average once a month, and provide individual consultation with APOs as needed. Our 2010 training curriculum is still being developed. Some of the key areas of supports will focus on: How to seek out and apply for grants Page 28 of 46

29 How to manage public requests for assistance Infectious Disease Control Running your not for profit like a business Compassion Fatigue for shelter staff, rescue groups, and volunteers Other Activities & Programs City Government Relations Maintaining relationships in City Hall and the various NC agencies that are parties to the Alliance/City Memorandum of Understanding is essential to ensure continued support for the mission of the Alliance and the Maddie s Pet Rescue Project in NC. This requires the maintenance of existing contacts and building on relationships by attending numerous meetings and serving on task forces. In 2009 (ear 5), we: Continued to work with the City to explore ways in which to expand low cost or no cost spay/neuter in targeted communities to expand capacity. By maintaining relationships with Department of Health, continued to focus on advocating for improved operations at AC & C and increased involvement in policy decisions and Board participation. Continued ongoing participation in a workgroup focusing on the intersection of domestic violence and pets with the aim, among other goals, of creating sheltering resources for pets in domestic violence situations. In 2009 we secured a $75,000 grant to continue to fund assistance to pet owners who become homeless, often as a result of a domestic violence situation. Continued to sit on the Animal Planning Task Force (APTF) of NC s Office of Emergency Management, and assisted in the ongoing development of a Disaster Animal Response Plan for NC. As a result of our role on the APTF, the Mayor s Alliance also joined Volunteer Organizations Active in Disasters (VOAD) to gain access to donated supplies in the event of a disaster in our area. Out of Area Activities Helped other communities explore ways in which they can replicate the Alliance model by providing information, guidance, documents, and presentations. In 2009, Jane Hoffman presented at these functions: March 31 - Animal Welfare Federation of New Jersey (AWFNJ) Conference - Learning, Sharing, Unity for Success, Iselin, NJ September & August 3 Best Friends Webinars, A Tail of Two Cities with Jane Hoffman of N and Bill Bruce of Calgary --- how 2 cities are working for animals October The No More Homeless Pets Conference, Las Vegas, NV In ear 2010 (ear 6), we will continue to solidify and expand our efforts to achieve our four core objectives: increase adoptions, reduce homelessness, raise awareness and strengthen our resources. And we will continually refine the broad range of initiatives we ve set forth to reach those objectives. Page 29 of 46

30 20E) Zero Healthy Death Months: In ear Six, you are required to have an adoption guarantee in pl ace for healthy shelter dogs and cats (zero healthy deaths). Please indicate how your organization will achieve this goal and detail the strategies you will put in place to reach this goal. We expect to provide an adoption guarantee for healthy shelter dogs and cats (zero healthy deaths) in ear 6. Approximately 38% of cats euthanized in 2008 were iden tified as ferals and/or considered una doptable due to behavior issues. Months from April through September cat intake per month increases by 70% due to kitten season. While these may be considered as tre atables, the increased num bers puts an enormous strain on t he shelter and put at risk tho se that are healthy to being euthanized due to space constraints. Strategies to achieving zero healthy d eaths in 2010: 1. PRIMAR STRATEG TO FOCUS on reducing intake of cats at AC & C through an aggressive S/N program for stray community cats by non-profits. If we can increase S/N programs for stray Community Cats by three non-profits that will have an impact in reducing intake of cats at AC & C during the warmer months. In 2010 we project the ASPCA, Humane Society of N and The Toby Project will perform 15,400 free S/N surgeries for stray community cats. Please see attached proposal for S/N reimbursement subsides to non-profits in the MF ear 6 Program Services Begin media campaign in December, with major campaigns in Jan and February. 3. Provide advance notice to MPPs and AC&C staff of our goals each month. 4. Request commitments from some of the organizations that have facilities to be prepared to take a few more animals than they might otherwise have taken. Larger groups include ASPCA, Bide A Wee, Humane Society of New ork, and North Shore Animal League. Smaller organizations that focus on cats include Bobbi & the Strays, Anjellicle Cats, Feline Rescue of SI, Social Tees, Animal Adoption Network, In our Hands. 5. Prepare list of MPPs to receive daily alerts that a healthy animal is on the euthanasia list due to space and be prepared to transport directly to a group. In the event that a MPP participant is willing to take the dog/cat but needs a few days to make room, the Alliance will use several pre- arranged vet offices and boarding facilities which are willing to be part of the zero healthy death month initiative 6. Continue to improve the formatting and distribution of the daily automatic alerts sent to MPP as soon as animals enter 7. Maintain transport services targeting the most challenging months in Spring, Summer and Fall. 8. Key up our PR firm to set a PR plan in place to alert the public of our goal to have zero healthy deaths in every month, being careful to balance the message so the public isn t hearing that animals don t die unnecessarily. 21. EAR SIX FUNDRAISING STRATEGIES Fundraising is critical to the success of your project. In trying to establish a no-kill community in your target community, the coalition can't rely solely on the Maddie's Fund grant. The lead agency and the participating groups need to attract substantial additional resources to help them continue the adoption guarantee when our grant ends and to expand their efforts to care for sick and injured pets, making them healthy and eligible for placement in loving homes. With this in mind, Maddie s Fund expects that some grant funds will be allocated for fundraising and revenue generation. For ear Six, please identify the fundraising goal for the project and explain how the fundraising goal will be met by the lead agency and each participating adoption guarantee organization (if applicable). Include in your discussion a description of the activities that will be undertaken to raise these funds and how Maddie's Fund support will be used to reach these goals. Of the total funds to be raised in ear Five, please indicate how much of the money will be used in ear Five and how much will be set aside for future years of the project. Please identify the ear Five goal for your reserve fund for this project. Page 30 of 46

31 Special Note: The additional revenue generated to meet this goal can not include funds designated for a capital campaign, in-kind donations, endowment income, bequests or restricted gifts other than those for adoption programs. In ear 6 of the Maddie s Pet Rescue Project in NC, projected income includes: Maddie s Fund Adoption $ 3,892,500 ASPCA 1,100,000 Other Funding Sources 1,055,000 Anticipated Interest Income 50,000 Total Projected Income: $ 6,097,500 Budgeted set-aside in 2009 for sustainability for ears 8 to 11 is $ 715,000, combined with previous set-aside balance estimated at $3,067,453 for a total of approximately $ 3,782,453. While individual contributions traditionally make up the vast majority of contributed dollars, the Alliance expects to continue to receive the majority of its contributions from foundations, charities, and events in ear 6 of the project. As a community collaboration project, we have been more successful in attracting foundation and public charity dollars during the early years and expect to continue to do so going forward. Our goal has focused on directing individual donors to contribute to their local shelter and rescue groups that are Alliance members and not compete with the organizations we are here to support, the groups that focus on the day to day work of saving lives and increasing adoptions. While we expected to broaden our corporate donor base in ear 5, the poor economy has made that more difficult, although in 2009 corporate funds exceeded $50,000. In 2009 events Income has been th boosted through venues like Broadway Barks with over $130,000. On November 9 Bernadette Peters will be performing a Special Concert, produced by Broadway Cares/Equity fights Aids to jointly benefit Broadway Barks and Broadway Cares with expected income of $100,000. Other events included a cocktail party at a local gallery sponsored by a group of young NC philanthropists that founded Tails (Toward Animals in Loving Spaces). The group is committed to creating a network of young supporters through sponsoring events that would attract socially connected and successful young NC philanthropists to support the Mayor s Alliance efforts. Their first event helped raise over $10,000 to pay for an adoption advertising campaign in NC subways that launched in late September. In ear 6 of the project we will continue to cultivate relationships to attract corporate sponsorship, pro-actively seek out fundraising event opportunities, and increase individual major donor contributions. In ear 6 of the project, we expect our fundraising efforts to generate over $1,000,000 in addition to our major grants (Maddie s Fund and the ASPCA.) Fundraising goals will capitalize on the success in the first 5 years of the Maddie s Pet Rescue Project in NC and will target corporate sponsors, individual major donors and explore how best to utilize targeted fundraising events through Tails. In ear 5 public relations continued to generate awareness and provided additional opportunities for fundraising contacts, including foundation for additional funding. Additional offers to raise funds have come from a variety of sources including a Madison Avenue store that sponsored a shopping night and cocktail party during Fashion Week, a local specialized pet food company that contributes a portion their sales, generating over $6,000 in income this year. Successful programs like Wheels of Hope provide additional fundraising opportunities to generate additional sources of income to support covering the cost of a replacement van (since two of our vans have over 300,000 miles on them. With PR & Marketing exposure, greater visibility, we plan on leveraging the success in NC project new funding opportunities for Page 31 of 46

32 Strategies for fundraising include: Corporate sponsorship: In the current economy, we don t expect any growth in corporate sponsorship funding. Foundations: A Kinder World continued to support the Alliance through 2 grants totaling $75,000 in 2009 to fund the continuation of our Domestic Violence and homeless Program The Frankenburg Foundation committed to 2 years of funding for $150,000 a year starting in Submitted a $50,000 grant application to a new funder to support the Feral Cat Initiative, which previously came out of our operating budget and ASPCA grant. Kinder World for operating and expansion of special projects intervention of owner surrenders. Receive annual support from PETCO Foundation Submitted a PetSmart Charities grant for funding a S/N initiative targeting Community Cat Caretakers and continuation of maintaining a database that tracks over 300 community Cat colonies in NC. trainings, equipment, food, medical, and community events, Community Trust of N will re-visit opportunities in 2010 In 2009 we were fortunate to have a volunteer fundraiser. In 2010 we plan on hiring a P/T fundraiser to assist in developing a donor program. Applying for a Taproot Foundation grant related to the creation of a donor database specific to our organizations needs writ and follow up on prior grantors and target new sources. Website & Newsletter: Utilize website for fundraising. On-line donations increased by 433% since 2005 from $4,445 in 2005 to $23,700 in We project by the end of 2009 income from our website donations will reac h $33,000, a 40% increase from With a new fundraising drive targeting smaller monthly donations, we hope to increase our website donations to $ 50, 000 by the end of 2010 In 2009 we set up a Facebook and Twiiter. Through Facebook we were eligible to be listed as a charity Cause, which has contributed to our increase in online donations Picasso ings go out every 2 months, featuring a dog or cat helped by the fund. Our website also feature a Picasso scrapbook, started in 2008 Our e-newsletter, while always inked to a donation button, does one end of year ask. To date we have had minimal number of people choosing to unsubscribe Events: Broadway Barks Leverage ASPCA sponsorship and relations to increase revenues generated. (Annual event) Bernadette Peters is scheduled to do a benefit concert on November 9 th at the Minskoff Theater Partnering with local Business like the Christofle store on Madison Avenue Shopping Days Wheels of Hope Transport Van Campaign community business (on-going) Annual Pet Fashion Week Gimmie Shelter Concert Annual Rational Animal fundraiser supports MPPs (Annual event Penny Harvest (on going) Develop Tails young patrons program to organize private parties/fundraisers tapping into some of wealthier young NC socially connected community. Various tabling events (on going) In 2009 we had a runner fundraise for the Allianc e and raised $3,000. Expect to get more of these offers of support in the future Some ideas for 2010: Approaching Business that have support causes and or fundraisers investment banks law firms (some support causes; some have sporting events for charity, etc) wealthy private high schools - not sure about these, but seems likely they would have fundraisers/charity events private club Page 32 of 46

33 Supporters upscale NC hotels that accept pets (a postcard that cou ld be given with treats etc that some hotels give to guests with pets. Postcard could say something like "In honor of our four legged guests, [Loews] supports the Mayor's Alliance for NC's Animals" NC marathon Request for set aside from MPPs In ear 6 of our strategic plan we will continue to request MPPs receiving adoption subsides of more than $20,000 as projected in section 21B) ear Six Adoption Goals by Adoption Guarantee (AG) Organizations begin building a reserve fund. We will recommend that the amount to be set aside equal 30% of the adoption subsidies they receive in 2010 (a minimum amou nt of 10% will be required). 23 MPPs are expected to receive above baseline adoption subsidies of over $20,000 totaling $1,835,262 for a projected m inimum set aside of $175,000 and maximum potential for $ 550,000. Total projected ear 6 amount to be set aside between the Allianc e and MPPs is a minimum of $1,265, EAR SIX BUDGET Provide a ear Six Budget for the project. The ear Six Budget must reflect the costs associated with each activity that will be undertaken to meet the ABOVE BASELINE TARGETS of the project as identified and described in ear Six Programs and Services [Section 20] and ear Six Fundraising Strategies [Section 21]. Th e Budget should include line item breakdowns of these costs by activity. Income Maddie's Pet Rescue Project Fund NC - Adoptions 3,892,500 ASPCA Operating Project 1,100,000 Picasso Veterinary Fund 225,000 Domestic Violence/Hosp/Homeless Project 100,000 S/N Clinic- Free 50,000 General Fund Foundations/Charities 350,000 Corporate 100,000 Individuals 70,000 Events 80,000 Interest 50,000 Other 80,000 Total Income 6,097,500 OPERATING - PERSONNEL & ADMIN. Salaries Executive Director 110,000 APO Development & Fund Director (PT) 70,000 Coordinator - Trainings and Events 44,000 Director of Communications 65,000 Coordinators - Animal Care & APO's Oversight (2) 119,340 Director of Administrative Services/Grants 53,000 Adminstrative Coordinator P/T 30,600 Transport Coordinator 42,000 Interns 5,000 Consulting /Profesional Fees 27,000 Sub-Total 565,940 Page 33 of 46

34 Health Benefits 68, ( b) 10,200 Employer Payroll Taxes 44,000 Sub- Total 122,200 Consulting Professional Fees 54,000 Outside consulting 15,000 Sub- Total 69,000 Insurance Liability D & O 2,000 Liability Business 1,200 Liability Volunteers 600 NS Workmen's' Comp Insurance 2,400 NS Disability 300 Sub-Total 6,500 General & Administration Office equipment 14,000 Office equipment Rental 1,100 Office Supplies 15,000 Office Repair & Maintenance 10,000 Printing-Stationary 750 Computer Supplies 2,500 Tel/Fax/ 24,000 Postage & Messenger 8,200 Conference/meetings/travel 8,000 T & E Employees 14,000 Lic/Per/Fees/Tax Prep/Bank Fees 11,000 Rent/utilities 99,000 Storage 7,200 Consulting Grant Administration 25,000 Consulting /IT 5,000 Miscellaneous/Bank fees 1,600 Sub-Total 246,350 Total Personnel & Admin. 1,009,990 INITIATIVES - GRANT SUBSIDIES Maddie's Pet Rescue Adoption Incentives 2,184,000 AC & C Adoption subsidies 128,700 Contingency Fund - Overage 22,800 ACC Intake/Transfer 350,000 ACC Other Grants - Picasso Veterinary Fund 300,000 Sub-Total 2,985,500 INITIATIVES - TOOLS Transport Vehicle Cost 100,000 Garage Fees 15,000 Gasoline 58,000 Maintenance 35,000 Insurance & Registration 14,000 Drivers (5 per diems) 134,200 Page 34 of 46

35 Transport Coordinator P/T per diems 35,666 Misc. trip fees/other tr ansport 35,000 Sub-Total 426,866 MF Adoption website Adoption website updates 5,000 Sub-Total 5,000 INITIATIVES - PROGRAMS MF Adoption & Pet Care Festivals Animal cost (adopt-me-vest) 2,500 Volunteer supplies 150 Entertainment 2,500 Advertising 1,000 Municipal services 200 Events Equipment/misc 500 Special Adoption Events Animal cost (adopt-me-vest) 2,500 Volunteer supplies 220 Advertising 15,000 Bway Barks Grants Restricted 75,000 Events Equipment/Misc. 5,000 Community Events Animal cost (adopt-me-vest) - Advertising 2,000 Events materials/misc. fees/park Permits 500 Capacity Building Grants Equipment cost 25,000 Advertising Store Front Retail & Adoption Ctrs Investment in startup cost (25%) 10,000 Temporary Holding/Boarding Boarding/Foster 220,000 Other Medical 300,000 Microchipping healthy/adoptable animals 11,000 Feral Cat Inititative Coordination (Grant) FCI Grant - Neighborhood Cats 95,000 FCI Targeted Community Projects 35,000 Special Projects Domestic Violence//Homeless 100,000 Not Home Alone ( Hospital ) 30,000 Other Community Coordination 8,067 Sub Total 941,137 INITIATIVES - SERVICES Technical Support Technology cost 500 Development cost 2,500 Advertising & PR ADV/Branding & Awareness 43,740 Annual PSAs 30,000 PR/Marketing 160,000 Page 35 of 46

36 Sub Total 236,740 TOTAL EXPENSE - INITIATIVES 4,595,243 Total Expenses 5,605,233 Net Income 492,267 Previous Surplus 2,507,733 Total Surplus 3,000, MADDIE RECOGNITION For ear Six, please provide a detailed recognition plan describing how the lead agency and the participating groups will recognize Maddie, the little dog who made possible the funding for this project. PR and Advertising Raising awareness is one of the four core objectives stated in our Strategic Plan and, since our Project s inception, has been a cornerstone of our progress. In ear 5 we continued to put our greatest promotional thrust behind public relations efforts harnessing the media to increase public awareness; promote adoptions, spay/neuter, microchipping and other programs; and gain recognition for Maddie s Fund and its all- important contribution to our Project s success. As we have done in the past, we will continue to place ads strategically, where we feel we can reach specific target audiences while maximizing our financial commitment. And we will continue to rely upon advertising placed and paid for by key APOs, which allows us to channel our promotional dollars to venues that provide us with maximum return on investment. Public Relations / Media In ear 5, we continued to engage the services of public relations firm M. Silver Assoc iates and, as a result, we gained good media exposure in 2009 for the Mayor s Alliance, its APOs, its messaging, and the Maddie s Pet Rescue Project in NC. The Quarterly Media Coverage Reports prepared by M. Silver Associates describe the coverage we received in ear 5 on television and radio, in print and online, and syndicated coverage of MSA-generated AP articles. Highlights of the media coverage we received in ear 5 include: Mayor's Alliance for NC's Animals on Track for 'No-Kill City by 2015 WCBS 2 - Morning News 1/25 Interview w/jane Hoffman NTimes.com, Reuters.com, ahoo.finance.com, Examiner.com, CNBC.com, CityRoom.Blogs, Chron.com, MarketWatch.com, PRNewswire.com, EarthTimes.org, Buffalo.BizJournals.com, AltoonaMirror.com, NewBlaze.com, VetLearn.com, EpochTimes.com and more The Closing Bell at the New ork Stock Exchange Page 36 of 46

37 Featuring the Maddie s Fund mascot MSNBC The Closing Bell 2/9 NSE.com, outube.com I Love NC Pets Month WABC TV - The ViewPoint Interview w/jane Hoffman 2/15 Truveo.com, Dog Channel.com, and numerous other mentions It's Raining Cats and Dogs Adoptable Pets on the Plaza WCBS - The Early Show 3/14 City programs can help put a leash on pet-care expenses Features ASPCA, Humane Society of New ork, and more low-cost spay/neuter resources New ork Daily News 3/19 NC Initiative Tackles Feral Cat Population CBS 2 HD News, WCBS-TV 4/3 Troubled Kids Help Abused Dogs and Learn About Love Features APO Glen Wild Rescue s therapeutic program that pairs abused dogs with cadets at upstate juvenile justice facility NCDailyNews.com 5/23 New NC Public Housing Regulations Affect Pet Owners / Mayor s Alliance & ASPCA respond New ork Times, New ork Daily News.com, The Village Voice, Staten Island Real-Time News, Examiner.com, Ohmydog.com, New ork Tails, and more City s First Low-Cost Mobile Veterinary Clinic a Ray of Hope for Cash-strapped Pet Owners NeworkDailyNews.com, DogChannel.com, and more Broadway Barks! 11 in July received coverage in numerous theatre and online publications, including Broadway.com, BroadwayWorld.com, TheatreMania.com, Playbill.com, Examiner.com, and more Mayor s Alliance Low-Cost Microchipping Clinics for Cats & Dogs Examiner.com 7/12 Food Pantries Add Pet Food for Cash-Strapped New orkers New ork Daily News 7/11 AC&C Cat Adoption Promotion 1010Wins.com, Examiner.com, Zootoo.com and more Bark in the Park: Mayor s Alliance and Maddie s Fund s Night Out with the Brooklyn Cyclones Examiner.com, BrooklynPaper.com, ConeyIslandFunGuide.com, Associated Press New ork Week for the Animals EmpireStateNews.net Each month, City Tails, published by Tails Pet Media Group, with editions in large cities throughout the U.S., features a monthly column authored by the Mayor s Alliance that focuses on our key issues, including pet adoptions, spay/neuter, responsible pet ownership, and other important topics. Throughout the year, Mayor s Alliance events were listed on numerous web sites. Advertising Event ads: In ear 5, we continued to rely heavily upon media outreach, web site listings, flyers and posters, and public relations and promotion by community partners to publicize our events. As we have stated previously, this strategy Page 37 of 46

38 appears to better engage the communities with which we partner for events, and has resulted in no adverse effect on event attendance. Consequently, it has allowed us to reallocate advertising dollars to more effective promotional strategies. Van adoption events, which we schedule nearly every weekend throughout the year, feature AC&C and a range of other Alliance Participating Organizations (APOs). These events, where AC&C and other APO animals are featured on North Shore Animal League America (NSALA) adoption vans throughout the city, are supported by ongoing print advertising provided, at no cost to us, by NSALA, an APO. Additionally, occasional ads placed by other APOs, including the ASPCA, Bideawee, and others, helps increase awareness of our shared objectives among the general public. In year 5, we moved our annual October Adopt-A-Cat event, formerly held at Madison Square Garden (MSG) in conjunction with the IAMS/Cat Fanciers Association (CFA) Cat Championship, to the Javits Center because MSG was undergoing construction. We staged Adopt-A-Cat in conjunction with a new event to NC Meet the Breeds, featuring the American Kennel Club and Cat Fanciers Association. This change of venue, while providing some level of foot traffic for the event, posed a challenge in guaranteeing that adopters among Adopt-A-Cat s loyal followers and the general public would attend the event at the Javit s Center a less central, less convenient location than MSG. Additionally, CFA did not advertise its event (and our association with it) as it had done in years past, thereby depriving us the benefit of its traditional advertising support. As a result, we placed event ads in two of NC s most-read daily newspapers amn and The Daily News in the weeks leading up to the event to generate awareness of the event and boost attendance. Additionally, we promoted the event, in conjunction with the New ork Week for the Animals, on the CBS Morning Show, and through heavy media outreach by M. Silver Associates. Adoption ads: In ear 5, we continued to promote pet adoption through advertising. In September, we launched a month-long campaign in New ork City subway stations that featured our five Vacancy ad posters. (The originally Vacancy ads were introduced in a Go-Poster outdoor campaign in 2006.) We updated the ads and re-launched the campaign anew, thanks to the fundraising efforts of a supportive group of young NC philanthropists called TAILS of the Mayor s Alliance.) We received free placement of a targeted print ad promoting adoption (and also fostering, spay/neuter and microchipping) in Gay City News. The ad appeared in the publication s special Pride edition in June. Our four television PSAs (three English-language, one Spanish) that promote adoption continued to air (at no charge to us) throughout 2009 on WABC-TV and N1. And in April 2009 we launched a new PSA series promoting spay/neuter on N1 and WABC TV. The spay/neuter PSAs feature celebrity voiceovers and were produced by Rational Animal. Page 38 of 46

39 Mayor s Alliance ads: We placed Mayor s Alliance ads in the publications of two Alliance Participating Organizations Bobbi & the Strays and North Shore Animal League America and also in the Playbill for Broadway Barks 11 (not an APO but a closely related event with high APO participation). Additionally, we placed a special ad promoting the Mayor s Alliance s New ork Breed Rescue Network in the program for the 2009 Westminster Dog Show at Madison Square Garden. Most of the above media were produced at cost or pro-bono by leveraging our volunteer base and resources, including Rational Animal for PSAs and graphic designers for advertising and marketing materials. North Shore Animal League America pays for all the advertising for its community van adoption events that involve APOs. General Communications Newsletters: In 2009, we suspended publication of the Mayor s Alliance quarterly e-newsletter, Out of the Cage!, in order to focus efforts on maintaining timely publication of our other communications vehicles, including the monthly Picasso Veterinary Fund in Action, quarterly NC Eartips, and routine e-communications promoting events and Alliance news to our Out of the Cage! readership. In year 6 we expect to re-instate Out of the Cage! as a monthly publication to provide timely reporting of relevant news, acknowledgments of APOs and supporters efforts and successes, updates about our programs and activities, and recognition of Maddie s Fund and its contributions to our mission. Based on the positive feedback we have received from our readers in the past, we expect the re-launch of the publication will be met with enthusiasm by our 2,613 Out of the Cage! subscribers. The two special-focus e-newsletters we began publishing in ear 4 continued in 2009 to generate awareness and support for two important Mayor s Alliance programs. Picasso Veterinary Fund in Action, a monthly e-direct mail vehicle, features dogs and cats whose lives were saved as a direct result of our Picasso Veterinary Fund. As of October 2009, the number of subscribers is 1,659. NC Eartips, our e-newsletter that reports on activities and accomplishments of the NC Feral Cat Initiative, provides valuable information and resources to the evergrowing audience of feral cat caretakers and supporters in NC and acknowledges the organizations and individuals who are facilitating trap-neuter- return programs in the area. As of October 2009, the number of NC Eartips subscribers is 1,313. Social Networking: In 2009 the Mayor s Alliance joined the community of social networking on the Internet by launching a presence on Facebook and Twitter, which allow us to promote our events and report on special news to a wider audience. As of October, our recently launched Mayor s Alliance Facebook page has 236 fans, and the number is growing rapidly. We also created two Causes on Facebook: one for the Picasso Veterinary Fund and one for the NC Feral Cat Initiative. Supporters of these Causes are rapidly increasing: we currently have 222 Picasso Cause supporters and 308 Feral Cat Initiative Cause supporters. And we have 553 followers on Twitter. Websites: In ear 5 we continued to expand the Mayor s Alliance web site s content to provide our member organizations and the public with more useful information and resources particularly with regard to resources in high demand during these challenging economic times. Among them are low-cost spay/neuter Page 39 of 46

40 services, financial assistance for veterinary care, assistance with pet-related legal issues, and other pet-assistance resources. We also re-designed our site s home page to provide visitors with a more user-friendly portal to the site s evergrowing content, especially those seeking assistance and information about affordable pet-related services. In 2009 we achieved a 13.4 percent increase in daily web site visits, from an average of 1,104 per day in 2008 to an average of 1,252 per day as of October Corresponding to our e-publications described above, our web sites for the Picasso Veterinary Fund and the NC Feral Cat Initiative, both launched in ear 4, continued in 2009 to raise public awareness and provide useful information about their respective area of focus, as well helping to increase donations to these important life-saving programs. In ear 6, we will continue to refine our web site s content and user interface to provide the most convenient access possible to the public and to our Maddie s Pet Partners who look to our web site as a primary source of information, resources, and tools. Maddie Recognition In Advertising In ear 5 we recognized Maddie s Fund in our print ads, including our print and outdoor adoption ads, and our Mayor s Alliance ads. We achieved Maddie recognition in our Maddie s Spay/Neuter spots on WABC Radio, and in our adoption and spay/neuter PSAs on local television stations. Maddie Mascot Appearances Our recognition efforts at adoption events and other related events continued to boost the number of New orkers introduced to the Maddie mascot and Maddie s Fund. In addition to appearances at numerous adoption events, the Maddie mascot made appearances at these particularly impressive events in 2009: New ork Stock Exchange: Monday, Feb. 9, at the ringing of the closing bell to celebrate I Love NC Pets Month Broadway Barks: Saturday, July 11, with special photo op with event co-founders Bernadette Peters and Mary Tyler Moore Bark in the Park at KeySpan Park: Wednesday, August 26, where the Maddie mascot tossed the ceremonial first pitch of the Brooklyn Cyclones game, and the Maddie s Fund logo appeared on the stadium s jumbotron EXPECTED The CBS Morning Show Thursday or Friday, October 8 th or 9 th, to promote New ork Week for the Animals, Central Park Fall Fiesta and Adopt-A- Cat. EXPECTED For the fourth straight year, the Maddie mascot is slated to be the guest of honor on the animal float in the highly attended Halloween Parade in Greenwich Village. EXPECTED In December, the Maddie mascot will join Santa and AC&C dogs for adoption at Rockefeller Center / Fifth Avenue to promote pet adoptions during the holidays. Maddie s Fund Materials In 2009 we distributed dozens of adopt-me vests, featuring the Maddie s Fund logo, to MPPs, other APOs, and occasionally to organizations outside our geographic area that Page 40 of 46

41 requested samples. We also distributed several dozen Maddie s Fund adoption posters and several hundred copies of Maddie s Tail Wag to our participating organizations for use at their events and to the public at Mayor s Alliance events. We continued to distribute our Mayor s Alliance signature brochure, as well as our promotional DVD A Collaboration for Life both of which recognize Maddie s Fund s contribution to the NC project. The promotional DVD, along with our adoption and spay/neuter PSAs (that also carry the Maddie s Fund logo) continue to gain high Internet viewership on our outube page, thereby generating a tremendous number of viewer impressions for Maddie s Fund support of the NC project. All Mayor s Alliance literature, press materials, event signage and stationery, as well as our web site, continued to carry dual branding for the Mayor s Alliance and Maddie s Fund. Looking ahead to ear 6: We will continue to seek out every available opportunity for greater Maddie s Fund recognition in the media and at events. M. Silver Associates is always seeking potential media appearances (such as the New ork Stock Exchange appearance in 2009) w here the Maddie mascot can participate. We re looking at other possibilities for 2010, such as the ING New ork Marathon; publicity events in high-traffic locations, such as Times Square; and other possibilities. We will continue working to secure more televised morning show appearances for the Maddie mascot in conjunction with Mayor s Alliance events and initiatives. And we will continue in our efforts to involve more Maddie s Pet Partners in promoting and recognizing Maddie s Fund at events, on web sites and in publications. To that end, gaining Maddie recognition will again be a key component of our APO Strength Training in January 2010, which has become a tradit ional new year training opportunity that focuses on helping APOs use the media to promote all of our messages. A Pa rticular Challenge in ear 6: Building Support & Awareness for Stray Community Cats - While in the past we have gained some media coverage for stray community cat issues and TNR in NC (most notably in 2007 when the cats at JFK airport came under attack by the airport management), in ear 6 we will seek to garner more media attention and generate greater public awareness of the plight of stray community cats in NC; their impact on the NC shelter system; the burden to taxpayers that results from the deluge of adoptable and treatable stray community cats at the shelters; and how the only proven humane solution TNR can reduce the number of outdoor cats over time. An important part of the educational component of our media outreach will be to help people understand the importance of spaying or neutering their cats and how irresponsible pet owners who allow their un-neutered companion cats to roam freely are the greatest contributors to the problem. Because stray cats represent the largest percentage of intakes at AC&C shelters, efforts made by the non-profit organizations that provide free spay/neuter for stray comm unity cats are instrumental in reducing euthanasia at NC shelters. They also promote adoptions of friendly cats that have been dumped in their communities. We will seek to achieve greater recognition and support in the media and among the public for the ASPCA, the Humane Society of New ork, The Toby Project, for Maddies s Pet Page 41 of 46

42 Rescue Project in NC, and other organizations and initiatives in NC that are providing free and low-cost spay/neuter surgeries on feral and stray cats. Among our strategies for generating greater visibility for the issues and the organizations that are successfully addressing those issues are collaborative public relations efforts; public educational forums; educational literature; and promotion of existing sources of information, including the NC Feral Cat Initiative website, e- newsletter, and training workshops and seminars. 24. SUSTAINABILIT PLAN Maddie's Fund would like you to provide an updated 10-year strategic plan showing how you intend to transform your target community into a no-kill community. For each year of this plan, you should include as much detailed information as possible about the strategies your coalition will employ to: increase adoptions and reduce shelter deaths community-wide so that no healthy shelter pet will be euthanized starting in ear Six; sustain the adoption guarantee for healthy pets in the face of dwindling Maddie's Fund support and after the grant ends; and expand the adoption guarantee to include treatable shelter pets so that by the end of ear Ten all healthy and treatable shelter dogs and cats will be guaranteed a loving home in your community. Please include in your discussion: the functions of the lead agency and the participating groups as a whole; a fundraising plan identifying the fundraising goals, what portion of each goal will be raised by the lead agency and the participating groups; the size of the "reserves" to be created to sustain the project in future years and how the reserves will be tracked and distributed; the sources of fundraising; a budget including line item breakdowns of the expenses and income; and a Maddie recognition plan. Updated Strategic Plan ears 6 10 To Come 25. ANIMAL WELFARE ISSUES For your target community, briefly describe the feral cat policies in your target community. In addition, please describe any actual or proposed changes in animal control enforcement or policies (including pit bull policies), or other animal welfare issues that could affect the ability of your project to implement an adoption guarantee fo r healthy and treatable shelter dogs and cats. (Not to exc eed two attached pages). There are no actual or proposed changes in animal control enforcement policies (including pit bull policies) or other animal welfare issues that could affect the ability of our project to implement an AG for healthy and treatable shelter dogs and cats. Euthanasia of all animals at AC& C is based on evaluations that are the same regardless of breed, size, and age. Additionally the AC&C does not automatically euthanize a healthy or treatable dog or cat brought in as a euthanasia request. S tray Community Cats (AKA Feral) Policy: Until 1999, there was no coherent feral cat policy in New ork City despite the presence of at least tens of thousands of feral cats. Animal Care & Control (AC&C) responded to a small percentage of the complaint calls about ferals and strays by sending field officers out to lay traps. The cats captured were brought to AC&C shelters and usually euthanized. Most complaint calls were never Page 42 of 46

43 responded to due to the scope of the problem and the lack of available resources there were no more than fourteen animal control officers and the agency as a whole faced shrinking budgets. Beginning in 1999, Neighborhood Cats introduced Trap-Neuter-Return (TNR) to New ork City on an organized basis. In the past, TNR had only been occasionally practiced in the city by individuals and on a small scale. By taking on community and municipal projects, Neighborhood Cats was able to demonstrate the effectiveness of the method in immediately stabilizing and then gradually reducing feral cat populations. TNR was successfully implemented on the Upper West Side of Manhattan, the area adjacent to the South Street Seaport, Rikers Island, and Riverside Park, the base of the Brooklyn Bridge, Fresh Kills Landfill and numerous other locations. In the first quarter of 2002, AC&C entered a pilot TNR project with Neighborhood Cats that covered several colonies throughout the city. Later that year, AC&C participated in the Rikers Island project by sending its mobile spay/neuter van on site one or two times a month during the initial trapping phase. By and large, however, the development of TNR in NC remained primarily a function of the private sector. Free spay/neuter clinics for feral cats were begun by the ASPCA and Humane Society of N. Neighborhood Cats, while continuing to perform field projects, instructed workshops which resulted in the training of hundreds of local caretakers and furthered the TNR of thousands of cats. Several new nonprofit groups devoted to feral cats and TNR were also formed. With the advent of the Mayor s Alliance for NC s Animals, the organization of the local TNR effort was raised to a new level. In 2004, the New ork City Feral Cat Council was formed, consisting of all NC organizations offering TNR-related services. Regular meetings of Council members were scheduled, general guidelines for the practice of TNR were promulgated and a website listing all member services was launched ( In 2005, the Mayor s Alliance sponsored the Feral Cat Initiative and continues to support the initiative through 2010, a city-wide program that coordinates services offered by Council members and provides caretakers interested in practicing TNR with training, on-site expert volunteer help, no cost equipment rental, assistance arranging spay/neuter and other services. In 2006 the initiative designed, develop and began institute a data collection process to identify, collect information on feral cat colonies and their caretakers. AC&C has supported TNR as the preferred policy for feral cat management in NC. As a matter of internal policy, AC&C no longer responds to requests to trap and remove feral and stray cats. In addition, the Feral Cat Initiative is informed whenever eartipped feral cats are turned into AC&C shelters, often resulting in the return of the cats to their colonies. AC& C also sits as a member of the NC Feral Cat Council. 26. GOVERNMENT MANDATES Please indicate if there is a mandatory spay/neuter law, and/or a pound seizure law (i.e., the sale or release of lost, abandoned and homeless dogs and cats from an animal shelter to a research, testing or educational facility) enacted in the target community. If yes, please identify the jurisdiction and attach copies of the law(s), if not already on file. ES or NO JURISDICTION Spay/Neuter Ordinance es* New ork City Pound Seizure Law es** *Spay/Neuter Ordinance only applies to animal shelters required to have a permit issued pursuant to the NC health code. **Pound Seizure Law prevents the transfer of animals for the purpose of research, experimentation or testing. Part VII: Glossary Of Terms 27. TPES OF ORGANIZATIONS Animal Control: Municipal agencies or animal organizations that contract with local governments to provide animal control services. Page 43 of 46

44 Traditional: Animal organizations that manage shelter populations by euthanizing pets that are considered to be healthy or treatable in addition to unhealthy & untreatable animals. Adoption Guarantee: Organizations that save all the healthy and treatable animals under their care, with euthanasia reserved only for unhealthy & untreatable animals. An adoption guarantee organization could be an animal shelter, rescue group, foster care organization, or sanctuary. A sh elter does not have to say it s an adoption guarantee organization, but it does have to: 1) save all of the healthy and treatable animals that come under its care; and 2) use the definitions of healthy, treatable, and unhealthy & untreatable as defined by Maddie s Fund. Additionally, the shelter must clearly articulate to its community that it saves all healthy and treatable animals and provide appropriate shelter data to Maddie s Fund. Special Note: To be eligible for consideration for a Maddie s Fund community grant, all the animal control and traditional shelters in your target community must participate in your project. 28. CAT EGORIZATIONS/DEFINITIONS OF SHELTER ANIMALS Healthy: The term healthy means and includes all dogs and cats eight weeks of age or older that, at or subsequent to the time the animal is taken into possession, have manifested no sign of a behavioral or temperamental characteristic that could pose a health or safety risk or otherwise make the animal unsuitable for placement as a pet, and have manifested no sign of disease, injury, or congenital or hereditary condition that adversely affects the health of the animal or that is likely to adversely affect the animal s health in the future. Treatable: The term treatable means and includes all dogs and cats who are rehabilitatable and all dogs and cats who are manageable. Rehabilitatable: The term rehabilitatable means and includes all dogs and cats who are not healthy, but who are likely to become healthy, if given medical, foster, behavioral, or other care equivalent to the care typically provided to pets by reasonable and caring pet owners/guardians in the community. (These conditions are generally considered to be curable.) Manageable: The term manageable means and includes all dogs and cats who are not healthy and who are not likely to become healthy, regardless of the care provided; but who would likely maintain a satisfactory quality of life, if given medical, foster, behavioral, or other care, including long-term care, equivalent to the care typically provided to pets by reasonable and caring pet owners/guardians in the community; provided, however, that the term manageable does not include any dog or cat who is determined to pose a significant risk to human health or safety or to the health or safety of other animals. (These conditions are generally considered to be chronic.) Unhealthy & Untreatable: The term Unhealthy and Untreatable means and includes dogs and cats who, at or subsequent to the time they are taken into possession, (1) have a behavioral or temperamental characteristic that poses a health or safety risk or otherwise makes the animal unsuitable for placement as a pet, and are not likely to become healthy or treatable even if provided the care typically provided to pets by reasonable and caring pet owners/guardians in the community; or (2) are suffering from a disease, injury, or congenital or hereditary condition that adversely affects the animal s health or is likely to adversely affect the animal s health in the future, and are not likely to become healthy or treatable even if provided the care typically provided to pets by reasonable and caring pet owners/guardians in the community; or (3) are under the age of eight weeks and are not likely to become healthy or treatable, even if provided the care typically provided to pets by reasonable and caring pet owners/guardians in the community. Page 44 of 46

45 Part VIII: Supplemental Information Maddie s Pet Rescue Project in New ork City: ear Six Please provide the following information for each adoption guarantee organization participating in your project, if not already on file. 1. Organization Information 1a) NAME OF GROUP ON FILE 1b) ADDRESS 1c) CIT 1d) STATE 1e) ZIP CODE 1f) TELEPHONE 1g) FAX 1h) WEB SITE 1i) ADDRESS 1j) DATE OF INCORPORATION 1k) FED TAX EXEMPT STATUS 1l) TAX ID NUMBER 1m) CONTACT (Name/Title) 1n) CONTACT TELEPHONE 2. Mission Statement of the Organization (Not to exceed one attached page) 3. Financial Information For organizations that file RETURN OF ORGANIZATION EXEMPT FROM INCOME TAX - IRS FORM 990, the information requested above comes from line items 12, 17, and 73b, respectively, of the IRS Form 990 and should be taken from the documents you have already filed with the IRS. Please indicate if the information is based on the calendar year or the fiscal year. If fiscal, indicate the month in which the year begins. 3a) Total Revenue b) Total Expenses 3c) Total Net Assets 3d) Calendar ear or Fiscal ear (include month F begins) 4. Is this organization audited on an annual basis? ES NO Page 45 of 46