10/29/ ADOPTER SURVEY INTRODUCTION HOW DID WE GET HERE?

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2018 ADOPTER SURVEY INTRODUCTION 2 HOW DID WE GET HERE? 3 1.

80% Newly Adopted from AWO s Miguel Abi-hassan Executive

Operation Kindness Janelle Dixon President and CEO Animal

Maya Richmond Executive Director Animal Welfare Assoc.

1 2018 ADOPTER SURVEY INTRODUCTION 2 HOW DID WE GET HERE? Million New Pets Owners Register with 24PetWatch Annually 80% Newly Adopted from AWO s Miguel Abi-hassan Executive Director Halifax Humane Jim Hanophy Executive Director Operation Kindness Janelle Dixon President and CEO Animal Humane Sara Archer Executive Director Blue Mountain Humane Maya Richmond Executive Director Animal Welfare Assoc. of New Jersey Shelter CEOs Surveyed What did they want to know? 1

2 THEY WANTED TO KNOW 4 WHO? WHAT? WHEN? WHERE? WHY? ,000 completed surveys SO WHAT DID WE CHANGE THIS TIME AROUND 5 Involved more great people Kenn Altine CEO Sacramento, SPCA Brad Brought Schear Pethealth in more Team expertise Sharon Harvey Executive Director Executive Director Potters League Cleveland Animal Protective League Robyn Barbiers President and DVM Anti-Cruelty Society Tori Jordana Fugate Janet MatsosM Scarlett Robby Nisenfeld Guinn Friedmann Miguel Abi-hassan Gilberto Gandra Todd Whittington Jim Hanophy Manager of Marketing VP and Client Development Services Marketing and Communications Sr Director Client Services Executive Director VP Strategic Executive InitiativesDirector Kansas City Pet DVM, Project MPH, PhD, Research, Arizona Humane etc. Society Halifax HumaneConsultant Operation Kindness Janelle Dixon President and CEO Animal Humane James Bias President SPCA of Texas THE SURVEY 6 12 Minute US Adopters January 1 st to June 30 th, 2018 Dogs or Cats 2

West 24% 37% SURVEY RELIABILITY 9 Sample size of +10,000 What this means If 50% of the sample answered 'yes to a question

3 THE SURVEY 7 10,538 completed 58% Dog Adopters 42% Cat Adopters THE SURVEY 8 31 states with statistically significant sample size IV II I Region US census Survey Sample I. Northeast 17% 17% II. Midwest 21% 26% III III. South 38% 20% IV. West 24% 37% SURVEY RELIABILITY 9 Sample size of +10,000 What this means If 50% of the sample answered 'yes to a question the answers of the whole population will lay between 49-51%. Margin of error of +/- 1% 9 confidence level High confidence in findings 3

THE MARKET: WHERE PETS ARE OBTAINED 10 Other Stray 8% Pet store adopt 9% Other 24% Stray 7% Pet store adopt Pet store purchase 31%

source of new pets in the US BACKGROUND & OBJECTIVES 11 The purpose of the pet adopter survey is to better understand overall

spontaneous decision Drivers and barriers to adoption Sources of information and influencers Adoption process Where and why for place

likelihood to recommend Post-adoption reflection Likelihood to adopt is in the future Ways to improve the process, particularly when

4 THE MARKET: WHERE PETS ARE OBTAINED 10 Other Stray 8% Pet store adopt 9% Other 24% Stray 7% Pet store adopt Pet store purchase 31% Friend Dogs 28% Shelter 21% Breeder Pet store purchase 2 Friend Cats 27% Shelter Breeder APPA 2016 Survey AWO s are the largest source of new pets in the US BACKGROUND & OBJECTIVES 11 The purpose of the pet adopter survey is to better understand overall motivations and experiences from pre to post adoption, including: Pre-adoption decision making Key decision-maker Planned vs. spontaneous decision Drivers and barriers to adoption Sources of information and influencers Adoption process Where and why for place of adoption Characteristics of value for pet selection Drivers and barriers to venue selection Satisfaction with process and likelihood to recommend Post-adoption reflection Likelihood to adopt is in the future Ways to improve the process, particularly when it comes to shelters Most motivating communication statements to encourage adoption When adopted pet is returned or rehomed IS THERE A TYPICAL ADOPTER?

5 YOUR TARGET AUDIENCE: ADOPTER PROFILE 13 80% 72% without kids under 18 in home 6 married/cohabiting 49 median age APPA 2016 Survey 64% Dog and 67% Cat without kids under 18 in home 8 Dog and 81% Cat married/cohabitating (US census 42%) 5 Have only one dog 30% have two or more dogs 30% have one or more cats 4 Have only one cat 36% have two or more cats 29% have one or more dogs APPA 2 have a dog. APPA 41% have a cat. How many cats and/or dogs are there in your household? How many people including yourself live in your household? Income? Region? Marital status? Gender? Age? YOUR TARGET AUDIENCE: AGE 14 Adult age groups Survey Respondents APPA US population Millennials+ (aged 37 or younger) 29% 38% 31% GenX (aged 38-53) 28% 26% 28% Boomers (aged 54-72) 36% 31% 30% Silent Gen (aged 73 or older) 7% 6% 11% YOUR TARGET AUDIENCE: HOUSEHOLD INCOME 15 Region Survey Sample APPA Dog Under $25K 10% 12% $25K-$50K 2 17% $50K-$75K 22% 27% $75K-$100K 4 37% (>$75k) NOTE: For the table above, Green/Red is + higher/ lower than average How many cats and/or dogs are there in your household? How many people including yourself live in your household? Income? Region? Marital status? Gender? Age? 5

6 YOUR TARGET AUDIENCE: DECISION-MAKERS 16 Decision-makers are overwhelmingly female who planned for their adoption Planned or Impulse Decision 74% of adopters said they initiated the discussion to adopt a pet, which means it is predominantly the woman in the household. 16% Planned Otherwise it is the spouse (1) or children (8%). 84% Impulse Q10. Who started the discussion to add a pet to your household? Q32. Which of the following best describes what type of decision it was (planned or impulse)? THE NEED: WHY GET A PET? 17 It is an emotional decision I love animals DRIVERS: Top Reasons to Adopt 69% Part of the family/lifestyle Desire to rescue 64% Desire to do something good For companionship 52% Grew up w pets 44% Lost a pet 4 Sibling for pet Therapeutic reasons 18% 27% Same emotional drivers as general pet owner population with the exception of Desire to rescue NOTE: only items with 10% or higher are shown Q9. For what reasons did you decide to add a pet to your household? Select all that apply. Q11. Prior to adopting your pet, which of the following, if any, were you most concerned about? Select all that apply. THE NEED: WHY FROM YOU? 18 Shelter (N=7875) Rescue (N=1802) Pet store (N=272) #1 reason is emotional (saving an animal) which is higher than for rescue and pet store. For practical reasons, shelters and pet stores score higher than rescue organizations To save animal 6 58% 4 Spayed/ neutered 59% 51% 61% Easy process 51% 41% 54% Vaccinated 50% 4 5 Affordable 47% 34% 46% Microchipped 4 42% 4 Trustworthy 38% 32% 2 Saw animal online 30% 40% 12% Convenient 30% 22% 42% For the breed 27% 38% 27% Previous experience 22% 12% 14% Variety of animals 21% 1 9% Post-adoption support 16% 20% 11% Recommended 1 20% 6% 6

7 THE NEED: USING EMOTION TO MOTIVATE ACTION 19 Top 3 rated are positive ones of healthy animals #1 rated message is specific rather than generic Millions of pets are killed in shelters every year. Adopt a pet today! Millions of pets find new homes every year. Adopt a pet today! We are running out of space! Come adopt a pet so we don t have to euthanize animals. We have so many great animals, that we are running out of space! Come adopt a pet today! Lucky was hit by a car and lost her leg and left eye. She needs a home quick! Adopt a pet today! Lucky was hit by a car and lost her leg and left eye. She has a lot of love to give and she needs a home quick! Adopt a pet today! Lucky is well behaved, loving, and house trained. He needs a new home, quick, or else he will be put down! Adopt a pet today! Lucky is well behaved, loving, and house trained. He needs a new home, quick! Adopt a pet today! Conference Attendee 0% 12. 0% 12. 0% 37. 0% 37. Survey Results 59% 4 56% 6 46% 57% 62% 69% MAKING CONTACT: DECISION-MAKING PROCESS 20 Pre-Adoption Steps Visited shelter/rescue 61% 89% adopters researched in multiple ways prior to adopting a pet Looked online 59% Spoke to friends/family 29% Highlights opportunity in collecting visitor info and having a follow up process. Read books/articles 16% Visited pet store 1 Ballot box Ideas Sign in sheet/portal None of the above 11% Q12. Which of the following, if any, did you do before adopting your most recent pet? Multi-select so can add up to more than 100% Q15. Which of the following, if any, did you do online prior to adoption? Q16. More specifically, did you view pet s phone/profile online? MAKING CONTACT: ONLINE You and your animals first contact with adopters is online Pre-Adoption Steps 21 Visited shelter/rescue Looked online 61% 59% 80% searching where to adopt Spoke to friends/family Read books/articles Visited pet store None of the above 1 11% 16% 29% 66% view their pet online 37% Found pet they wanted to adopt 29% Found pet they may want to adopt 5 monitor sites regularly Q12. Which of the following, if any, did you do before adopting your most recent pet? Multi-select so can add up to more than 100% Q15. Which of the following, if any, did you do online prior to adoption? Q16. More specifically, did you view pet s phone/profile online? 7

8 A Home Visit A Meet and Greet with Any Existing Pets A Review of the A Review of the Animal's MedicalAnimal's Training History Skills (E.G House Training) Review of Assessment of Assessment of Understanding ofdiscussion About Behavioral the Time My Experience Who Lives In/is Financial Concerns/Habits Required to Careas a Previous Pet Regularly in My Capacity to Care for the Pet Owner Household (E.G. for a Pet Young Children) Assessment of My Household Size, Land, Landlord etc. Information About Pet Insurance Animal Shelter/SPCA Rescue Organization Pet Store 10/29/2018 ADOPTION: REASONS FOR CHOOSING CURRENT PET 22 Selection drivers primarily emotional Reasons for Choosing Pet Personality Just a feeling Age Appearance Connection 6 59% 51% 50% 46% All relate to the in shelter experience with the pet Size Good health Breed Well behaved % 40% Size (56%) and breed (3) are more relevant when it comes to choosing a dog Staff recommended 10% Q18. Ultimately, what made you choose your current pet? Select all that apply. HOW DOES WHAT YOU DO IMPACT ADOPTER SATISFACTION? 23 Adopters are overwhelmingly satisfied with their adoption experience across organizations Shelter Shelter (N=7875) Rescue Rescue (N=1802) Pet store Pet store (N=272) Review of medical history 69% 69% 57% Assessment who lives in home 5 66% 42% Assessment of my experience 5 68% 4 Pet insurance info 44% 38% 26% Assessment of household 40% 56% 2 30-day free insurance 39% 3 21% Meet and greet 39% 41% 26% Review of behavior 39% 42% 19% Assessment of time required 26% 34% 17% Financial discussion 24% 31% 17% Home visit 2 0% None of the above 6% 4% 1 Q31. Overall how satisfied were you with this experience? Q33. Which of the following were done/provided to you during your most recent adoption experience? HOW DOES WHAT YOU DO IMPACT ADOPTER SATISFACTION? 24 Adopters are overwhelmingly satisfied with their adoption experience across organizations 70% 60% 50% 9 94% 87% 8 89% 81% 40% 30% 20% 10% 0% 8% 9% 8% Neutral/Dissastified Q31: (no label): Very Satisfied.(E) Somewhat Satisfied Very Satisfied Q31. Overall how satisfied were you with this experience? Q33. Which of the following were done/provided to you during your most recent adoption experience? 8

cats and dogs And by shelter, rescue and retailer Q34. Which of the following could have improved your adoption experience? Select all that apply.

9 ADOPTION: OPPORTUNITIES FOR IMPROVEMENT 25 Anything be done to improve experience? Ways to Improve Experience 37% Yes something Info about behavior Medical exam No nothing Better postadoption support Free insurance More guidance from shelter staff 6% 8% Scores similar for cats and dogs And by shelter, rescue and retailer Q34. Which of the following could have improved your adoption experience? Select all that apply. NET PROMOTER SCORE 26 The Net Promoter Score is an index ranging from -100 to 100 that measures the willingness of customers to recommend a company s products or services to others. Detractors Passives Promoters = Net Promoter Score % Promoters % Detractors The Net Promoter Score is calculated by subtracting the percentage of detractors from the percentage of promoters. NET PROMOTER SCORE 27 9

ADOPTION: LIKELIHOOD TO RECOMMEND (NPS) 28 Net Promoter Scores Among Highest Ratings +0% Good +50% Excellent Animal Shelter/SPCA Rescue Pet Store +78 +76 +61 +70% World Class Q8.

10 ADOPTION: LIKELIHOOD TO RECOMMEND (NPS) 28 Net Promoter Scores Among Highest Ratings +0% Good +50% Excellent Animal Shelter/SPCA Rescue Pet Store % World Class Q8. Thinking about where you most recently adopted your pet, how likely would you be to recommend this place to others? BUSINESS CASE: PETHEALTH AND THE POWER OF NPS CUSTOMER EXPERIENCE Net Promoter: Pet INS Review: Number of Monthly Reviews 2016 N/A Promoters GROWTH Turning customers into brand advocates 29 POST-ADOPTION: LIKELIHOOD TO ADOPT BY VENUE Adopters are very likely to adopt from shelters again, followed by rescue organizations. Pet stores and breeders are not likely destinations among this adoption group % 49% Very Likely 11% 2 9% Somewhat Likely 1 11% 10% Neutral 2% 6% 12% 60% 12% 67% Somewhat Unlikely Very Unlikely 1% 4% Not Sure Animal Shelter Rescue Pet Store Breeder Q21-Q24. If you were to get another dog/cat, how likely would you be to consider getting your next dog/cat through the following? 10

11 POST-ADOPTION: LIKELIHOOD TO ADOPT BY VENUE Adopters are very likely to adopt from shelters again, followed by rescue organizations. Pet stores and breeders are not likely destinations among this adoption group % 11% 2% 1% 52% 24% 11% 2% 6% 6% Very Likely Somewhat Likely Neutral Somewhat Unlikely Very Unlikely Not Sure Animal Shelter Total Adopters Q21-Q24. If you were to get another dog/cat, how likely would you be to consider getting your next dog/cat through the following? POST-ADOPTION: LIKELIHOOD TO ADOPT AGAIN 32 High Likelihood to Adopt in Future 46% Series 6 Somewhat Likely Neutral Somewhat unlikely Very unlikely 18% Not sure 10% 7% 10% 9% 64% Likely 37% Unlikely Many unlikely to adopt is just timing Age is definitely a factor. I now have two dogs who I love But it is a lot of work. Finances, home/yard isn't big enough, two dogs are good enough. It takes a lot of time and training, and I am not skilled at training. While I will keep and love my current animal, I will not get another dog after this one. Q19. How likely are you to adopt another dog/cat in the future? Q20. Why are you unlikely to adopt another dog/cat in the future? POST-ADOPTION: SURRENDERING A PET 33 Less than 2% (N=162) of respondents said that they no longer had the pet that they had adopted and they tended to be dog adopters (N=122) Reason for not keeping pet WHAT HAPPENED TO THE PET? Behavioral issues 49% 5 for dogs 4 for cats Didn t work out with existing pet 28% 74% Surrendered to a shelter while the remainder were given away to family/friends or rehomed elsewhere Didn t work out with kids in the home Not enough time 12% 10% Base: Adopters who surrendered their pet, N=162 Q2. Do you still have the pet that you ve most recently adopted? Q3 Which of the following describes what happened to the pet? Q4. Which of the following describes why you surrendered/gave away the pet? 11

12 POST-ADOPTION: DECREASING LIKELIHOOD TO SURRENDER 34 Could anything have been done to have kept the animal in the home? Yes 14% 44% Not sure 30% No 56% Base: Adopters who surrendered their pet, N=162 What could have been done? I asked to bring my dog to the shelter to meet the cat before adopting & was not allowed to do so! Would have saved much stress on myself & the cat & dog Extensive training to make the dog less aggressive to other dogs. The shelter has a behavioral specialist but I didn't know about it at the time and the service was not offered. When a pet you adopt is already sick (she had lost weight at the shelter) it would be nice if the shelter would have worked with us to identify what was wrong with her and help fix it so we could have kept her Q6. Looking back, could anything have been done to have kept that pet in your household? Q7. And what do you think could have been done to have kept that pet in your household? 12

Pet Ownership & Buyer Behaviour

Pet Ownership & Buyer Behaviour Data by: Amárach Research PetAware Project Background & Objectives April 13 Amárach Research commissioned to conduct a survey - 3 cat and dog owners and 3 non pet owners.