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Marketing Shelter Cats
- 1. Marketing Cat Adoption: Creative Campaigns
- 2. Marketing Cat Adoption: 'Cats Around Town' and 'Mommy and Me'
- 3. Marketing Cat Adoption: Senior Cat Adoptions and 'There's a Cat for That' Ad Campaign
- 4. Marketing Cat Adoption: Mobile Resource Center and Free Cat Adoptions
- 5. Marketing Cat Adoption: Black Cat Specials and Clicker Training for Cats
- 6. Marketing Cat Adoption: 'Pick Your Price,' '6/60' and 'Project Purrrfect'
- 7. Marketing Cat Adoption: Adopting Out Cats at Pet Shops and 35th Anniversary
- 8. Marketing Cat Adoption: 'My Furry Valentine' and 'Flabulous Felines' Promotion
- 9. Marketing Cat Adoption: 'Feline Friends' and 'Lonely Hearts Club' Programs
Marketing Cat Adoption: 'Feline Friends' and 'Lonely Hearts Club' Programs
The following is from the Summer 2010 issue of Protecting Animals, American Humane's quarterly journal for animal welfare professionals. Used by permission. To learn more, visit www.AmericanHumane.org.
'Feline Friends' Cat Sponsorships
By Tim Adams, Executive Director of Young-Williams Animal Center,
Knoxville, TN
Last June, we reduced our adoption fee for adult cats from
$120 to $75. Then we instituted a program that started
out as Feline Friends, which allowed people to sponsor an
adult cat adoption by donating its adoption fee. We would
pick the cat and then put a special tag on the holding area
identifying the cat as "sponsored by" with the sponsor's
name displayed. Adoptions went great. Then dog people
wanted to know if they could sponsor dog adoptions, so
Feline Friends became Furry Friends.
The sponsorship
program has been so wildly popular that we had times
during the summer when every adult cat and dog on the
adoption floor was sponsored. We extended the program
and lowered the price of adult dog adoptions to mirror
that of the cats. Both programs were extended to the end
of the year, and now have been extended through the
end of this June. In 2009, adult cat adoptions were up 50
percent and adult dog adoptions were up 27 percent.
Lonely Hearts Club/'Adopt a Fixed Pet for Free on Spay Day'Promotion
By Jaclyn P. Welles, Public Relations and Marketing
Coordinator of The Chemung County Humane Society and
SPCA in Elmira, NY
We have a very special cat club called the "Lonely Hearts
Club" to showcase the 12 cats who have been at the
shelter the longest. During February, we ran a promotion
called "Follow Your Heart," which offered a $28 discount
(for the number of days in February) on all members of
the Lonely Hearts Club. The club was expanded to include
14 felines in honor of Valentine's Day. Eight of the 14 cats
went to loving, forever homes -- a 57 percent success rate
and one of our most successful promotions ever!
In celebration of Spay Day 2010, we waived adoption fees
on all fixed animals. Nine of the 33 animals that were
available under this promotion went home, including
seven of our 23 available cats and two dogs.
Next in
For Shelters: Marketing Shelter Cats:
Marketing Cat Adoption: Colored Nail Caps and 'Tuxedo Tuesdays'
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