Marketing Cat Adoption: Senior Cat Adoptions and ‘There’s a Cat for That’ Ad Campaign

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.

Financial Assistance for Senior Cat Adoptions

By Abbi Collins, Adoption Manager of the Cat Care Society in Lakewood, CO

If you haven’t already, sign up for the Purina Pets for Seniors program. It will pay $50 of the adoption fee for a senior who adopts an adult cat (over 1 year), and here we require the cat to be 5 years or older to qualify for the program.

We are a cage-free shelter consisting of seven colony rooms connected by an open hallway. We tend to keep our older cats in the hallway so they get more exposure and attention, and the kitten room is all the way at the back of the shelter so adopters must walk by all the adults before getting to view kittens. We make sure our adoption staff is very familiar with the adult cats, so that someone coming to us with very specific ideas on what they want can be directed toward an appropriate match.

We also have a program called Perpet-U-Care, which provides up to $250 per year in vet costs for any cat with a truly chronic medical condition or any cat 10 years of age or older. About 35 percent of our adoptions are adults and 4 percent are 10 and up.

‘There’s a Cat for That!’ Ad Campaign

By Marguerite Richmond, Director of Development of the Humane Society for Tacoma and Pierce County, Tacoma, WA

We recently did an ad campaign based on Apple’s “There’s an App for That” theme called “There’s a Cat for That!” One ad reads:

“Need a loving companion? (photo of kitten) There’s a cat for that!

“How about inspiration for homework? (photo of girl reading textbook with cat rubbing against it) There’s a cat for that, too!

“How about a friend for man’s best friend? (photo of dog and cat together) There’s even a cat for that!

“Visit the Humane Society today and see how easy it is to adopt a loving cat!”

We also have “two-for-one” adoption specials, where you can adopt a second cat at no charge (if it’s over 1 year old and came in spayed or neutered), and during kitten season we had a special called “Chipadee-Doo-Dah” where you could adopt any cat or kitten and get a second for the price of the microchip ($16).

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