Animal Adoption Foundation

Jordan StockelmanClaire Stratton

Christine SnyderShelby Singh

Kaira Teschke

Research Formal:

Surveys

● Three separate surveys targeting each public○ Life style conditions of pet owners○ Plans for those looking to adopt○ Why did previous owner give up their pet

● Two questions each

Pre/Post Tests

● Evaluate how effective our campaign was in raising awareness and knowledge on pet responsibility.

Informal:

Secondary Research

● Collected data and information from shelter○ Amount of pets cared for at shelter in

fall 2014 compared to June 2015○ Funding and cost

● Showed volume of pets going in/out of shelter

● Highlighted where to target campaign● Provided us data to compare at conclusion

of campaign and where to start our campaign.

Key FindingsFormal ResearchSurveysCurrent pet owners

● The majority of current pet owners believe they can support a pet for an extended period of time

● Pet care during summer months ○ ⅓ claim a family member or friend cares for

their pet○ ⅔ claim the pet remains in their own care

Previous Pet Owners● Reason for abandoning pet:

○ 45% - too much responsibility for their lifestyle○ 55% - Financial reasons

● The majority of previous pet owners felt that the shelter was a better environment for their pet at the time than that if it had remained in their care

Prospective Pet Owners● Where they would adopt from:

○ 65% - Breeder or pet store○ 20% - Family or friend○ 15% - Local shelter and adoption

agency● Where the financial support would come

from:○ ¼ claim their parents would pay for

the pet in its entirety○ ¼ claim another party (i.e. family,

friends, organizations) would split the cost

○ ½ claim they would finance the pet in its entirety themselves

Key Findings

Pre/Post-TestsPre-Test

● We found that many students were uninformed of the current situation of the shelter and how to properly take care of their pet. we saw that only 46% of respondents answered more than half of the questions correctly.

Post-Test● We found that students were more knowledgeable of the responsibilities pertaining to proper pet

care and the shelter’s situation, 65% of respondents answered more than half of the questions correctly.

Key FindingsInformal ResearchSecondary research● For the data we collected and analyzed, there was a 34% increase in the

number of pets being taken care of in the shelter from August 2014 to June 2015

● Funding for the shelter remains at a constant rate○ The same amount of money is being used to support over ¼ times the

amount of pets at the shelter.

Publics

Primary:

Students who have a pet

● We are trying to prevent them from giving pets up and ensure they keep up the adequate skills needed to continue caring for their pet

Secondary:

Students who are lookıng for a pet

● We want to ensure they have the adequate skills and education for keeping a pet before adopting

● Encourage them to adopt from our agency

Students who used to own a pet

● We want to understand why they decided to give up their pets

Goals

Main Goal: ● Decrease the amount of animals

being abandoned or left at shelters● Increase the amount of adoptions

from the shelter

Secondary Goal:● Increase awareness of the

responsibilities of having a pet and knowledge of pet care

Objectives➔ Decrease the amount of pets brought to the shelter at the

end of the year by current pet owners by 20%➔ Increase the amount of adoptions from the prior year by

25%➔ Increase awareness and knowledge of neglected pets and

proper pet care in the student body by 15%

Key Message

As a no kill shelter, we are devoted to providing the best quality of life for all animals. An extremely high volume of homeless pets impedes our ability to do so, thus we strive to find these animals homes. We hope to deter current pet owners from abandoning their pets; putting further strains on our shelter. Additionally, we hope to inform and encourage current pet owners to uphold this quality of life standard while caring for their animals.

Strategy ● Distribute informative materials about the shelter● Promote awareness of good pet ownership and responsibility● Deter pet abandonment● Utilize incentives to attract key publics● Encourage interaction between volunteer representatives and key

publics

Tactics

Social Networking● Facebook page

○ Boost posts○ Survey links○ Flyer posts○ Share instagram posts

● Instagram○ Photos of shelter and events○ “Meet the pet” posts

■ Weekly■ Short story about pet■ 2 tips for pet care

Promotional Materials● Physical Flyers● Posters● Brochures

Shelter Representatives● Gather volunteer representatives● Speak at chapter meetings and club

meetings● Work the promotional tables and

Adoptions Fair● Handle dogs when present on

campus

Public Interaction

● Adoption fair● Survey

distribution ● Raffle● Table set-up● Dog

interactions● Pre/Post

tests

Social Networking Examples

TIMELINE

August 201507 – 20: Conduct Secondary Research25: Post General Shelter & Situation Awareness Flyerso Post via social mediao Post physical copies at student hotspotso Weekly social media posts on TuesdaysSeptember 201508: Begin survey distribution and release online survey linko Automated bi-weekly e-mail distribution to University addresseso Boost social media post with link bi-weeklyo Set up tables every Tuesdayo Begin Raffle PoolOctober 20107: Begin bi-weekly public dog interactiono Have logo papers to distribute with social media links10: Meeting with representativeso Assign each representative to speech date and location

November 201501: Representative speeches begin10: Surveys endo Stop automated e-mail distributiono Close online linko Stop weekly physical distribution

- Randomly choose raffle winners- Contact winners via e-mail

12: Raffle pick up / Pre-Testo Table set up at Armstrong Student Center

- Flyers and brochures- General Shelter- Situation Awareness

- Dogso Pre-Test of Awareness25: Begin Facebook posts to promote Adoption Fairo Runs for two weeksDecember 201509: Adoption Fairo Facebook Posts promoting Adoption Fair end06: “Meet the Pet” Posts begin

February 201628: “Meet the Pet” Posts EndMarch 201601: Start distribution of Pet Care Education & Pet Responsibility Flyerso Post via social mediao Post physical copies at student hotspotso Weekly social media posts on Tuesdays09: Adoption Fairo Facebook Posts promoting Adoption Fair end16: End public dog interactionApril 201625: Begin Facebook posts to promote Adoption Fair30: Representative speeches endMay 201612: End distribution of Awareness Flyers13: Post-test for Awarenesso Table at Armstrong Student CenterJune 201601: Collect Datao Secondary Researcho How many pets are at the shelter now vs. beginning of yearo Evaluate pre/post test resultsAugust 201606: Data collection/analysis endso Evaluation

Budget

Evaluation

We succeeded in reducing the amount of pets given up to the agency and increasing adoption

● Before the campaign we had approximately 85 pets in our shelter

● After the campaign we have approximately 66 pet's remaining

● There was a 23% decrease in the amount of pets at the agency in June 2015 when compared to June 2016

We succeeded in making the student body more informed and knowledgeable in regards to pet care

● Our pre- and post- surveys reflected a 17% increase in correct answers indicating their increased education

Flyers

General Information

Situation awareness

Pet care education

Pet responsibility

Instagram