We just can’t seem to give them away

This was something I originally wrote for the No More Homeless Pets Forum and reposted on my personal blog in 2007.  On the forum I was asked if I had some tips or tricks for improving the number of cat adoptions for a shelter that had more than 400 cats in their system.  My answer tackled the controversial topic of adoption fees and featured links to several animal shelter volunteers’ awesome MySpace pages. The person asking the question noted that they couldn’t seem to give the cats away.  I responded: 

When you say that you can’t seem to, “Give away the cats,” I am not sure if this means that you have actually tried to give them away. If you have, you might want to think about different marketing strategies. If you haven’t… here are some thoughts. 

What is your adoption procedure like? Is it cumbersome? Does the public have to meet extraordinary hurdles to adopt a cat? Or, does it allow for same day adoptions? Are your cats on display at locations other than your shelter? What are your adoption hours, are people able to adopt on the weekends and evenings? If you can locate any hurdles such as negative messaging or restrictive hours that prevent the public in participating in your lifesaving work to the fullest, remove those hurdles. 

Next, how high are your fees? Have you really tried giving the cats away? If not, take a look at the Free to a Great Home adoption program at the Humane Society of Berks County (http://www.berkshumane.org/). They have reduced fees to ZERO* for certain dogs and cats. The Animal Welfare Association is currently holding its second annual “Tail Sale” where cat adoption fees are dropped to only $25 and spay/neuter surgeries for cats are also discounted. Likewise, the Philadelphia Animal Welfare Society reduced adoption fees for all cats to only one dollar for almost the entire summer of 2007. Cat adoptions doubled during that period and the local news stations loved the story. The media truly felt they were participating in saving lives and went above and beyond their normal reporting. One station’s morning show actually did several mini-adoptathons. They invited the public to come to the studio where up to 40 cats were showcased for adoption. Adoptions surged! 

While low fees serve to get media attention and adopters in the door, education can be provided at the time of adoption and can continue with post adoption programs that help people overcome challenges that an inexperienced owner may face. I have always firmly believed that if I am not certain about how good of a parent an adopter might be, I want to provide that person with a vaccinated and sterilized cat. Then, during the adoption process, let that person know if they have any problems in the future, they can trust our organization to be there to assist with open arms, willing hearts and without judgment.

Some shelters contend they are trying to raise the “value” of cats and kittens or to recoup the fees associated with care with their high adoption fees. Adoption fees rarely come close to covering the cost of care and quite honestly an individual cat who may be killed at any minute due to overcrowding does not care that we have a mission to change the perception of cats from throwaway pets to beloved family members. In the immediacy, that cat desperately wants and deserves to live. To think that this cat is expendable and can be killed while we wait, demanding a higher level of competence from the public, is not acceptable [to me]. Looking at this from a personal angle, high fees also shut out people like myself, who feel a strong desire to rescue animals. I would sooner rescue a homeless orphan from the streets and pay for veterinary care myself than spend $75 or more to adopt an animal I felt was already “safe” in a shelter. On the other hand if I saw the shelter on the news offering to reduce fees to $1 to prevent a mass killing, I would feel compelled to help. I might adopt myself and even if I didn’t, I would definitely spread the word about the desperate situation at the shelter to all of my friends and coworkers. Also, I would absolutely be more likely to donate to help the shelter save more lives. 

In Reno, Nevada, recent No More Homeless Pets forum guest Bonney Brown’s organization (www.nevadahumanesociety.org) is actually rewarding supporters for spreading the word about cat adoptions. Friends of the shelter can download “coupons” to share. By finding adopters, you could win some great prizes! The more you allow the public to participate in promoting your organization, the more of a network of support you will develop. If you are hesitant because you aren’t sure what people might be doing when you’re not looking, check out the incredible PAWS volunteer’s MySpace page links below. 

The ultimate stress free environment is a loving home. If we do not seek this with all urgency and immediacy, utilizing every tool at our disposal for each and every cat we are failing them. 

*Animal Welfare Association’s ”Free to a Great Home” is based on the award winning program established at the Humane Society of Berks County.  With this program adoption fees are waived for animals eight years or older as well as animals with ongoing medical or behavioral issues that require a higher level of financial investment from the adoptive parent.  Adopters go through the normal screening process although we sometimes require pre-scheduled veterinary or training appointments depending on each animal’s situation.