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Rebranding a non profit?

  • 1.  Rebranding a non profit?

    Posted 28 days ago

    Wondering if anyone has had experience with rebranding an existing (for over a decade) 501(c)(3) organization? We currently assist with spay-neuter expenses for both low income pet owners and feral cat caregivers (we are NOT a shelter or rescue and do not handle animals.) Dog surgeries have become so costly we are thinking of rebranding to provide feline surgeries only. If you have rebranded, what were the challenges? I'm concerned that our access to grants may be quite limited if we focus exclusively on one species.  Challenges? Advice? Any info will be appreciated!

    Thanks!


    #OrganizationalManagement

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    L.A Nesbitt
    President
    Pets In Need Action League
    Casa Grande, AZ 85130
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  • 2.  RE: Rebranding a non profit?

    Posted 20 days ago

    We didn't change our purpose but we did change our name, and it's a lot of work.  paperwork with the state, with the IRS (that took about 11 months to get processed so we could show our EIN was the same for the new name), all social media updated, web site updated, lots of communications to donors, new logos.

    Perhaps you could just say you have a temporary focus on cats due to budget limitations....and use that to raise more money for your program.  Our organization also funds some spay/neuter and when we run out of budget for the year (inevitable with the demand outpacing supply of funding) we stop and tell people we need to raise more funds to start again.



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    Jenni Ritchie
    Shelter Pet Safety Net
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  • 3.  RE: Rebranding a non profit?

    Posted 19 days ago

    Thanks, Jenni. We have actually been compelled to cease dog spay-neuter due to the ever increasing cost of these surgeries, so we are currently promoting cats only spay-neuter (and did explain things to the public as you've suggested.) My organization is, overall, pretty simple (essentially a one-person volunteer operation), so I wouldn't have as much of an issue as a larger group with a larger public face/more complicated role; I would be primarily looking at changing the website and Facebook page, plus the logo. (And, of course, the paperwork... )



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    L.A Nesbitt
    President
    Pets In Need Action League
    Casa Grande, AZ 85130
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  • 4.  RE: Rebranding a non profit?

    Posted 19 days ago

    Like Linda's organization, we are a small 501-c3 but not a shelter or rescue and do not have animals. We provide behavior services to rescues and private clients so the handling of animals is indirect. We are strictly dogs only but recently decided and leaned toward adding cats. We do not want to be directly involved with TNR but want to support the practice with donations of traps and finding better ways to care of these cats post surgery as well as provide better feeding stations. Can we just add a "cat program" or do we need to go back and change the mission, name and logo?  We do not want to go the re-branding route. Thanks for any input. 



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    Julielani Chang
    The Life of Kai: Compassion Connections Inc.
    Davis CA
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  • 5.  RE: Rebranding a non profit?

    Posted 18 days ago

    When we started our non-profit, we are listed as animal services. We were to help the existing rescue community with fostering and training of dogs.  In less than 6 months, we had to start adopting dogs from our rescue.  We did not change anything but, after reading all of this, I think we should change from animal service to animal shelter. We do not have a facility as we are fostered based. The training of dogs and cats were included in what we had intended to do for the existing rescue. 2024 was our first full year. Not only did we train dogs, we also spayed/neutered, vetted, and microchipped all dogs and cats we fostered. We committed as a rescue and adopted the pets out.  Now I am wondering if I need to rebrand or change the mission statement to reflect what we are doing.



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    Kim Jackson
    Dog Trainer
    For The Puppies Foundation Inc
    MS
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  • 6.  RE: Rebranding a non profit?

    Posted 18 days ago

    I've had over 40 years experience in marketing, branding and fund development and my advice is this:  I would just add "cats" to your brand (logo too if needed) and be sure to update all your materials and website to reflect this addition.  That shouldn't be overly difficult or expensive. Don't rush out and print new stuff if you have a good supply of current dog-related materials.  Just go to Vistaprint.com and order some inexpensive colorful round labels that say "we now love CATS TOO!" or something similar.   What I would strongly suggest is that you "make a big deal" out of adding cats via your social media, news release, email blast etc.  It is a great way to draw in new donors who are cat lovers!   



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    Bruce Thorsen
    President, Board of Directors
    Purrfect Match Cat Rescue
    Millington TN
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  • 7.  RE: Rebranding a non profit?

    Posted 18 days ago

    You can ADD to your mission statement about the feline support, you don't have to start all over again! I primarily do dogs as well, I have feral cats as they chose to live here, I just added them ! I also made sure they have their OWN bank account, just in case! I hope this helps! Thank you and Good Luck, Mary Murray, LadywiththeHuskies, PROOF4PETS & https://greeneanimalleague.org



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    [Mary Murray]
    [Founder, CEO and President
    [Greene Animal League
    [Greeneville, TN
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  • 8.  RE: Rebranding a non profit?

    Posted 18 days ago

    Hi Mary,

    Thank you for your input. Same here, I discovered there are so many community cats in my neighborhood and want to do something about it. I am terrified though of mistaking cats that have owners but live outside from "wild" cats.  Anyway I can add cats to my mission and to my logo. I have a question about account. I currently have a separate bank account for my nonprofit which up until now focused on dogs. When you say to have a separate account for cats, do you mean like create a separate account for cats? Can they just be under the nonprofit account? Thanks.



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    Julielani Chang
    The Life of Kai: Compassion Connections Inc.
    Davis CA
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  • 9.  RE: Rebranding a non profit?

    Posted 17 days ago

    Adding felines to your mission is helpful, just make an addition to your mission statement and CYA by adding a new article in your "bylaws" stating so, that way it is CLEAR you are helping both! You don't need separate bank accounts, I just do that for record keeping purposes for myself, your account can be an umbrella for all pets! About the re-branding, its more costly and time consuming......I always stick to the KISS method, the actual pets need more of my time, energy and money, surely, the same for you? 



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    [Mary Murray]
    [Founder, CEO and President
    [Greene Animal League
    [Greeneville, TN
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  • 10.  RE: Rebranding a non profit?

    Posted 17 days ago

    Hi Mary,

    Yes I can add "cats" to my mission, logo and addendum to the bylaws. I am glad I can have an umbrella account for dogs and cats. What is the KISS method? I am probably doing it without knowing it is called KISS but what does that stand for? Yes I don't deal with actual dogs and cats except for only indirectly when I provide behavior services to the community. 



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    Julielani Chang
    The Life of Kai: Compassion Connections Inc.
    Davis CA
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  • 11.  RE: Rebranding a non profit?

    Posted 16 days ago

    I second this!  Stating a change in focus will likely be an easier endeavor, especially if it deals with an entire "label" change.   We had to change our name due to another shelter opening with a very similar name nearby and it's not an easy process.  Years later we still deal with the old name confusion. 



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    Elizabeth Baker
    Office Manager
    Tri-Lakes Humane Society
    MO
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  • 12.  RE: Rebranding a non profit?

    Posted 16 days ago

    We do TNVR only. We utilize our local humane society's clinic so we have low overhead. Grants are not limited per se as there are many cat grants out there. PetCo is a great grant for TNR for the public and they also have grants for other options. They currently have the vaccine grant which is awesome for owned pets both dog and cat. 

    We are 17 years in and discussing changing our mission to funding s/n and not holding clinics ourselves anymore. All of us are volunteer and only 2 are under 60. Getting tired. Tryin to find out the best way to change mission and still be able to receive grants .



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    Sandra Hill
    Operation CatSnip of Kentucky, Inc
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  • 13.  RE: Rebranding a non profit?

    Posted 15 days ago

    I am going on 70, so I have been putting "in place"/grooming" for a Junior Board of Directors! I challenge them with questions, create conversation topics to see them through the "pro's and cons" and ramifications on ALL topics...I am a planner, so that is just food for thought! As Instructor at my local University, my students think I am 40 or 50...,that is the funniest thing?...(I am thinking they need to get their eyes checked?,.... .Mary Murray, LadywiththeHuskies, PROOF4PETS & https://gteeneanimalleague.org



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    [Mary Murray]
    [Founder, CEO and President
    [Greene Animal League
    [Greeneville, TN
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