Animal Welfare Professionals

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

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wendy frink
Marketing Communications Specialist
Maddie's Fund
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I keep trying to think of guerilla marketing ideas and the only one I've thought of but never actually tried was hiding a painted rock somewhere.  We have a few facebook groups in our community devoted to painting/hiding rocks. If we have an event coming up and I see a car with a s/n license plate I'll leave a flyer under their windshield.    I would to hear other low cost marketing ideas!

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Dara Edmonds
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Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

We did our first #FoFCatsRock! campaign last summer.   We had local youth paint cat themed rocks, sponsored by local businesses and then hid them throughout the community for a scavenger hunt.  It allowed us not only to raise funds but educate and bring awareness to our whole community about Cats - TNR,  Spay/Neuter, etc.   It was a success we are going to repeat this year.  

I think this could be tailored other ways - perhaps have the kids paint their pets, or pets that are available for adoption and pair it with talks about microchipping, spay/neuter, what to do if you lost your pet.  CASA has some wonderful children books that helps with these topics.

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Emmy Jenson
President
Friends of Ferals
MO
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Original Message:
Sent: 11-28-2022 04:06 PM
From: Dara Edmonds
Subject: Marketing tactics OTHER than email and social media

I keep trying to think of guerilla marketing ideas and the only one I've thought of but never actually tried was hiding a painted rock somewhere.  We have a few facebook groups in our community devoted to painting/hiding rocks. If we have an event coming up and I see a car with a s/n license plate I'll leave a flyer under their windshield.    I would to hear other low cost marketing ideas!

------------------------------
Dara Edmonds

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

We do direct mailers for our end of year giving, as well as three newsletters throughout the year. We've been doing these for longer than I've been at the shelter (over 15 years!). We get a pretty good return on them (which is why we keep doing them) but I'm not directly involved so I don't know the exact figures.

There are a number of stores/gas stations in our county that let us keep a donation canister on their counters by the checkout. It's a great low cost and low effort way to get donations. The stores will contact us once the canisters are full and we just go swap them out. The only cost is really just the time & gas getting to and from the stores, and initially purchasing the animal-shaped piggy banks. This is another one we've been doing since before I was involved with the shelter, and since there's pretty much no cost to us, it's worth it regardless of how much we raise.

We also have some stores that allow us to keep donation barrels there so it's easy for people to purchase a bag of food, for example, and just drop it in the bin for us to collect instead of having to drive out to the shelter. Like the donation canisters, these are another low effort, low cost way to collect donations. The barrels we use are plastic 55 gallon barrels that local girl scout troops painted for us.  

We also have a few local bars/breweries that are very supportive of our shelter, and we've tossed around the idea of putting photos of some of our adoptables with a QR code in those acrylic tabletop sign holders and putting them on the tables in the restaurant. We haven't yet because we haven't figured out how we would stay on top of it and make sure they get switched out when animals get adopted. Once we get the logistics figured out though, I think it'll be a great way to reach people.

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Samantha Maurice
------------------------------

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

Las Vegas had a group called Diva Drag Queen Charity Bingo.  The group hosts a benefit once or twice a month and picks different organizations every time to benefit. Not sure how much is made from the event, but those who have gone say it's fun. We also have entries  in Christmas decor contest with either trees or wreaths. This last year(2022) think we made approximately $3000 from that.

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Wendy Hickey
Henderson lead
Street Dogz
------------------------------

Original Message:
Sent: 11-29-2022 07:50 AM
From: Samantha Maurice
Subject: Marketing tactics OTHER than email and social media

We do direct mailers for our end of year giving, as well as three newsletters throughout the year. We've been doing these for longer than I've been at the shelter (over 15 years!). We get a pretty good return on them (which is why we keep doing them) but I'm not directly involved so I don't know the exact figures.

There are a number of stores/gas stations in our county that let us keep a donation canister on their counters by the checkout. It's a great low cost and low effort way to get donations. The stores will contact us once the canisters are full and we just go swap them out. The only cost is really just the time & gas getting to and from the stores, and initially purchasing the animal-shaped piggy banks. This is another one we've been doing since before I was involved with the shelter, and since there's pretty much no cost to us, it's worth it regardless of how much we raise.

We also have some stores that allow us to keep donation barrels there so it's easy for people to purchase a bag of food, for example, and just drop it in the bin for us to collect instead of having to drive out to the shelter. Like the donation canisters, these are another low effort, low cost way to collect donations. The barrels we use are plastic 55 gallon barrels that local girl scout troops painted for us.  

We also have a few local bars/breweries that are very supportive of our shelter, and we've tossed around the idea of putting photos of some of our adoptables with a QR code in those acrylic tabletop sign holders and putting them on the tables in the restaurant. We haven't yet because we haven't figured out how we would stay on top of it and make sure they get switched out when animals get adopted. Once we get the logistics figured out though, I think it'll be a great way to reach people.

------------------------------
Samantha Maurice

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

A local pizza place lets us provide half sheet flyers about the rescue (no specific dogs) with a QR code that they tape to pizza box tops, for delivery, pick up or leftovers. Great way to reach people who live near our kennel!  And easy to keep up with.

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Linda Lea
Big Bones Canine Rescue
------------------------------

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

A lot of rescues and other animal groups often utilize events such as farmer markets, street fairs to get the word out. Also some news media outlets will do pet of the week segments. 

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SHERRYJO CRANDALL
Student
One person rescue
ID
------------------------------

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

Kotor Kitties asked the municipal government where we work to add a single line to each utility bill, reminding everyone that they need to spay-neuter their pets, not abandon the offspring.

There was no mention of any animal welfare group or any veterinarian in the text, but the government said they couldn't advertise like that.

Would be a cheap message to every household in the municipality.  

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April King
Volunteer and Board Member
Kotor Kitties
+1 206 407 5336
http://www.kotorkitties.org
------------------------------

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

We have struggled trying to find ways to market to new community members. We started doing street fairs and vendor events and this seems to really help spread the word. I will say in the beginning it is important to make it to as many as you can for brand recognition to start.   

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Kendall hotmer
Founder
Appalachian Feline Foster Network
OH
------------------------------

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

At Ziva Dog Rescue, we've had the most success reaching new community members through in-person partnerships and creative fundraisers that meet people where they already are.

We regularly participate in local events at yoga studios, breweries, and small businesses-puppy yoga, meet-and-greets, and adoption pop-ups. These venues bring in people who may not follow rescues online but are excited to connect when they meet a dog in person.

We stay active on social media, but pairing posts with fun fundraisers that include incentives-like custom pet portraits, holiday gnomes, or themed merch-helps us reach people who might not otherwise donate. Because the items are unique, supporters share them and expand our reach organically.

Honestly, one of our biggest drivers has been word of mouth. When adopters have a great experience, they tell friends, family, coworkers, and vets-and that personal recommendation has been more effective than most traditional advertising we've tried.

------------------------------
Julie Beatty
Grants Coordinator
Ziva Dog Rescue
------------------------------

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

One of the things we've experienced in marketing at events is afterward we are inundated with people dropping off cats/kittens to a point where we do not have the space, volunteers or financial resources to handle such an inflow.  So we are very deliberate in our local appearances, usually doing "round ups" at the cash register at local stores willing to do so and occasionally a booth at a local event where we sell some of our high-end crafts related to felines.  So when marketing in a very public forum, be sure to consider what the "cause and effect" are going to be for your organization!!!

------------------------------
Bruce Thorsen
President, Board of Directors
Purrfect Match Cat Rescue
Millington TN
------------------------------

Original Message:
Sent: 02-15-2026 06:54 PM
From: Julie Beatty
Subject: Marketing tactics OTHER than email and social media

At Ziva Dog Rescue, we've had the most success reaching new community members through in-person partnerships and creative fundraisers that meet people where they already are.

We regularly participate in local events at yoga studios, breweries, and small businesses-puppy yoga, meet-and-greets, and adoption pop-ups. These venues bring in people who may not follow rescues online but are excited to connect when they meet a dog in person.

We stay active on social media, but pairing posts with fun fundraisers that include incentives-like custom pet portraits, holiday gnomes, or themed merch-helps us reach people who might not otherwise donate. Because the items are unique, supporters share them and expand our reach organically.

Honestly, one of our biggest drivers has been word of mouth. When adopters have a great experience, they tell friends, family, coworkers, and vets-and that personal recommendation has been more effective than most traditional advertising we've tried.

------------------------------
Julie Beatty
Grants Coordinator
Ziva Dog Rescue

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------

We have had the same experience! How did you go about establishing "round ups" at local stores?

------------------------------
Concerned Citizens Animals
Concerned Citizens for Animals
------------------------------

Original Message:
Sent: 02-16-2026 07:53 AM
From: Bruce Thorsen
Subject: Marketing tactics OTHER than email and social media

One of the things we've experienced in marketing at events is afterward we are inundated with people dropping off cats/kittens to a point where we do not have the space, volunteers or financial resources to handle such an inflow.  So we are very deliberate in our local appearances, usually doing "round ups" at the cash register at local stores willing to do so and occasionally a booth at a local event where we sell some of our high-end crafts related to felines.  So when marketing in a very public forum, be sure to consider what the "cause and effect" are going to be for your organization!!!

------------------------------
Bruce Thorsen
President, Board of Directors
Purrfect Match Cat Rescue
Millington TN

Original Message:
Sent: 02-15-2026 06:54 PM
From: Julie Beatty
Subject: Marketing tactics OTHER than email and social media

At Ziva Dog Rescue, we've had the most success reaching new community members through in-person partnerships and creative fundraisers that meet people where they already are.

We regularly participate in local events at yoga studios, breweries, and small businesses-puppy yoga, meet-and-greets, and adoption pop-ups. These venues bring in people who may not follow rescues online but are excited to connect when they meet a dog in person.

We stay active on social media, but pairing posts with fun fundraisers that include incentives-like custom pet portraits, holiday gnomes, or themed merch-helps us reach people who might not otherwise donate. Because the items are unique, supporters share them and expand our reach organically.

Honestly, one of our biggest drivers has been word of mouth. When adopters have a great experience, they tell friends, family, coworkers, and vets-and that personal recommendation has been more effective than most traditional advertising we've tried.

------------------------------
Julie Beatty
Grants Coordinator
Ziva Dog Rescue

Original Message:
Sent: 11-28-2022 10:38 AM
From: wendy frink
Subject: Marketing tactics OTHER than email and social media

Has your organization (or one you know of) tried not-so-common ways of reaching NEW community members (ie that haven't donated or don't follow you on social media and/or are on your email list)? For example: direct mailers, inserts in utility bills, flyers left at coffee shops, restaurants, etc., billboards, posters? What has and hasn't worked?
#MarketingandSocialMedia

------------------------------
wendy frink
Marketing Communications Specialist
Maddie's Fund
------------------------------