Hi Emily,
I have some ideas and a ton of resources for you!
Do you have a set
process for getting marketing materials from fosters and getting that content in front of potential adopters? Lots of orgs are using Facebook groups to collect content from fosters, and others are using Google forms or
email. Then the foster staff or- even better- a volunteer take that content and post it to the pet's online profile and create posts for social media. Having a process that's really efficient is key.
One thing I'd highly recommend is that your organization begins talking about foster as much as you can in your communications. In addition to prioritizing it on your website so your supporters know you value fosters, on social media you can be telling stories about pets in foster, mentioning an adoptable pet has been in foster, doing foster pleas, etc. I've looked at the social media for the shelters with the 7 biggest foster programs I know of multiple times, and have found that they're talking about foster in about 33% of social media posts-- in some cases that's more than once a day.
Memphis Animal Services is a great example.
Here are a few thoughts and examples:
- A super easy place to start with social media is by creating Stories on FB, IG and Tik Tok. With Stories, you don't have to worry about overdoing it with the subject or number of posts, since your supporters choose to view them. Stories are a GREAT way to introduce pets in foster, make emotional connections and engage foster caregivers. I'm going to put screenshots of some examples below.
- Set the expectation from the outset that part of a foster's job is helping with marketing. Some likely won't be comfortable doing this and others may not like doing it, so build in support for them. There are resources for fosters below to help teach them how to market pets, and if you have a volunteer or two who's comfortable on social media you can match them up.
- Some shelters have a set time on weekends when foster caregivers can bring their fosters in for a few hours to be on the adoption floor during their busiest hours. Oakland Animal Services (screenshot below) does this every weekend and always does a special post highlighting the foster pets who are going to be at the shelter and when they'll be there.
If you'd like to chat in more detail, I'm happy to meet with you anytime-- email me at
duer@maddiesfund.org.
Marketing from Foster for Foster Coordinators
Empowering fosters to help market pets from foster care (webcast)
Getting foster dogs adopted: 5 tips for foster coordinators (blog)
Marketing Resources for Foster Caregivers
6 Guidelines for marketing your foster pet (Blog)
The Foster Caregiver Marketing Guide (PDF)
Marketing your foster pet (Free MU course!)
Using social media to help shelter pets shine (Free MU course!)
This is the post one foster caregiver made in the organization's Foster FB group:
PACC's foster resource page includes contact info for others who can help fosters market their pets:
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Kelly Duer
Maddie's Fund
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Original Message:
Sent: 07-13-2022 01:13 PM
From: Emily Higgins
Subject: Promoting Adoptable Animals in Foster Care
Hi everyone,
We usually have a lot of adoptable animals in foster care at our shelter. I am curious what others do to promote/advertise adoptable foster animals whether it be on social media or another creative way? Also, we only have one slot a week on our shelter's Facebook page called "Foster Care Friday" where we are able to advertise these adoptable animals or push the program. How many times a week are you advertising on social media these adoptable foster animals or the program in general?
#FosterPrograms
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Emily Higgins
Lexington Humane Society
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