Great photos are the main thing that seems to get our senior dogs attention online. Cute sweaters, bow-ties, hats, or just posing with a favorite toy help catch viewer's gaze. We generally try to avoid sad-sounding bios, and focus on the dog's best attributes. (Are they already housebroken? Crate-trained? Used to napping on the couch for the entire workday?) Try to describe that particular dog as an individual and how they would fit into a home so adopters can imagine living with them, rather than focusing on how they came to the shelter or what their medical status is.
When we are talking with possible adopters in person, I think emphasizing the medical care the dog has already received is helpful. Costs of vet care and worries about medical issues that senior pets are prone to are the biggest concerns I hear. It is very reassuring if I can show them bloodwork results, explain which dental needs have already been addressed, tell them about the FNA that was done on lumps and bumps, etc. The adopter knows they won't have to cover those costs right away after adoption, and it helps them feel more comfortable if they are taking a pet with a known medical history.
The positioning of the dogs in the kennels can be a factor too. If you have adorable puppies or an immaculately groomed fluffy dog in the first runs visitors see, they may not venture further! If you have a friendly, outgoing senior, make them the first dog folks see, or even have them spend some time at your adoption desk or in the lobby, greeting people.
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