You know the good your shelter provides, but does the rest of world? Your work provide loving homes for furry friends in need. But beyond the wagging tails and purring cuddles lies another essential aspect: effective public relations.

In this post, we’ll look at how some basic public relations (PR) can help your animal shelter gain attention from the public, more donations, and more adoptions.

1. Feature Compelling Success Stories

Imagine telling the tale of Rocky, the scruffy rescue pup who was found lost and filthy but was soon reunited with his loving family. Stories like these inspire reader empathy. Animal success stories should be shared on your website, social media, and in newsletters.

Example: Share a heartwarming story of an animal that overcame adversity. For instance, describe how a senior cat, once abandoned, found a loving home with an elderly couple, bringing joy and companionship into their lives. Use  photos and anecdotes to bring transformation to life.

2. Highlight Transparency in Operations

Transparency is a cornerstone of trust. Show your community exactly how their support is making a difference. Share videos and photos of daily shelter life, from feeding routines to veterinary care. Transparency builds credibility and encourages people to get involved and donate.

Example: Create a “Behind-the-Scenes” video series that takes viewers on a virtual tour of your shelter. Show the dedicated staff at work. Introduce them and explain their routines of caring for the animals. This transparency helps demystify the shelter experience.

3. Engage with Local Media

Your local media outlets can be your best friends. Reach out to them regularly with press releases about exciting events, rescue stories, or impactful initiatives. Invite journalists to cover your adoption drives or introduce them to the dedicated staff and volunteers who make it all happen.

Example: Draft a press release about an upcoming “Adopt-a-Pet” weekend event and highlight the unique features, such as discounted adoption fees or a special guest appearance by a local celebrity. Personalize your pitch to interest local journalists.

4. Community Engagement Events

Host community engagement events to foster connections. Picnics, workshops, or educational sessions about responsible pet ownership create a welcoming atmosphere. Attendees become ambassadors for your shelter and spread the word to friends and neighbors.

Example: Organize a “Pet Health and Wellness Workshop” in collaboration with a local veterinarian. Offer free or low-cost microchipping and vaccinations, and provide attendees with informational pamphlets on pet care. This event not only benefits the community but also showcases your commitment to animal welfare.

Timing is crucial when hosting community events. We learned to carefully plan and schedule events to avoid conflicts with other local happenings, ensuring better participation in the future.

5. Regular Social Media Updates

Maintain an active presence on social media platforms. Share regular updates about shelter residents, promote upcoming events, and run engaging campaigns. Encourage followers to share their heartwarming adoption stories. Social media is your window to the world—use it wisely.

Example: Launch a week-long “Pet of the Day” series on social media, featuring a different shelter animal each day. Share their endearing traits, quirks, and why they’re looking for a forever home. Encourage followers to share the posts, increasing the animals’ visibility.

Consistently updating our social media channels with great content pays dividends. It not only keeps our followers informed but also encourages them to comment and share.

6. Leverage Volunteer Testimonials

Let your dedicated volunteers speak from the heart. Ask them to share their experiences, how they work with others in the organization, and what they do for the animals. Real testimonials add a personal touch to content.

Example: Record short interviews with long-term volunteers. Let them talk about what they do for the shelter animals and the fulfillment they derive from their work. Share these videos on social media and your website to inspire others to join your volunteer team.

7. Collaborate with Local Influencers

Partner with local social media influencers who have a soft spot for animals. Their endorsements and personal stories can help you reach a broader and younger audience. Authenticity is key, and influencers can bring that in abundance.

Example: Collaborate with a popular local pet-focused Instagram influencer for a “Takeover Tuesday” event. Allow them to run your shelter’s Instagram account for the day, sharing their experiences interacting with shelter animals. This provides fresh content and reaches their engaged audience.

8. Regularly Update Your Website

Your website is often the first stop for potential adopters. Keep it up to date with informative content, heartwarming adoption profiles, and a calendar of upcoming events. Make it user-friendly, ensuring that visitors can easily find the information they need.

Example: Design a user-friendly website that features an easily accessible “Adoption Center” section. Include detailed profiles of each adoptable pet, complete with high-quality photos, personality descriptions, and adoption requirements. Regularly update the page as pets find their forever homes.

Redesigning and now regularly updating our website improved our overall online presence. It’s now a valuable resource for potential adopters and donors. It’s where we send our social media and newsletter traffic almost exclusively.

9. Express Gratitude to Supporters – Always

Never underestimate the power of a heartfelt “thank you.” Regularly express your gratitude to supporters, donors, and volunteers. Their contributions, whether big or small, deserve acknowledgment. A simple thank-you note can go a long way in building lasting relationships.

Example: Send personalized thank-you emails or cards to donors, sharing the impact of their contributions. Include photos and stories of animals whose lives were improved thanks to their support. Expressing gratitude reinforces their connection to your shelter.

10. Create an E-newsletter to Keep in Touch

Another example of animal shelter marketing is to get an email service provider and start a e-newsletter. Share shelter activities, adoption success stories, and upcoming events. Encourage subscribers to forward the newsletter to friends and family, expanding your reach.

Example: Launch a e-newsletter and include a “Pet of the Month” feature, adoption updates, and a spotlight on a dedicated volunteer or staff member. Encourage subscribers to share the newsletter, making it a source of pride for your community.

An e-newsletter is a valuable communication tool, but it requires real content. If you don’t have anything to say or ask, then don’t send an update just for the sake of doing it. If your emails are not interesting, people will stop opening them.

Your know what? Your organization deserves the spotlight! And with effective PR, you can get that attention.