Comparison of Three Massachusetts Animal Shelters
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Transcript Comparison of Three Massachusetts Animal Shelters
Comparison of Three
Massachusetts Animal
Shelters
Madalyn Black
Agenda
Introduction to shelters
Overview of three different Massachusetts animal
shelters
Massachusetts Society for the Prevention of Cruelty to
Animals (MSPCA)
Animal Rescue League of Boston (ARL)
Worcester Animal Rescue League (WARL)
Recommendations for each organization
Animal Shelters
and Public Health
Care for animals is based on population health principles
Pet overpopulation
Spay and Neuter
Remove dangerous animals
Low cost veterinary care
Zoonotic diseases
Low cost vaccinations
RABIES
Massachusetts
Society for the
Prevention of
Cruelty to
Animals
(MSPCA)
MSPCA
Mission Statement: The Mission of the Massachusetts Society for
the Prevention of Cruelty to Animals (MSPCA)–Angell Animal
Medical Center is to protect animals, relieve their suffering,
advance their health and welfare, prevent cruelty and work for a
just and compassionate society. ©2006 MSPCA-Angell
The MSPCA was founded in 1868
"MSPCA-Angell" was adopted as the society's identity in 2003.
The name was formed with the combination of the Massachusetts
Society for the Prevention of Cruelty to Animals and Angell
Memorial Animal Hospital.
Target Audience: Low-income individuals who need medical
services for animals – and – those who want to adopt and support
homeless animals (same in all shelters)
Open admission shelter
The MSPCA is part of the Spay and Neuter Assistance Program
(SNAP).
Web Strategy
Extensive
Well managed webpage, Facebook accounts, twitter, YouTube page,
e-newsletters, and online publications
In 2011:
> 86,000 of our online registrants received the MSPCA e-newsletters.
These cost-effective communications keep supporters informed about
MSPCA–Angell news and donor opportunities.
>39,000 of our supporters received our informative and attractive
Companion in print and online and the Annual Reports are available online
as well.
In January 2011, 16,000 people “liked” the MSPCA on Facebook. That
number has now increased to more than 24,000.
In November 2011, the MSPCA–Angell was named, along with four
national animal-welfare organizations, a leader in using social media to
advance its mission to protect animals.
In 2011, 2,396 people (more than twice as many as in 2010) follow the
MSPCA on Twitter and frequently retweeted news. (2623 followers as of
July 23, 2012)
42,000 Boston-area readers viewed our Angell print advertisements in
local papers.
SWOT analysis
Strengths
Strong “Brand” recognition
Has increased web presence of the past
few years
Well executed social media strategies
including
Personal stories included increase
donations
Have e-newsletter to keep the most
interested donors up-to-date
Has a large donor base
Views can share information on social
media sites using “share this”
Opportunities
Partner with other shelters to increase
impact on pet population
Mobile platforms (apps and mobile
website)
Weaknesses
Too much to focus on
Multiple goals make it difficult to find
the specific information desired
Limited budget
Threats
Other animal shelters in MA that may cut
into donations from the public
Animal
Rescue
League
of
Boston
(ARL)
ARL of Boston
Mission Statement: Rescuing domesticated
animals and wildlife from suffering, cruelty,
abandonment, and neglect.
Founded in 1899
Services provided:
animal rescue
law enforcement
Shelter
Veterinary care
mobile Spay Waggin’
Limited intake shelter
Web Strategy
Homepage a blog
stories are easy for viewers to share and
repost
Viewers can leave comments directly under
each story
Manage the in print and e-publication Our
Four-Footed Friends
Maintain Facebook, twitter, and blog
Won the Boston Phoenix, Best Local Cause
award for 2012
SWOT analysis
Strengths
Homepage reads like a blog
Engaging website
Strong focus on current happenings
Personal stories are focused
Easy to navigate website
Website and Facebook have parallel
information
Have received funding from grants from the
ASPCA and others
Easy for viewers to share information on social
media sites
Opportunities
Working with other local shelters to achieve the
same goal
Apply for more grants from organizations such
as the ASPCA
Mobile platforms (apps and mobile website)
Weaknesses
Limited budget
Blog style makes finding past
stories more difficult
Threats
Other animal shelters in MA that
may cut into donations from the
public
Worcester
Animal
Rescue
League
(WARL)
WARL
Services Provided:
lost and found
boarding
adoptions
low-cost spay/neuter & vaccinations
end-of-life/euthanasia
educational programs
Founded in 1912
Limited intake shelter (No Kill)
does not believe in time or space limits for adoptable
pets, and uses every resource available to place each
one
Web Strategy
Limited
Maintain a website and a Facebook
Have an in print and downloadable brochure
SWOT analysis
Strengths
Largest shelter in central Massachusetts
Long history in the community
Has a history of dedicated donors
Opportunities
Expand personal stories to increase
relationships to donors.
Use images to give information instead of
just text
Improve homepage to catch attention
Integrate shortcuts allowing users to find
information more easily
Mobile platforms (apps and mobile website)
Weaknesses
Limited budget
Website home page is too word heavy
Font used on website is spaced to narrowly
and thus is hard to read
Images on home page do not tell a story of
their own, just cure animals
Website not engaging
Not short cuts or table of contents to
determine what information is on each page
No links to social media websites
Threats
Other animal shelters in MA that may cut
into donations from the public
Larger shelters may have more funding
update media
Comparison Table
MSPCA
ARL
WARL
Facebook
(not linked to website)
Twitter
Online Videos
(on about explaining how
the shelter works)
Blog
(to describe different parts
(homepage is a blog)
of shelter life and medical
care provided)
E-Newsletter
Contact Us
(there is a link but the only
information it provides is how
to get to the shelter and hours.
A phone number is listed at
the bottom of the website)
Search Option
Online donation
option
Mobile Support
Recommendations for the
MSPCA
Provide an area to sign up online
for e-news
Exchange “share use” with
separate links for different
popular social media sites
Make blog an actual blog
Mobile support (website platform
and apps)
Recommendation for the ARL
Provide an area to sign up online for e-news
Mobile support (website platform and apps)
Provide links in sidebars to jump to specific blog stories
Recommendation for the
WARL
New font
More images and stories on the
website
Add a Facebook Link
Update all publications including
the brochure
Search box
Online donations
Contact information
Mobile support (website platform
and apps)
Questions?
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