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 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” Weaknesses  Too much to focus on  Multiple goals make it difficult to find the specific information desired  Limited budget Opportunities  Partner with other shelters to increase impact on pet population  Mobile platforms (apps and mobile website) 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 Weaknesses  Limited budget  Blog style makes finding past stories more difficult 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) 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 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 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) Threats  Other animal shelters in MA that may cut into donations from the public  Larger shelters may have more funding update media

Comparison Table MSPCAARL WARL Facebook (not linked to website) Twitter Online Videos (on about explaining how the shelter works) Blog (to describe different parts of shelter life and medical care provided) (homepage is a blog) 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)

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