Let the DAWS in
In 2015, Danbury Animal Welfare Society (DAWS) in Connecticut joined our shelter/rescue partner program. The organization was looking for a way to say “thank you” to veterans in its community. And it was eager for another channel to promote the most overlooked dogs and cats in its care.
Pets for Patriots is shining a light on Danbury Animal Welfare Society for making good use of the free tools that we provide to all of our shelter/rescue partners.
Bring it home
The folks at DAWS know that their homepage is their most valuable online real estate. Their rotator includes an eye-catching, full-bleed image, a brief description, and a call-to-action that invites people to learn more.
All of this is ‘above the fold’ – in the top section of the homepage before any user would have to scroll down to see it.
Part of a good online experience is giving people more than one path to the same information. Not everyone navigates in the same way. Danbury Animal Welfare Society features its partnership with us in multiple locations for users to find.
One area is the shelter’s main adoption page, where our partnership is identified among other key links.
Clicking the link leads to a page dedicated entirely to our partnership. That page includes a link back to Pets for Patriots for more detailed information.
The page has a good balance of copy and graphics, including some provided in our members-only shelter welcome kit. This is the same page that users are directed to from the homepage call-to-action.
I am eligible!
Most would-be adopters browse dog and cat candidates online before they even set foot in a shelter.
Danbury Animal Welfare Society uses our free digital Kennel Tags to identify Pets for Patriots-eligible dogs and cats in their care. This creates additional visibility for these animals. It makes it easier for veterans to know which pets qualify for the benefits of our program as well.
The Kennel Tags have another purpose, too. They make the less visited dogs and cats more visible to any potential adopter. In the end the goal is to move animals from shelter to loving homes. If one of our Kennel Tags helps a dog or cat get a second look – and a second chance – all the better.
Why hello, Dolly!
Our program is not magic. No one marketing strategy, no one tactic will save a shelter animal. But taken together we developed an approach that works.
Just ask Brad and Dolly.
The Marine Corps veteran and his family met this fetching hound through our partnership with Danbury Animal Welfare Society. Brad had recently lost two beloved dogs to old age and was not sure he was ready for another pet. But the veteran met Dolly after a charity race benefiting the shelter and was smitten.
While Brad did not adopt the mature pooch right away, the staff told him about their partnership with us and it inspired the Marine to apply.
Six year-old Dolly wasted no time claiming “her spot on the couch” and blending in to her new family. She knew that she was finally home.
Our thanks to Danbury Animal Welfare Society and all of our shelter/rescue partners around the country for making our adoption stories possible. We could not do our work without them, and are grateful for their dedication to animals in need.