Dialogue Blog

Cause Marketing Through Animal Shelters

Posted by Glen Greissinger on Jan 27, 2015 8:04:00 PM

Couple_wPUP_Masthead-smallCause marketing is based on the idea that people enjoy doing things that are good for society and their community. To put it simply, people feel good when they can help others. And when pets can be helped as part of the mix, the positive halo created by cause marketing grows exponentially.

An example of a very good cause is the work done by the dedicated people at animal shelters and pet adoption organizations nationwide. These volunteers work hard to fight the problem of pet overpopulation and to put more cats and dogs into permanent loving homes.

Unfortunately the Humane Society of the United States estimates that as many as 2.7 million healthy and adoptable companion animals are euthanized every year.  But with wider availability of spay and neutering programs, along with greater awareness of the plight of homeless animals generated by the internet and social media, the rates of euthanasia will hopefully decrease over time.

The general public and pet owners in particular feel very positive about pet adoption. In a recent survey, 87% of people believe that adoption organizations are a good place to find a pet, and a similar number would enthusiastically recommend pet adoption to other people. Of particular interest to pet retailers and marketers of pet care products, is the fact that 72% of pet parents report that they “prefer to buy pet care products from companies that support pet adoption”. For more information about pet owner attitudes regarding animal shelters and adoption, click here to see a summary chart.

These attitudes illustrate the positive halo that surrounds pet adoption and animal shelters. Significant cause-related marketing benefits can be derived for the companies in the pet industry that help contribute to reducing the problem of homeless pets, by aligning themselves with pet adoption organizations. An additional benefit from this type of association is the fact that pet adoption organizations also have a degree of influence with the new pet parents who adopt from their organization. In a sense, they serve as opinion leaders for new pet owners, helping to shape their buying patterns as the new pet ownership experience begins. Thus it’s beneficial to have animal shelter staff “on your side”.

If your company relies on pet owners either directly or indirectly, and if you could benefit by specifically reaching new pet owners, you will achieve marketing benefit on many levels when lending support to animal shelters and pet adoption organizations. New pet adopters will be in the process of stocking up on pet care supplies and establishing pet-related brand preferences & buying habits that will likely last for years to come. So take advantage of the opportunity to do good for homeless pets while also doing good for your bottom line.

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