After my last post about the power of positive messages, I got an email from Melissa McDaniel of the The Photo Book Projects. She shared a great link to an article from the Chronicle of Philanthropy called "Shift Away from Negative Ads Increases Giving to Animal Shelter."
The article explains how the Austin Humane Society changed their marketing approach from sad photos and depressing stories about animal abuse to positive images that showcase the human/animal bond. The results were impressive: they increased adoptions, volunteer hours, and donations. In fact their 2010 year-end appeal earned double what it did in 2009 and their volunteer hours more than doubled.
On a more personal note, my 15.25-year-old golden retriever is telling me that she's ready to go to the Bridge, so I've called the vet for one last appointment. Some of you may already know her story, but in January 1997 when she was about 8-weeks old Tika was found with her feet frozen into the ice in downtown Sandpoint, Idaho by an elderly couple who took her in.
Tika probably was dumped from a golden retriever puppy mill that had been raided the day before. The elderly couple couldn't care for her because Tika was a total nutball spaz (think Marley of Marley and Me fame, but worse). I adopted her from the local shelter when she was 5 months old. I had told the shelter manager that I wanted a golden retriever and I still remember her calling me and saying, "Your golden retriever is here!"
Little did I know what I was getting into. During Tika's veterinary exam, the vet told me that because of her troubled puppyhood she probably would have have crippling arthritis by age 7. Apparently, Tika had other ideas about that, but to say Tika has had behavioral "issues" would be an understatement.
We've been through a LOT together and she's a major reason I started writing about pet care, animal behavior, rescue, and training. She's also part of the reason I'm so passionate about stopping puppy mills.
It's hard to express how sad I am to say goodbye to Tika, particularly since my other old dog Leto had to be put to sleep earlier this week. Let's just say it's been a rough January so far :-(
Tika and Leto
But you know what IS a great source of comfort? Looking at success stories from rescue groups like this page from the Inland Empire Golden Retriever Rescue: http://www.iegrr.org/stories.htm
Looking at happy goldens being helped makes me feel a little better. Telling your "happy endings" stories isn't just about promoting you or making your volunteers feel good. It's about promoting adoption in general. You never know who will read your happy tales and how it will affect them. When people feel better about choosing the adoption option, we all win.