With animal shelters at capacity, it’s more important than ever to leverage free and low-cost marketing strategies to make your community aware of your organization and how they can help. They may want to adopt available animals, participate in volunteer programs, and provide much-needed donations to support your operations.
Here are effective marketing strategies you can deploy today to engage your community and reach your animal shelter goals.
Build a Website
The first step in your digital marketing plan should be to create an effective website. You’ll want to ensure that your website is easy to navigate and has clear and concise information. Some things you’ll want to include on your website are hours and location, how to adopt, details for volunteering, a donation page, and an “about page” with your mission, business model, and backstory. You may also want to maintain a page that showcases current animals in your shelter that are ready for adoption.
To further streamline the customer experience, add easy ways for the community to send electronic donations, request a visit with a potential pet, and for volunteers to schedule a time to help.
Implement a Social Media Campaign
Social media is also a great place to raise awareness. You can use platforms like Instagram, Facebook, and TikTok to share cute photos, videos, and stories of animals available for adoption and update your following with the day-to-day operations of your organization. You can also create campaigns to solicit donations. Make sure to include your Google Business Profile in your socials.
Use Influencer Marketing
Expand your network by soliciting local influencers to share your message. Partnering with influencers, especially those passionate about animal welfare, can extend the shelter’s reach. Influencers can share stories, promote events, and encourage their followers to adopt, volunteer, or donate. This strategy leverages the trust and connection influencers have with their audience.
Encourage User-Generated Content
Encouraging adopters to share their stories and photos of their adopted pets on social media can create a ripple effect. User-generated content adds authenticity and personal touch, showing real-life examples of the shelter’s impact. Creating a unique hashtag for these stories can help gather them in one place, increasing engagement and visibility.
Create a Google Business Profile
Aside from popular social networking apps, as a business, you will also want to ensure you have a Google Business Profile set up. It is a powerful tool for local visibility. By creating and maintaining an up-to-date profile, animal shelters can appear in local search results and Google Maps, making it easier for potential adopters, volunteers, and donors to find your shelter.
Include essential information such as the address, contact details, hours of operation, and a link to the website. Encouraging satisfied adopters and volunteers to leave positive reviews can also enhance the shelter’s credibility and attract more visitors.
Email Marketing Is a Powerful Tool
Email marketing is one of the most powerful ways to keep your audience engaged and to drive action. You can keep your subscribers engaged by sharing monthly or weekly newsletters that highlight what’s going on in the business, sending cute photos, or sharing heartwarming adoption stories. Occasionally, you can run a campaign asking your audience to adopt, volunteer, or donate.
You can build a subscriber list by adding an email subscription option to your website and soliciting emails from visitors, volunteers, and people who express interest during community events.
Use SEO to Drive More Traffic to Your Website
Effective search engine optimization (SEO) can drive more traffic to the shelter’s website. Use keywords related to animal adoption, pet care, and rescue stories to rank higher in search engine results. You’ll also want to look for opportunities to gain valuable backlinks, like having a local news story link back to your website to build better domain authority and boost your SEO efforts.
Add a Blog to Your Website
Add a blog to your website to create informational, engaging, and motivating content. You can include educational articles on training, adopting a rescue, preparing for a new pet, animal health, choosing the right vet, and more. In addition, you can share fun and engaging articles, like the backstory of some of your shelter pets, a moving adoption, or a day in the life of an animal shelter vet.
Organize Community Events
Community events are an excellent way to increase visibility and engage directly with the public. Consider hosting adoption fairs, fundraising events, or educational workshops. Participating in local markets or fairs with pet adoption booths can also attract potential adopters.
You can think outside of the kennel for your events, too! Like hosting a donation-based adopt-a-dog yoga class, organizing a mini puppy-bowl, or setting up play sessions for people to interact with the dogs. These events provide opportunities for the community to interact with the animals and learn more about the shelter’s mission.
Build Partnerships with Local Businesses
Collaborations with local businesses can amplify the shelter’s message. They can host adoption events, display donation boxes, or sponsor marketing materials. In return, the shelter can promote these businesses as community supporters. This mutual support can significantly enhance the shelter’s visibility and credibility.
Explore Professional Equipment for Animal Shelters
At Direct Animal, we understand the unique needs of animal shelters. Our professional equipment, including durable dog room dividers and high-quality indoor dog kennels, is designed to create a safe and comfortable environment for the animals in your care. Explore our range of products to enhance your shelter’s facilities and improve the well-being of your furry friends. Visit Direct Animal today to learn more!
