Every animal counts, and the sooner we get started, the more animals we can save!
What a celebration! I’m talking about the Yavapai HumaneSociety’s annual Reigning Cats & Dogs Gala this past Saturday. This year we celebrated YHS’s 41st anniversary and the role the organization has played in transforming Yavapai County into the safest, pet-friendliest community in the nation!
As we celebrated the many successes of the past four decades, a big question concerning YHS’ future was put before the over 350 Gala celebrants. That question was this: Is no-kill here to stay? Was the success of the past three years an anomaly or a beachhead?
The resounding response of the gala guests was “Yes, no-kill is here to stay” – and their commitment to the “no-kill” ethic was demonstrated by a record yield in donations dedicated to funding the Yavapai Humane Society’s many life-saving programs.
At this year’s event, YHS Board President Gloria Hershman presented the prestigious Yavapai Humane Society Founder’s Awards to former board members John Tarro, Kathy Coleman and Max Fogleman. This dynamic trio helped guide YHS through some of its most difficult years while laying the foundation for YHS’s most recent successes.
One of the livelier auction items was for naming rights for the new YHS Cat Care Center. The opening bid was $10,000 and, after a fun and exciting bidding war with Hooligan’s proprietors Pat and Nancy O’Brien, Don and Shirl Pence emerged the winners with a $32,000 bid.
In addition to winning the naming rights for the new Pence Cat Care Center, Don and Shirl served their traditional role as this year’s Founders of the Feast by underwriting another year’s gala. Without their generous support, and the support of so many others, YHS could never accomplish all that it does.
The Pences were recognized along with Lou Silverstein and Peggy Stidworthy in the first-ever Founder’s Award Presentation at last year’s gala. The vision, leadership and generosity of all our founders laid a sure foundation for YHS and we are profoundly grateful to them all.
Would you like to help make sure “no-kill” is here to stay? Please consider joining these visionaries in their support of the “no-kill ethic” through the YHS PAWS program. Together we can continue to make our community the safest in the nation for pets.
You can do this by donating just $10 a month to ending the killing of adoptable pets. What a difference that would make! With that kind of steady support, YHS could reliably continue to save animals’ lives, fight cruelty, and rescue and protect lost, homeless, sick, abused and neglected animals in our community.
And it’s easy to participate in the YHS PAWS (Planned Automatic Withdrawal Service) program. You’ll be joining a growing number of people who are making our entire community a true humane society. By joining PAWS you simply choose the amount that feels comfortable to you; and you can change or cancel your participation any time.
A monthly contribution of just $10 (or more) helps feed hungry homeless animals, provide life-saving medicine to ailing animals, and vaccinate and spay/neuter needy pets to help reduce pet disease and overpopulation. Where else can so little do so much?
This is the eighth posting in a series of messages responding to the recommendations of a so-called “No-Kill Equation”. The “No-Kill Equation” is comprised of ten commonsense, long-standing practices embraced and implemented by LA Animal Services with remarkable results.
This analysis compares the “No-Kill Equation” to LA’s programs and practices. Today’s message focuses on the eighth recommendation of the “No-Kill Equation,” which is Public Relations/Community Involvement.
The Ten “No-Kill Equation” Recommendations are:
1. Feral Cat TNR Program
2. High Volume/Low-Cost Spay/Neuter
3. Rescue Groups
4. Foster Care
5. Comprehensive Adoption Program
6. Pet Retention
7. Medical and Behavioral Rehabilitation
8. Public Relations/Community Involvement
10. A Compassionate Director
The “No-Kill Equation” is in this font.
The analysis is in this black italic font.
VIII. Public Relations/Community Involvement
Rebuilding a relationship with the community starts with redefining oneself as a “pet rescue” agency. The community must see improvement at the shelter, and improvements in the area of lifesaving. Public contact with the agency must include good customer service, more adoptions, and tangible commitments to give the shelter the tools it needs to do the job humanely. Public contact, however, is not necessarily a face-to-face encounter. The public has contact with an agency by reading about it in the newspaper, seeing volunteers adopting animals at a local shopping mall, or hearing the Executive Director promoting spay/neuter on the radio. It means public relations and community education.
The importance of good public relations cannot be overstated. Good, consistent public relations are the key to getting more money, more volunteers, more adoptions, and more community goodwill. Indeed, if lifesaving is considered the destination, public relations are the vehicle which will get a shelter there. Without it, the shelter will always be struggling with animals, finances, and community recognition.
Increasing adoptions, maximizing donations, recruiting volunteers and partnering with community agencies comes down to one thing: increasing the shelter’s exposure. And that means consistent marketing and public relations. Public relations and marketing are the foundation of all a shelter’s activities and their success. To do all these things well, the shelter must be in the public eye.
Indeed, a survey of more than 200 animal control agencies, conducted by a graduate student at the University of Pennsylvania College of Veterinary Medicine, found that “community engagement” was one of the key factors in those agencies who have managed to reduce killing and increase lifesaving. One agency noted that “public buy-in is crucial for long-term improvements” placing primary importance on “the need to view community outreach and public engagement as integral to the agency’s overall purpose and programs rather than simply as an add-on accomplished with a few public service announcements…”
Ed Analysis: LA Animal Services has aggressively pursued opportunities to publicize and promote its animals, services and activities. In October 2007, the Department received authorization to establish a new, full-time public relations staff position to formalize this effort and enhance its ability to promote its animals and activities. Additionally, the Department has utilized outside public relations professionals to good effect to market special events and adoptable animals over the past two years. The citizen Animal Services Commission provides a unique forum for public dialogue with the Department regarding policies and operations that are integral to the welfare of the animals, and provides opportunities for rescuers, volunteers and the general public to regularly communicate with the Commission and Department at its bimonthly meetings.
LA Animal Services’ animals are regularly seen on local television newscasts. Department staff routinely discuss spay/neuter, pet adoption, animal cruelty prevention and other important topics on local television and radio and in local newspapers, as well as meet with neighborhood councils, associations and other organizations to discuss these issues. The pending re-establishment of an in-house public relations staff for the first time since 2005 is intended to enhance the Department’s ability to communicate with both the media and the public.
LA Animal Services is receiving a lot of positive feedback to the “No-Kill Equation” series from people around the City and the country who were not aware of the effective programs and remarkable progress LA is making in transforming itself into the nation’s most humane city.
This feedback points to a significant departmental need, the expert staff to help effectively tell our compelling story. LA Animal Services is one of the largest and most effective animal rescue organizations in the nation, rescuing between 100 and 200 lost and homeless animals everyday. Many of these animals are rescued from abusive or neglectful situations and are either sick or injured. As a department we are so focused on helping the hundreds of animals in our care at any given moment that we have not always been as successful in sharing these remarkable life saving stories with the community.
That will all change in several ways in 2008, some of which I am not at liberty to share right now, but there is one change I can share. LA Animal Services is now actively recruiting to fill a Public Relations Specialist position. The Department has been unable to fill a public relations position since 2005 and we are eager to fill it for all the reasons stated above.
The City of Los Angeles launched their animal department nearly a century ago as a humane program. LA Animal Services is the true successor to that humane vision, with our emphasis on re-uniting lost pets with owners, helping people adopt new family pets, enforcing laws that keep animals and people safe, and educating the public about responsible pet ownership and co-existing with wildlife.
In the autumn of 2005 I did what few department directors voluntarily do. I asked for a top to bottom City audit to be conducted on my former agency, Animal Care & Control of New York City.
I hoped the audit would point out to New York City leaders the need for more resources to be invested in the operation. The City had conducted a scathing audit in 2002 that led to my being recruited to NYC to help turn the situation around. After two years and a 130% increase in adoptions, formation of over 150 New Hope partnerships, and a 30% decline in the euthanasia rate, I felt it was time to assess our progress with a full understanding of our shortcomings.
We still needed help, and we simply were not getting it from New York City.
Consider NYC Animal Care & Control has a $7.2 million budget to serve 8.2 million people. NYC has three animal shelters that the City had to condemn and take away from the ASPCA to give to a newly formed under budgeted and understaffed animal control program. NYC AC&C staff wages are 40% below the national average and the City does little to nothing to address this issue each year. Both NYC and LA handle roughly the same number of animals each year.
NYC’s three shelters serve 8.2 million residents. Queens, the fifth largest city in the United States has no shelter at all, neither does the Bronx. Staff are forced to transport animals over vast areas to the three full service, albeit, dilapidated shelters.
Compare this to LA with a $20.2 million budget serving 3.9 million residents with eight new state of the art animal care centers soon to be opened throughout the City. These facilities will rival the finest humane animal shelters anywhere in the country. While NYC’s Animal Care & Control’s budget never comes up in the NYC budget process, we were able to increase LA’s Animal Services budget by 11.6% this coming budget year, with an additional $3.3 million for one time tenant improvement monies, not to even mention the $150 million bond funding for constructing the new facilities and their campuses.
Clearly LA leaders and residents understand the importance of animal welfare in a community.
I requested the audit before I left New York City to highlight the lack of animal compassion in that community and to focus on three significant needs: 1) the need for more and better facilities, 2) the need for more and better trained and paid staff, and 3) the need for an adequate budget to fund humane, non-lethal programs. This audit does all of that and just in time for the current contract negotiations when this information is most needed.
This audit is now available and I believe it did exactly what I’d hoped it would do: It showed we were making progress despite the dearth of funding and support, but that there was much remaining to be done. You can read about the audit in the New York Daily News coverage via the link below, and view the audit itself via the other link.
Three important programs were inexplicably terminated shortly after my departure from NYC, the results of which are reflected in the audit. One was the termination of our PR program which helped keep the needs of the agency in the public eye every day. The second was a nationally recognized Shelter Dog Training Program that trained one hundred volunteers at a time to train shelter dogs making them more adoptable. The third was the elimination of the development department whose mission was to help offset the City’s inability to pay for these programs by conducting its own fund raising, a program recommended by the City Comptroller in the 2002 audit.
It is my hope this recent audit will be used by the current administration as it was intended, to make a compelling argument for more resources to save lives!
Soon after my arrival in LA, I met with LA Comptroller Laura Chick to discuss a similar audit of LAAS. We are working out the details and timing for that process. Audits, when used properly, are merely a compass. They tell you how far you’ve come, where you are, and how far you yet have to go. I’m hoping we can begin this process in LA Animal Services soon.