Comparison of Three Massachusetts Animal

SheltersMadalyn Black

AgendaIntroduction to shelters

Overview of three different Massachusetts animal sheltersMassachusetts Society for the Prevention of Cruelty to

Animals (MSPCA)Animal Rescue League of Boston (ARL)Worcester Animal Rescue League (WARL)

Recommendations for each organization

Animal Shelters and Public Health

Care for animals is based on population health principles

Pet overpopulation Spay and Neuter Remove dangerous animals

Low cost veterinary care Zoonotic diseases

Low cost vaccinations RABIES

Massachusetts Society for

the Prevention

of Cruelty to Animals (MSPCA)

MSPCA Mission Statement: The Mission of the Massachusetts

Society for the Prevention of Cruelty to Animals (MSPCA)–Angell Animal Medical Center is to protect animals, relieve their suffering, advance their health and welfare, prevent cruelty and work for a just and compassionate society. ©2006 MSPCA-Angell

The MSPCA was founded in 1868

"MSPCA-Angell" was adopted as the society's identity in 2003. The name was formed with the combination of the Massachusetts Society for the Prevention of Cruelty to Animals and Angell Memorial Animal Hospital.

Target Audience: Low-income individuals who need medical services for animals – and – those who want to adopt and support homeless animals (same in all shelters)

Open admission shelter

The MSPCA is part of the Spay and Neuter Assistance Program (SNAP).

Web Strategy Extensive

Well managed webpage, Facebook accounts, twitter, YouTube page, e-newsletters, and online publications

In 2011: > 86,000 of our online registrants received the MSPCA e-newsletters.

These cost-effective communications keep supporters informed about MSPCA–Angell news and donor opportunities.

>39,000 of our supporters received our informative and attractive Companion in print and online and the Annual Reports are available online as well.

In January 2011, 16,000 people “liked” the MSPCA on Facebook. That number has now increased to more than 24,000.

In November 2011, the MSPCA–Angell was named, along with four national animal-welfare organizations, a leader in using social media to advance its mission to protect animals.

In 2011, 2,396 people (more than twice as many as in 2010) follow the MSPCA on Twitter and frequently retweeted news. (2623 followers as of July 23, 2012)

42,000 Boston-area readers viewed our Angell print advertisements in local papers.

SWOT analysisStrengths Strong “Brand” recognition Has increased web presence of the past

few years Well executed social media strategies

including Personal stories included increase

donations Have e-newsletter to keep the most

interested donors up-to-date Has a large donor base Views can share information on social

media sites using “share this”

Weaknesses Too much to focus on Multiple goals make it difficult to find

the specific information desired Limited budget

Opportunities Partner with other shelters to increase

impact on pet population Mobile platforms (apps and mobile

website)

Threats Other animal shelters in MA that may cut

into donations from the public

Animal Rescu

e League of

Boston (ARL)

ARL of BostonMission Statement: Rescuing

domesticated animals and wildlife from suffering, cruelty, abandonment, and neglect.

Founded in 1899

Services provided:animal rescue law enforcementShelterVeterinary caremobile Spay Waggin’

Limited intake shelter

Web StrategyHomepage a blog

stories are easy for viewers to share and repost

Viewers can leave comments directly under each story

Manage the in print and e-publication Our Four-Footed Friends

Maintain Facebook, twitter, and blog

Won the Boston Phoenix, Best Local Cause award for 2012

SWOT analysisStrengths Homepage reads like a blog Engaging website Strong focus on current happenings Personal stories are focused Easy to navigate website Website and Facebook have parallel

information Have received funding from grants from the

ASPCA and others Easy for viewers to share information on social

media sites

Weaknesses Limited budget Blog style makes finding past

stories more difficult

Opportunities Working with other local shelters to achieve the

same goal Apply for more grants from organizations such

as the ASPCA Mobile platforms (apps and mobile website)

Threats Other animal shelters in MA that

may cut into donations from the public

Worcester

Animal Rescue League (WARL)

WARLServices Provided:

lost and foundboardingadoptions low-cost spay/neuter & vaccinationsend-of-life/euthanasiaeducational programs

Founded in 1912

Limited intake shelter (No Kill)does not believe in time or space limits for

adoptable pets, and uses every resource available to place each one

Web StrategyLimited

Maintain a website and a Facebook

Have an in print and downloadable brochure

SWOT analysisStrengths Largest shelter in central Massachusetts Long history in the community Has a history of dedicated donors 

Weaknesses Limited budget Website home page is too word heavy Font used on website is spaced to narrowly

and thus is hard to read Images on home page do not tell a story of

their own, just cure animals Website not engaging Not short cuts or table of contents to

determine what information is on each page No links to social media websites

Opportunities Expand personal stories to increase

relationships to donors. Use images to give information instead of

just text Improve homepage to catch attention Integrate shortcuts allowing users to find

information more easily Mobile platforms (apps and mobile website)

Threats Other animal shelters in MA that may cut

into donations from the public Larger shelters may have more funding

update media

Comparison TableMSPCA ARL WARL

Facebook (not linked to website)

Twitter  

Online Videos (on about explaining how the shelter works)

Blog (to describe different parts of shelter life and medical

care provided)

(homepage is a blog)  

E-Newsletter  

Contact Us (there is a link but the only information it provides is how to get to the shelter and hours.

A phone number is listed at the bottom of the website)

Search Option  

Online donation option

Mobile Support      

Recommendations for the MSPCA

Provide an area to sign up online for e-news

Exchange “share use” with separate links for different popular social media sites

Make blog an actual blog

Mobile support (website platform and apps)

Recommendation for the ARL

Provide an area to sign up online for e-news

Mobile support (website platform and apps)

Provide links in sidebars to jump to specific blog stories

Recommendation for the WARL

New font

More images and stories on the website

Add a Facebook Link

Update all publications including the brochure

Search box

Online donations

Contact information

Mobile support (website platform and apps)

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Questions?