Abstract

There are tens of thousands of community animal shelters nationwide, which are independently run facilities. In those facilities, there are millions of healthy, lovable shelter animals who are not adopted each year, with approximately 30% of household pets in the United States coming from shelters/rescues. Why aren’t the other 70% of pet households turning to pet adoption for their animals? What can be done to help persuade them to rescue an animal from a shelter/rescue?

Research and surveys were conducted to see what potential pet adopters wanted/needed to make the adoption process easy to use and beneficial, along with being efficient. With the analysis of various shelter forms, it was clear that the application process varied sigificantly from shelter to shelter, which led the potential pet adopters to conduct a time-consuming investigation into each individual shelter/rescues policies and procedures — often creating an overwhelming and frustrating experience. The main complaint was the lack of consistency from site to site, and even within each site. Too many shelters have inconsistent, outdated websites which tend to make the adoption process daunting, overwhelming and confusing. Adopters want an easy-to-use system where they can keep track of their potential pets, along with a  place to go for information. Many stated they felt after the adoption process, they were left on their own with no guidance or resources.

The Pet Project wishes to create a effective system for pet adopters to allow them to find their ideal pet; while at the same time relieving local shelters/rescues of the burden of maintaining a website, and ultimately providing them with a useful tool — allowing them to focus on the health and well-being of the animals.

Through the creation of a streamlined database, a simplified web presence and a complete branding campaign, users’ frustrations with the adoption/searching process will be eased and shelters/rescues will be able to worry less about the digital marketing component of their business. By developing an aggregated database, a cohesive digital presence and crafting a fun, playful brand identity, all of which will aid in communicating mass amounts of varied information, as well as help to counter the negative social stigma that shelter animals have received. In addition, by establishing a positive and playful brand campaign — pet adoption can be perceived with a much more positive outlook and help break into the additional 70% of pet-owning households in the United States who do not currently get their pets from a shelter/rescue.

Keywords: pet shelters, animals, pets, adopters, adoptees, abuse, stigma