comparison of three massachusetts animal shelters madalyn black
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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)
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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