Homeward Bound Pets_Situation Analysis and Campaign Plan.docx

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Samantha SiglerMSCM 485: Senior CapstoneHomeward Bound Pets Social-Media PlanPHASE ONE: SITUATION ANALYSIS & CAMPAIGN PLAN

Situation analysisMission and goalsHomeward Bound Pets is a non-profit animal shelter in McMinnville, Ore., with the mission of providing shelter and care to homeless cats and dogs in the local community. The animal shelter provides adoption services, spay and neuter clinics as well as community education. Homeward Bound Pets was founded in 1975 by Julie Julson and relies exclusively on donations, fundraisers and adoption fees to operate. Julson started the organization by simply placing an ad in the local newspaper offering to take dogs that were no longer wanted rather than sending them to be euthanized. This anecdote is representative of the organization as whole, which asserts within its mission statement that each animal has unique qualities that someone is looking for in a companion and that time increases the chances of them finding each other (Homeward Bound Pets, 2015b). Homeward Bound Pets was the first animal welfare organization in Yamhill County and was the first in Oregon to accept both cats and dogs. This organization was also the first no-kill shelter in Oregon, as it does not euthanize healthy or sick animals if they can be treated, rehabilitated and adopted. The organization is not allowed to accept stray or abandoned dogs, as these dogs may be harder for the organization to find forever homes. Homeward Bound Pets accepts surrendered animals, which are animals given to the shelter if owners are moving, downsizing or can no longer keep their pet. However, because the county dog control office does not accept stray or abandoned cats, Homeward Bound Pets has an ongoing list of cats in need of homes. Although there is currently an overpopulation of cats in Yamhill County, this organization is not allowed to accept feral cats. There are surrender fees owners must pay when giving their animal to Homeward Bound Pets to help the organization with animal-care costs. While the main goal of the organization is to help animals get adopted and find their forever homes, the second most important goal of this organization is to help spay and neuter cats and dogs. All animals that go through the shelter are spayed or neutered, and the organization also holds community spay and neuter clinics for cats living with low-income families or caretakers with the help of volunteers. The organization also receives grants from the Petco Foundation, several Yamhill County cities, Yamhill County and private donors to help fund these community clinics (Homeward Bound Pets, 2015c). Although the usual fee to spay or neuter cats is $30, Homeward Bound Pets has a no cat turned away policy and will provide other options for owners who need assistance. The organization spays and neuters approximately 25 to 40 cats a month, including pets, strays and ferals (Homeward Bound Pets, 2015c). In addition to caring for animals, Homeward Bound Pets also has the goal of generating revenue through its thrift shop located in McMinnville, Ore. All of the revenue from the thrift shop is used to care for animals at the shelter. Items within the thrift shop range from books, clothes, art and jewelry to home dcor, furniture and pet supplies (Homeward Bound Pets, 2015d). The thrift shop accepts donations of re-sellable items, as well as recyclable cans, bottles and ink cartridges. Lastly, the organization has the goal of receiving donations and volunteer aid to help keep the organization running. Individual donations can be made directly to Homeward Bound Pets or by sponsoring a specific animal. Because the housing, food and medical care for one animal for 10 weeks can cost approximately $575, Homeward Bound Pets relies heavily on donations and grants to function (Homeward Bound Pets, 2015a). Donors are also able to donate supplies to the organization, ranging from animal food and bedding to baby wipes and cleaning supplies. Volunteers are needed to help the organization continue to function at both the thrift shop and shelter, as the organization has a limited amount of money to fund paid positions. Volunteers also are needed to clean and socialize with animals, as well as to work in the office and help with fundraising events. External Environment:There are approximately 13,600 animal shelters within the United States, which accept an average of 7.6 million animals each year (American Society for the Prevention of Cruelty to Animals, 2015). Of those animals, approximately 2.7 million are euthanized each year. The number of stray dogs and cats is increasing as the number of animals surpasses the number of homes willing and able to adopt, and although the exact number cannot be determined, there are estimated to be up to 70 million stray animals in the United States (American Society for the Prevention of Cruelty to Animals, 2015). Only 10 percent of animals placed in animal shelters are spayed or neutered, increasing the likelihood of animals reproducing. These statistics impact Homeward Bound Pets, as it is a no-kill animal shelter that aims to spay and neuter all animals. More stray animals, especially those not spayed or neutered, increase the work and funding necessary to maintain the animal shelter. Additionally, the federal Animal Welfare Act governs transportation, sale and handling of certain animals to ensure they are handled with care (Animal Humane Society, 2015). The Animal and Plant Health Inspection Service enforces this law, and it is the only federal law regulating the treatment of animals. This law affects Homeward Bound Pets, as the organization must be careful when handling, selling and interacting with animals to ensure they are following the Animal Welfare Act. There are currently 35 no-kill animal shelters within the state of Oregon (No Kill Network, 2015), with 14 of these shelters in Washington County (Washington County Oregon, 2015). Having other no-kill shelters in Oregon also is a significant external factor for this organization, as Homeward Bound Pets could connect with other no-kill shelters to network and collaborate when hosting and adopting out animals. Organization AnalysisHomeward Bound Pets is located in a community with only two other animal shelters. The Pet Stop Inn, located in McMinnville, Ore., is the closest animal shelter to Homeward Bound Pets. Although it is most well-known for its boarding, grooming and animal daycare, the Yamhill County commissioners recently approved a notice of intent to award an $84,000 contract to the shop to keep stray dogs that would otherwise be placed in the county dog control facility (Montesano, 2015). Pet Stop Inn was the only organization bidding for the contract, and it will offer an additional 10 beds for stray dogs. Privatize an otherwise government function positions the organization as helpful and beneficial to the Yamhill County, as it is saving the county money while providing aid to stray dogs. The Pet Stop Inn first opened in 2007 and is owned and operated by Randy Freeman and his family (Pet Stop Inn, 2015). The organization is Yamhill Countys largest boarding, grooming, doggy daycare and training facility. (Pet Stop Inn, 2015). The climate-controlled building has 25 outside exercise runs and assures pet owners that animals can exercise outside for 5 and a half hours per day at its maximum capacity (Pet Stop Inn, 2015). The Newberg Animal Shelter, located in Newberg, Ore., is the second animal shelter near Homeward Bound Pets. It was once a small, one-room building operated by the Newberg-Dundee Animal Control Department, and it is now a private shelter run by the Newberg Animal Shelter Friends organization. However, while the exterior of the shelter was built several years ago, there was not enough funding to complete the interior of the animal shelter. It is currently in the midst of a transition to becoming an all-volunteer organization. The organizations mission at the moment is to raise funds to build a new city animal shelter in Newberg, Oregon (Newberg Animal Shelter Friends, 2015). The shelter is still operating, and once its building is complete, it will run similarly to a larger humane society. In 2014 the City of Newberg cut its Animal Control program, giving even more control to the Newberg Animal Shelter (American Pet Products Manufacturers Association, 2015). The shelter accepts stray dogs from the Newberg-Dundee area; however, the shelter does not accept stray or feral cats. The Newberg Animal Shelter lists Homeward Bound Pets on its website as an option for the public to call if they find stray or feral cats, which is helpful for Homeward Bound Pets business; however, this also adds to the organizations caseload and expenses. Yamhill County also cut its animal control facility in 2014, and instead contracts dog housing out to private kennels (Iler, 2014). Yamhill County Dog Control does not accept feral cats, and its price to spay and neuter dogs ranges from $20 to $55, which differs from Homeward Bound Pets standard $30 to spay or neuter cats and dogs. Having no other animal rescue programs in Yamhill County for feral cats is also beneficial for Homeward Bound Pets, as they are the primary option for the public to turn to when adopting or turning in rescued and surrendered cats. However, this is also a burden, as the organization must address all of the countys growing animal rescue needs. Homeward Bound Pets is the only animal shelter in Yamhill County that offers to spay and neuter pets. However, the Cat Adoption Team, an organization located nearby in Sherwood, Ore., also offers to spay and neuter cats for an inexpensive price. Oregon residents are able to pay either $35 to neuter or $50 to spay their animals at CAT, which is similar to Homeward Bound Pets price of $30. However, Homeward Bound Pets follows a no cat turned away policy, and is able to leverage this policy to position the