We conducted local and national surveys and interviewed shelter and rescue directors across the country to gather data on the greatest challenges in the rescue system.  

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The results documented many challenges in the system - most, complex and out of shelters' direct short-term control (e.g., community commitment to spay and neuter, while vastly important, takes years of education, with uncertain results depending on local culture).   But our research also documented a clear and much more direct daily factor: lack of outreach.  Shelters don't have the money, time, or people to effectively market their precious inventory.   So when intake is high and shelters are full - there simply aren't enough adopters.

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One shelter director said to us, when asked her biggest problem:  "no one knows they're here."  

 

There is a huge lost opportunity, because our surveys showed that there are high - surprisingly high - levels of interest adoption. 70% of those surveyed were interested in a future adoption. And - there is great compassion, care, and support for true rescue - and, for those that support it.  65% respondents said they would likely intervene if they were aware of a dog whose life was at imminent risk.  ​​70% said they would be more likely to support businesses and brands that are active in supporting rescue - with their purchasing decisions. 

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So our research validated a clear mission:  find ways to get the word out.  The challenge is to do so without spending the huge resources that standard marketing metrics suggest are needed (hundreds of thousands per year for a midsize urban shelter). 

 

Our core idea is partnerships:  with individuals, institutions, brands, local businesses, influencers - everyone who can spread the message.  We supply the tools and tactics.  If everyone then leans in, the result will be transformative.  ​​​​

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