Breaking Down a Super Adoption Event

Learn how to plan, promote, and execute a Super Adoption Event that will find homes for hundreds of animals at a time, pull the rescue community together, generate media, increase public awareness of the cause, engage volunteers, and attract sponsors.

Presented by Best Friends Animal Sanctuary:

- Julie Castle, Director of Programs and Services
- Francis Battista, Founding Board Member

Top Tips from This Webinar (and even more tips!): 
 

Return on Investment—Not the Animal

Don't be afraid of "Drive-by Adoptions." In fact, encourage them. Remember, you're creating a festival atmosphere and bringing the animals to the people to expand the market for shelter animals. Most of these adoptions work out. Return rates from super adoptions are very low.

Super Adoptions Are Like Chinatown

Learn how to plan, promote, and execute a Super Adoption Event that will find homes for hundreds of animals at a time, pull the rescue community together, generate media, increase public awareness of the cause, engage volunteers, and attract sponsors.

If you have two Chinese restaurants in one area, it's competition. But if you have a whole bunch of Chinese restaurants, it becomes Chinatown—a major visitor attraction. The increased traffic to your event benefits all the shelters/rescues involved.

Agree to Disagree

Of course it's less confusing for the public if all the agencies agree to uniform fees, adoption policies and paperwork for the day; however, if that seems to be a stumbling block, letting each group charge its own fees and use its own procedures works very well, too. Just be sure to make clear your basic ground rules for animals brought to the event—Spay & Neuter, vaccinations, crates and leashes, etc.

What, Pay For It Ourselves?

Super Adoption events are expensive. Try to cover most costs on someone else's dime through sponsorships, in-kind donations and vendor fees (which work better than asking for a percentage of sales). For example, car dealerships make great sponsors?you can make your event part car showroom and part adoption event.

Know Your Place

Location is key. Try to find a pleasant place, such as a park or race track, that is well known in the community, has plenty of space and parking and is visible from the freeway. People will see the tents and stop by.

Friends, Not Foes

Don't be afraid of fights among animals—or among participating groups. If the event is well run, neither will be an issue. There may be some drama, but planning an event of this magnitude tends to minimize group differences, foster cooperation and bring out the best in people.

Perch Up the Purry Ones

There's usually more interest in the dogs, so place cats right by the entrance so everyone will see them. And provide special meet-n-greet cat areas with proper ventilation and shade.

Sign Language

When planning your PR and marketing, think like a politician. Politicians are the "hungry marketers" and know how to get their messages to the people. Good promotional tools include:

• Yard signs, billboards, bus signs, street banners, door hangers, flyers—remember, less is more on your signage
• Tray liners in restaurants
• Flyers inserted in utility bills (just ask the utility companies!)

Bet You Always Wanted to Say "Media Blitz"

Here are a few examples of how to use the media:

• Blanket radio and TV stations with public service announcements about six weeks before you want them aired
• Try to get a media sponsor and encourage live broadcasts from your event
• Be sure to provide the media with heartwarming follow-up stories

Leftovers Are Better the Next Day

Have a plan for the ones who don't get adopted. An effective system is to see if your rescue groups will take those animals, freeing up space at the shelters for intake.

Think Beyond the Adoption

In addition to adoptions, these events provide opportunities for rescues to gain visibility in the community and get to know each other. They also create opportunities for conversations with the public and media about pet homelessness. Remember, you can do these events year after year and attract a bigger crowd every time.

They Wrote the Book

Best Friends created a comprehensive Super Adoption Manual that you can download for free.