E-NEWS – July 2010 - [[Organization]] | [[City, State]] | [[Organization

E-NEWS – July 2010
More SAWA members have joined
the Hill's Science Diet Nutrition
Program than any other program.
Best Practice, Industry Tools & Data
Educated and Enthusiast Staff Save More Lives. Pg 2
Free Internet Based Microchip Tool – Help Reunite Lost Pets & Owners. Pg 2
CAWA Class of 2010 Begins Networking. Pg 6
Successful Marketing Campaigns: New Shelter Veterinary Facilities. Pg 8
Merging and Lessons Learned. Pg. 11
Member Updates
Members On the Move... Pg 5
Congratulations to member award recipients. Pg 5
Learn more about your
member benefits
Online Job Postings
whether you are looking
for work or looking to
post an opening. Pg 10
Class of 2010
Certified Animal Welfare
Administrator (CAWA).
Pg 7
2010 Annual Conference.
Pg 7
Members called to action in disaster response. Pg. 5
WELCOME our New Members. Pg 10
SAWA Awards Two Memberships at Animal Care Expo. Pg 13
Send your member updates to [email protected].
Networking & Educational Events
Certified Animal Welfare Administrator (CAWA) Exam – November 7, 2010,
Kansas City, MO
SAWA 2010 Annual Conference, November 7- 9, 2010, Kansas City, MO
More about Conference, Pg 7
Recap of SAWA 2010 Management Conference, Pg. 8
Issues and Alliances
ASPCA offers $100,000 for the shelter that increases lives saved. Pg 2
SAWA Supports Adopt-A-Cat Month. Pg. 13
Member Feedback
Give us feedback at [email protected] on topics you would like us
to tackle in future updates.
The industry’s only
Compensation and
Benefits Survey. Pg 9
Listserv sign up at
http://www.SAWANETW
ORK.org/networking.htm
2010 SAWA OFFICERS
Jan McHugh-Smith, CAWA
Board Chair
Humane Society of the Pikes
Peak
James Bias, CAWA
Board Vice Chair
SPCA of Texas
Alice Calabrese, CAWA
Board Treasurer
Lollypop Farm, The Humane
Society of Greater Rochester
M. Christie Smith, CAWA
Board Secretary
Potter League for Animals
1
ASPCA offers $100,000 for the shelter that
increases lives saved
According to Ed Sayres, ASPCA President & CEO, the ASPCA
will award more than $125,000 in prizes, including a grand
prize grant of $100,000 for the shelter that increases lives
saved the most from August 1 to October 31 in 2010 over the
same time frame last year.
“The ASPCA $100K Challenge is a competition to inspire
creative solutions for increasing pet adoptions and improving
return-to-owner rates. The Challenge will spark innovation and
draw more community support to help shelters help animals.”
To learn more about the Challenge, visit their website at
http://aspcapro.org/challenge.
Educated and Enthusiast Staff Save More Lives,
Hope Brustein, Executive Director, Geauga Humane
Society’s Rescue Village
While many agencies are slashing employee education
budgets, Geauga Humane Society’s Rescue Village decided to
make sure its staff continued to have opportunities to broaden
their horizons and learn best practices. This is why Wendy, the
Cat Behavior Coordinator and Erin, the Program Coordinator,
went to the Feline Forum conference in Chicago.
When they got home they were women on fire! The workshops
featured renowned animal welfare professionals like Dr. Kate
Hurley from the UC Davis shelter medicine program. The
understanding they shared challenged even the best shelters,
like Rescue Village, to grow and learn.
Wendy and Erin brought back a vision. As good as their
existing programs were, they put forward a case for major
changes. One part was turning the cat community room into a
much more people-friendly adoption space that showed off the
cats’ wonderful personalities. They imagined creating “Marino’s
Cool Cat Cafe” to commemorate a famous shelter cat. It would
have new policies, a more diverse cat population, and a
charming mural designed by a nationally syndicated
cartoonist.
Free Internet Based
Microchip Tool – Help
Reunite Lost Pets with
Owners
The American Animal Hospital
Association has created the
AAHA Universal Pet Microchip
Lookup Tool.
The free Internet-based
resource is designed to help
veterinary hospitals, animal
control facilities and shelter
staff members reunite lost pets
with their owners by checking
participating pet recovery
services’ registries to
determine which registry
should be contacted.
The tool works by checking the
databases of participating pet
recovery services to determine
which has registration
information available for a
microchip. For instance, when a
microchip identification number
is entered into the tool, a list of
all the registries with microchip
registration information
available along with the
registries’ contact information
will appear in chronological
order. The registry with the
most recent update appears
first. To avoid proprietary,
privacy and other concerns, pet
owner information is not
included. If the microchip has
not been registered with any
participating pet recovery
service, the result returned will
default to the microchip’s
manufacturer or distributor.
Another goal was making sure that each cat in the main
adoption room had two cages versus one so they could move
around, jump and stretch. Presenters at the national
conference demonstrated that ending over-crowding and going
over to larger cage space may mean fewer cats in the shelter
at any one time, but more cats getting adopted in a shorter
block of time. It was counterintuitive but compelling and it had
already been tested at other shelters.
AAHA also has a free online
course on microchipping and
scanning companion animals.
The course, available at any
time, is designed for staff at
companion animal veterinary
clinics and animal shelter
organizations.
Rescue Village’s dynamic (staff) duo were met with skepticism
from some people, but won allies among management, staff
and volunteers. Yet, everyone was drawn to the possibility of
improving the quality of life for shelter cats and increasing
their chances for faster adoption. The staff excitement was
contagious and, like a well cared for garden, new ideas were
sprouting up everywhere ~ kittie overnight “kampouts” in the
get-acquainted rooms, scratching pads for every cat and more.
Donors stepped forward to fund each and every need.
Topics include rationale for
microchipping, equipment
used, how scanners work, ISO
microchip standards, how to
implement microchipping in a
practice, how to scan animals,
the implantation procedure,
databases and registration and
the owner-animal reunification
process.
Continued on Page 9
Click here for details.
2
Leona, adopted by Hill’s Scientist
Luis Montelongo in 1997.
Nutrition is our mission. Pets are our passion.
That’s why we’ve helped save over 5 million pets since 2002.
We’re proud of our Shelter Nutrition Partnership, which has donated
$180 million worth of food to shelters nationwide since 2002.
Our hope is that the precisely balanced nutrition in Hill’s® Science Diet,®
along with great care, can prepare more pets for their new homes.
To learn more, visit HillsPet.com/Shelters
©2010 Hill’s Pet Nutrition, Inc. ®/TM Trademarks owned by Hill’s Pet Nutrition, Inc.
Hokie, adopted by Hill’s Scientist
Ryan Yamka in 2003.
Why do we support continuing education?
Because even the best food can’t replace great health care.
At Hill’s, we know that better training could mean a better life for the pets
in your care. That’s why we support the healthcare group through continuing
education at SAWA and other events like the AVMA and Western Veterinary
Conferences. Thank you for reinforcing your commitment to helping pets go
from being homeless to being home.
To find out what we’re doing to reinforce our commitment,
visit HillsPet.com/Shelters
©2010 Hill’s Pet Nutrition, Inc. ®/TM Trademarks owned by Hill’s Pet Nutrition, Inc.
S A W A
M e m b e r
U p d a t e s
Change is good…

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Nancy McKenney is now consulting for several cities within King County
regarding animal care and control issues.
Shelly Moore, CAWA, accepted the position of Executive Director with the
Humane Society of Charlotte beginning July 1.
Katherine McGowan, CFRE, CAWA, has been named Interim Chief
Executive Officer of Ashville Humane Society.
Sue Cosby was recently named CEO for the Philadelphia SPCA.
Did someone say awards?
The SPCA of Monterey County was awarded the Red Cross Hero’s Award for
“Most Prepared Company,” in May 2010.
Teresa L. Jennings, Companion Animal Initiative of Tennessee Program
Administrator, University of Tennessee College of Veterinary Medicine,
received the Hill's Animal Welfare & Humane Ethics Award for advancing animal
welfare through extraordinary service and furthering humane principles, education
and understanding. Jennings established a spay/neuter hotline that provides
information on low-cost services and has been instrumental in creating
collaborations and partnerships throughout the industry to further humane
principles. Jennings was also instrumental in establishing a veterinary services
option as part of the mayor's initiative to the homeless population in Knox County.
In helping the state humane association and the state animal control association
consolidate their annual meetings, she has been instrumental in obtaining funding
to bring in national level speakers to the annual conference talking about
innovative topics such as compassion fatigue and safely decontaminating animals
found in illegal methamphetamine labs.
We send our best wishes and thoughts to…
Shelly Moore, CAWA, lost her husband Ben Frye in May. The family has asked
that donations be made in the memory of Ben Frye to the Asheville Humane
Society, 55 Shiloh Road, Suite 6, Asheville, NC 28803.
SPCA Executive Director Warren Cox’ wife, Jeri Cox, passed away in May. The
family has asked that you make a donation in her name to either the SPCA, Inc.,
American Cancer Society or a charity of your choice.
SAWA Members Coping and Helping Others in Disasters.
Flooding in Nashville was challenging for our members. The Nashville Humane
Association Executive Director, Mary Pat Boatfield, RVT, M.Ed., CAWA, said
they operated two mobile animal shelters at a Red Cross shelter. They were closed
to routine business to accommodate the flood victims, both human and animal, to
provide food and temporary sheltering arrangements. Teresa L. Jennings,
Companion Animal Initiative of Tennessee Program Administrator,
University of Tennessee College of Veterinary Medicine said they were
working to help rescue efforts and accommodate shelters that were forced to
evacuate animals.
Shor-line and T-Kennel joins with HSUS to provide kennels, cages, and surgery
equipment to shelters that have been devastated by natural disaster, providing
temporary housing for the pets.
Continued on page 9
5
Certified Animal
Welfare
Administrator
(CAWA)
Join the CAWA Class of 2010
SAWA Certification “has become the ‘Rolls Royce’ of credentials.”
Join an elite group!
Why CAWA?
SAWA Mission
SAWA is a community
of professionals
committed to excellence
in the management and
operation of local animal
welfare and control
organizations.
 “CAWA Preferred” is now desired education for many
CEO/Executive Director candidates.
 Obtaining and maintaining certification strengthens and expands
your skill base.
 CAWA credentials can be used in contract (re)negotiation.
 Incorporating CAWA credentials in fundraising strategies when
meeting with foundations and corporations demonstrates your
professional qualifications.
 CAWA credentials set you apart from others.
The Society of Animal
Welfare Administrators’
Professional Certification
Program – Certified
Animal Welfare
Administrator (CAWA) is designed to
distinguish the
knowledge, skills and
achievements of highlevel managers working
in animal welfare and
protection; to support
best practices within the
profession; and to
broaden the
understanding among
those making hiring
decisions and the
general public of the
specialized qualifications
required to successfully
lead non-profit
organizations and
governmental agencies
dedicated to animal
care.
Current eligible CAWA applicants have
already begun preparing.
 12 of the current applicants attended the June 2010 CAWA Prep
Session at the SAWA Management Conference and received a
FREE copy of Developing Management Skills, Whetten &
Cameron, 8th Edition, valued at $114.
 All of the approved applicants have begun valuable networking
on the CAWA ONLY listserv with CAWA mentors.
 All of the current applicants received a free electronic copy of
the American Humane Association Operations Guide, chapter
on Public Relations.
The Cost
The SAWA Board of Directors and Certification Committee are so
committed to continued leadership development that they fund
most of the costs of the CAWA exam and offer additional
incentives:
 Exam is only $250 for SAWA Members, and $500 for non-SAWA
members.
 All those who apply by July 30 receive a 50% discount on
Developing Management Skills, Whetten & Cameron, 8th
Edition.
 All approved applicants receive a 50% discount to attend the
SAWA Annual Conference.
 All approved applicants receive a FREE copy of
the American Humane Association Operations
Guide, chapter on Public Relations.
 All approved applicants are supported by a
CAWA ONLY listserv, staffed with CAWA
mentors.
Find more information:
www.SAWAnetwork.org
/certification.htm



Eligibility Requirements
& Application
Exam Content &
Suggested Reading
Candidate Information
Bulletin
CAWA Application Period
4/15 through 9/30/2010
CAWA 2010 Exam
November 7
Intercontinental on the
Plaza
Kansas City, MO
9:30AM
(also held in Sacramento, CA)
6
SAWA
2010 Annual Conference Returns to Kansas City
SAWSAWA
Education, inspiration, fun, networking, great
food and premiere shopping (the
InterContinental is located on the Plaza – an
upscale shopping and restaurant venue toted
the Best of Kansas City) awaits you this
November during the 2010 SAWA Annual
Conference. Check out the video tour at:
http://www.intercontinental.com/intercontinenta
l/en/gb/locations/overview/kansascity.
Here’s what our registrants had to say about
the 2009 Annual Conference:
 SAWA always strives to be progressive in
topic content.
 Add
 Networking with colleagues is the best
part!
 Roundtable discussions are invaluable.
The Conference Committee will roll out the 2010 program shortly, but
here’s a quick peek:
 Pitfalls of Social Media
o
Coping with Activists, Antagonists & New Media
 Saving More Lives
o
Toolkit to Benefit Local Shelter Activities
 Mergers in the Non-Profit Sector
o
Successful Mergers and Alternatives to Mergers
 Predictors of New Shelter Employees
o
Who will make it or turnover in two months
 A Plan to Thrive in 2011-12
o
Unleash your Board’s Power
 Targeted Networking Discussions
 Best Practice Public Service Announcements
S a v e
t h e
d a t e s
SAVE THE DATES
SAWA Annual
Conference
November 7-9. 2010
Intercontinental on the Plaza
Watch for registration
shortly.
SAWA Panel on
Saving Lives
SAWA members have
long believed that a
professional workforce of
extraordinary leaders
and exceptional
managers translates into
saving lives.
If you have a best
practice, a tool (or know
of someone who does)
that has effectively:
 Increased
adoptions
 Improved
donations
 Saved money
 Expanded
collaborations
 Increased
Spay/Neuter
awareness and
practice
 Inspired
volunteers
 Etc., Etc., Etc.
please let us know.
E-mail us at
[email protected].
November 7-9, 2010
Watch for registration to roll-out in July
7
If you missed the SAWA Management
Conference, June 2-4, 2010 in Sacramento,
here’s what attendees had to say:
Marketing for Animal Welfare Organization
Veterinary Clinics, Jeanne Huber, Huber
Nonprofit Consulting, [email protected]
Nonprofits face the daunting task of marketing their
services in an increasingly competitive environment
where shrinking budgets are the norm. Having very
little understanding of how to approach it most
effectively, many flounder and expend valuable
resources on ineffective campaigns. In 22 years of
nonprofit management with a variety of nonprofits,
I have learned that it is best to start with the
basics.
Planning:
Ask the following questions to get yourself started.
Have you created a strategic plan for the
organization? What are the overall goals of your
organization and its programs? Without a defined
marketing plan and goals, you are likely to use
anecdotal and cursory information to make key
decisions. The chart below captures the basics of
the marketing process- starting at the bottom (with
strategic plan) and working up.
Marketing Plan Design
Defining Segmentation
Positioning
Strategic Plan
Where does the clinic figure into your strategic
plan? What are the measurements for its success?
What are you trying to accomplish--reach more
people? Do more spay/neuter services? What
differentiates your clinic from others? One tool I
have found useful in defining your basic strengths
or weaknesses against others is to create a chart
like the one below:
My
agency
Service
Spay/neuter
Special
procedures
(orthopedic,
extensive
surgeries,
etc.)
Free or
sliding scale
services
Offsite
mobile clinic
Cremation
of pets


Competitor
2
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
Competitor
3

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
“There was something for everyone and a feeling
of inclusion…” Jan McHugh-Smith, CAWA

“SAWA speakers were far better than other
conferences I’ve attended…” Cathie Wright, CFRE

“Our Senior Director of Finance and
Administration attended and she LOVED it!!!”
Martha Armstrong

“I think we learned more there than at any
conference I’ve attended lately…” Karen Terpstra,
CAWA

“I’ve attended the SAWA Management
Conference for the past three years, and they’ve
all been excellent, but this was the best!” Dena
Fitzgerald, CAWA

“The conference was terrific…well worth my
time.” Amy Cooper

“…Packed with diversity of knowledge, support
and humor, the speakers and attendees spoke to
my many key concerns and gave me a sense of
confidence that my current challenges are simply
new opportunities.” Desiree Stinson
T H A N K
Y O U !
In addition to being a Charter
Level Sponsor, the team at
Hill’s sponsored our
registration giveaways and
the Off-Site Event - A Taste of
California.
PetSmart Charities
sponsored our USB Flash
drives, for session handouts,
helping SAWA GO GREEN.
2009-2010 Presenting Level Sponsors

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
Continued on page 13
8
SAWA Members Coping and Helping Others in
Disasters (continued from page 5)
Second Chance Center for Animals (SCCA) reports a
critical forest fire that broke out June 19th in southeast
Flagstaff. Within an hour of the fire being reported to the
authorities, Coconino County evacuated threatened residents
and businesses, including the Coconino Humane Association
(CHA). SCCA mobilized its staff and received more than 60
animals from CHA. In order to properly care for the additional
animals and to receive any strays or evacuee pets, SCCA has
been staffed on a 24-hour basis. The cost of responding to
this emergency, in terms of SCCA overtime and resources, is
mounting.
Ana Zorrilla, Chief Executive Officer, Louisiana SPCA,
reports they are working with four coastal parishes in
Louisiana who are seeing a spike in their owner
relinquishments because of the ongoing impact of the oil spill
on local residents. While the fishermen and oil field workers
are directly impacted, many of the local businesses are
indirectly feeling the impact because people do not have
regular incomes and are unable to support their
families. Louisiana SPCA has put programs in place (providing
food and veterinary care) to help owners keep their pets.
However, the shelters are already busting at the seams. They
ask your help to make space at these shelters by moving
cats/kittens and medium to larger dogs to shelters who can
place them. If any shelters/rescue groups are interested in
helping by re-homing adoptable cats/kittens and dogs, please
contact Ana directly at 504.368.5191 x 202 or [email protected]. She can set up a time to talk about the health and
temperaments of the dogs and cats as well as the logistics of
moving them to your area.
Educated and Enthusiast Staff Save More Lives
(Continued from page 2)
This explosion of innovation was informed by best practices
and a staff that had taken ownership of the shelter’s humane
mission. (And, no doubt, the cats were tickled pink by the
changes!) Past adoption and length of stay data was carefully
assessed and quantitative goals established. In April, 2010
the shelter celebrated having reduced the average length of
stay (for a cat) at the shelter from 50 days in 2007 to 14 days
in the 2010.
SAWA’s Industry
Salary & Benefits
Survey
SAWA and Mountain
States Employer’s
Council jointly produce
a biennial (every other
year) Compensation
and Benefits Survey
for 43 jobs typically
hired in our industry.
Many SAWA members
participate, providing
great integrity to the
information.
SAWA members, who
participate receive one
complimentary copy of
the publication, per
organization, and
discounted rates for
additional copies.
This resource directory
of wage & salary data
and Personnel
Practices benefits your
organization by serving
as a benchmark for
organizational reviews.
General Information
includes data for
turnover rates,
Asilomar Accords, web
site traffic and
Operational questions.
Wage and Salary Data
is reported by annual
budget, and includes
weighted average and
annual incentive data
lines for each job
classification.
Now, as part of the Northeast Ohio team taking part in the
ASPCA 100K shelter challenge, Rescue Village is reaching for
new milestones in adoption numbers. We are all in this
together. While our agencies may adopt different policies and
have different resources and facilities, we all want to model
best practices.
Personnel Practices
Data section includes
selected benefits and
personnel practices for
reporting
organizations.
Hats off to Wendy and Erin and staff like them at every
animal welfare agency. They led the way: inspired and
informed by colleagues, thirsting for education, and producing
transformative results. All it took was the gift of education
and information. Though, more than anything else, they were
simply determined to save more lives.
Purchase a copy of
the survey at:
http://www.sawanet
work.org/salarySurv
ey_ap.htm.
9
Please WELCOME 40
new SAWA members
Executive Members
Connie Ball
Executive Director
Kingston Humane
Society
Elena Bicker
Executive Director
Tony LaRussa’s Animal
Rescue Foundation
Deborah L. Biggs
Animal Services
Director
Nassau C. Animal
Services
Health Burch
Executive Director
Brigid’s Crossing
Foundation
Elizabeth Capozza
Shelter Manager
Rock Springs Humane
Society
Susan Cosby
Chief Executive
Officer
Pennsylvania SPCA
Todd Cramer
Executive Director
Noah’s Ark Animal
Welfare Association
Chuck Farone
Executive Director
Lake Humane Society
Christopher S.
Fitzgerald
Director
Rochester Animal
Services
Jill Gooch
Executive Director
H.S. of Forsyth County
Teresa Johnson
CEO/Executive
Director
Animal Haven, Inc.
Christin Klimek
Executive Director
Lakes Area Humane
Society
Mary Leavens
Executive Director
H.S. of Harford County
Chalmers Morse
Executive Director
H.S. of Vero Beach &
Indian River County
Carol Patzkowsky
Executive Director
Fairfield Area Humane
Society
Sylvia Ottaka
Shelter Director
North Shore Animal
League
Atiya Pope
Superintendent
Newport News Animal
Shelter
Kelly Peterson
VP, Field Services
HSUS
Jennifer Scarlett
Interim President
San Francisco SPCA
Manager Members
Tina Ahn
Dir., Dev. &
Communications
San Francisco SPCA
Arnold Baer
Director, Field
Services
HSUS
Joy Beach
Dir. of Programs &
Svcs.
Nashville Humane
Association
Barbara Poe
Adoption Programs
Manager
Wayside Waifs
Kathryn Robair
HR Generalist
Animal Welfare League
of Alexandria
Marnie Robbins
Administrative
Coordinator
Dubuque Regional
Humane Society
Melanie Sharpe, DVM
Senior Veterinarian
Animal Humane Society
Susan Vervaeke
Finance Director
H.S. of the Pikes Peak
Region
Associate Members
Julie Beaver
Director of
Development
Animal Welfare League
of Alexandria
Barbara L Hogan
Volunteer
Michigan Humane
Society
Piero Berlonghi
Director of
Development
San Diego Humane
Society
Kate Hurley, DVM
Shelter Medicine
Director
UC Davis/Shelter
Medicine
Sheryl Cardoza
Chief of Development
Marin Humane Society
Kateri Nelson
Grants Administrator
American Humane
Assn.
Nicole Cosette
Human Resources
Oregon Humane Society
Thomas F. Cushing,
Esq.
Associate Director
Nevada Humane Society
Jamie Fitzpatrick
Shelter Operations
Manager
Willamette Hum. Soc.
Scott Giacoppo
VP of External Affairs
& Chief Programs
Officer
Washington Humane
Society
Lori Rice
Board President
Valley Humane Society
Industry Partner
Members
Mal Schwartz
Chief Executive
Officer
MBS Associates
Greg Taylor
President
Mason Company
Welcome ALL!
SAWA’s
On-Line Job
Postings…
30 days FREE
to SAWA
members…
New postings
added each
week…
To post your
job opening,
log onto:
http://www.saw
anetwork.org/jo
bs.htm
Click on “Online
Job Posting
Application
found here.”
Looking for a
new job
opportunity?
Log onto
http://www.saw
aneteork.org/job
s.htm
Scroll down to
scan current ads
posted.
Tell nonmembers too.
SAWA Job Ad
pricing is one
of the best
deals around.
10
Together, We Can Do More!
Lessons Learned from A Merger of Two San Diego Area
Animal Welfare Organizations, Mark Goldstein, DVM, San
Diego Humane Society & SPCA
As an organization that continually strives to increase its impact in serving more people and
animals, creative thinking and new ideas has always been our guiding beacon. While we never
shy away from challenge—especially as it relates to extending the care we can provide to
companion animals — the concept of merging with another animal welfare organization was
completely unchartered territory for the San Diego Humane Society and SPCA (SDHS), and fairly
uncommon among non-profits in general. What follows is a summation of our rationale and
lessons learned along the way, which I sincerely hope can be of some small benefit to any nonprofit or animal welfare organization considering a similar strategy.
The seed to merge with another nonprofit organization was planted when the Chair of the board
of the San Diego Humane Society and SPCA (SDHS) asked, “Why don’t nonprofits and especially
animal welfare agencies ever discuss mergers or acquisitions to increase their effectiveness?”
Soon after, I mentioned to our animal welfare coalition partners in the San Diego community
that if at any time they saw a partnership or an actual merger which could be helpful to our
mutual cause, we would be interested in further discussions. When two organizations
independently came forward, we worked with our board and a team of committee members to
examine the potential.
After a period of in depth discussions with the North County Humane Society and SPCA, it was
initially agreed that we would not move forward. This is not surprising and happens quite often
in the world of for-profits. Six months later however, both organizations revisited the idea and
agreed to explore it further. We quickly realized that by merging, we could impact companion
animals in San Diego County on a greater level. United under a common vision of “together, we
can do more” and with the goal of helping more animals and strengthening the human animal
bond, the two organizations agreed upon their intention to merge.
The first challenge was when to announce the news. Announcing the merger before it was
official could cause misunderstandings in the community and confusion among donors if the
merger wasn’t completed. At the same time, we felt that staff should hear it from us first, and
not through other sources or rumors, so we wanted to share the groundbreaking news quickly.
In the end, we shared our intentions of merging with the staff, then the donors and lastly, the
community at large, six weeks before the agreement to merge was legally binding of both
parties. Then, on January 11, 2010, the two organizations officially became one. As a result of
the merger, the surviving organization was now comprised of three campuses: the Gaines
Campus, the Sherman Campus, and the new, Oceanside-based North Campus.
As mergers are rare in the nonprofit sector, we studied the for-profit world of mergers and
acquisitions extensively. While we knew it would be impractical for us to have a Mergers and
Acquisitions Department, we did see the need to create a new position that would predominantly
focus on the merger and work to be done after the merge, while also being grounded with other
important day to day responsibilities. We identified an individual with a great breath of
experience in animal welfare and business, hiring Laura Maloney to join our Senior Leadership
Team as our Senior Vice President of Strategic Initiatives and Communications. We believe her
position is rare in our industry, yet we realized that in order to expand and improve, we could
not limit creative thinking by adding this work onto other Senior Staff members.
When the merger was finalized and both parties were legally bound, a Merger Advisory
Committee was also created to help guide the organization through the transition of bringing
both parties together. The committee was made up of diversely experienced individuals such as
the CFO for a multi-billion dollar utility company (Sempra Energy), the CEO of the San Diego
Zoo (who not only had experience with animal related issues, but in running two locations forty
miles apart), the head of Human Resources for PETCO (22,000 employees), the head of
Continued on page 12
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Together, We Can Do More! (continued from page 11)
Marketing and Public Affairs for the San Diego Union Tribune (which had just been acquired) and
a retired Lieutenant Colonel of the Marine Corps (who was also previous board member from the
North County Humane Society and SPCA). We felt that it was essential for the Senior Staff to
have access to various experts during the due diligence phase, and then the guidance of the
Merger Advisory Committee following our agreement to merge.
In the beginning, we were challenged to find an appropriate answer to the business community
who asked, “Why merge?” Mergers happen frequently in the for-profit world to expand market
share, increase revenue or to develop a new product line. It was evident that answers such as
“to help more animals” didn’t make sense to our business minded friends. What they were really
asking was “Why is this a good business decision?”
After many months of contemplating this question, the wisdom of Ellen Browning Scripps
provided an answer. This legendary philanthropist never considered her support for nonprofits
as a donation, but rather, as an investment. In thinking of donors as investors, they are looking
for and deserve a Return on Investment (ROI). As a nonprofit, this ROI can’t come in the form
of monetary gain, but as services rendered. For example, if today the donor/investor gives you
$100 to help X number of animals and tomorrow you help 2X animals because of your merger,
you have doubled their ROI. Providing this answer not only satisfied the business community at
large, but the local San Diego Business Journal ran an article expressing this unique view point.
As the merger progressed, we were confronted with difficult challenges and overcame them, but
there were some areas where we could have improved, which fall under lessons learned. For
instance, it was invaluable to create a new and dedicated position of Strategic Initiatives and hire
an executive with unique experience such as we found with Laura Maloney. We recognize now
that it would have better for her to have had a greater understanding of SDHS’s culture, values
and ways of operating earlier than she did, but circumstances and timing didn’t allow it. If
Laura had accumulated this knowledge earlier, she believes it would have made her job and
subsequently the organization’s job of embracing another organization with a different culture,
set of values and way of operating, significantly easier.
Another lesson learned is that we should have been more open to speak about our successes as
a result of the combined operations as they occurred. In merging, we were providing more
resources to at-risk populations through greater veterinary support, expanding behavior and
training resources in North and Central San Diego and providing further education to more
children and adults. We were putting the resources of both organizations into animal services
contracts for two cities, impacting a new segment of the local pet population by providing stray
animals with the same compassionate care that owner relinquished animals receive. Although
we worked every day to accomplish and successfully complete these goals, we often did not
share these achievements as proactively as we should have with our staff and celebrate them.
We are now bringing more awareness to the fruits of our labor and sharing the inspiring stories
of the lives we touch as quickly as we are able.
Along with the lessons learned, there are several things we feel we did right from the very
beginning. We held a day long Campus Crawl, transporting staff members (160 employees) to
each of the three Campuses to learn more about each other. We created a unifying theme with
a positive message for the merger called “Together We Can Do More,” and we had a custom
lapel pin designed with a colorful emblem and this theme for all staff members to wear proudly,
reminding us of our reason for merging. As we integrated operations, we preserved key
programs from both organizations. We searched to minimize any perceived losses resulting from
the merge by combining the benefits of both organizations in helping animals, the community,
staff and volunteers.
With every major project, including this merger, we know there are lessons to learn and ways to
make improvements, and we are pleased to share our experiences with our industry colleagues.
I can honestly say that after 33 years as a professional in Animal Welfare that this is the most
challenging project I have ever worked on, yet as the SDHS staff and volunteers see the positive
results of lives saved and programs expanded, it has truly been the most rewarding.
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SAWA Supports Adopt-A-Cat Month
June was Adopt-A-Cat month, and SAWA joined efforts to get the word out. SAWA endorsed CATegorical
Care: An Owners Guide to America’s #1 Companion. American Humane Association distributed the
Guide and two other collateral pieces at the SAWA June Management Conference.
In addition, the SAWA Board Chair, Jan McHugh-Smith, CAWA placed a call-to-action on the SAWA
listserv for members to spread the word in their community and among our care partners.
SAWA awards membership in Animal Care Expo drawing
During the HSUS 2010 Animal Care Expo in Nashville, TN, SAWA volunteers and staff were on site to
share the benefits of SAWA and answer questions. Two free membership were drawn and the lucky
winners were Elizabeth Capozza, Shelter Manager, Rock Springs Humane Society and Jill Gooch
Executive Director, Humane Society of Forsyth County. Congratulations and welcome!
Marketing for Animal Welfare Organization Veterinary Clinics (continued from page 8)
Position:
If you have a full-service clinic like “My Agency” and have had good feedback from your clients, you may
want to use comprehensive services as your positioning strategy. If there is one service that stands out
against the others, you may want to stress that particular service. Take time to determine the position
that will support the goals you outlined.
Segmentation:
Define your client profile(s) to see who they are and what they like and don’t like about your clinic’s
services. Always ask where they heard about you. Then define your target audience. Are they new
clients? lapsed clients? low-income clients? The type of group you are trying to reach will determine the
kind of marketing program you design. Some tools for marketing your services are: public relations,
direct mail, telemarketing, email marketing, collateral materials, web sites, partner programs,
advertising, and events. Each has its own pros and cons related to reach, cost, and ongoing
effectiveness.
The San Francisco SPCA’s goal for the Leanne B. Roberts Veterinary Hospital was to serve more clients,
increase awareness of the services offered to existing clients and build loyalty. With help from a
management consulting group that offered pro bono services, the SFSPCA used the basics- offering
adopters the opportunity to book their first medical appointment at the Hospital, placing advertising in
the AT&T Yellow Pages, providing information on their website, and including information in the
marketing materials. This approach has helped them meet their revenue, cost savings and discount
service outreach goals.
The SPCA of Central Florida offers their services in multiple counties. They spend very little money on
marketing since they have a loyal client base and receive many referrals by word of mouth. They use
their web site; send emails and Constant Contact communications, issue press releases, use collateral
materials and work with the media. This mix has been very effective in reaching their monetary and
service goals.
Once you have established your goals for the marketing efforts, there are plenty of creative and
sometimes free resources to help you get the word out. Network with other animal welfare agencies.
Check around to see if there are any advertising or PR firms willing to give you pro bono services, build
media relationships, see if your vendors are willing to partner on promotions with you, see if your clients
and donors have any business friends that would be willing to put a web link to your veterinary services
on their site (where appropriate), and ask for involvement and ideas from your stakeholders.
Review:
Finally, remember to monitor and evaluate your marketing efforts. The best marketing plans are those
that change with shifting environmental forces.
If you are interested in more in-depth information, these are some great resources:
Web sites:
http://www.marketingplannow.com/index.asp?page=2045
http://www.businessbookmall.com/Free%20Business%20e-books.htm#Marketing
Books:
Strategic Marketing for NonProfit Organizations (6th Edition). Alan Andreasen, Philip Kotler
Successful Marketing Strategies For Nonprofit Organizations (Wiley Nonprofit Law, Finance and
Management Series), Barry J. McLeish
Marketing for Dummies, Alexander Hiam
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