Animal welfare organizations are a niche market (usually within nonprofits) that greatly benefit from promotional products. These groups include mostly shelters and rescues that help animals in need and must attract adopters, donors, volunteers and fosters. Let’s take a look at how you can target animal welfare organizations, what products you should pitch and how to establish a long-term relationship.

Prep for Your Pitch: Animal Shelter vs. Animal Rescue

It’s important to understand how animal welfare organizations operate because it will impact everything from pricing to decision-making and timing.

The two main types of shelters are open-intake shelters and limited-admission shelters.

Open-intake shelters often have a government contract and must take every animal surrendered to them. These high-volume shelters have extensive needs for promotion, but also have limited time and resources. When you pitch to an open-intake shelter, remember they have:

• Strict budgetary restraints. Ask upfront about their budget and understand that you will have to work within the number they provide. If you try to pitch items that are too pricey, you will risk losing the customer completely.
• A longer period for decision-making. Some shelters may have contracts that require government approval on purchases, so build extra time in your pipeline.
• High turnover rates are common. Your contact person may change, or decisions can be delayed because of turnover.

Limited-admission shelters are privately funded (no government contract) and can make their own decisions on what animals they will accept. When you pitch to a limited-admission shelter, research first to find out:

• How many locations they have and if they’re part of a bigger network. This could provide more sales opportunities.
• The board of directors and management structure of the shelter so you know what to expect regarding decision-making.

Animal rescues are typically volunteer-run and don’t usually have brick-and-mortar (but some do). The individuals who run these rescues often have different full-time jobs. When you pitch to an animal rescue, be prepared to:

• Meet outside of normal business hours. Since the people who run the rescue likely have full-time jobs, it will be hard to meet during the week, during the day.
• Be personable, but direct. These individuals are often rushing to save an animal or take one to the vet, even in the evenings, so you will likely be short on time. You’ll need to do the most with the time you have, so be clear about product options and what you can do for them immediately.

What Products Animal Welfare Organizations Need

To break down the types of products animal welfare organizations need, let’s look at what they need them for, then we’ll suggest promos for each instance.

Adoption Events

Sometimes shelters and rescues host their own events, or they may participate in other community or animal welfare-themed events. They’ll always need to have promo on hand:

• Folders – When an animal is adopted, there will need to be a signed contract, medical history, microchip info and other paperwork. Logoed folders are a great way to keep things organized.
• Bags – Although their budget may only permit plastic bags, do your best to suggest an inexpensive tote. Animal welfare groups tend to be very aligned with sustainability. The folders can be put into the bags or the group can sell the bags.
• Apparel – Make sure everyone working the event is in logoed apparel. Most shelters and rescues will want to wear logoed tees, but you may be able to get an add-on sale with hoodies and hats. Events are a great place to sell apparel, too, so remind prospects to buy extra.
• Pet accessories – Recommend the group puts all dogs and cats in some sort of pet accessory, like a bandana or bow tie. It will make every adoptable ready for their closeup!
• Stickers and pins – These small and inexpensive promo items are ideal as a donor thank-you gift. Their price point also makes them convenient for event goers to purchase.

Fundraising Events

The goal of these events is to drive funds to help the shelter or rescue continue to operate. Many rescues live in a constant state of raising funds to cover mounting medical expenses. Bingo nights and races are just a few fundraising events that bring in donations for animal welfare groups. Regardless of the theme, these are some good promos to pitch:

• Pens – Whether for raffle baskets or just a giveaway at the registration table, this promo staple is an affordable, useful and end-user favorite.
• Wristbands – Great for active events, like bike races and fun runs, this accessory will fit in just about every budget and be kept by attendees.
• Signage – From large banners to table tents, these events are always in need of signage. Remind animal welfare groups to always include their social media handles on all materials.
• Pet-specific apparel – Many shelters and rescues have a stand-out rescue animal that people have gotten to know on social media or the news for whatever reason. Capitalize on their stardom by suggesting special T-shirts with a drawing of the animal. Note: These can sometimes be fundraisers in and of themselves to cover a specific animal’s hefty hospital stay. Always be on the lookout for these opportunities.

Webstore Items

Many shelters and rescues have an online store where supporters can shop and buy items. The best items to put on this store include many promo basics:

• T-shirts
• Hoodies
• Sweatshirts
• Hats
• Tote bags
• Backpacks
• Reusable drinkware
• Pens
• Notebooks

Anytime Giveaways

Outside of events, as mentioned earlier, animal welfare groups are always trying to attract adopters, fosters, donors and volunteers. These are some anytime giveaways that will help spread the word:

• Dog toys – Flying discs, ropes and balls are always a win!
• Cat toys – Ask your supplier about what cat toys they offer. We recommend reaching out to a supplier you know has a lot of pet-themed items because they’ll have a greater selection.
• Food lids – Plastic lids for pet food containers are a useful giveaway.
• Food scoopers – Food scoops are something any pet lover will use.
• Bowls – In addition to bowls pets can use every day, you can get transportable pet bowls too, perfect for a day outside.
• Disposable bags – Dog owners and dog walkers will love these.
• Litter scoop – Great for cat owners.

Establish a Long-Term Relationship

Here are five tips for establishing a long-term relationship with an animal welfare group.

1. Take your time when selecting promos for your presentation because when a rescue group can generate funds from selling promo, they will continue to use that as a fundraising tool.
2. Be flexible. These groups are pulled in so many different directions at different times, and rescue is a 24/7 operation. There will be times when appointments are canceled, delayed or cut short because of a sick animal, and the best thing to do is roll with it. Your customer will appreciate your flexibility.
3. Check in frequently. Sometimes, last-minute events pop up and you’ll be able to provide immediate service.
4. Deliver the best customer service every time. Local animal welfare groups often talk to one another. If you do a good job, that will help you get more business. If you fall short, you may miss out on opportunities to work with other groups.
5. Work within realistic budgets. Animal welfare groups understand the importance of promotion: They do it with every adoptable pet they have. They know getting their name in the community will help. Work with their budgets to come up with creative promos that don’t break the bank, and they’ll keep coming back for more orders.

Have you worked with any animal welfare organizations? What do you find is the best promo? Tell us on our Facebook page.