ADVANCED STRATEGIES IN COMMUNITY OUTREACH Jill Kline Vice President of Community Impact Programs Wisconsin Humane Society Goizane Mullin Former Community Outreach Coordinator Animal Rescue League of Iowa Alana Yañez Pets for Life Manager The Humane Society of the United States WORKSHOP OVERVIEW OUR COMMUNITIES TAKING YOUR WORK IN THE COMMUNITY TO THE NEXT LEVEL: Outreach Additional services Extending the program philosophy 1
COMMUNITY SNAPSHOT: LOS ANGELES Los Angeles, California o HSUS staffed program, started in January 2012 o Number of staff: 3 full time - Manager, Coordinator/Dog Trainer, Community Organizer o Population: 3.9 million people o Demographics: 49.3% Latino o Unemployment Rate: 9.1% o Poverty Rate: 22.4% Our Focus Community o Size: 6 zip codes - 302,794 residents o Poverty Rate: 19% - 35% o Demographics: 69% - 97% Latino o Unemployment Rate: 12% - 18% o Other Challenges Extremely polluted - 6 major freeways crisscross our focus area Predominately Spanish speaking community No big box stores or retailers 51% - 83% of residents are renters Only 1 vet located in the 6 zip codes we service COMMUNITY SNAPSHOT: MILWAUKEE Milwaukee, Wisconsin o Wisconsin Humane Society has been a mentorship group since 2012 o Number of staff: We just added our third member last week! o Population: 600,000 proper, 1.5 million metro area o Poverty rate: 30% Our focus community: o Size: 29,334 residents o Poverty rate: 50%; 30% below half of the poverty line o Demographics: 98% African American o Unemployment rate: 31% o Other challenges: 66% of clients rent No veterinary clinics or big box retailers No spay/neuter clinic or large-scale capacity before June 2015 2
COMMUNITY SNAPSHOT: DES MOINES Des Moines, Iowa o Animal Rescue League of Iowa has been a mentorship group since 2012 o Number of staff: One full time and one part time o Population: 207,510 o Poverty rate: 20.7% Our focus community: o Size: 1 zip code and surrounding areas o Poverty rate: 32.9%; 18.3% below half of the poverty line o Demographics: 33.37% African American; 30.83% White; Latino 21.7% o Unemployment rate: 13.2% Working poor vs. welfare o 67.9% drive a car; 16.4% carpool o Low-cost clinics and vets within area o Other challenges: 60% of clients rent BSL (Breed-specific legislation) OUTREACH STAFFING SCHEDULES MEETING NEW PEOPLE AND PETS WHILE STILL SERVING CURRENT CLIENTS PROACTIVE VS. REACTIVE MIGRATION, MIGRATION, MIGRATION EVENTS 3
STAFFING o You can do the work no matter how big/small your team is! o Increasing staff and volunteer support Volunteers can help with events, doors, phones, data entry, and transport SCHEDULING o Keep things structured o You ll learn as you go Don t be afraid to change schedules or assigned roles o Maximize your proactive outreach time o Proactive vs. reactive outreach Why we need to keep them separate Maximize your proactive outreach time 4
BALANCING NEW CLIENTS AND FOLLOW UP o Meeting new people and pets while still serving current clients Volume of touches Maintaining a balance Know your block: when to move to the next block Staying engaged with red clients MIGRATION, MIGRATION, MIGRATION o Start out small and perfect your system before incorporating newer areas o When are you ready to migrate? You are the go-to resource Organic growth Sustainable change/cultural shift 5
MIGRATION PROGRESSION EVENTS o o Change locations Their role may shift over time When do you reduce your total number of outreach events? 6
OTHER SERVICES WHY OFFER OTHER SERVICES? SERVICES Transportation Medical care Adoptions RTOs Pet deposits Training/behavior resources WHY OFFER OTHER SERVICES o Keeping pets in their home Surrender prevention o You ll learn community needs as you work door to door o Strengthening relationships Program credibility Human-animal bond o Builds trust that leads to spay/neuter 7
TRANSPORTATION o Improves completion and conversion rates Limit transportation to one or two days a week o Be patient and persistent MEDICAL CARE o Vet partnerships External Internal Vet schools o How to stretch your dollars Rule of thumb: what to cover and what not to Importance of relationship o Funding Grant funding Individual donors 8
ADOPTIONS o Community sources and awareness o Benefit of adopting shelter animals to the community Altered Vaccinated Relationship with organization o Access (transportation, funding) o Navigating the process RETURN TO OWNER o Partnering with animal control o Proving funding and transportation o Providing spay/neuter 9
MEETING OTHER COMMUNITY NEEDS Pet Deposits Training/behavior o Resources o One on one visits EXTENDING THE PFL PHILOSOPHY INTEGRATING THE PHILOSOPHY INTO YOUR ORGANIZATION ENGAGING FUNDERS PROGRAM SUSTAINABILITY 10
INTEGRATING THE PHILOSOPHY INTO YOUR ORGANIZATION o Building buy in o How the program connects with the rest of the shelter work: Staff Adoptions ACOs Veterinary Volunteers Partners ENGAGING FUNDERS o Use data, stories and testimonials to gain support and greater program understanding o Incorporate it into the outreach plan Collecting data Photos Testimonials Videos Fundraiser events to celebrate achievements o Groups that you want to engage Current and potential funders Board members Volunteers Partners 11
PROGRAM SUSTAINABILITY o Increasing goals Capacity needed: Staff Surgical Funding Bigger isn t always better Non-surgical goals o Ways to integrate outreach into your organization long-term Grants (animal welfare and funders in other sectors) Single donors Include outreach and proactive work in the budget Adjusting services based on available funding QUESTIONS? 12
CONTACT US Jill Kline Wisconsin Humane Society jkline@wihumane.org Goizane Mullin Former Animal Rescue League of Iowa Community Outreach Coordinator goizanee@gmail.com Alana Yañez The Humane Society of the United States ayanez@humanesociety.org 13