Car Salesman. What comes to mind? Self serving, hidden agenda, obnoxiously invasive and pushy. Even though it’s probably unintentional, don’t be a Pet Welfare Salesperson!
Here’s 3 Salesy Tactics you should remove from your promotional marketing because – it’s pushing your agenda (sales) instead of engaging (impact) and also, it just doesn’t work and people won’t want to deal with your organization.
“FOSTER SO YOU CAN SAVE LIVES”
The rule of marketing is give, give, give and then get. If all you are posting are requests to get – you can’t expect people to respond. What exactly are people getting from fostering? A rewarding experience? I’d put money on less than 75% of staff and volunteers in organizations with a facility don’t foster – why? Because it’s asking a LOT! If saving lives doesn’t encourage you to foster consistently, don’t throw that line at others as an incentive.
“APPLY NOW TO VOLUNTEER/FOSTER”
What is happening that is so rewarding to audiences that if they don’t “apply now” they will miss another opportunity like, every day going forward to volunteer or foster with you? You need to give people time and information so they feel confident about volunteering and fostering – rather than pushing them away thinking they are going to get thrown into something they don’t even see massive value in.
“HERE’S 7 PARAGRAPHS OF ALL THE SPECIAL NEEDS AND BEHAVIORAL ISSUES OF THIS DOG – WHY ISN’T HE ADOPTED YET?”
Dogs and cats have different needs. It’s totally understandable – but candidly speaking, sometimes (ok a lot of times) you need to stop talking…in text. I realize you are short staffed and overwhelmed but guess what, you are ASKING A LOT from a potential adopter/foster and to repeat the rule, you need to give – give – give and then get. The very least you can do is promote these pets with an ending tagline that welcomes more elaborate discussions with interested audiences about behaviors, medical needs and what your organization is doing to do to assist in the placement of this pet as opposed to setting some ridiculous expectation that a dog with abcdefghijklmnop concerns should be easy to adopt.