The astounding power of free pet adoption events

You need to join forces with other rescue groups and hold a fee-free adoption event.

I know, right – but, hear me out.

Unfortunately, many non-profit organizations often seem to believe that there is a limited pie of resources out there and, therefore, they are in direct competition with other humane groups in the community. This is really more a matter of perception than reality. Animal lovers are amazingly generous, especially when they feel that groups are working together to get an important job done. And our community, animal groups and the general public have all pulled together to create one of the safest places in the country for homeless pets.

Nevada Humane Society, No Kill Shelter since 2007

When 41 shelters and rescue groups across Alameda and Contra Costa Counties got together for the Maddies Matchmaker Adoptathon, offering would be adopters free pet adoption, they did so with the aim of emptying their shelters.

Shelters and rescue groups screened applicants as per their usual guidelines and used extended shelter trading hours, as well as PETCO, PetSmart and Pet Food Express stores to showcase their animals. The result? An overwhelming success;

Take a moment to consider that result – what would happen in your community if 1,500 pets were rehomed in a single weekend?

By co-oincidence, on the same weekend, New Zealand SPCA, offered a free-feline Friday. The Wellington, Wairarapa, Newtown, Waikanae, Levin and Masterton offered cats to the public with a waived fee over the weekend.

Their experience?

The Masterton office was flooded with prospective owners on Friday morning, Wairarapa SPCA manager Val Ball said.

Within two hours of opening more than 20 people had called in for free felines and seven cats had been adopted.

”There have been more people than cats here this morning, we’ve been overrun,” she said.

There had been 30 cats rehomed out of the Masterton centre by Friday afternoon and 150 animals given away in their Wellington offices.

I’ve often argued that we should be increasing the value of our rescue pets, by promoting them as ‘better than free’ and I still believe that is true. Many in the community are turned off by ‘free’ – to them it says ‘faulty’, ‘common’ or ‘things nobody wants’ – which is why FTGH ads are usually so ineffective in attracting genuine adopters. I don’t want a free pet – I want a great pet. I’ll just pay for one thanks…

But these promotions are different. ‘Free’ is a talking point. ‘Free’ builds a buzz. ‘Free’ is a cue that tells you it’s a limited time only offer. Groups getting together and offering ‘free adoption weekends’ gets people excited about lots of pets to choose from and promises a fun, festival atmosphere.

Since everyone is getting their pet free that weekend, it doesn’t come with the same ‘stigma’ usually associated with a free-rescue pet. And with studies showing no difference in attachment levels between pets where the owner paid a fee – or didn’t – there is no good reason to kill pets ‘for lack of homes’, rather than coordinate your own BIG FREE ADOPTION WEEKEND!

It might just save a few hundred lives.