The art of petworking

One of the rescue groups I’m working with is scared of the internet.

Mainly staffed by non-computer users, when I start to tell them of the benefits of getting online I see them tune out, which is a shame because they don’t have a lot of resources, yet this lack of understanding is keeping it isolated from the wealth of free resources available.

They do however have a website, which they keep diligently updated. Sadly, most independent websites (ones that aren’t paying for outside advertising) can expect to have very limited visitors which reduces the number of people they actually reach. Meanwhile there are many, existing tools available to that to engage the community with who you are, not just what what you do. 

 

“But we have a website – what more is there?”

As a rescue, having a website is an invaluable tool for reaching the people who know about your group.

But it’s not generally a very effective way to find new supporters as generally the people who have found your website, already know who you are. 

 

Forums

While your enthusiastic web manager may be tempted to set one of these up of your own… don’t! Forums are notoriously hard to start from scratch and owning one often an exercise in masochism.

However existing, high traffic and pet related forums are a great way to promote your group, your available animals and events. And you’ll reach many more people than by simply putting the information on your own website.

Note: forums have a ‘clique’ nature and generally have strong views on certain topics, so it’s better to ‘watch’ for a little while before posting to get a handle on the particulars of that community.

Remember, you are there to promote your group so stay out of arguments and make all your contributions helpful. If you decide you would like to contribute in a more heated way, create a second login and post as a separate member.

Solving problems in a constructive manner, offering links to more information and offering assistance if you’re local to the person with the issue are all great ways to establish yourself as a reputable and knowledgeable entity.

Some great forums:
Dogzonline (includes a forum specifically for rescue groups)
 

Blogs

A blog installed on your groups’ webpage is a great way to send information to your members – and allow them to start a dialogue with you. The most loyal supporters are generated if they feel ‘involved’ with you – even if they aren’t actually personally working with you. And you’ll find it’s much less work (and generally more successful) than trying to start a forum.

Alternatively a blog can be used as a central point to start a website (ala what you’re reading here). It’s a free way to get online, customisable and a great way to get started!

Allocate caring for your blog to one of your more senior volunteers; update it with pics of available pets, stories from your group, photos of your staff and volunteers and comment on local news articles. It will really help people connect with you.
 

Facebook

Once considered frivolous, Facebook is now an free and easy way to promote your rescue and setting up a Facebook group is a great project to set one of your younger volunteers.

Once up and running sure to promote your Facebook group in all your newsletters and mailings – it makes you seem kinda cool!

Encourage people to post photos of their rescue pets and set a volunteers the task of writing replies to all people who post pics to say “great looking pet – thanks for posting”. It’s another great way to make people feel involved.

Some example groups
PetRescue’s “I adopted my pet from PetRescue” Facebook Group
Australia says no to puppy farming

There are many ways you can be getting extra web exposure for your group which are both free and effective – don’t be afraid to experiment! And remember a website is just one segment of a wide web marketing strategy, not a magic bullet. but don’t understand that marketing is more than a website.