Rusty cages. Trembling animals. Runny eyes. Matted fur. Cue the music; rake in the cash.

Emotionally evocative images and stories work. They also support a narrative that might be our biggest obstacle in raising funds to do impactful work. Our persistent focus on cruelty and neglect has reinforced the idea that if you can’t “afford it,” you shouldn’t have a pet. But affordability is neither constant nor straightforward. As we increasingly turn our efforts to not just bringing – but keeping – people and pets together, that narrative may no longer serve us well.

This session will make the case for a purpose-driven approach and provide some tools to try it out. We’ll craft compelling messages in real-time and consider the positive impact of telling our stories in a different way.