Pet projects can boost bottom line

By Carin Enovijas

Now, more than ever, pet product retailers that “partner” with local animal rescue groups can boost their bottom lines while supporting animal-friendly non-profits.

The steadily rising demand for more organic/natural, sustainable, and humane pet products, as indicated in the U.S. Pet Market Outlook 2010/2011 report, is directly linked to the growing success of ethical appeals and “cause marketing.”

Recession has led to an increased and intensified human/animal bond, with 62 percent of American households now owning one or more pets, according to the latest market report.

At the same time, overpopulation and decreased government funding for Animal Control and animal shelters has led to a rise in private, non-profit animal rescues. This means that out of necessity, many pet owners have also become animal advocates in their communities.

Partnering with local rescues can help build retail clientele in several ways:

1. Host “adoption days:”
New pet owners need to buy supplies for their new pets. Consider offering product discounts or a free item after X-number of purchases to instill client loyalty.

2. Host spay/neuter or low-cost shot clinics: Partnering with local vets and animal rescues can bring in a new, cost and health conscious clientele. Be sure to have literature and product samples available to educate pet parents about how good nutrition translates into preventative health care, i.e.: fewer vet bills.

3. Donations equal free press:
Donations from your store to local non-profits can earn you free press and marketing coverage. Submit photos and a brief press release to your local media detailing your store’s involvement with local pet rescues. Be creative and tell a success story about the rescue’s efforts to foster and/or adopt out animals. Talk about how your store’s donations help make it all possible. Put up signs inside your store offering regular customers a discount on items purchased for the animal rescue of your choosing – it’s a win/win write off!

4. Sponsor a local “pet page” or “lost and found pets”
Smaller, local publications, especially weekly or free publications can offer affordable advertising costs that will gain name recognition for your store. Publish your success stories in print as community announcements, “Letters to the Editor,” or make use of free online announcements and reader contributions.

Partners Prosper
A master of marketing and business networking, Susie Atherton, owner of Canine Creek Pet Wash & Boutique, located in Tehachapi, Calif., actively participates in “all of the above.”

“S.T.O.P. (Save Tehachapi’s Orphaned Pets) and the Tehachapi Humane Society are two small animal rescue groups working together for the greater good, that of saving and re-homing as many dogs and cats as possible,” said animal activist volunteer Marsha Donnelson. “The local pet store, Canine Creek, is a major participant in helping the cause, coordinating many events to help raise much-needed public funds.”

Atherton helped open a dog park in Tehachapi. Photo by Susan Burt

In addition to hosting regular veterinary clinics, fundraisers and adoption drives, Atherton offers discounts and free services to new pet parents that have their animals spayed or neutered. Canine Creek also has a large social media marketing presence, educating and informing animal lovers across the globe about new ways to support its rescue partners. Atherton also worked with local government officials over a 3-year period to create a much needed dog park in Tehachapi.

Pooling Resources
After working for Purina for seven years, Netta Putzier decided to open her own business, Rochester Feed & Pet Supply, located in Rochester, Minn.
Over the past 12 years, Putzier has successfully partnered with multiple rescue organizations in her area.

“They do our job and we do ours,” Putzier said. “There are so many 501c3’s out there that do such a good job,” Putzier said. “We all work together to get the public educated and get the word out there.”

Putzier frequently hosts large-scale events such as “Pet Fair,” showcasing adoptable pets from all of the local rescues, along with vendors that provide samples and product information. Local media sponsors provide free announcements and event coverage.

Rochester Feed & Supply hosts regular "dog wash" fundraisers.

In addition to bringing the different non-profits together to pool resources, Putzier helps them find ways to pay for informational seminars; the most recent providing education about the plight of pit bulls.

Regular customers of Rochester Feed & Pet Supply enjoy seeing several of Camp Companion’s adoptable cats roaming around store. Members of the store’s “Responsible Pet Club” receive up to $20 worth of store coupons each month for four months, just for providing documentation of spay/neutering their newly adopted pets.

Retail Rescuer
Missy Young, owner of Animal Talk, currently operates both a retail pet store and a non-profit animal rescue at the same location in Seattle, Wash.
Abandoned and feral cats were a serious problem in her neighborhood, she said.

“We took in our first litter of kittens who turned out to be leukemia positive, just two days after the store opened on Jan. 1, 1990,” Young said.
Young founded her 501c3 rescue ten years later. Since then she’s taken in everything from lizards, rodents, fish and hedgehogs. Because of the expertise required, she shies away from rescuing birds.

“The Rescue here is based out of same building,” she said, “there’s a lot of coming and going.”

Animal Talk plays host to regular adoption events and animal care clinics each month.

Young admits that there have been times when the retail business has become “overwhelmed” by all the rescue activity.

Overly empathetic petrepreneurs should keep in mind that focusing on the success of your retail business enables you to contribute significantly to rescue efforts organized by a local non-profit in your area.

No brick and mortar necessary
Online stores can also find creative ways to become rescue partners.
Rescue Pet Supply, an online store based in Raleigh, N.C. offers commissions to affiliate programs via online purchase referrals.

“Help support animal rescue organizations through our Affiliate Program. Each time you visit our online store by way of one of our affiliates, and make a purchase, that affiliate earns a 10% commission on the sale. This does not cost you an extra penny,” states the company’s Website.

When you shop at The Animal Rescue Site Store, each item you buy also helps fund food for animals. According to the Web site, for each item purchased, 3-50 percent of the item’s retail price will be kept aside to be granted to charity partners through GreaterGood.org.

The chart below shows bowls of food generated by shopping at The Animal Rescue Site store over the past six months. 

Do you have successful rescue partner stories to share? If so, please share them on the Pet Business Opportunity Blog or our Facebook page.

Carin Enovijas is a freelance writer, editor and photojournalist who resides in Tehachapi, CA. As a newspaper and magazine journalist, she has written for several publications in California and Hawaii and is a regular contributor to Tehachapi News, Tehachapi Lifestyle magazine and The Loop newspaper.