Marketing Your Foster Pet

Web Presence

If your dog’s picture is already on the shelter’s website, you should write a biography about his personality. A good bio makes a big difference in the number of calls the dog gets, so be descriptive! Try to include things like:

• What does the dog like to do? (play fetch, go for walks, etc.)

• Is he a cuddler?

• Does he have experience with other animals and children?

Of course, any cute things that he does or anything you want to point out about his fur or appearance is good as well. It can be as long as you want, but the typical description is a paragraph or two.

If the dog has some bad habits, this can be discussed during the first phone conversation. The bio should generate interest, not turn people away. We don’t want to mislead people; however we really try to focus on the positive. Please email the bio to the Coordinator.

Photos

If your dog’s picture is not yet on the website, there are several options for getting pictures taken and posted. If you have access to a digital camera and would like to take the pictures yourself, you are welcome to do so. Please email them to foster@southsuburbanhumane.org.

Getting your foster dog adopted
Now that you have saved your foster dog, the next and most important step is to get them adopted. You are your foster dog’s best advocate, so do all you can to help them find a home. 

• Your goal is to create an emotional connection between potential adopters and your foster that will drive them to act (sharing a post, advocating, adopting, etc.)

• Make your foster dog a local celebrity. The more people who get to know your foster dog, the more they will become engaged. 

• Respond promptly to adoption inquiries and be flexible when scheduling meet and greets. 

• Remember that by getting your foster dog adopted quickly you also free your home to save another dog in need!

Start with a complete online profile

SSHS provides you with an invaluable asset in marketing your foster dog: their online profile on our website. Be sure to complete the profile as soon as possible by sending photos and a bio.

• Take amazing photos

• Have at least 3

• Make sure they're high resolution

• Shoot with family, friends, kids, other dogs, cats, etc. to show if your dog is compatible with these other friends

• Get outside and use the natural light

• Get on your dog's level and have them look at the camera

• Capture their personality

• Add fun video

• Shoot horizontally

• Show off their skills and tricks (sit, down, fetch)

• Write a compelling bio

Our foster coordinator generally writes the bios after you complete the SSHS Dog Info Bio Form, but you may write your foster pup’s bio if you prefer. Either way, here are some guidelines:

• Include information like how well your foster pup gets along with children or animals, and details about their good manners. 

• Elaborate on any behavior that's cute or endearing or would appeal to a potential adopter.  

• Always use positive language.

• Paint a clear picture and tell a good story that includes touching details, happy moments, or a feel-good happy ending. 

• Keep the post simple and to the point.

• DON’T write bios in the first person.

• DON’T focus on restrictions such as “no kids” or “would do best in a home with no kids” and avoid mentioning negatives like “not potty trained”, “chews furniture”, etc. This type of information is adoption counseling, not marketing and should be saved for your initial screening, the meet and greet, or the in-person adoption interview.

• Cast the widest net possible then whittle away at inquiries until you find the right match. 

Make your foster dog go “viral”

• Be creative in your marketing and don’t be afraid to try new things. 

• Try all available social media options including Facebook, Instagram, Twitter, Pinterest, Snapchat, Imgur, Flickr, Tumblr, and Reddit.

• Promote your dog on Nextdoor, Craigslist, local bulletin boards, etc. 

• Craft an attention-catching title for your post. Use the title as an opportunity to snapshot your dog’s personality. For instance, Couch Dogtato Seeking Netflix Buddy is much better than My Foster Needs A Home. 

• Aim to create new marketing material (a photo, video, story, etc.) a minimum of every 7-10 days. 

• Make sure your camera is always on hand for those great photo-op moments. 

• When your foster does something memorable or touching, write it down so you can craft a post.

• Make a meme out of photos that would otherwise be considered “outtakes” in traditional animal photography and share them. 

Attend adoption sites and events

SSHS hosts weekly adoption sites and occasional events. Events have lots of promotion and draw in people looking to adopt, so if your foster dog is appropriate for such settings, bring your foster dog and join the fun while showing him or her off to potential adopters! 

• The foster team must approve of your dog going to events and must know about each event they plan to attend so we can arrange for their adoption materials to be at the event as well! 

• If your foster dog is extremely fearful, dog reactive, or not good around people these events are NOT good places to showcase your foster pet. 

Foster Marketing Checklist

Here is a quick list for reference to market your foster pup. 

1. Take good quality, recent photos

2. Take good quality video

3. Write a positive bio

4. Make a flyer to post online and at places in the community

5. Post on Facebook

6. Post on out-of-the-box social media (Instagram, Twitter, Pinterest, Snapchat, Imgur, Flickr, Tumblr, Reddit, etc.)

7. Post on Nextdoor and Craigslist

8. If your foster dog is social, go out into the world/field trips and attend adoption sites and events

9. If your foster dog is extremely fearful or dog reactive, bring them to our Thrift Store for some exposure

10.  Spread the word to friends, family, neighbors, etc.

11.  Be creative!