HOW TO START, OPERATE, AND DEVELOP A FARM ANIMAL …...specificallyfor farm animals may be insufficientlysafe, comfortable, and nourishing, since it need only sustain these animals
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HOW TOSTART, OPERATE,AND DEVELOP A
FARM ANIMAL SANCTUARY
TABLE OF CONTENTS
ESTABLISHING A SANCTUARY..………….……...………..…………….......…………....…......…..……1 Choosing Your Site..………………………...........…………………………………...……………......…..……1 Your Big-Picture Plan..……………………………………………………………................................1 Zoning...…………………………………………………………………………………………....…..….1 Physical Features..………………………………………………………………………….....…..……..1 Sanctuary Registration & Incorporation..…..…….....………………………………………...................…...3 Public vs. Private..………………………………………………………………………......…..………..3 StateNonprofitIncorporation...……………………………….........................................………..…3 FederalNonprofitStatus...…………………………………………………………….…….…...………4
ChoosingtheBoardofDirectors...………….……………………………………..........…….......….…….......4NonprofitManagementResources…..………...……………………………………………….......….……….5OtherResources….…………………………………………………………………………………............…….5
OPERATING A SANCTUARY………………………....…………………………………..……...…………...6 AnimalCareandShelterOperations……….…………...……………………………………..……………..…6 FeedingandWatering………………………………………………………………...………………….6 MedicalandHealthCare………………………………………………………………..………………..6 Housing…………………………………………………………………………………………………….7 IncomingAnimals………………………………………………………………………..………………..8 OutgoingAnimals………………………………………………………………………..………………..9 Record Keeping …………….………………………………………………..……….………………..10 Shelter Regulations………………..................……......……………………………………………….………11 LicensesandPermits…………..…………………………………………………………………….…11 StateVeterinaryRequirements……………………………………………….…………….....……....12 SanctuaryAdministrativeProcedures………..…………………………………………......…………………12 AdministrationandAccounting………………..…….……………………………........……………..12 OfficeTechnology…………………………………………………………………...…………………….12 TechnologyResources……………………………..………………………………....…..……………13 Operating Budget…….…………………….……………………………………...…….….…………..13 Volunteers………………………………………………………………………………………………..14 Staff……………………………………………………………………………...………………………….14 Insurance…………………………………………………………………………………..……………….14
DEVELOPING A SANCTUARY…………………..…………………………….……….....………………….15 Fundraising…………………………….………………………………………………..…………………………15 DirectMail…………………………………………………………….………………………………….15 AcquisitionMailings………………………………………………….………………………...............15 In-houseMailings……………………………………………………….……………………………....15 MembershipEnhancement………………..……………………………………………………………………...16 RenewalNotices………………………………………………..……………………………………….16 DonorCallsandVisits……………………………………………..…………………………………….16 DonorRecognition………………………………………..……………………………......….………..16 OtherFundraisingEfforts………………….…………………….………………………………..………….…16 OnlineFundraising……………………………….....………………………………...…………….…..16 FundraisingEvents………………………………..……………………………………...……………..17 Donations-in-kind……………………………………………………………………………......…….17 Grants…………………………………………………………………………………………....………...17 Bequests……………………………………………………………………………………...….....……..17 OutreachandVisitorPrograms………………….…………………………………….………….......………..18 SpecialEventsandConferences………………………………………………………….......……....18 VisitorPrograms………………………………………………………………….…………....………..18 CommunicatingwithMembersandthePublic……………………………………………………….…..….18 Brochures…………………………………………………………………………………………....…….18 Website…………………………………………………………………………………………….………19 E-communications……………………………………………………………………………..…………19 SocialMedia………….……….……………………………………………………………...……….…20 PrintNewsletters…………….……………………………………………………………....………….20 MediaRelations………….…….…………………………………………………………………..…………….20 EventsListings……..…………………………………………………………………..………………..20 PressReleases…………..……………………………………………………………...……………….21 ProTip#1…………………..………………………………………………………….....………………21 ProTip#2…………………..…………………………………………………………….....……………21
Asanyonewhohasestablishedorrunafarmanimalsanctuaryknows,thisundertakingrequiresnotonlydriveandcompassionbutalsoagreatdealoftime,money,andskill.Itmayseemdauntingattheoutset,buttherearemanyresourcestohelpyouresearch,prepare,andgetstarted.
Thisguidewasdesignedtobeahandyoverviewandreferencetool.Tothoroughlyprepareyourselftorunasanctuary,however, there isnobetterway thanputting in timeatanestablishedone.Volunteeringorevenworking for a year or two at a shelterwill bemore helpful than any book or class. FarmSanctuary offersinternshipsinanimalcare,aswellasdevelopment,education,communications,andadministration.TolearnmoreaboutFarmSanctuaryinternships,pleasevisitfarmsanctuary.org.
HOW TOSTART, OPERATE,AND DEVELOP A
FARM ANIMALSANCTUARY
Photo by Connie Pugh
HOW TO START, OPERATE, AND DEVELOP A FARM ANIMAL SANCTUARY 1
ESTABLISHING A SANCTUARYChoosing Your SiteSelectingasiteforyoursanctuarycanbemoredifficultthanyoumightthink.Youmustconsider,amongotherfactors,zoning,publicaccess,andtheavailabilityofresourcesandservices.
Your Big-Picture Plan
Beforechoosingasite,knowyourplan.Whatistheoverallstrategyofyourorganization?Areyoufocusingoneducation,orisrescuethemostimportantaspectofyourwork?
Asiteclosetoanurbanareacanenableextensiveeducationandoutreach,buthigherpropertyandoperatingcosts,aswellaszoningrestrictions,maylimitthenumberofanimalsyoucanshelter.Thefartherfromfarmingcommunitiesyouare,themoreexpensivefarm-relatedgoodsandserviceswillbe.Obtainingfeedandbeddingforashelterinanon-farmingareamaycostmorethandoublewhatitwouldinafarm-heavyregion.Additionally,youmustconsiderthedirectionthatlocalofficialsplantotakewithavailableland;youdon’twanttoendupneedingtomoveyoursanctuarytoaccommodateastripmall.
Witharuralsite,yourshelterwillhaveaccesstocheaperfeed,moreacreage,andmoreextensivevetservicesforthespeciesyouwillbesheltering,butitwillbelessaccessibletothepublic.
Zoning
Beforeacquiring land,makesure it isappropriatelyzoned for the typeandnumberofanimalsyouplan toshelter.Someareasprohibitorrestrictcertainspecies.Forinstance,inmanyplaces,itislegaltokeephensbutnot roosters.
Zoningalsopertains to structures. Haveaplan for thebuildings you think youwill need— then seekanareazonedtoallowmorestructuresthanthat,incaseyougrow.Toensureyougettheappropriatepermits,decidehowmanybarnsyouwillhaveandwhethertherewillberesidentialhousing,aneducationcenter,guestfacilities,and/orparkingareas.Again,thecloseryouaretoanurbanarea,themoredifficultitistogetoperatingandbuildingpermits.Youshouldalsofindoutwhethertheburialofanimalsisallowedontheproperty.Ifyoucan’tburyonsite,youwillhavetopayforrenderingorcremation,thelatterofwhichcanbequitecostly.
Physical Features
Water Supply.Makesurethepropertyhaswellsthatcanhandlethenumberofanimals,residentialhouses,etc.youwillneed.Havingabadwellorscantaccesstowatercanmakethepropertyworthlessasasanctuary.InthewesternUnitedStates,therearemanydroughtareasthathavelimitedgroundwaterandwaterusagerestrictions.
Type of Land. Thelandyouchoosemustbeappropriateforthetypeofanimalsyouwillbesheltering.Forexample, largeanimals,especiallyastheyage,requireflat landtoliveon.Asitepredominatedbywooded
FARM SANCTUARY • farmsanctuary.org2
areas,roughterrain,ordangerousdrop-offscouldproveproblematic.
Ifyouplantosheltermanygrazinganimals,youwillneedeitherpasturelandortheresourcestofeedthemhay,whichcanbeveryexpensive.Ifyourpropertyreceivesinadequaterainfallandisnotsetuptobeirrigated,youwillprobablyneedtosupplementgrazingwithhayanywherefromoneto12monthsoutoftheyear. Drainage is another important consideration.Ifyouarelookinginanareathatgetsagreatdealofrain,makesurethatthepropertydoesnotfloodconstantly.Also,whenyouarechoosingbuildingsitesforbarns,becarefultoavoidareasthatcouldflood,aswellassandysoilsthatmightsinkorheave.Findoutasmuchaspossibleaboutapieceoflandbeforecommitting.
Animal Comfort and Safety.Considertheneedsandvulnerabilitiesofthespeciesyouplantoshelter,aswellas thecostsof accommodating them inadverseconditions.For example,Cornishorbroiler chickens farepoorlyinextremeheat,especiallyinhumidclimates.Noplaceisperfectforallspecies,butyoucanmakesuretohaveadequateshade,theabilitytocoolanimalsinthesummer,andtheabilitytokeepthemwarminthewinter.
Checkwhatplantsaregrowingontheproperty,assomearetoxictocertainspecies.Forinstance,rhododendronispoisonoustogoats.Ifyouareunsureofwhatpoisonousplantsgrowinyourregion,checkwithyourlocalcooperativeextension.Youshouldalsoknowwhattypeofpastureisavailable.Evenlandplantedbyproducersspecificallyforfarmanimalsmaybeinsufficientlysafe,comfortable,andnourishing,sinceitneedonlysustaintheseanimalsuntiltheyaremarket-readyratherthankeepthemhealthyoverthecourseoflonglives.
Alsocheckwithyourcooperativeextensionto learnaboutpredatoryanimalsthatcouldbeathreattoyour
PhotobyJo-AnneMcArthur
HOW TO START, OPERATE, AND DEVELOP A FARM ANIMAL SANCTUARY 3
residents.Manyareasareheavilypopulatedbycoyotes,fox,bear,etc.;barnsandfencingmustbedesignedto keep out all predator species in your area.
Veterinary Services. Oneofthegreatestchallengesyouwillfaceisfindingaveterinariantotreatyouranimals.Inruralareas,youarelikelytoencounterveterinarypracticesthatdealwithsheep,goats,andcattle.Vetswhotreatpigs,waterfowl,turkeys,andchickens,however,aremoredifficulttofind.Evenvetswhospecializeinavianmedicinemaynotbecomfortableworkingwithindustrialbirds.Horsevetswilloftenworkonotherlargeanimals, but theygenerallydonotprovidecomprehensive services.As youcare for your animals, youwillsoonerorlaterencountertheneedfordiagnostics,surgeries,andotherproceduresthatrequirehospitalization.Thismaymeanalongdrive,whichcouldbefinanciallyimpracticalandadetrimenttoyouranimals’well-being.Forthesereasons,accesstohigh-qualityandappropriateveterinaryservicesshouldbeapriorityinyoursearchfor a sanctuary location.
Sanctuary Registration & IncorporationPublic vs. Private
Theprimaryfactorindecidingwhethertoestablishyoursanctuaryasaprivateorganizationoraspubliconeisyouranticipatedsourceoffunding.Ifyouhavealong-term,independentsourceofincome(suchasanincome-generatingtrustfund),itmaybemoreadvantageoustokeepyoursanctuaryprivate.Youcanstilldoanimalrescuework,publiceducation,etc.,butwithoutalltheadditionaladministrativeandaccountingworkrequiredofpublicsanctuarieslikeFarmSanctuary.If,likemostsanctuaries,youwilldependonthepublicforfinancialresources,youwillneedtoestablisha“not-for-profitcorporation”andbeginthetaskoflearningandcomplyingwithnumerousstateandfederalrulesandregulations.
State Nonprofit Incorporation
Thefirststeptowardsestablishingapublicorganizationistoincorporateasanot-for-profitcorporationinthestatewhereyoursanctuarywillbelocated.Incorporationrules,suchasthenumberofboardmembersrequired,varybystate.Checkonlineforthewebsitesofyourstate’sgovernmentoffices.Incorporationmaybelistedunder theDepartmentofTaxation&Finance,OfficeofRegulatoryAssistance,orsimply theDepartmentofCorporations.
Onceyouhavereachedtheappropriatestateofficeordepartment,askfortheformsandinstructionguidesforestablishinganonprofitcorporation.Mostinstructionbookletsprovidestep-by-stepinstructions,samplecompletedforms,andsamplebylawsandarticlesofincorporation.Thinkcarefullyaboutyourpurposesandgoals, so you can establish the capacities youmay need for future programs (such as the ability to haveregisteredhumaneofficersonstaff,taxexemptions,etc.).Theapplicationwillprobablytakesixtoeightweekstoprocess,althoughmoststateshaveonlineapplicationsthattakelesstime.Annualregistrationandfilingfeesarealsorequiredforstatenonprofitcorporations.
Youmay alsowant to research your state’s regulations regarding sales tax, as some states give nonprofitorganizationsanexemption.Thoughnotrequiredbylaw,professional legalassistancewillbehelpfulduringthisprocess.Considerhiringanattorneytoguideyouthroughyourinitialapplicationand/orongoingreportingrequirements.
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Federal Nonprofit Status
Afteryouhaveregisteredasastatenot-for-profitcorporation,youmayfinditusefultoapplyforfederalnonprofitstatusundersection501(c)(3).Theprimarybenefitsinclude:1)donorcontributionsaretax-deductible;2)yourorganizationisexemptfrompayingcertainstateand/orfederaltaxes;3)foundationsrequire501(c)(3)statusforgrantawards;4)lowerbulkmailingratesareavailable;5)501(c)(3)statuslendscredibilitytoyourorganization.Generally,charitiesdependentonpublicfundingwillneedtoapplyfortax-exempt501(c)(3)status.
Toobtainapplicationformsandinformationalpublicationsonregisteringasa501(c)(3)organization,visittheIRS website.YoucanalsowritetotheIRSFormsDistributionCenterforyourstate(youcanfindtheaddressatyourlocallibrary,andmanylibrarieshavereferencesetsofIRSpublications).AskforPublicationNo.557,“Tax-ExemptStatusforYourOrganization.”Youcanexpectyourapplicationtotakeaminimumoftwomonthstoprocess.Aswithstateincorporation,itisnotnecessarytohavealawyerorCPAfiletheapplication,butyouwillfindprofessionalassistanceveryhelpful.
Choosing the Board of DirectorsAllnonprofitcorporationsarerequiredtohaveaboardofdirectors,withthenumberofboardmembersspecifiedbythestateofincorporation.Theboardisthefirstresourceofanyorganizationandistypicallyresponsibleforfundraisinganddevelopment.Unfortunately,itisoftendifficulttofindagroupofindividualswillingtoassumethesetime-consumingandhighlyskilledresponsibilities—andthisisparticularlytrueofnewlyformednonprofitorganizations.
Inthebeginning,itislikelythatyourboardofdirectorswillbecomprisedoftheverypeoplewhoaredoingthe
HOW TO START, OPERATE, AND DEVELOP A FARM ANIMAL SANCTUARY 5
day-to-day,hands-onworkofoperating thesanctuaryandbuilding itsprograms.Althoughoftennecessaryat first, this arrangement will eventually inhibit your sanctuary’s growth and development. Your goal is anindependentboardofdirectorswhoseprimaryresponsibilitiesare toassesstheoveralleffectivenessof theorganizationandtobringinfinancialresources.
Nonprofit Management ResourcesTherearehundredsofnonprofitsupportorganizationsthroughoutthecountrythatprovideguidance,information,andresourcesfornonprofitmanagement;youmayhaveoneinyourowncommunity.UnitedWay,volunteercenters,universitydepartments,communityfoundations,andmanyotherorganizationsaregreatlocalorregionalresourcesforstartupnonprofitorganizations.Professionalguidanceand help can also be worth the cost and save a lot of resources downtheroad—justbesuretocarefullycheckreferencesbeforeengaging a consultant. Books and publications are another way to delvedeeperintononprofitmanagementtopics.Takethetimenowtoreadandlearnasmuchasyoucan.Herearesomeresourcestohelp you get started.
TheFoundationCenter’sLinkstoNonprofitResources:Foundationcenter.org/gainknowledge/nonprofitlinks
Idealist’sResourcesforNonprofitOrganizations:Idealist.org/info/Nonprofits(notethecapital“N”)
AssociationofNonprofitProfessionalsMarketplaceandBookstore(forlinkstobooks,publications,aconsultantdirectory,andmore):Afpnet.org/marketplace
TheAnimalLegalDefenseFund(ALDF)hasanetworkofattorneysthroughoutthecountrywhomaybeabletoassistyouwithquestionsaboutnonprofitincorporation.Visitaldf.orgformoreinformation.
Other Resources
Youmayfindvaluableinformationandfreeorlow-costresourcesfromregionalsmallbusinessassociations.Contactyourlocallibraryorchamberofcommercetoseeifanyassociationsexistinyourcommunity.Manyestablishednonprofitorganizationsarealsohappytoassistandprovideguidance.Developasmanyrelationshipsasyoucanwithmanagement-levelstaffandboardmembersofnonprofitorganization,andbeproactiveaboutseekinghelp.OrganizationsthatprovideevaluationservicesfordonorssuchastheBetterBusinessBureauWiseGivingAlliance,CharityNavigator,andGuidestarcanprovidetheirrecommendationsandguidelinesfornonprofitorganizationstructureandpractices.
PhotobyJo-AnneMcArthur
FARM SANCTUARY • farmsanctuary.org6
OPERATING A SANCTUARYAnimal Care and Shelter OperationsFeeding and Watering
Ensurethatyouareprovidingthebestdietforyouranimalresidents.Mostcommercialfeedsaredesignedtopromoterapidweightgain,whichisdetrimentaltotheanimals’health.Additionally,manyfarmanimalspecieshavebeenselectivelybredtogrowfartoofastandtoolarge.Withgoodnutrition,however,theweightofeventheseanimalscanbemaintained.Our<link>species-specificcaresheetshavesectionsonproperfeeds.
Accesstofreshwateratalltimesisessential.Werecommendusingautomaticwaterunitsforlargeanimalswhenappropriate.WeuseNelsonwaterunits,whichhavethermostatstokeepwaterfromfreezinginthewinter.Theyareeasytocleanandmaintain.Theinitialinvestment,mostlythecosttoinstall,ishigherthanforotheroptions,butthesavingsintimeandlabormakethemworththemoney.
WehaveusedautowaterunitsforourbirdsbuthavemuchmoredifficultykeepingthemcleanandhavenotfoundappropriateonesforwinteruseatourNewYorkShelter.Becauseofthatweusemetalwaterfontsthatcanhaveaheaterbaseputundertheminthewinterwhentemperaturesarebelowfreezing.Allwaterunitsmustbethoroughlycleaneddailyandfreshwaterprovidedforallanimals.
Ruminantanimalsmustbeprovidedwithmineralsupplements.Theirneedsvaryaccording to the levelsofgroundmineralsineachregion.Forexample,bothourNorthernCaliforniaandNewYorksheltershaveselenium-deficientsoils,andsowearecarefultoprovideruminantsatthose locationswithsupplementsthat includeadequateselenium.Itisalsoimperativetoknowwhichmineralsaretoxictoyouranimals.Moreinformationonpropermineralsupplementationisavailableinour<link>species-specificcaresheets.
Medical and Health Care
Takeinonlyasmanyanimalsasyoucaneasilymonitordaily.Becomefamiliarwitheachanimalindividually,soyouareabletonoticeanychangesintheirbehavior,appetite,orweight,asthesechangescanindicatehealthproblems.Trainallvolunteersandstaffmemberstowatchforsignsoflethargy,poorappetite,abnormalfeces,orstrangebehavior,andmakesuretheyareawareofsignsspecifictoeachspecies.Forexample,cattleandotherruminantsoftengrindtheirteethwhentheyareinpainorareextremelyanxious.Chickenswhoslowdownorpuffouttheirfeathers,orwhosecombsbecomedarker,lighter,ormorefloppedover,areshowingsignsofillness.Learningthemanysymptomsassociatedwitheachspecieswillhelpyouquicklydiagnoseproblemsandtreatthembeforetheyworsen.
You shouldperform regular health checkson all shelters animals.Designate a day eachweek for checks,addressingadifferentgrouporspecieseachtime.Examineeachindividualofthatpopulationcompletely—trimmingnailsorhooves,checkingeyesandteeth,lookingforsignsofloosefecesonthebody,andadministeringanynecessaryparasitetreatmentsorvaccines.Thistypeofhealthcheckallowsyoutocatchproblemsbeforetheybecometooseriousandtoprovidebasiccarethatkeepsotherproblemsfromoccurring.
HOW TO START, OPERATE, AND DEVELOP A FARM ANIMAL SANCTUARY 7
Oneofthefirstthingsyoumustlearnbeforecaringforanyspeciesisproperrestraintoftheanimalsothatyoucanadministerchecksandhealthcarewithoutcausinginjurytotheanimaloryourself.Evenwiththesmallestanimals,improperhandlingcanleadtoseriousinjuryorevendeath.Rabbits,forexample,candamageorevenbreaktheirspineifallowedtokicktheirbacklegswhilebeinglifted.Largeanimals,likecattle,canpanicandeasilyhurtsomeoneifnotproperlyrestrainedformedicaltreatments.
Ifyoudodiscoverananimalwhoissickornotthriving,workwithaveterinariantodiagnosethecauseandidentifytreatmentoptions.Onceyouhavebeenworkingwiththesamespeciesforyears,youwilllearnthesignsofmanyillnessesandbeabletoeasilydiagnoseandtreatthemyourself.Untilthen,however,itisalwaysbesttoconsultwithaspecialist.Veterinarypracticesareessentialforsurgicalprocedures,labwork,andvaccinesthatrequireadministrationbyalicensedveterinarian.Itismoreeconomical,however,todobasichealthcaresuchasantibiotictreatments,mostvaccines,andparasitetreatmentsyourself.Mostmedications,vaccines,andotherveterinarysuppliescanbepurchasedthroughwholesaleanimalcareandveterinarysupplycatalogs.Everyspeciesof farmanimalhasdifferentmedicalneeds. Manycommononesare listedonourspecies-specificcaresheets,buttherearemanymore.Alwayskeepup-to-dateondiseasesandmedicalcarerelatedtoyouranimals.Becauseso fewveterinariansworkwith industrialbreeds,especiallywithelderly industrialanimals,itisimportantbuildyourownexpertise.
Housing
Eachspecieshasitsownparticularenvironmentalandhousingrequirementsthatshouldberesearchedpriortoconstruction.Ifyouareusingexistingstructures,youmayneedtomakeadjustments.Ifyouareplanningonnewconstruction,takeadvantageoftheopportunitytobuildbarnsoptimallysuitedtotheirfutureresidents.
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Alwaysgetestimatesfromseveralcontractorsandfactorinallcostsfromthepermitsandfoundation,includingtheelectricandwaterlines.Manyprint,Internet,andotherresourcesondesigningfarmanimalhousingareavailable.Checkoutyourlocalcooperativeextension,whichmayhaveblueprintsandguides.
Alsovisitestablishedsanctuaries;unlikemostpublishedsourcesonfarmanimalhousing,shelteroperatorshaveexperiencedealingwitholderandspecial-needsanimals,whichwillprobablymakeupalargeportionofyour shelter population. Ask other shelter directors what they would change if they were rebuilding their own structures.
Theparticularneedsofdifferentspeciesandevendifferentbreedswithinspeciesarecoveredinourspecies-specificcaresheetsaswellasinourincominganimalproceduressheets.Properhousingprotectsanimalsfromtheelements, including freezing temperatures,snow, ice, rain,wind,andsevereheat. Allow forgoodventilationduringallseasonsbecauseallanimalsarepronetorespiratorydiseasescausedbysuchfactorsasmoldandhighammonialevels.
Allanimalsneedaccesstoanenclosedoutdoorarea;thesizeneededdependsonthetypeofanimal.Makesurethatallstructuresandfencingtheycouldencounterarefreeofsharpedges,wires,nails,etc.
Safeflooringisimportantforthepreventionofinjuriesanddiscomfort.Flooringneedsvarybyspecies.Forexample,largeanimalssuchascattleandpigsshouldnotbeonconcreteflooringbecauseitishardontheirjoints.Likemostanimals,theyalsorequireflooringthatwillnotbecomeslipperywhenitiswetorsoiled.
You should have an area or areaswhere incoming animals can be completely isolated from your residentpopulationuntiltheyhavebeengivenacleanbillofhealth.Additionally,withineachbarn,youshouldhavespaceswheresickindividualsorpairscanbeseparatedfromthegroupbutstillbenefitfrombeingneartheirherdmates.Theseareaswillalsohelpyouintroducenewanimalstoexistingflocksorherdsgradually.
Incoming Animals Knowyourlimitsandsticktothem.Nevertakeinmoreanimalsthanyouareequippedtohouse,areabletoseeandtreatforillness,andcanafford.Evenifyouhaveplentyofbarnspaceandpasture,youmustalsohaveenoughstafftoadequatelycareforeachoftheanimals,asmanywillrequirespecialmedicalattention.Oneofthebiggestpitfallsforshelters istakingintoomanyanimalstoosoon. Ifyoutakeinanimalsbeforeobtainingfunds,youwillneverfindthetimetoraisethemoneynecessaryfortheircare.Alwaysexpectextracosts.Becausemostoftheanimalsyoutakeinwillcomefrombadsituations,youwillprobablybedealingwithmanyhealthissues;thiscandepleteyourbudgetquickly.Weallwanttosaveeveryanimal,butdoingsoisnotfeasible;youwillendupusingallyourtimeandresourcesprovidinginadequatecare.
Followproperbiosecuritymeasuresatalltimes.Forthesafetyoftheresidentsatyoursanctuary,animalsandhumansalike,allincominganimalsmustbeisolated,andstrictdisinfectionandquarantineproceduresmustbefollowed.Oneofthemostimportanthousingspacesthatyouwillneedisanisolationareatokeepnewarrivalsawayfromincumbentresidents.Afencealoneisaninsufficientbarrierbecausemanydiseasesareairborne.Allcaregivers,visitors,andvolunteerswhocomeincontactwithanimalsinisolationshouldfollowastrictprotocol,includinganisolationsuit,bootsorbootcovers,glovesorhanddisinfectant,footbathes,and,ifthereisfearofairbornedisease,masks.Trainstafftowashtheirhandsbetweenvisitswithanynewanimalsandyourexistingpopulation.Itisalsoagoodideatolimitanynon-stafffromvisitingnewarrivalsuntilyouhavehadachance
HOW TO START, OPERATE, AND DEVELOP A FARM ANIMAL SANCTUARY 9
toassessanypossibleillnessesorbehaviorproblems.A separate hospital and rehabilitation facility equipped with separate pens or stalls is the ideal option to care fornewanimals.
Whenrescuedanimalsarrive,eachshouldreceiveafullbody check. Look for obvious health concerns such as externalparasites,diarrhea, lethargy,pinkeye (in thecaseofruminantanimals),andanysymptomspointingto other diseases or parasite infestations. Send a fecal sample from each animal to a licensed laboratory todeterminewhich,ifany,parasitestheyhave;onceyouhavetheresults,youcantreatthemaccordingly.Ifyouhavereasontobelievetheanimalsareinfectedwithanytransmissiblediseases,bloodworkormoreextensivefecal exams can be done. Animals should remain inisolation for at least three to six weeks until they have a clean fecal result and are no longer showing any signs of illness. Investigateallsymptomsandabnormalitiesbeforeintroducinganimalstoyourresidentpopulations.
Whenyouarereadytointroduceanimals,itisagoodideatohaveapeninthebarnwheretheycanseeandsnifftheotheranimalsnearbywithoutcominginfullcontactwith them.This should last aweekor so,dependingonthespeciesbeingintroduced.Eachspeciesreactsdifferentlywhenacceptinganewmembertotheirflockorherd.Oncetheanimalsareintroducedinthesamebarn,theymustbecloselyobserved.Neverleavenewanimalswithyourexistinggroupuntil it isobviousthatthegrouphaswelcomeditsnewmember.Forsomespecies,thiscanbeverytime-consuming.Seeourspecies-specificcaresheetsforinformationonintroducingnewmemberstoagroup.
Keep accurate records of all incoming animal information, including photos of the animals. Record body-conditionscores,both for thesakeof shelterhealth recordsand foruse incourt if theanimalshavebeenconfiscated.Beforebringingananimalintoyourfacility,makesurethatyouaremeetingallstaterequirements,includingbloodworkandproperhealth certificates. Bringinganimals into your facilities illegallyputs yourorganization,aswellasyouranimals,atrisk.
Outgoing Animals
Everysanctuarymustdevelopapolicyonanimalreleaseand/oradoptionbasedonitsownmissionandgoals.Adoptersmust have the resourcesandwillingness toprovide life-longandappropriate housing, food, andveterinarycare.Inthecaseoffarmanimals,thosenormallyseenasfood,werecommendadoptingoutonlytoveganandvegetarianhomes;ifyoudoreleaseanimalstoadopterswhoeatmeat,takeprecautionssuchascontacting veterinary and personal references.
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AtFarmSanctuary,we transport all our animals to their newhomes, soweare able to seeexactlywheretheyaregoing,meet theadopters face-to-face, andevaluate theaccommodations. If youplan to instituteanadoptionprogram,writetoothersanctuaries,SPCAs,humanesocieties,etc.andaskforsamplesoftheiradoptionapplications,agreements,orcontractsandinformationontheirprograms.Usethesematerialstohelpcreateaprogramthatwillfityourneeds.
Additional considerations thatmust bemadewhen instituting an adoption program include retaining legalcustodyoftheanimalsandcreatingpoliciesthatallowanimalstobereturnedtothesanctuaryatanytimeiftheplacementdoesnotwork.Makesurethatyouwillbeabletofollowuponadoptedanimalstobecertaintheyare receiving proper care.
Over thecourseof sheltering, someof your animalswill dieor require euthanasia. Findout aheadof timewhether you can legally bury these animals on your property. If not, youwill need to pay for rendering orcremationservices.Ifyougowithcremation,whichisoftenveryexpensive,youwillneedtofactorthisintoyouroperational costs.
We recommenddoingnecropsyonall animalswhodieof unknowncauses, especially if they showedanysymptomsofdiseasesthatcouldbecontagioustoyourotheranimals.Thisisalsoagoodwaytolearnaboutwhatdiseasesyouranimalsmaycarry,soyoucantreatothersaccordingly.Manystatesofferfreenecropsyservices,butsomechargeafee.
Record Keeping
Achartshouldbecreatedforeachanimalupontheirarrival.Thechartshould includethearrivaldate,sex,breed,identifyingmarks,ageorbestestimateofage,and,ifknown,ahistoryofwheretheycamefromandtheconditionsthere.Ifyouhavemultipleanimalsofthesamespecieswhoarenoteasilydistinguishedbymarkings,outfitthemwithsomeformofIDandrecordeachanimal’sIDnumberintheirchart.Chickens,turkeys,ducks,andgeesecaneasilybefittedwithnumberedlegbands.Legbandsarealsoavailableforsheep,goats,andcattle.Collarsareagoodoptionforcattlebutareinappropriateforsheepandgoats,whocouldhurtthemselvesbygettingthecollarscaught.Checkbandsorcollarsregularlytomakesuretheyhavenotslippedorbecometwisted.Becarefultomakethemtightenoughthattheystayinplacebutlooseenoughthattheydonotinterferewith circulation.
Ananimal’schartshouldincluderecordsofeveryhealthconcernandtreatment.Manyanimalsrescuedfromcrueltycaseshavehealthproblems,someofthemchronic.Goodrecordkeepingwillenableyoutodevelopoptimaltreatmentregimenstoapplyinthefuture;it’salsoacrucialtoolwhenprosecutingoffendersforabuseor neglect.
Vaccinationinformationshouldberecordedandaccessible.Rabiesvaccines,forexample,needtobeavailableatall times incasearesidentbitesaguestorstaffmemberorarabidwildanimalbitesaresident. Healthcertificates and incoming information for any animals transported from out-of-state should also be readilyavailable. If any of your animals are found to have contagious diseases and you cannot present accuraterecordsoftheirprovenance,yourorganizationcouldbefined,orworse.
Finally, all adoptionsanddeaths shouldbe recordedon theanimals’ charts.Death records should include
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causeandmannerofdeath(forexample,naturallyorthrougheuthanasia).Adoptionrecordsshouldincludetheadopter’scontactinformation,soyoucancheckbackabouttheanimal(s).
Shelter RegulationsLicenses and Permits
Beforestartingasanctuary,decidewhattypesofanimalsyouwillshelterandfindoutwhat, ifany,permitsyouwillneedinordertokeepandcareforthemonyourproperty.Alsoensurethatyouareproperlyzonednotonlyforthespeciesofanimalsyouwillbehousingbutalsoforthenumberofeachspeciesyouplantotakein.Currentlytherearenostateorfederalpermitsrequiredtocareforfoodproductionanimals;thiscategoryincludeschickens,cattle,ducks,geese,donkeys,goats,pigs,rabbits,sheep,andturkeys(butitexcludessomeexoticsthataresometimesusedforfood,suchasostriches).TheUSDAorstatedepartmentofagriculturemayvisityoursheltertoseeifyouneedtobelicensedasanexhibitor.Sinceyourprimarypurposeistohouse,feed,andcareforfarmanimals,youshouldnotberequiredtogetanexhibitionpermit,butthelawsareconstantlychanging.
Thehealthdepartmentwill requirecertainpermitsaswell, includingapermit tohaveandusehypodermicneedles.Otherpermitsmayincludehavingcontrolledsubstancesontheproperty,andallwillrequireproperstorageanddisposal.Needles,forexample,shouldbelockedupatalltimesanddisposedofinlockedsharpscontainersthatarethenpickedupbyalicenseddisposalcompany.
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State Veterinary Requirements
YourstateDepartmentofAgriculturerequiresvariousbloodtestsandidentificationsforcertainspeciesenteringfromotherstates.Thisistruebothforanimalsyouarebringingintotheshelterandforthoseyouaretransportingtoadoptivehomes.Oftenonlyahealthcertificate isrequired.Findoutexactlywhattheregulationsareandfollowthemtothe letter. Ifyouarestoppedbya lawenforcementagentwhile transportinganimalswithoutproperdocumentation,thestatemayconfiscateandeuthanizetheanimalsorchargeyoulargefines.Withnewdiseasescomingtotheattentionofthepublic,thefearoftransportinganimalsacrossstatelineshasincreasedandwillmostlikelycontinuetodoso.Followingallregulationsfortransportandtestingisimperativeforthesafetyofalltheanimalsinyourcare.
Sanctuary Administrative ProceduresAdministration and Accounting
Soundadministrationandaccountingpracticesarenotonlynecessarytooperateasanctuary,theyarealsorequiredbylaw.Asanonprofit,tax-exemptorganization,youarerequiredtocompleteannualregistrationandfinancialreportsatboththestateandfederallevel.Basicspreadsheetordatabasesoftwareisessentialtomakerecordkeepingmanageable.Inaddition,generalaccountingsoftwarecanbeavaluableresourceandincreasetheeaseoffilingannualtaxreturns.Ifyouareunfamiliarwiththesetypesofprograms,takecomputerclassesatyourlocalcommunitycollege.Theinvestmentinthiseducationwillbewellworththetime.
Fromthemomentofyourveryfirstdonation,youwillneedtomaintaincontributionrecords(name,address,date,donationamount)onallmembers.Youwillalsoneedtokeepdetailedaccountingregistersofallrevenues,expenses,andexpenditures.Thelawdoesnotstipulatethatnonprofitorganizationsenlistanaccountanttomaintain theirfinancial records,butyoumayfind itveryhelpful tohaveonesetupyouraccountingbooksand teach you the requirements for financial reports. After your revenues exceed a certain dollar amount,thegovernmentdoesrequireyoutoundergoanannual, independentauditbyacertifiedpublicaccountant.Establishinggoodinitialaccountingpracticesandprocedureswillpreventfutureproblemsandensurethatyoukeepyourstateandfederalnonprofitstatus.
Inadditiontotheannualfinancialreportsrequiredbystateandfederalagencies,youshouldalsocompleteanannualfinancialreportforyourmembers.Thisreportisanexcellentwaytoshowyourcontributorshowtheirmoneyisbeingspent.Writetootheranimalprotectionorganizationsforsamplesofannualreports.Asyourorganizationandbudgetgrow,sowilltheamountofreportingthatisrequired.Ifyouplantofundraiseoutsideofthestateinwhichyouarelocated,youwilleventuallyneedtoregisterwithnumerousstateagenciesacrossthecountry.Therehasbeenanattempttostandardizethisreporting,andthefollowingwebsiteisanexcellentresourcecoveringrequirementsforall50states:multistatefiling.org.Ifyousellmerchandise,youmayalsoneedtoacquireapermitandlicensetocollectsalestax,whichinvolvesadditionalreportingthroughouttheyear.
Office Technology
Whenchoosingcomputersforyourorganization,considerthetypesofsoftwarepackagesyouwanttouseandtheaptitudesofyourstaff.Whetheryouopttopurchasenewcomputersorrequestdonatedones,reviewthe
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specificationscloselytomakesuretheymeetallofyourneeds.Investinanti-virusandanti-spywaresoftware.Makesuretobackupimportantfilesregularly,evenifthatmeanssimplycopyingthemtorelativelyinexpensiveexternalharddrives.Back-updisksordrivesshouldbestoredsecurelyoroff-site.Yourcomputersmaycomewithsimplebackupsoftwarealso.Manytechnologycompaniesofferdiscountstononprofits,sobesuretoresearchpriortopurchasingbyvisitingthecompany’swebsiteortechsoup.com.AlsorememberthatthereareITconsultingfirmsatvariouspricepointsthatcanprovidehelpfuladviceandservicestoneworganizationsthatdonothavefull-timeITstaff.
Whenyouarefirststarting,youmaynotneedorbeabletoaffordadvanceddatabasesoftwaretotrackyourdonations,members,oranimalrecords.However,therearestepsyoucantakethatwillmakeiteasierforyoutoconverttoamorecomplexsystemasyougrow.Ifyouareusingabasicspreadsheet,enterinformationinseparatefieldsinsteadofgroupingthedatainonefield(forexample,keepfirstnameandlastnameindifferentfields).Itisalsoimportanttobeconsistentinyourdataentry,especiallywithabbreviations.
Technology Resources
Resourcesonthesubjectofmakinggoodsoftwaredecisionsfornonprofits:www.idealware.orgSoftwareandtechnologydiscountinformation,aswellasfreeappsanddownloads:www.techsoup.com
Operating Budget
Budgetcarefully—thelivesofthesanctuaryanimalsdependonit.Manywell-intentionedsanctuarieshaveclosedbecauseoftheirfailuretobudgetwell.Itisdifficulttosayno,butalwayssayingyescanleadtofinancialcrises.Startslowlyandresearchexactlywhatitcoststoprovideforanimalscurrentlyunderyourcare,aswellasforanimalsyouareconsideringbringingtotheshelter.Figureoutbothhowmuchyouarelikelytospendandhowmuchyouwillneedtoraiseeachyear.Constructionorlargeprojectexpensestendtobethefocusofbudgetreviews,buttheseareoftentheleastproblematicfactorsbecausetheyareone-timeexpenses.It
Photo by Connie Pugh
FARM SANCTUARY • farmsanctuary.org14
iscriticalthatyoupaycloseattentiontoyourongoingexpensessuchasfeed,bedding,veterinarycare,andotherdailycarecosts.Youmustalsoconsidertheadministrative,legal,andotherrecurringexpensesthatarenecessary to keep your sanctuary operating.
Volunteers
Mostnewsanctuariesdependonvolunteerstohelpcarefortheanimalsandassistwithmailingsandotherimportantprojects.Somehavelive-involunteerinternshipprograms,whichcanbeveryhelpfulifyoursanctuaryislocatedinaremote,ruralarea.Othershostmonthlyworkpartiesorhaveregularweeklyvolunteers.Promoteyourvolunteerprogramthroughlocalnewspapers,postedfliers,andothermeansoffreeorlow-costadvertising.Lookforthatspecialsanctuarypersonwhoisasgoodwithpeopleasheorsheiswithanimalsandaskhimorher to be your volunteer coordinator.
Althoughtheydon’treceivewages,volunteersdoneedregularacknowledgmentandsupportfromyou.Findoutwhatyourvolunteers’ interestsareand try tomeet theirneeds.Hostvolunteer recognitiondinnersandspecialevents.Mostimportantly,letthemknoweachdayhowmuchtheirhelpmeanstoyouandtotheanimals.
Staff
Asyoursanctuarygrows,youmayfindyourone-personoperationcannolongeroperatewithonlyoneperson.Caringforanimalsisa365-day-a-yearjob,andatsomepoint,successfulsanctuariesneedtohirepaid,trainedstaff.Findingcompassionate,qualifiedanimalcaregivers,however,isnoeasytask.Yourvolunteerprogramcanprovideagreatopportunitytorecruitstaffmembers.
Aswithavolunteerprogram,meetingtheneedsofyouremployeesisveryimportant.Managementtraining,personnelskills,andawillingnesstoallocatetimeandeffortforemploymentdevelopmentwillbenecessary.Asanemployer,youwillalsoberequiredtoknowandadheretoallstateandfederalemployeeregulationsandregistrations,haveworker’scompensationinsurance,andcompleteemployeepayrollsandgovernmentalreports.Yourobligationsasanemployerwillbealmostidenticaltothoseofanyfor-profitbusiness.Theadditionofpaidstaffwillincreasesanctuaryexpensesandmanagementtime,butgoodemployeeswillallowyoutodomuchmoreforanimals.Theyareessentialtoyoursanctuary’sfuture.
Insurance
Requirements for insurance vary by state, so check inwith your state authorities tomake certain you areincompliancewithobligationsforworkers’compensationinsurance,autoinsurance,etc.Generalsanctuaryliabilityinsuranceistypicallyagoodidea,primarilytoprotecttheorganizationintheeventofalawsuit.Thisisparticularly importantwhenyoubegintohaveregularvisitors,volunteers,andstaff.Pricesandcoverageoptionsvaryconsiderablyandcanbecomecomplex.
Shop around for insurance coverage and consider engaging a licensed insurance broker guide you in these decisions.Becausefarmanimalsanctuariesarenotcommon,differentinsurancecompaniesmaycategorizeyourorganizationdifferently,andthereforepricesmayvarygreatly.Dependingontheextentofthephysicalinfrastructure and equipment at your sanctuary, the type of organization it is, and other factors, additionalpolicies such as property insurance, directors and officers insurance, inlandmarine coverage, or umbrellacoveragemayalsobeinorder.
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DEVELOPING A SANCTUARY FundraisingForsanctuaries,thesaying“ifyoubuildit,theywillcome”referstoanimals,notfunding.Ittakesenormousamountsoftimeandexpertisetoraisetheresourcesnecessaryfortheoperationofasanctuary.
Direct Mail
Donationsfromindividualswillprovidethemajorityofyourannualbudget—and,inthecaseofmanysmallorganizations,allofit.Thereforeasignificanteffortmustgointoattractingnewmembersandkeepingexistingones.Oneofthemosteconomicalandeffectivewaystoattractandkeepnewmembersisaregularmailingprogram(usuallyreferredtoas“directmail”).TheU.S.PostalServicegivesspecialbulk-mailratestononprofitorganizations;youcanfindinstructionbookletsatyourlocalpostoffice.
Acquisition Mailings
Ifyou’veeverbecomeamemberofananimalprotectionorganization,youprobablysoonstartedreceivingmailfromdozensofothergroups.Thisisbecauseorganizationsrentortradetheirmailinglists.Manyusemailinglistbrokers;onepopularfirmisNamesintheNews.Typically,youneedtobringalistofatleast5,000memberstothetable.You’llalsoneedtopresentasampleofyourmailingpiece.Thenthebrokerwillhelpfindorganizationsthat are willing to rent or trade with you.
Foracquisitionmailings,youcanexpectbetweenaoneandtwopercentreturnrate.That’swhyorganizationstendtomailtohundredsofthousandsofpeople.Startsmall,butjustrememberthatthenormalrateofreturnislow.Acquisitionmailingsarenotnecessarilygoodfundraisersbutratherareusedtobringinnewmemberswhowillcontinuetocontributethroughouttheyear.Don’tforgettohaveasign-upsheetateverymeeting,animalevent,conference,andoutreachtabletogathernamesofpotentialnewmembers.
In-house Mailings
In-housemailings (i.e.mailings toyourowndonors)are fundraisers,andwith these,unlikewithacquisitionmailings,youcanexpecttoraisesignificantfundingforyoursanctuary.Thegeneralruleistosendoutthreetofourin-housemailingseachyear,witheachoneprovidingdonorsanopportunitytocontributetoadifferentprojectorcampaign.Forexample,onein-housemailingmightbeforbuildinganewbarn,whileanothermailingmightrequestmonthlysponsorsforthesanctuaryanimals.
Startcollectingdirectmailappealsfromotherorganizationstolearnhowtheywritebothacquisitionandin-housemailings.Youwillfindtherearedistinctwaystoappealformembershipfunds.Testvarioustechniquesto seewhatworksbest for you, and then stickwith it!Checkout directmail guruMalWarwick’swebsite(malwarwick.com)tolearnallabouttheinsandoutsofdirectmailfundraising.Rememberthatmaintaininganaccurateandregularlyupdatedmembershiplistiscrucialforasuccessfulmembershipdirectmailprogram.
FARM SANCTUARY • farmsanctuary.org16
Membership EnhancementRenewal Notices
Everyyearyouwillneedtoraisefundsforthecareofyouranimals.Yourannualshelterexpenseswillnot decrease (in fact, they will probably increaseeachyear),anditisimportanttoletyourmembersknow you depend on their annual commitment—whether it’s$10or$10,000.This isparticularlyimportant for animal shelters that have annual,ongoinganimalcarecosts.Donotshyawayfromsending your members renewal notices. Manynonprofit organizations send out three or fournotices per year; some send outmore. Set up aregular renewal notice schedule. Your membersmust know how much you appreciate and needtheir ongoing support.
Donor Calls and Visits
Get to knowyourmembers, especially oneswhohavemadeamajorcommitmenttoyoursanctuary.Makethetimetocallmajorcontributorsand,whenpossible,visitthem.Membersliketoberecognizedandappreciated,andcontactingthemalsoprovidesanopportunitytofindoutwhattheythinkaboutyourwork.Alwaysextendanopeninvitationtoallyourmemberstovisitthesanctuary,wheretheycanseetheirsupportinaction.Keepingmembersinvolvedandactiveinyoursanctuaryiscrucial,andoftenasimplecallandthankyouisallittakes.
Donor Recognition
Inadditiontopersonallythankingyourmembers,it’simportanttoprovidespecialrecognitionatvariouslevelsofdonation.Forlargedonations,considerofferingpermanentplaquesonbarns,signslistingsupportersatspecialevents,andalistingofsupportersinyournewsletter.
Other Fundraising EffortsOnline Fundraising
Yourwebsiteandemaillistsarevitaltoolsforraisingfunds,especiallyforurgentandimmediateneeds.Oncetheinfrastructureisestablished,thismethodoffundraisingisalsovirtuallycost-free.Youcanuseittosolicitfundsfornewrescuesorspecialprojectsthroughouttheyearinbetweenfundraisingmailingsandalsotosendanelectronicversionofyourdirectmailappealstogivemembersanonlinegivingoption.It’simportanttooffer
PhotobyJo-AnneMcArthur
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asecuremethodoftransmittingcreditcardandotherpersonalinformation;thistechnologyisavailablethroughanumberofonlineresourcesfornonprofitfundraising,suchasJustGive.org.
Fundraising Events
Inadditiontoeducationaloropen-houseevents,anannualfundraisingeventisanexcellentwaytomeetyourmembers,keepthemengaged inyourorganization,andraisesignificant funds.Abenefitdinnerorcocktailpartyheldaroundthesametimeeachyeargivesmemberssomethingtolookforwardto.Thelocationcouldbeyoursanctuaryoralocalrestaurantorcateringfacility.Trytogetfoodandbeveragesdonatedtosaveoncosts;consider incorporatingasilentauctionwithdonatedartwork,giftbaskets,giftcertificates,andotheruniqueitems;presentawards tovolunteersormajorsupporters involved inyourorganization;createaslideshowpresentationtosharehappyendingsandtheyear’saccomplishments;andrecruitvolunteerstohelporganize.
Donations-in-kind
Donations-in-kind(thatis,non-cashdonations)canbeextremelyhelpfulandshouldneverbeoverlooked.Manybusinessesandcompaniesarehappytohelp,butitisofteneasierforthemtodonateitemsratherthancash.Allyouhavetodoisask—theworsttheycansayisno!Callareabusinessesandasktospeaktotheownerormanager,explain(concisely)whatyoudoandwhatyouneedfromtheirbusiness,andletthemknowyouwillbehappytorecognizetheirsupportinyournewsletter.Everyyear,sanctuariesreceivedonationsofeverythingfromblanketstofoodtovehicles.Anddon’tforgettoaskyourmembersfortheseitemstoo.Everysanctuaryshould have a wish list. Put your list in your newsletter regularly or post it on your website.
Grants
Manypeopleareundertheimpressionthatfoundationsareabundantandwaitinginlinetogiveyoumoney.Actually,yoursanctuaryneedstogetinline,andit’saverylongline.Thereareonlyahandfuloffoundationsthatprovidegrantsforanimalprotectionwork;typicallythesefoundationsreceivemorethan200applicationsperyearandgiveoutonly10 to20grants.Youshouldnevercounton foundationsupport foryourannualoperatingbudget,butitisoftenhelpfulforone-timecosts,suchasbuildinghousingfacilitiesorestablishingnewprograms.
Yourgrantproposalwillneedtobewell-written,concise,andintheproperformat.Checkthelibraryforbooksongrant-writingbasicsthatcontainsamplegrantsandotherusefulinformation.Grantwritingandfoundationresourcesareavailableonlineatfoundationcenter.org,andyourlibraryshouldalsohavegrantdirectorieswhereyoucanlookupfoundationsthatsupportanimalprotectionwork.Writetothesefoundationsandaskforagrantapplication,informationonthetypeofanimalprojectstheysupport,andanyupcomingleadsforproposals.
Bequests
Encourageyourmemberstoconsiderincludingyoursanctuaryintheirestateplanning.Fundingfrombequestgiftsisveryhelpfulandcanbeasubstantialresource.Bequestgiftsaremostusefulforone-timesanctuaryexpensesorspecialprojectsthatarenotpartofyourongoingannualbudget.Includeinformationonbequestgivinginyournewsletter,andaskmemberstoletyouknowiftheyareleavingabequestgifttoyoursanctuary.Thisinformationisusefulforyourfutureplanningandallowsyoutothankthemembersandletthemknowhowmuchyouappreciatetheircommitment.
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Outreach and Visitor ProgramsSpecial Events and Conferences
Manysanctuaries regularlyholdeventsandconferences tobring innewmembersandsay thanks to theirexistingones.Peoplelovetogettoknowyouandtheanimalsandtosocializewithfellowanimaladvocates!Youreventscanrangefromsimpleopenhousestoweekend-longgetawayscompletewithspeakerpresentations,meals,andsheltertime.
Eventsneednotbeexpensive.Keepyourfoodandentertainmentcostsreasonable(whichoftenmeansdoingityourselforfindingbusinessestodonate),gatheracommitteeofvolunteerstohelpyou,andtakeadvantageofthemanyanimalprotectionspeakerswhogivepresentationsfree-of-charge.Keepinmindthatspecialeventsandconferencescanbeverytime-consuming.Makesureyouandyourvolunteersareabletoputinthetimetomaketheprojectasuccess.
Visitor Programs
Noonesanctuarycantakeinalltheanimalsinneedofrescue.Throughaneffectivevisitortourprogram,youcanextendtheimpactofyourworkbeyondtheanimalsinyourcare.Youranimalambassadorswillreachandteachthousandsofpeople,showingthemthatfarmanimalsaresentientbeingswithindividualpersonalities,justliketheirdogsandcats.
Youwillfindithelpfultohaveanestablishedtourschedulesothattoursdonotinterferewithyourdailyanimalcare.Takenoticeofwhichanimalslikehumaninteractionandwhichanimalsdonot,andarrangeyourtoursaccordingly.Forexample,FarmSanctuarydoesnotallowvisitorstogointotherabbitbarnsorpasturesbecauseourrabbitsgivewarningthumpswhenstrangersentertheirspace.Toursshouldalwaysbeconductedwiththeanimals’needsinmind,andallsanctuaryanimalsshouldbeabletoavoidhumancontactwhentheywantto.Also,forthesafetyoftheanimalsandpeople,werecommendthattoursbegivenonlywithatrainedtourguide.Thoughconsiderableeffortandtimemustgointooperatingagoodtourprogram,itisagreatopportunityforpeopletoconnectwiththeanimals,whichwillbringinnewmembersandallowexistingmemberstoseetheirsupport in action.
Communicating with Members and the PublicSavvy communications are crucial to building membership, drawing participation to your programs, andeducating thepublicaboutyourmission. If youdonothavecommunicationsspecialistsonstaff,considerseekingskilledvolunteersor freelancers (copywriters,graphicdesigners,etc.) inorder toensure thatyourresourcesaredeployedeffectively.
Brochures
Youshouldcreateabasicbrochurepresentingyourorganization’svalues,mission,andprograms,fordistributiontomembers,visitors,andeventguests.Asyourprogramsgrow,youmayfinditusefultocreateaseparatebrochureforeachone,soyoucandirectreaderstospecificactions(e.g.encouragingthemtosponsorashelter
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resident,applytoanadoptionnetwork,orjoinaspecialmembershipcategory).Freebrochuretemplatesareavailableonline;justtype“freebrochuretemplates”intoasearchengineforavarietyofoptions.Additionally,print-housessuchasFedEx/Kinkosofferdesignservices.
Website
Youwillneedatleastabasicsiteprovidingcontactinformationandadescriptionofyourorganization.Eventheuntrainedcaneasilycreateasimplesiteusingoneofthefreeweb-hostingservices.WerecommendWordpress,whichallowsuserstooperateawebsiteandablogthroughasingleaccount;severalfreeorcheaptutorialsonhowtomakethemostofWordpresscanbefoundonline.Asyougrow,youcanaddfeatures.Prioritizesectionsonhowtodonateandhowtovisitand/orgetinvolved,asectionforsharingphotosandstoriesofthesanctuaryanimals,andablogorupdatesectionwithnewsaboutsanctuaryhappenings.
E-communications
Onceyourwebsiteisdevelopedandyou’vebegunbuildingamembershiplist,oneofthemostcost-effectiveandleasttime-consumingwaystostayintouchwithyourmembersistocreateanopt-in,monthlyorweeklye-newslettersenttotheirinboxes.Thiswillallowyoutonotifythemaboutrescues,upcomingevents,andnewprograms.Inadditiontotheregularnewsletter,e-alertscandrawattentiontourgentneeds,suchasfundsforemergencyrescuesandprojects.Becausetherearelawsaboutsendinge-mailalerts(e.g.e-mailsrequestingmoneymust include the organization’s financial information), you should seek the assistance of an e-alertservicetohelpbuildandsendthesemessages.It’sworthpayingaconsultantonceamonthtoensurethatyouaremeetingallthelegalrequirements.
Photo by Derek Goodwin
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Social Media
MakeaFacebookpage.It’sridiculouslyeasy,anditwillputyourcommunicationsrightinthepersonalnewsfeedsthatyoursupportersarecheckingseveraltimesadayanyway.Awell-maintainedandfrequentlyupdatedFacebookpagewillintroducesupporterstotheanimalsatyourshelterandcultivatetheirsenseofinvestmentinyourorganization.Commentingonphotos,sharingimportantmessagesandvideoswiththeirfriends,orevenjusthitting“like”onastatusupdatethatstrikesachordwillallowyourFacebookfriendstofeelthattheyareparticipatinginyourwork—andenablethemtoamplifyyourcommunicationsefforts.
Sometips:Whenpostingstatusupdatesorphotos,askaquestion(e.g.“Whoisyourfavoriteanimaltovisit?”“Whatdoyouthinkismaking[animal’sname]smile?”).Respondtouserswhopostcommentsandquestions,evenifit’sjusthitting“like.”Facebooknewsfeedsareaselectionofpostsbasedonalgorithms,andphotosgetpriority,soconsideraddingaphotowheneveryoupostinfooralink.Postthingsthatmakepeoplesmileandlaugh—they’llbemoreinspiredtoshare.Formoretips,checkouttheNonprofitFacebookGuy,agreat,freeresourceforemergingtrends,research,andtoolsforsocialmediaengagement.MediaBistroalsoprovidestipson best practices and free webinars.
Print Newsletters
Yourmemberswantanddeservetoknowhowtheirfundsarespent,andaprintnewsletter,publishedtwotofour timesayear,willallowyou toprovide this informationengagingly.Thenewsletterneednotbecolorfulor expensive. It simplyneeds topresent your latestnews,andsomephotographsof your shelter animals,inanattractive format.Useyournewsletter to invitemembers toevents,announcenewarrivals,andshareopportunitiesforinvolvement.
Media RelationsThemediaprovideoneofthemosteffectivemeansofeducatingthepublicaboutanimalprotectionissuesandgettingpeopleinvolvedinyourefforts.Thegoalofmediarelationsistobuildrelationshipsovertime.Useaspreadsheetordatabasetotrackyourcommunicationswithmediacontacts—thisisessentialforestablishingyourselfasagoodsourcefornewsandinformation.Startwithlocalmedia.Onceyouhavegottenthehangofdrawingcoverageatthatlevel,expandyoureffortstoregional,statewide,andnationaloutletsasappropriate.Whenworkingtodevelopawarenessofyoursanctuaryinyourcommunity,youwillhavetwoprimarymediatools:EventsListingsandPressReleases.
Events Listings
Yourlocalnewspapers,radiostations,andtelevisionstationsofferFREEannouncementsforeventsofferedbynonprofitorganizations.Radioandtelevisionannouncementspotsarecalled“PublicServiceAnnouncements”(PSAs),andnewspapersoffer“CommunityCalendarListings.”Thistypeofmediaisusedprimarilyformonthlymeetings,volunteerrecruitment,andspecialevents.Callyourlocalmedia(youcanfindcontactinformationeitheronthewebsiteforthemediaoutletor intheyellowpagesunderthenewspaper,radio,andtelevisionsection).AsktospeaktothepersonwhohandlesPSAsorCommunityCalendarListings.Getintouchwiththatpersondirectly,introduceyourself,findoutwhenannouncementsneedtobereceived,thecorrectformat,etc.,andthankthemforincludingyourannouncements.PSAsandCommunityCalendarlistingsareshortandtothe
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pointandtypicallyhavetobereceivedatleastthreeweekspriortoyourevent,sometimeslonger.PSAsusuallyshouldbeshortenoughtobereadin30seconds(thoughsometimes60secondPSAsareallowed).PracticereadingyourPSAbeforesubmittingittomakesureit’stheappropriatelength.Alwaysincludeacontactnameandphonenumberatthetopofyourannouncement.
Press Releases
Pressreleasesareusedtopublicizenews-makingeventsatyoursanctuary(e.g.newarrivals,dramaticrescueefforts,etc.)Theyaregenerallyonepage,withtheprincipalfacts(who,what,when,where,andhow)inthefirstparagraph,followedbyadditionaldetails.DoanInternetsearchfor“samplepressreleases.”Therearedistinctpressreleaseformats,andyouwillfindithelpfultolearnthem.
Newspapers,radiostations,andtelevisionstationsreceivehundredsofpressreleasesdaily.Tomakeyoursstandout,CALLeachnewspaperorstationyouarepursuingandgetthename(andcorrectspelling)ofthenewsorassignmenteditor/director,alongwiththeirpreferredformofcontact.E-mailthepressreleasetotheirattention,thenfollowupwithaphonecall.Ifyournewsisbreaking,keeptryinguntilyoureachsomeoneliveattheassignmentornewsdesk.Thebesttimetoreachmediaisinthemorningbetween8:00a.m.and10:00a.m.Onceyou’vereachedtheappropriateperson,enthusiasticallypitchyourstory(e.g.whyit’ssounique,howitbenefitsreaders/viewers,etc.).Thatsaid,knowyourlimits.Alwaysthinkintermsoftheirtargetviewership/readership.Ifthestoryisimportanttothem,itwillbeimportanttothejournalist.NEVERcallondeadline(dailynewspapersareondeadlineeverydayafter3:00p.m.).Journalistsareasbusyasyouare—donotannoythemwithsuperfluousinformation.Again,thekeytosuccessfulmediarelationsistobuildstrong,long-termrelationships.
Pro Tip #1
Thenew24/7newscyclehasmadetimeanevenscarcercommodityforjournalists.Forthisreason,considersendingyournewsorstory idea in the formofashort1- to2-paragraphpitch, rather thana formalpressrelease.Notonlydoshortpitchesgetreadmoreoftenbybusyreporters,buttheyalsoappearmoreexclusivethanaformalrelease(whichsignalsmassdistribution)andappealtoreporterslookingforascoop.
Pro Tip #2
The media are ALWAYS looking for cute,heartwarming stories of survival againstall odds, second chances, and unlikelyfriendships forged between animals ofdifferent species. Fortunately, farm animalsanctuariesofferanever-endingsupplyofthese kindsof stories.Make sure to keepyour eyes open to the stories unfolding all around you and share them with themedia. Studies have shown that anytimea story promoting compassion for farmanimals appears in the media, there is acorrespondingdropinmeatconsumption.
FarmSanctuaryisNorthAmerica’slargestandmosteffectivefarmanimalrescueandprotectionorganization.Since1986,FarmSanctuaryhasworked toexposeandstopcruelpracticesof the “foodanimal” industrythroughresearchandinvestigations,legalandinstitutionalreforms,publicawarenessprojects,youtheducation,anddirectrescueandshelterefforts.FarmSanctuarysheltersinWatkinsGlen,NewYork;Orland,California;andLosAngelesprovidelifelongcareforhundredsofrescuedanimals.Theseanimalsstandasambassadorsfor thebillionsonfactory farmswhohavenovoice,andtheirstorieshelpraiseawarenessabout thebrutalrealitiesoffactoryfarming.
farmsanctuary.org
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