Expanding the Customer Base for the Non-Profit

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Duration: 5:03
Source: Stanford ECorner
Author: Christine Benninger, Humane Society of Silicon Valley - Michael Dearing, Stanford Institute of Design
Copyright: Creative Commons: by-nc-nd
Found: Nov 5, 2009

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As we’re now continuing the transition, then the next question is not only how do we continue to save more lives but how do we really get to the core issues of what are driving animals into our shelters? And if you look at the core issues, the core issues have to do with regards to commitment to pets. So Lily, for example, is not an overpopulation problem. She came into a shelter as an adult. Her issue was a commitment problem. I'm actually the fourth owner. So she had three other owners who didn't want to commit to her and kept turning her into shelters. So how do we really deal with that core issue because it's not just about us spaying and neutering anymore. And that's where we started to say, "You know the only way to do that is we've got to really change this paradigm of shelters away from being warehouses because that's what shelters traditionally are. To being essentially involved in our community where we're really supporting that human-animal bond to that's where the enhancement comes in over the life of the pets. So that people are really committing to their pets for a long-term basis and not. So they don't end up at the Humane Society. So we made a decision that our current facility which is over fifty years old, does not really fit in with this new dynamic that we want to promote going forward. So we're in the process right now of building a new facility, the first of its kind in the country. Very exciting. We call it an Animal Community Center. Not just a shelter. And what that will be is a combination of traditional Humane Society types of functions which is adoption, education, spay and neuter with the enhancement of community outreach and services like: Doggie Day Care, Dog and Cat boarding, a grooming center, a sports and training facility, a pets store, a cafe, dog parks. So, what that means is on a Saturday morning, you know, you can come over to the Humane Society with Lily and your six year old. And you drop y...
Language: English
Category: Business
Tags: Christine Benninger, Michael Dearing
Country: United States


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