Animal Welfare Has a Messaging Problem

Marketing Tails

Brad Shear is the CEO of Potter League for Animals, the largest animal wellness organization in Rhode Island, which provides shelter and care for dogs. He’s been in the animal wellness industry for over 29 years, contributing to multiple regional and national organizations. Before Potter League, Brad led the Mohawk Hudson Humane Society as President and CEO for 10 years. He currently serves on the advisory boards for Hills Pet Nutrition Shelter and the New England Federation of Humane Societies.

In this episode…

Animal welfare organizations have been perceived as heroic entities that rescue animals from perilous circumstances for decades. However, the reality is far more nuanced, and the messaging of these organizations requires updating.

Although animal shelters supply safe havens for abandoned and abused animals, Brad Shear explains that the constituencies these organizations serve have a greater reach. As a seasoned professional in the animal humane industry, Brad understands that sometimes pet owners may be unable to care for their animals due to extenuating circumstances. As a result, animal care facilities have come to act as liaisons, providing access to pet food, affordable veterinary care, foster care, and temporary housing.

In this episode of Marketing Tails, Mark Bevington sits down with Brad Shear, CEO of Potter League for Animals, to talk about the advantages of animal welfare organizations. Brad discusses the services Potter League offers, why animal welfare organizations’ messaging requires an overhaul, and the obstacles these types of facilities encounter.