Social media is inundated with anecdotes and photos of happy, cute and funny animals. However, there are also the tragic stories about abandonment and abuse – the statistics are horrific.
We read about dedicated individuals and organizations that devote their time and funds to the rescue of animals in dire need, but there is always an underlying awareness that it is probably just the tip of the iceberg – there are many, many more out there that need help.
Keys to Survival
The people and organizations mentioned above are doing a great job, but if they are to survive and continue with their good work, they need support as they deal with a multitude of challenges. The immediate issues are usually financial constraints, accommodation, and the manpower needed to feed and nurture the animals. Besides this, a lot of administration goes into the adoption process and ongoing fundraising for the sustainability of the operation. There are obvious methods, such as setting up social media sites and hosting fundraising events. These serve as platforms for appeals for funding and volunteer helpers.
However, the reality is that if nonprofit animal welfare organizations are going to survive and hopefully increase in size and strength, then they need to adopt the same strategies that are used by thriving businesses.
This is easier said than done! The cost of implementing sophisticated business systems is out of reach for individuals and struggling startups.
Essentially, a well-run business needs strong leadership and a set of business metrics in place to measure its financial status, efficiency levels, risks and successes. Likewise with animal welfare. With good leadership and not too much expense, various metrics can be put in place to monitor, plan and implement the required strategies for successful outcomes.
Business Metrics Wxplained
Business metrics provide information about the current health of the organization and help to identify its future needs.
Financial Health
Everything hinges on having enough funds to operate. Nonprofits can monitor the cost of fundraising efforts versus the success rate. Financial metrics include efficient management of funds, as well as analysis and diversification of income streams where possible.
Operational Efficiency
Much effort goes into the running of animal welfare organizations. Daily tasks include feeding and accommodation, veterinary care, sterilization, and staff management. Ideally, a strong team of volunteers should be enrolled as this will help to cut costs.
Efficient operations can be measured by the general health and wellbeing of the animals, the average cost per day per animal, and the average time it takes to house an animal from the time of admission to rehoming or adoption.
Stakeholder Metrics
When it comes to stakeholders in animal welfare, animal NGOs strive to get as many volunteers on board as possible. Interested parties help to feed and exercise the animals, alleviating much of the expense involved. Vets sometimes offer free services to shelters in terms of free consultations, and sometimes free medication. Collaboration with a number of vets in the area means that the load can be spread.
Metrics include the monitoring of social media engagement, the successful enlistment of volunteers, and the number of volunteers involved versus payroll staff.
Measurement of the number of collaborations with local businesses, schools and other volunteers gives an indication of community interest and areas that can still be targeted.
Leadership
All of this – financial wellbeing, efficient operations, and collaboration with communities and stakeholders – needs an energetic leader with a passion for animal welfare and resilience to survive in the face of adversity.
As an example of what can be achieved with strong and passionate leadership, the president of the Humane Society of New York (HSNY), Virginia Chipurnoi, heads up an organization that provides affordable veterinary care to around 40,000 cats and dogs each year. HSNY also provides sterilization services and an adoption system that carefully matches pets with responsible owners. By taking extra care with these activities, overpopulation of animal shelters and the need for euthanasia have been substantially reduced.
Leadership qualities include good people management skills, emotional intelligence, sound logic and analytical abilities, and firmness in decision-making. A strong leader is ethical, resilient, empathetic and innovative.
Strong leaders also get involved in advocacy and policymaking on various levels. An example of this is the keeping of exotic pets. Many animals lose their lives during the capture and shipping process, and it’s through these leaders that animals have a voice.
Making a Difference
It goes without saying that the ideal business leader should also love and respect animals and be passionate about policies around the prevention of cruelty and abject neglect. A good leader will also know that sound business metrics help to guarantee sustainability and quality of care.
