Weekly Social Marketing Sighting by Nancy R. Lee
President, Social Marketing Services, Inc.
Affiliate Instructor, University of Washington
Strategic Advisor, C+C

Social Marketing Strategy: Highlight Motivators

Where Sighted: Local Humane Society

Social Issue: Pet Euthanasia

Years ago, I discovered “scary” wicked problem.  Approximately 1.5 million shelter dogs are euthanized annually in the U.S. due to shelter overpopulation and lack of adoptive homes, more than 4000/day.

I then decided to volunteer at our local Humane Society to help increase adoptions, and accepted a position as a “Greeter” when potential adopters come through the door.  Prior to my shift, I always take a quick tour of the dogs currently “waiting.”  Below is a picture from my shift there this week. This is what motivates me to continue this volunteer role several times a month, and to talk with passion to visitors coming in to see if there’s one “right for me.”

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