Re: Social Cause Marketing
It seems like the petstore's desire to have rescues in their stores for PR reasons is an opportunity to get them to change. Basically, organize the local resuces into saying, sure we'll hold adoptions at your store, but we'll just need you to to meet this list of requirements. If you're not interested, we'll be perfectly happy to not to hold adoptions at your stores.
Basically, use their desire to improve their image get them to change. Create contracts with them that are legally binding, and have specific consequences when broken. Make the contract available to all rescues so they can be sure to get it signed before they hold adoptions. The contract should include the right for the rescue to inspect the store to determine that the requirements are being met.
I'm sure the pet stores won't go for it, but at least then you have clear documentation that you can present to the public that they were offered an option to participate in humane animal treatment, and turned it down. This creates evidence that there "social cause marketing" is a bunch of corporate BS. I'm sure various local news channels would love a story about petsmart not allowing a large area rescue to hold adoptions at their stores because petsmart was unwilling to meet the rescue's very basic animal welfare requirements.
|