RE: (IN) Indian Zoos waking up to Adopt an Animal

[Guest guest]

>if zoos find it easy to raise funds over a badly kept animal they

>will soon put animals under horrible conditions on display to gain

>profits out of the fact that visitors will feel sorry for them.

 

 

This is somewhat like saying that if men find that urinating

into the wind keeps their clothes dry, they always will.

 

The nonprofit zoo community now has approximately 170 years

of fundraising experience, which should have demonstrated

conclusively to even the village idiot with a bug in a jar that

people donate most often and most generously in support of the

exhibitors who keep their animals in the best conditions.

 

Granted, much of the zoo community has been slow to learn.

However, about 30 years ago some of the leading U.S. zoos were

persuaded to begin taking out mortgage loans against the value of

their property to make spectacular improvements in facilities--and

those that did soon found attendance and donor enthusiasm

skyrocketing.

 

Others followed the trend. By now, it is axiomatic within

the U.S. zoo community that one MUST add at least one new

multi-million-dollar exhibit per year to keep the money flowing, and

the animals within the exhibit had better look happy.

 

For example, nothing hurts zoo donations more than having a

pacing polar bear, or any animal looking bored and forlorn, but

nothing hypes donations more than cute animals seemingly enjoying

themselves.

 

There is more to be said about this, of direct relevance to

humane fundraising--

 

>they will soon put animals under horrible conditions on display to

>gain profits out of the fact that visitors will feel sorry for them.

 

Looking miserable to attract pity is an ancient begging

tactic, which works just well enough to keep beggars alive, but it

is not a successful approach to business.

 

Since successful businesses attract worlds more patronage and

investment than " successful " beggars, the business model is the more

useful model for nonprofit fundraising.

 

Shocking photos and heartrending stories have some value in

rallying public support for activist campaigns, but they have little

or no value in attracting financial support.

 

On the contrary, shocking photos and heartrending stories

tend to cause people who are already sensitized to the issues to turn

away--and never read as far as the pitch for funding.

 

Successful fundraising works in exactly the same manner as

successful advertising for a for-profit business: you have to show

the customers or donors why they will be happier, healthier, & more

attractive to the opposite sex if they contribute to your success.

 

Successful fundraising appeals may start out with a " before "

photo and narrative, but right from the start they promise a happy

ending. Then they show the happy ending, and while the reader is

feeling warm, fuzzy, & expansive, they ask for help to bring

another happy ending about.

 

The operator of a nonprofit shelter, sanctuary, animal

hospital, or any other pro-animal program who regards the work of

fundraising as being like begging will inevitably end up running a

concentration camp for underfed, sick, injured, and

under-socialized animals, & will come to be regarded by other

pro-animal people as a big part of the problem instead of the fix.

 

The operator who treats the work as a business will realize

the necessity of making the facilities attractive, of investing an

appropriate amount in fundraising (about 20%-25% of all time & funds

expended), & of pitching success.

 

 

>If the Indian government cannot finance the zoo themselves they

>should close it, but of course the scheme creates great

>opportunities for corrupt officials to make an extra buck.

 

About 25 years ago I did repeated exposes of a miserable

little zoo run by a corrupt official whose chief interest was in

lining his pocket. The SOB was finally fired & replaced by a

hustling businessman whose salary was pegged to zoo attendance.

After 10 years away, I returned to do a follow-up on my earlier

work, & barely recognized the place. The businessman--with no

background in animal work at all--had materially improved & expanded

every exhibit, ripped out all sorts of sideshows that contributed

nothing to the atmosphere, & was managing to pay himself more than

twice as much as the miser had made.

 

This was, in microcosm, the entire lesson of nonprofit

fundraising in the zoo world. The fundraiser who is willing to work

to make a buck will always outperform the chiseler who just wants an

easy buck.

 

 

 

--

Merritt Clifton

Editor, ANIMAL PEOPLE

P.O. Box 960

Clinton, WA 98236

 

Telephone: 360-579-2505

Fax: 360-579-2575

E-mail: anmlpepl

Web: www.animalpeoplenews.org

 

[ANIMAL PEOPLE is the leading independent newspaper providing

original investigative coverage of animal protection worldwide,

founded in 1992. Our readership of 30,000-plus includes the

decision-makers at more than 10,000 animal protection organizations.

We have no alignment or affiliation with any other entity. $24/year;

for free sample, send address.]