Every year in the United States, nearly one million homeless pets face euthanasia. These heartbreaking statistics stem primarily from overcrowded shelters that simply run out of space. One of the clients I work with is Pilots To The Rescue, an amazing nonprofit offering hope by providing a vital transportation network between rescue organizations and adoption facilities across the country.
Their innovative approach uses air transportation to give abandoned and surrendered pets a second chance at life. By flying these animals to shelters with available space, they dramatically increase their chances of finding forever homes with loving families. This efficient transportation system helps reduce euthanasia rates while connecting pets with potential adopters in communities ready to welcome them.
While traditional ground transportation methods can be lengthy and potentially stressful for animals, taking more than 24 hours with multiple stops, Pilots To The Rescue's air transport service provides a faster, safer alternative. For many at-risk animals, these flights represent their only chance at survival and adoption.
“I started Pilots To The Rescue to fill a critical gap in the animal rescue system — too many adoptable pets were being euthanized due to overcrowded shelters,” says Michael Schneider, Founder and Executive Director of Pilots To The Rescue. “By using aviation to transport these animals to facilities with more resources and higher adoption rates, I transformed my passion for flying into a life-saving mission.”
Like many small- and medium-sized non-profit pet organizations, they rely on the support of brands and businesses to keep our operation rolling. Without their support, they wouldn’t be able to rescue animals in need — but it’s a win-win situation for both Pilots To The Rescue and their sponsors.
Giving Back is Vital for Any Pet Brand's PR
Whenever I work with a pet brand, I'll ask the following questions: do you have a charitable component to your business? How are you making a difference in your community or in the lives of animals or shelter pets?
- Patricia Jones, Paws PR
I believe it’s vital for any business to show their consumers that they’re a brand that gives back and cares about animals. You have to demonstrate your commitment to making the world a better place for animals if you want to connect with pet parents.
There are studies that show that customers are more likely to be loyal to brands that support meaningful causes. A Nielsen survey found that over half of U.S. consumers (52.3%) purchase from brands that support causes they care about; similarly, more than 36% expect the brands they buy from to support social causes.
The pet industry is booming. Aligning with a respected nonprofit just adds authenticity to your marketing and it's something that your competitors can't easily replicate. Plus, a well executed campaign will generate media coverage and social media awareness and shine a light on how you are giving back.
Let’s talk to three corporate sponsors who have made all the difference at Pilots To The Rescue:
Hartz
Supporting Pilots To The Rescue has had a significant impact on Hartz’s business. It helps fulfill their corporate social responsibility mission with Hartz Loving Paws. Their mission, “Celebrating the unconditional love that pets give us through our support of shelters, fosters and families in need,” is significantly advanced through this collaboration.
According to Stacy Kisla, Senior Director of Marketing at Hartz, the partnership allows the company to directly support the pet community, empowering organizations and volunteers who tirelessly care for dogs and cats until they find their forever homes. Ultimately, both organizations share a common goal: To ensure more pets are in loving homes and more families experience the unconditional love that life with a pet brings.
BISSELL
The BISSELL Pet Foundation's mission is to support animal welfare organizations and provide resources to underserved communities, ultimately aiming to reduce the number of animals in shelters and rescues.
“Working together with Pilots To The Rescue, we can move more pets and save more lives,” said Kim Alboum, Director of Field Operations for BISSELL Pet Foundation. “Anytime we can collaborate with an organization to save lives, it’s a positive for our brand.”
The BISSELL Pet Foundation promotes pet adoption, spay/neuter procedures, vaccinations, microchipping, and responding to crises and disasters.
Tito’s Handmade Vodka
An important part of the story at Tito’s Handmade Vodka is the innate connection the company has with its canine counterparts. Since the beginning, Tito’s has been committed to supporting and protecting animals and, through its Vodka for Dog People program has helped better the lives of pets and their families. Tito’s amplifies the work of animal-based nonprofits across the nation and beyond, with a focus on supporting low cost spay/neuter services and veterinary care.
"We are proud to support Pilots To The Rescue and the incredible work they do across the East coast,” said Victoria Lewis, Field Sales Manager at Tito’s Handmade Vodka. “They are transforming the lives of thousands of dogs by giving them a new life. As the Vodka for Dog People, we just had to get onboard!”
How to choose the right nonprofit organization
When you’re looking for a pet rescue to donate to, the first step would be to ask yourself: does your company's values, mission and goals align with a nonprofit you're considering?
Look for shared values that align with your brand's mission and commitment to pet welfare. Key areas to focus on include:
- Animal transport and disaster relief
- Support for spay/neuter programs
- Promotion of pet adoption
- Dedication to overall pet health and wellness
When your brand demonstrates genuine alignment with these values through authentic storytelling, you can build deeper connections with consumers who share similar priorities. This authentic approach helps establish trust and credibility while making a meaningful impact in the pet care community.
Before partnering with a nonprofit organization, thoroughly evaluate their credibility by checking their ratings on Charity Navigator. This independent watchdog organization provides detailed assessments of charities based on financial health, accountability, and transparency.
You’ll also want to review financial documents. Examine the organization's IRS Form 990, which is a public document that provides crucial information about their financial status, including:
- Revenue and expenses
- Program effectiveness
- Executive compensation
- Organizational structure
This due diligence ensures you're supporting a reputable organization that manages its resources responsibly.
Demonstrating your commitment to animal welfare is essential in today's world. There are numerous ways to make a positive impact on the lives of animals in need.
Consider engaging with your local animal shelter through various support initiatives. This could involve organizing a pet food donation drive, contributing financially to their operations, or participating in community events like sponsored dog walks. Even modest contributions can have a significant impact — for instance, a $1,000 donation could provide meals for numerous rescued animals over an extended period.
This article was written by Paws PR Founder and CEO Patricia Jones and appeared in the August issue of PetAge.