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Megan Neely
COM 257
7/6/15
Research Report Assignment
The ASPCA of New York City
Executive Summary
The reason for this research is to understand and interpret the image of the ASPCA. As the
organization can define its own image, the publics can also define an image for the organization.
By understanding this image, there will be the opportunity to understand the possible threats
against the organizations image and its functioning, therefore revealing actions that can be taken
to improve it. By conducting a media scan, there will be sources that provide information where
issues can be formed and analyzed. The media scan brought up issues that consisted of internal
organizational conflicts, deceptive and negative associations in advertising, and lastly, a lack of
volunteers for gaining support for future bills and laws.
Questions were formed in order to find answers for resolving potential issues. Does
internal organizational conflict affect the functioning of the organization and its interaction with
publics? Based on research, the drama within the executive board has leaked into the media. Does
this affect how the organization can perform the action of saving animals? Are public relations
affected by internal conflict? Also, advertising by the ASPCA can be considered deceptive with
spending habits. The media contains a negative perspective of commercials asking to donate
money because viewers are unaware of where their money is going. Viewers are also not feeling
inclined to donate due to the depressing associations that comes along with the commercial. Are
these commercials too sad? Do they describe consistently and honestly where the supporters

money is going? Lastly, is there a way to increase promotions to make sure there are enough
volunteers and supporters of the organization to pass potential bills? Many articles desired support
to sign a petition or pay an amount to help pass a bill in protecting animals. Are these articles
enough to make people support the ASPCA?

Research Needs
The American Society for the Prevention of Cruelty to Animals, the ASPCA, is a non-profit
organization that was founded by Henry Bergh in New York City in 1866, and has been saving
the lives of animals ever since. According to the organizations website, this was the first humane
society created in North America, as well as being one of largest societies in the world today. The
ASPCA believes in incorporating animal protection and safety, as well as prevention of cruelty to
animals, into the law. With this, the ASPCA was also the first organization to conduct
investigations and make arrests to those creating the cruelty. For as long as this organization has
been alive, the amount of saved animals is countless. Surrounding publics, such as volunteers,
supporters, sponsors or partners, can always take into account the amount of good the
organization creates. But for as long as the organization has been around, this also leaves room for
negative reputations, despite the good given to the community. Based on research, there are a few
potential issues that could possibly threaten the organization and its functioning. One of which is
the unhealthy structure within the organization and its internal conflict among executive board
members. Another potential issue is the flaws in advertising of viewers believing the commercials
are too depressing and deceptive. The third potential issue would be a lack of volunteers to
support and sign petitions for possible bills intended to protect animals. Based on the media scan

and the research found on the organization, three research questions have been formed through
these issues:

RQ1) Does internal organizational conflict within the ASPCA affect how the organization
functions in saving animals?
RQ2) Does the ASPCA create deceptive advertising and depressing associations through its
commercials?
RQ3) Does the ASPCA produce enough promotions in obtaining supporters to sign petitions
or donate money for constructing laws?

These questions are ideal in creating the best possible image for the organization. Whether what
the media says is true, or untrue, determines the reputation the organization holds in society, and
more importantly, determines the relationships the organization has with its publics. Despite
everything else, the only way an organization can be successful is if it has good public relations.
Regarding the question about internal conflict, the significance is obvious; no matter the
organization, a united board of leaders is crucial for efficient decision-making and proper
functioning throughout the entire organization. The second question is important because if the
organization does not have effective advertising, then they cannot reach their publics, making it
impossible to obtain money for their fundraising efforts. Lastly, the third question addresses the
number of volunteers, which is very important when it comes to gaining support for establishing
laws in saving animals. The amount of support establishes the likelihood of constructing laws, and
more importantly, the quality of relations with the government.

Methodology
While finding the potential issues and creating research questions, the media scan provided
the necessary answers in finding solutions. Studying the organization, in itself, was the first step.
How does the organization define itself, its mission and its values? Next, articles were scanned for
any relation to the organization. All of which pertained to articles about animal rescues and other
ASPCA involvement; giving all positive information. The trend in articles about establishing laws
in protecting animals was evident. For example, the ASPCA posted an article about a more recent
ban in horse slaughtering houses that has expired, desperately asking volunteers to sign their
petition to renew the ban to prevent these slaughterhouses from being legal (ASPCA.org). This,
and other petitions were asking for support and signatures for various bills. Without having
enough volunteers, many cruel activities could continue to happen. If the ASPCA does not find
enough volunteers for bills like these, the organization cannot achieve their goal of preventing
cruelty to animals. And without having the ability to construct these laws, the organization will be
lacking with government relations. After deciding this as an issue, the research turned to
discovering other opinions regarding the organization.
An article from the New York Times started with a testimony from one of the writers
about her experience being on the board for the ASPCA, and how it was negative experience. This
article led to many others, discussing the same thing, and also turning into problems with the
former president. In sum, the research found that there were internal organizational conflicts
within the ASPCA. The media had learned about these conflicts, portraying the information
however they wanted.
Negative became a common trend when looking for articles. With that, the commercial
that the ASPCA has been notoriously known for was getting various negative opinions. Many of

those comments saying how the advertisement was too depressing, or saying that the
advertisement was too deceptive.

Research Results
RQ1) Does internal organizational conflict within the ASPCA affect how the organization
functions in saving animals?
Through research, it was found that internal conflict did exist within the ASPCA. But, with
over $100,000 in donations in a year, it is not apparent that this adversity stopped the organization
from staying true to its missions. But did the mission remain the same? Or did it shift from a focus
on animals to a focus on income? Research revealed that there were disagreements due to a single
person, the former president of the organization. Overall, one thing remains true; an organization
cannot function correctly or have success in establishing goals if there are conflicts internally,
especially if their publics begin to see how their organization does not have a united front of
motives and values.
Many articles discussed the conflict within the executive board of the organization.
Disputes on money and spending and whether or not those decisions are representative of
organizational aims and values were all issues of debate. According to an article from the New
York Times, there was a sudden drop of board members, having 15 of the 20 members resign and
then be replaced (Bernstein, 2013). In sum, according to the media, the organization had begun to
have an image of a power-hungry, money-focused corporation, rather than an organization that
strives to save animals and prevent animal cruelty. The New York Times article referenced quotes
from former members, The A.S.P.C.A. board, for whatever reason, is not a happy place to be,
said Penelope Ayers, a member who left the board in 2008. Another quote from a recent

resignation, Its Iraq and Iran with all the varying sects, said Cindy Adams. Bob Baker, another
former member of the investigative unit who resigned previously, said he didnt want to come off
as bitter, then continued, But it got to the point where animal welfare was not the priority, fundraising was. It felt as though the animals were being used for fund-raising, rather than using funds
raised to help the animals.
Other articles discussed the former president of the organization, Ed Sayres. Much of this,
opinion, but very crucial for displaying how the publics are feeling about the ASPCA. Its
understandable for every member of a public to have their own opinion, but its never good when
a non-profit, animal-rescue organization is getting negative attention in media. This issue could
potentially affect all publics of the ASPCA. An issue that affects the entire organization due to
decision-making strategies and money distribution will also affect those involved externally with
the organization. Publics, including all volunteers, sponsors and partners, can see the negativity.
An opinion piece by Nathan Winograd summarized how the actions of Sayres were clearly
contradictory. After his expected resignation from the ASPCA, he was immediately hired on as a
leader of a lobbying group for puppy mills (Winograd, 2014). According to The Examiner, some
issues arose due to the unrealistic salary for Sayres. The average salary for local ASPCA leaders
around the country is $70,000. For example, leaders in North Carolina work for almost nothing,
compared to the man in New York City getting over $700,000 for much less work effort
(Ainsworth, 2013). Thats a wide spectrum for salaries of a people with the same job description.
As the media can portray this issue in many angles, the organization, itself, is the only
source that knows the truth. Regardless of what is happening internally, it is not ideal to have this
information leaked into the media, making this an important issue for the ASPCA to take care of.

RQ2) Does the ASPCA create deceptive advertising and depressing associations through its
commercials?
For the second question regarding advertising, research found that the public believed that the
ASPCA commercial was too depressing. Although the emotions of guilt and sadness are intrigued
with the commercial, making viewers feel inclined to donate, some viewers did not care to see the
commercial for that same reason. A website, keepthetailwagging.com, features an article titled,
Why I Wont Donate to the ASPCA and Why Their Commercials Work. This article explains
how the author refuses to donate because of how depressing the commercial is. She said, my
donation doesnt guarantee that I wont see that sad commercial in the next 60 minutes, and that
the commercial physically makes her change the channel. The author also admits that she believed
the ASPCA knows what theyre doing by releasing a depressing commercial because of the sad
associations (2012).
The Examiner provides an article, as mentioned before, that questions the legitimacy of what
the ASPCA promises with their commercial, and the realities of spending habits. Although
research showed how the ASPCA was honest about being an independent, non-profit organization
out of New York and that it is not associated with any other SPCAs or humane societies,
Ainsworth made the point that the commercial is unclear about explaining that. When the
commercial comes on, viewers and donors do not understand that the commercial is for the
independent branch out of New York, and that their donations do not go anywhere else in the
country. The deception comes from the publics not understanding where their money is going just
by viewing the commercial. The ASPCA uses only $11.00 of every $100.00 donated on the
animals, Ainsworth said. With that, only .0.045% of its multi-million dollar donations were
given to other local shelters (Ainsworth, 2013). CBS out of Los Angeles said of the $116 million

in donations in 2009, only three-tenths of that was given to shelters in California. Although the
ASPCA says they are an independent branch on their website, their commercials are not clear in
explaining that, making other shelters in the United States believe they should get a portion, if
thats what the viewers believe they are paying for (2011). According to Petsalive.com, an article
titled, ASPCA New York: Using Your Donations to Murder Animals, described this deception.
$85 million dollars in donations go to ASPCA in one year, while $10 million goes to advertising.
This creates a question for the publics about why that amount of money goes towards advertising
when there are animals to rescue? And why is deception involved with luring in donations?
(2009). This information could also connect with the first issue about internal conflict. Although
the media does not portray it, it would be easy to assume that the so-called money disputes within
the executive board had to do with the distributions of donations to the rest of the country.
This is clearly an issue for the organization if the publics are forming negative perceptions of
the ASPCA. Overall, the commercial is not working like it should. The intentions of the
commercial are good, but the depressing associations are not. Theres also not a reason for the
viewers perceiving the commercial to be deceptive. If the viewers perceive the commercial to be
deceptive, now its even more possible for the entire organization to be viewed as deceptive.
RQ3) Does the ASPCA produce enough promotions in obtaining supporters to sign petitions
or donate money for constructing bills?
Many articles written by the ASPCA are articles that are asking for signatures for a petition in
hopes of establishing a bill. Through research, it does not seem like these types of promotions are
enough to get members of the publics to sign up. The petitions do not seem to be publicized
enough, and research has shown how the ASPCA, at times, is desperate for supporters. As
mentioned before, the article about horse slaughtering was asking for signatures with intentions of

renewing a ban. It was called the The Safeguard American Food Exports (SAFE) Act of 2015,
where the ASPCA was urging supporters to contact legislators, donate money, and sign a petition
(ASPCA.org). The problem with this was that supporters are not going to know about these
articles in a small time frame, making the article come off to viewers as desperate. Other articles
looked the same. An article from johnsibley.com actually said negative things about a shelterreform law written by the ASPCA. The drama drawn out by this law has caused for opposition
articles, such as this one, to do the exact opposite of what the ASPCA originally wanted; telling
members of society not to sign up, telling them to vote against the law the ASPCA wanted to
establish (Sibley, 2011). Although much of that information gets very in-depth, the important part
of the situation is that the media is portraying the ASPCA in a negative light to where not only are
they losing supporters, but they are also gaining anti-supporters.

Recommendations Summary
RQ1) Does internal organizational conflict within the ASPCA affect how the organization
functions in saving animals?
Research revealed that internal organization conflict within the ASPCA does exist, and that it
affects the entire organization. Although animals are still being rescued, money distribution
becomes a question and publics obtain a negative view of the not-so-united front of executive
board members. Its easily possible that an organization, no matter its mission, can lose sight of
the bigger picture. Once an organization falls slightly off track, its very easy to fall even farther.
And that fall does not mean its impossible to get back up again. In order to resolve this issue, the
ASPCA must communicate with its publics to explain their version of the truth about what is
happening internally within the organization. The organization needs to inform their publics that

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the problem is not affecting their functioning. By issuing a statement from the current president,
Matthew Bershadker, the publics can get a sense of clarity for the situation, reminding them that
issues are in the process of being resolved. If the issues are not addressed, then the publics address
them first, making the situation turn to whatever they please. The issue cannot be ignored or given
a unsatisfactory response, or else the publics begin to think even worse. The next step after
speaking with publics externally, is applying a process of resolutions internally. The new
president is the first step, hiring a strong board is the second step, then making all employees and
volunteers within the organization happy is the final step. After doing all of this, time, is the only
thing that can put everything together again.
RQ2) Does the ASPCA create deceptive advertising and depressing associations through
its commercials?
The organization needs to do a study in obtaining feedback regarding their advertising tactics.
Its clear from the research that there are varying opinions regarding the commercial. Does the
commercial work, or not work? What do the publics truly think about the commercial? Studies
showed how it works for an extent of time, but the solution must be that its time for something
new. The sad commercial can stay, but to balance out emotions, a happy commercial should be
implemented. If the information in the media is accurate about how much money is going into
advertising, there is not a reason not to come up with a second commercial. To induce feelings of
happiness and reassurance, a commercial displaying happy dogs may help to obtain volunteers on
the other side of the spectrum. The article on Keepthetailwagging.com explained how the viewers
would enjoy seeing happy endings. The author provided photos of her own rescued dogs, playing
and being happy, and explained that seeing animals living happy lives because of the ASPCA,
would make her feel more inclined to donate. Although the author does not want to donate to the

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ASPCA because of the commercials, she still believes in recuse work and would donate if the
commercials were more positive (2012).
RQ3) Does the ASPCA produce enough promotions in obtaining supporters to sign petitions
or donate money for constructing bills?
As research showed, this was an area where the organization lacked. One way to increase
supporters is to once again, come up with another commercial. Television and other media
sources are an additional strategy in getting volunteers to sign petitions. Posting articles on their
website isnt enough. The significance of these petitions is crucial. Gaining supporters to sign
petitions, pay money, or email legislative representatives is what constructs the bills preventing
cruelty. If they cannot gain these supporters, they cannot fulfill their organizational mission. So
additionally, if the ASPCA is going to use money on advertising, then this money should go
towards gaining supporters and volunteers in creating bills and laws.
A recommendation to resolve all three issues in one is an event for the organization to hold
that can potentially help in taking steps forward. A CLIENT DOG WALK down 92nd Street in
New York City will be taking place to unite the executive board, to unite all sponsors and
volunteers, and to give back to everyone who has given back to the organization. With this event,
the hosts will be the leaders of the organization, creating unity amongst the executive board and
showing their publics that these leaders are a united front that have the same goals. By bringing in
all volunteers and supporters, along with sponsors and partners, there is the sole purpose of
strengthening client and public relations. The partners, such as IAMS, Purina ONE and Pedigree
Petfoods will provide food and toys for those participating, in order to give back to those who
have given back to the ASPCA. The will show how the organization cares for its relationships,
just as must as they care for animals. An event such as this one is ideal in bringing back the

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positive associations with the organization. The ASPCA has been a long-standing corporation in
rescuing millions of animals in the United States, and will continue to do nothing less than save a
million more. After a few tweaks in adjusting their image, their success will continue to skyrocket
as it has before. Now that the image has been understood by the organization and its publics, the
potential issues could be evaluated. And as this allowed for the solutions to be revealed, the
ASPCA can continue in its mission of preventing cruelty to animals.

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References
Bernstein, J. (2013, June 28). Angst against the ASPCA. The New York Times. Retrieved from
http://www.nytimes.com/2013/06/30/fashion/angst-at-the-aspca.html?_r=1
Gauthier, K. (2012, Jan 6). Why I wont donate to the ASPCA and why their commercials work.
[Web log comment]. Retrieved from http://www.keepthetailwagging.com/why-i-wontdonate-to-the-aspca-and-why-their-commercials-work/
Is The ASPCAs Tear-Jerking Commercial Deceptive? [Video file] (2011, May 4). Retrieved
from http://losangeles.cbslocal.com/2011/05/04/is-the-aspcas-tear-jerking-commercialdeceptive/
Matt. (2009, Nov 13). ASPCA New York: Using your donations to murder animals. [Web log
comment]. Retrieved from http://petsalive.com/blog/2009/11/13/aspca-new-york-usingyour-donations-to-murder-animals/comment-page-2/
Merry Grinch-mas: the truth about ASPCA and HSUS spending. (2013) The Examiner.
Retrieved from http://www.examiner.com/article/merry-grinch-mas-the-truth-aboutaspca-and-hsus-spending
Sibley, J. (2012, Feb 11). Quick kill bill: The ASPCA fights for more shelter killing in NY. [Web
log comment]. Retrieved from http://johnsibley.com/2012/02/11/quick-kill-bill-the aspcafights-for-more-shelter-killing/
USA: Urge Congress to Ban Horse Slaughter Once and for All. ASPCA Advocacy Center.
Retrieved from http://www.aspca.org/fight-cruelty/advocacy-center/usa-urge-congressban-horse-slaughter-once-and-all
Winograd, N. (2014, Aug 29). The truth about the ASPCA. [Web log comment]. Retrieved from
http://www.nathanwinograd.com/?cat=8