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The Humane Society of Calvert County Communications Plan

Situation Analysis:
In existence since 1975, the Humane Society of Calvert County has provided exceptional service
to the community for decades. As a result, the community is appreciative and supportive of the
organization (“SOMD Reader Approved,” 2021).
However, the community maintains many misconceptions about the shelter. According to Tanya
Gott, Board of Directors Vice President, there is a common misunderstanding that the Humane
Society of Calvert County receives funding from a government or national non-profit entity. In
reality, the shelter funds its operations primarily from the $350 fee charged for adopting animals.
This fee is occasionally covered by corporate sponsors or generous donors who are sympathetic
to a specific animal especially those with a traumatic past. Other sources of income are
fundraisers and charitable donations (personal communication, October 9, 2021).
Another misconception held by the community is the burden of owning an animal. Many
potential adopters cite balancing work, school, and other obligations as obstacles to being pet
owners. Additionally, many of the ownerless pets require extensive care which makes them less
attractive options to potential adopters. According to organizational leadership, all aspects of the
mission statement are being met except for the aspect of community outreach and education
(Angel Chambers and Tanya Gott, personal communication, October 9, 2021).
According to Tanya Gott, Board of Directors Vice President, the shelter employs Angel
Chambers as the Kennel Manager and eight other staff members who are part-time employees
earning minimum wage (personal communication, October 9, 2021).
While the shelter has a favorable reputation for its care and treatment of animals, the Humane
Society is involved with numerous other enrichment activities. These activities are promoted
mostly to the followers of the organization’s Facebook page (The Humane Society of Calvert
County, 2021).
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Problem Statement
The challenge for the Humane Society of Calvert County is to engage and mobilize key
supporters while also dispelling notions that prevent potential pet owners from adopting.

SWOT Analysis
Strength Weakness Opportunity Threat
 Sterling  Most resources  There are  The community
reputation in the are devoted to numerous misunderstands
community. caring for the unutilized the sources of
 Ample outdoor animals which communication funding; they
space provides leads to little time channels (e.g. believe
tremendous and funds social media, contributions
environment for remaining for local news come from the
animals and growing the outlets) that can government or a
allows for safe organization engage publics to larger group.
interaction  No detailed plan expand the base  Publics
between animals for promoting of supporters and mistakenly
and potential outreach. donors. believe the
adopters.  Many people organization
 Numerous believe they provides the same
partnerships and cannot fit a pet services as
sponsorships into their lifestyle Animal Control
currently in place. but promoting the causing confusion
kennel services and
and educating dissatisfaction.
publics on the
benefits of pet
ownership can
favorably alter
attitudes.
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Stakeholder Analysis
Stakeholder Categories Interests Importance Influence
Staff Organizational Though they are High—Most Low—The hope is
employed and staff members that this campaign
compensated, this is could work will impact them
more than just a job elsewhere for by making their
—it’s a calling. higher pay. They lives easier, but
Staff members are essential to they will have no
believe are making providing quality role in its
a difference. care for the implementation.
animals.
Pet Owners Product-market Finding the right High—The goal Medium—Pet
pet for their home is to get animals owners who
and family is into homes so previously adopted
essential for that the shelter is from the shelter
potential owners. no longer that may be the subject
Many owners animal’s primary of some of the
desire a pet who caregiver. stories we wish to
will fit their current Moreover, the share on our new
lifestyle. adoption fee is social media
the primary channels.
source of income
for the shelter.
Donors & Capital-market These contributors Medium—These High—To
Volunteers want to make a stakeholders are successfully
difference and feel non-essential to implement this
as though their gifts daily operations;campaign, we will
are being utilized however, they need to recruit
effectively. Being are essential to volunteers who
involved provides a growth and long- can help share
sense of purpose term viability stories, and we
and belonging. will need to enlist
donors who can
help fund the
project.
Board of Organizational Like volunteers, the High—Any High—As the
Directors board of directors campaign will be entity in charge of
are unpaid driven by this the vision for this
contributors, yet group. They are campaign, they
they also shape the the shelter’s will be the
mission and vision staunchest stewards that
of the shelter. They supporters who guide it to a
see the importance sacrifice the successful
of daily operations most for the delivery.
and large-scale benefit of the
planning. organization.
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Corporate Capital-market Many local Medium—The Medium—Many

Sponsors businesses desire objective is to of the events we
being associated share engaging wish to highlight
with the shelter stories to attract through our
which possesses an sponsors to be messages are
immaculate associated with hosted by
reputation in the the shelter. We corporate
community. want to involve sponsors.
current sponsors
in helping spread
these stories
while seeking to
attract others.
Community Social Not only is the Medium— Medium—Similar
Partners shelter a haven for Community to the corporate
animals, but it is a partners play a sponsors, these
hub of activity for significant role partners provide
humans. Many as they are the the basis for many
groups desire catalyst for many of the happenings
serving the of the shareable that we would like
community thus stories to highlight.
gravitate towards happening at the
the shelter. shelter.
Local News Social Local news outlets Low—We would Medium—
Media share the like to draw the Favorable
happenings of the attention of the coverage in the
surrounding area. local news media local press is
The shelter has to help spread important to the
many events that the word of success of the
local news happenings at campaign.
audiences may find the shelter.
interesting.
Other Product-market These groups share Low—We want Low—We want to
Shelters & similar goals and to partner with distinguish
Agencies functions, yet they these other ourselves from
all want to entities to make these other
differentiate from known to the entities; they will
each other as some community what not have a voice in
services and aspects services the our messaging.
vary. Humane Society
offers.
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References
Auxier, B. and Anderson, M. (2021, April 7). Social Media Use in 2021. Pew Research Center.
Retrieved October 17, 2021 from
https://www.pewresearch.org/internet/2021/04/07/social-media-use-in-2021/
Dog Adoption Tips – Bringing Home a New Rescue Dog. (n.d.). Petfinder. Retrieved October 17,
2021 from https://www.petfinder.com/dogs/bringing-a-dog-home/tips-for-first-30-days-
dog/
Hopper, E. (2020, July 29). Want to be happier? Try volunteering, study says. The New York
Times. Retrieved October 17, 2021 from
https://www.washingtonpost.com/lifestyle/2020/07/29/volunteer-happy-mental-health/
Humane Society of Calvert County. (n.d.) Home [Facebook Page]. Facebook. Retrieved October
10, 2021, from https://www.facebook.com/humanesocietyofcalvertcounty/
Humane Society of Calvert County. (2021, October 10). Meet Us.
https://humanesocietyofcalvertcounty.org/about
Humane Society International Saves Nearly 200 Dogs from Meat Farms in South Korea, Calvert
County Humane Society Assists (2020, October 30). Southern Maryland News Net.
Retrieved October 10, 2021, https://smnewsnet.com/archives/482692/humane-society-
international-saves-nearly-200-dogs-from-meat-farms-in-south-korea-calvert-county-
humane-society-assists/
SOMD Reader Approved 2021 (2021, October 1). Southern Maryland News. Retrieved October
10, 2021, http://marylandindependent.secondstreetapp.com/SOMD-Reader-Approved-
2021/?fbclid=IwAR3oZPY8zfylW1Os6bvGl7EbSgmRYv_-
l7xPseXzzOMBefsz8YFTXfOhIPw