The Power of Chunking
Did you know that 31% of people interested in fostering specifically want to foster senior pets? That stat, shared by my colleague during a recent planning session for our upcoming Dogs and Data webinar series, stopped me in my tracks. It’s nearly the same percentage as those who want to foster puppies or kittens, yet senior pets are still stuck in shelters. So why aren’t we focusing foster efforts on seniors and other groups of vulnerable pets who we know the public wants to help? That brought me back to a principle we teach when we're working with overwhelmed shelters and rescues: chunking. Let’s say your shelter has 100 dogs and 100 cats, but space for only 50 of each. It’s loud. It’s chaotic. It’s smelly. Staff are stretched thin. Volunteers are overwhelmed. Visitors walk in, take one look around, and walk right back out. So you post: “We’re full! We have too many animals of all ages, breeds, and sizes. Please help!” But that’s not how people think about getting a pet. Almost no one who thinks about getting a new pet is saying, “I want any animal.” Most of us are drawn to a certain kind. For me, it’s geriatric pets, bonded pairs, and shy dogs. Tell me you need help with a big old dog or a pair of bonded, 17-year-old cats and I’m in. Ask me to take home a litter of 6-week-old puppies? That’s a hard no. Other people feel the same draw to a particular group or groups of animals. They want to help the animals who tug at their heartstrings, maybe even those who remind them of a previous pet they loved. Some want to rescue the ones who’ve been there the longest. Others are drawn to clinic pets recovering from illness or injury, or guinea pigs who squeak gleefully at the sight of a carrot, or little dogs who struggle eating dry food. But when we present the whole shelter as one big undifferentiated crisis, we lose many of those people. We overwhelm others. They don’t know how to help or where to start. They picture the shelter as a sea of nameless faces, and none of them call to them. Enter Chunking Chunking means breaking your population down into logical, emotionally resonant groups that make sense to the public. It’s simple, it’s powerful, and it works. Start by sitting down with your team and looking at who’s in your care today. You might find:
The possibilities are endless. You can chunk by personality, appearance, behavior, backstory, breed type, length of stay, or need. Animals can be in more than one chunk. Instead of promoting all 200 animals, highlight one group at a time in ways that reflect how people already think about pets. Talk to the public about that group, and ask for help in ways that are specific to what they need. Example: Promote a dog field trip day focused just on senior dogs. Invite first-time fosters to take one out for the day. Make It Real, Make It ActionableDon’t just say, “We’re full.” Instead, say,
Create social posts, foster and adoption pleas, and even donation campaigns around each chunk. You’ll be able to give more relatable, useful information that will attract helpers who would have otherwise kept scrolling and ignored your plea. Give Your Volunteers Focus Your volunteer program can also benefit from chunking. Create teams around animal groups like:
When volunteers have a clear purpose and a manageable number of animals to focus on, they’re more engaged and feel more successful. It’s also a great way to build stronger relationships between staff and volunteers. Invite staff members who gravitate toward certain groups to serve as group liaisons. Chunk by Chunk, It Gets Better You’re not trying to fix everything at once. You’re solving this piece of the puzzle and then the next. And as each chunk gets smaller, the whole problem becomes more manageable. The easiest chunks, like seniors and kittens, will likely move quickly. Others, like stressed-out long-stay dogs, may take more creativity. That’s where targeted recruitment, enrichment programs, and partnerships with trainers come in. Chunking gives your community something real to latch onto. It gives your staff and volunteers a sense of purpose. And it gives your shelter a path forward that feels human and possible. So if your team is tired, your posts are falling flat, and your pleas are getting lost in the noise - try chunking.Switch your lens. Start with one chunk. Talk about animals in the way your community already thinks about them. The response will surprise you, so be ready to say yes when new helpers show up ready to get involved. And if you’re not sure where to begin, we can help! Hope you're all having a great week and staying cool! Kristen |