|For Shelters &
|FAQs Myth Busting|
|Labels & Language|
|For Dog Owners|
Throughout your writing, from bios to social media posts, use clear, concise messaging with appropriate language.
The online bio is the primary way the public will get to know your dogs, prior to visiting your shelter. Bios need to convey important points of information about each individual dog and grab the public’s hearts and imaginations.
To increase success, assign this task to one employee with a flair for writing or use a small team of volunteers that can focus their time on meeting the dogs and writing them up.
I LOVE __________ (ex: some dogs, walks, people)
Formulas are helpful, but not necessary as long as you remember to include important information AND help potential adopters envision the dog as part of their families.
A NOTE ON BREED LABELS IN BIOS:
We don’t label the dogs of unknown origin on our website. When we do have to choose a breed label, for online adoption databases, we put this on all of our posts: “Visual breed identification in dogs is unreliable so for most of the dogs we are only guessing at predominant breed or breed mix. We get to know each dog as an individual and will do our best to describe each of our dogs based on personality, not by breed label.”
Please feel free to use these words in your bios too! For in-house marketing, please see our free Shelter Software Breed I.D. posters and kennel cards.
For more on Labels see our FAQs about Labels and Language.
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