In 2007, the American Society for the Prevention of Cruelty to Animals (ASPCA) launched a new campaign featuring Sarah McLachlan singing her hit “Angel” as images of sad puppies and kittens in cages appeared onscreen. Sad is probably an understatement. These puppies and kittens didn’t have a friend in the world, and they were just begging the viewer to love them. And this … this was the song playing:

In the arms of the angel

Fly away from here

From this dark cold hotel room

And the endlessness that you fear

You are pulled from the wreckage

Of your silent reverie

You’re in the arms of the angel

May you find some comfort here

Well, of course it was a successful campaign, raising nearly $30 million in its first year. It was effective, and it was heartbreaking. It also had me muting the TV and looking away before I started crying. Nonprofit foundations have long used celebrities, stories and heart wrenching visuals to connect. And it works.

But, what if I told you there are other options that work really well, too? With an animal welfare public relations agency in your corner, you can attract new donors through a variety of ways.

We have a team of talented storytellers that can help you tell your story and the stories of the animals you’re trying to protect. Whether it’s furry friends looking for new homes or endangered and threatened animals in the wild, public relations can give a voice to those who need it most. This could be through press releases, articles for your website, case studies or even social media content.

We’ll also work with you on both national and targeted media outreach. We want to connect you with your target audience, including donors, who will want to know what they can do to help. I definitely don’t discount marketing efforts like the ASPCA video, but if you don’t have a Grammy winner in your corner ready to shoot a commercial for you, know there’s an award-winning PR agency standing by to help. Call Orange Orchard today at (865) 977-1973.