Mayor's Alliance for NYC's Animals: 2011 Progress Report

MAYOR’S ALLIANCE FOR NYC’S ANIMALS Progress Report 2011

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MAYOR’S ALLIANCE FOR NYC’s ANIMALS 

What is the Mayor’s Alliance? 

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A coalition of animal shelters and rescue groups, with a common voice, working with NYC government and Animal Care & Control of NYC.

What does the Mayor’s Alliance do? 

Functions as a liaison between the NYC government, Animal Care & Control of NYC, and local animal shelters and rescue groups.

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Acts as a liaison between Maddie’s Fund and participating rescue organizations.

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Serves as a resource for local animal shelters and rescue groups.

®

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TEN-YEAR STRATEGIC PLAN: Goal and Mission  Goal  Powered by Maddie’s Fund with the support of the ASPCA, to establish New York City as a no-kill community by 2015. 

Mission 

Work with the City of New York toward the day when no New York City dog or cat of reasonable health and temperament is killed merely because he or she does not have a home.

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TEN-YEAR STRATEGIC PLAN: Four Core Objectives 

Eliminate the killing of healthy and treatable cats and dogs at Animal Care & Control of NYC through Four Core Objectives of our Ten-Year Strategic Plan:  Increase Adoptions  Decrease Animal Homelessness  Raise Awareness  Strengthen Resources

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TEN-YEAR STRATEGIC PLAN: Four Core Objectives Increase adoptions

•Increase number/type of adoption venues •Offer convenient and innovative access to homeless animals

Decrease homelessness

•Increase the number of spay/neutered owned cats & dogs and free-roaming cats •Strengthen pet retention in homes via information and education •Improve the likelihood of reuniting lost pets

Raise awareness

Strengthen resources 5

•Educate consumers on issues of homeless animals

•Expand awareness of animal shelters & rescue groups •Strengthen efficiency and effectiveness of shelter and rescue group operations

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ACHIEVEMENTS 2011 AC&C Euthanasia Reduction Euthanasia at AC&C has been reduced by 68% since 2003, resulting in 21,513 fewer deaths.

- 187,000 dogs’ and cats’ lives have been saved at AC&C since 2003.

- 21% of total euthanasia at AC&C were owner requested.

35,000 31,701

Total AC & C Euthanasia

30,000 26,456

25,000

22,967 20,397

20,000

18,190 16,706

15,000

13,620 11,602 10,188

10,000

5,000

0 2003 Baseline Year

2004

2005 Year 1

2006 Year 2

2007 Year 3

2008 Year 4

2009 Year 5

2010 Year 6

2011 Year 7

6 AC&C – Animal Care & Control of NYC

ACHIEVEMENTS 2011 AC&C Euthanasia Reduction In 2011, 10,188 dogs and cats were euthanized at AC&C, down from 11,602 in 2010.

- 3,525 dogs and 6,663 cats were euthanized in 2011.

35,000 31,701

Dogs Cats Total

30,000 26,456

25,000

22,967 20,397

20,000

19,487

18,190 16,706 16,251 15,036

15,000

13,620

13,646 12,632

12,214

11,602

11,725

10,188

10,205

10,000

9,097 7,847

7,931 6,751

6,663 5,558

5,000

4,981

4,523

3,755

3,525

0 2003 Baseline Year

2004

2005 Year 1

2006 Year 2

2007 Year 3

2008 Year 4

2009 Year 5

2010 Year 6

2011 Year 7

7 AC&C – Animal Care & Control of NYC

ACHIEVEMENTS 2011 AC&C Intake Reduction In 2011, AC&C intake continued to decline, falling below 40,000 for the second consecutive year.

- Intake is down by 9.4% since 2010.

- The largest reduction continues to be cats, down 13.8%.

- Dog intake has consistently declined every year since 2003.

Dogs Cats Total

50,000 46,187

44,826

43,618

43,400

42,500

42,248

41,712

40,000 35,669 32,325 30,000 26,620

26,192

26,788

27,827

28,080

28,372

28,379

23,371

20,000

19,567

20,134 18,634 16,830

15,573

14,420

13,876

13,333

12,298

12,191

10,000

0 2003 Baseline Year

2004

2005 Year 1 2006 Year 2 2007 Year 3 2008 Year 4 2009 Year 5 2010 Year 6 2011 Year 7

8 AC&C – Animal Care & Control of NYC

ACHIEVEMENTS 2011 Community Intake Reduction ®

In 2011, Community intake (includes AC&C and rescue groups participating in the Maddie’s Pet Rescue Project) fell below 50,000 for the second consecutive year.

- While intake remained relatively consistent in the first five years of the Project, AC&C intake continues to decrease while MPPs’ intake has begun to increase.

70,000

MPPs Public/Street AC&C

60,000

Total 52,415

50,000

46,187

51,121 44,826

51,984

50,929 43,618

43,400

51,571

51,143

50,190 44,293

42,500

42,248

41,293

41,712

40,000 35,669 32,325

30,000

20,000

10,000 6,228

7,311

6,295

8,584

9,071

8,895

8,478

8,624

8,968

0 2003 Baseline Year

2004

2005 Year 1 2006 Year 2 2007 Year 3 2008 Year 4 2009 Year 5 2010 Year 6 2011 Year 7

9 Community – AC&C & Maddie’s Pet Partners (MPPs) ®

ACHIEVEMENTS BY OBJECTIVE  Objective #1 - Increase Adoptions  Animal Care & Control of NYC Transfer Initiative Grant  Strengthen Communication: AC&C of NYC and Alliance Participating Organizations  Wheels of Hope Transport Program  Pets to the People - Mobile Adoptions  Special Adoption Events 10  New York Live TV Weekly Adoption Segment Initiative  Consistent Adoption Locations  Foster Care Network  Picasso Veterinary Fund  Holding, Boarding, Medical

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ACHIEVEMENTS Lives Saved Since 2003 Between 2003 and 2011, over 220,000 dogs’ and cats’ were saved between AC&C and MPPs. - Adoptions peaked in 2009 and began to decrease as intake at AC&C decreased.

11 Community – AC&C & Maddie’s Pet Partners (MPPs) ®

ACHIEVEMENTS 2011 Transfers from AC&C Transfers from AC&C to all shelters and rescue groups (includes MPPs and other rescues) increased by over 158%, from 5,519 in 2003 to 14,232 in 2011.

- Transfers to shelters/rescue represent over 44% of intake at AC&C, compared to 43% in 2010.

- Total lives saved as a percentage of total intake in 2011 continued to hold at 72%, compared to 33% in 2003.

- 7 of every 10 lives were saved in 2011, compared to 1 in 3 in 2003.

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INCREASE ADOPTIONS: AC&C Transfer Initiative Grant

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INCREASE ADOPTIONS: Strengthen Communication: AC&C to APOs First Alerts – Dogs

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INCREASE ADOPTIONS: Strengthen Communication: AC&C to APOs First Alerts – Cats

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INCREASE ADOPTIONS: Strengthen Communication: AC&C to APOs Breed Alerts – Dogs/Cats

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INCREASE ADOPTIONS: Strengthen Communication: AC&C to APOs New Hope Special Pleas – Dogs

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INCREASE ADOPTIONS: Strengthen Communication: AC&C to APOs New Hope Special Pleas – Cats

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INCREASE ADOPTIONS: Wheels of Hope Transport Program Our most effective program for reducing and sustaining low euthanasia rates  Van fleet has traveled over 1.9 million miles, saving thousands of lives  Transported over 13,000 animals in 2011 

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INCREASE ADOPTIONS: Pets to the People – Mobile Adoptions

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INCREASE ADOPTIONS: Special Adoption Events

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INCREASE ADOPTIONS: NBC’s New York Live Initiative Weekly adoption segment – “New York Live’s Pet Project”  Each week promotes a different shelter or rescue group and its adoptable dogs 

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INCREASE ADOPTIONS: Consistent Adoption Locations Leverage Petco and PetSmart locations  Consistent locations and times for adoption centers 

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INCREASE ADOPTIONS: Foster Care Network F

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INCREASE ADOPTIONS: Picasso Veterinary Fund

速

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INCREASE ADOPTIONS: Holding, Boarding, Medical

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ACHIEVEMENTS BY OBJECTIVE  Objective

#2 – Decrease Homelessness

Spay/Neuter in NYC  Maddie’s Spay/Neuter Project in NYC  Maddie’s Spay/Neuter Project for Stray Community Cats  New York City Feral Cat Initiative of the Mayor’s Alliance  Free and Low-Cost Microchipping Clinics  Dog Licensing  Foster Care Network  Helping Pets and People in Crisis Program 

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DECREASE HOMELESSNESS: Spay/Neuter in NYC

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DECREASE HOMELESSNESS: Maddie’s Spay/Neuter Project in NYC ®

Since 2006, participating private practice veterinarians and nonprofit organizations have provided low-cost spay/neuter for NYC pet owners on public assistance. 

Achievements   

In 2011, 20,248 Project spay/neuter surgeries were performed.

Since 2006, Project surgeries total more than 70,000.

The ASPCA consistently represents the largest percentage of surgeries performed, ranging from 82% to 90% of total annual surgeries.

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DECREASE HOMELESSNESS: Maddie’s Spay/Neuter Project for Stray Community Cats ®

2011 was the first year of the Maddie’s Spay/Neuter Project for Stray Community Cats. This first-time-ever program for community cats in NYC was established to reduce the number of stray and free-roaming cats in NYC, and decrease the intake of these community cats at AC&C shelters.  Funds spay/neuter surgeries of community cats by non-profit organizations and private practice veterinarians.  Project spay/neuter surgeries in 2011 totaled 11,111.  Included 2,257 surgeries by private practice veterinarians and 8,854 by non-profit organizations.

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DECREASE HOMELESSNESS: New York City Feral Cat Initiative 

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The New York City Feral Cat Initiative (NYCFCI) is a program of the Mayor’s Alliance.

The NYCFCI supports the efforts of organizations and individuals that work directly with stray and feral cats — collectively known as “community cats” — that perform TrapNeuter-Return (TNR) in NYC. The program’s goal is to humanely reduce the population of community cats in NYC. 31

DECREASE HOMELESSNESS: New York City Feral Cat Initiative 

Through its NYCFCI, the Mayor’s Alliance:   

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Administers the Maddie’s Spay/Neuter Project for Stray Community Cats.

Provides loans and rentals of traps, dividers, and cages.

Transports traps and cats to and from clinics and holding/recovery space via Mayor’s Alliance Wheels of Hope vans.

Provides advice, community outreach, and public education.

Provides a wealth of information and resources on its website: NYCFeralCat.org.

Offers educational workshops, including taming and bottle-feeding kittens, and other training opportunities.

Provides giveaways of cat food, straw, and winter shelters to Certified TNR Caretakers.

Facilitates relationships among the NYC TNR community.

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DECREASE HOMELESSNESS: Free and Low-Cost Microchipping Clinics

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DECREASE HOMELESSNESS: Dog Licensing

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DECREASE HOMELESSNESS: Helping People and Pets in Crisis Program

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ACHIEVEMENTS BY OBJECTIVE  Objective 

Public Relations/Marketing   

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#3 - Raise Awareness

New York Stock Exchange Closing Bell Mayor’s Alliance Special Events Online Marketing and Social Media Newsletters & E-mailers

PSAs / Advertising   

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Maddie’s Fund/HSUS/Ad Council Shelter Pet Project Mayor’s Alliance “Vacancy” Ad Campaign Mayor’s Alliance “We Did It” Spay/Neuter Campaign Mayor’s Alliance Spay/Neuter & Adoption TV PSAs AC&C “Best Friend Forever” Ad Campaign AC&C Billboard Advertising AC&C “Victims of Circumstance” Ad Campaign

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RAISE AWARENESS: New York Stock Exchange Closing Bell

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RAISE AWARENESS: Public Relations/Marketing Special Events

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RAISE AWARENESS: Public Relations/Marketing RS POP Shop

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RAISE AWARENESS: Public Relations/Marketing “Adopt Me” Vests

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RAISE AWARENESS: Public Relations/Marketing Website & Online Adoptions

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RAISE AWARENESS: Public Relations/Marketing Social Media

Twitter

Facebook

YouTube

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RAISE AWARENESS: Public Relations/Marketing Newsletters

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RAISE AWARENESS: PSA/Advertising – TV Maddie’s Fund/HSUS/Ad Council Shelter Pet Project

http://theshelterpetproject.org/who-we-are/our-campaign#_ 44

RAISE AWARENESS: PSA/Advertising – Print Maddie’s Fund/HSUS/Ad Council Shelter Pet Project

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RAISE AWARENESS: PSA/Advertising – Outdoor Maddie’s Fund/HSUS/Ad Council Shelter Pet Project

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RAISE AWARENESS: PSA/Advertising Mayor’s Alliance “Vacancy” Ad Campaign

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RAISE AWARENESS: PSA/Advertising Mayor’s Alliance “We Did It” Spay/Neuter Campaign

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RAISE AWARENESS: PSA/Advertising Mayor’s Alliance Pet Adoption TV PSAs

http://www.youtube.com/manyca#p/f/9/DkL0t_A3vAQ

http://www.youtube.com/manyca#p/u/45/68OgTDg2EqA 49

RAISE AWARENESS: PSA/Advertising Mayor’s Alliance Pet Adoption TV PSAs

http://www.youtube.com/manyca#p/u/44/9tZag2WIv1Q http://www.youtube.com/manyca#p/u/47/GMKPS1X09qY 50

RAISE AWARENESS: PSA/Advertising Mayor’s Alliance Spay/Neuter TV PSAs

http://www.youtube.com/manyca#p/u/35/73cLtDv-Wwg http://www.youtube.com/manyca#p/f/12/mDymNgsMjAI 51

RAISE AWARENESS: PSA/Advertising Mayor’s Alliance Spay/Neuter TV PSAs

http://www.youtube.com/manyca#p/u/36/HhW52Emz8ck

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RAISE AWARENESS: PSA/Advertising AC&C Billboard Advertising & “Best Friend Forever” Campaigns

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RAISE AWARENESS: PSA/Advertising AC&C “Victims of Circumstance” Campaign Created by

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ACHIEVEMENTS BY OBJECTIVE  Objective

#4 - Strengthen Resources

Capacity Building Grants  Alliance Participating Organizations Strength Training Sessions  Strengthen Communication: AC&C to APOs  AC&C Transfer Initiative  Holding, Boarding, Medical  Wheels of Hope Transport Program  Picasso Veterinary Fund 

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STRENGTHEN RESOURCES: Capacity Building Grant Develop Storefront Adoption Center

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STRENGTHEN RESOURCES: Capacity Building Grant Create Isolation Unit

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STRENGTHEN RESOURCES: APO Strength Training Sessions

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STRENGTHEN RESOURCES: APO Strength Training Sessions

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RELATIONSHIP WITH MAYOR’S OFFICE

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RELATIONSHIP WITH AC&C AND ASPCA

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