3. 3
Introduction
According to Good Morning America, “There are four million dogs in America that need
to be adopted and only about half of those will find homes” (Snow, 2006). Many of the dogs that
are rescued are already past their puppy stage. Adoptees tend to prefer younger dogs so they can
name, train, and form a growing relationship with them. Due to this trend, most of the elderly
dogs end up unadopted. Some shelters euthanize the dogs who have not been adopted within a
certain time period. This is very sad because statistics show that, “50% of shelter dogs never find
homes” (Snow, 2006).
Unlike the majority of shelters, Baja Dog Rescue does not practice euthanasia. This
organization stands out for its rare no-kill status, considering, “about 5,000 animal shelters
operate in the U.S.” (Snow, 2006). This staggering number does not even come close to the
amount of animal shelters that are operating in Mexico. Most of the dogs that Baja Dog Rescue
comes across are either severely beaten, malnourished, or very sick. From missing limbs to being
deathly underweight, there is no condition that Baja Dog Rescue has not witnessed. Furthermore,
this organization takes pride in the fact that there is no illness or injury that they are not willing
to treat. Baja Dog Rescue proudly states, “we go to whatever lengths and expense is required to
make our dogs healthy, including chemotherapy and advanced surgeries” (Bajadogrescue.org,
para. 1). Due to the high expense of these procedures and lack of steady income, it is very
difficult to accommodate every dogs’ needs.
“We are a no-kill shelter in the truest sense of the word” (Bajadogrescue.com, para. 3).
Baja Dog Rescue prides themselves in the fact that they differs from other shelters due to their
they no-kill status. It is of great importance to this organization that every dog is given a second
chance at life; furthermore, they also believe that every dog deserves a loving and happy home.
4. 4
Client Profile
Baja Dog Rescue was created by Josh Pratter eight years ago in Ensenada, Mexico.
Pratter previously owned his own bio chemistry business in Ensenada before starting Baja Dog
Rescue. While working in Mexico, Pratter saw first-hand the amount of stray and abandoned
dogs that crowded the area. He was unnerved about the situation and decided to take matters into
his own hands, thus creating Baja Dog Rescue.
This organization is solely dependent on volunteer involvement; furthermore, these
gracious volunteers put their absolute best efforts into rescuing and rehabilitating abandoned
dogs from the streets and local pound. The volunteers’ work is never done, as is an endless
number of dogs that need rescuing. To put this dilemma in perspective, “In August of 2013, city
workers reportedly collected 372 dead dogs from parks and streets across Juárez, victims of the
road and the heat” (Garcia, 2013, para. 31). Once the dogs’ physical needs have been tended to,
they are then socialized with other dogs to make them “home ready.” Finally, the dogs are sent to
a veterinarian for a final examination. When the dogs have finished this process, ten to fifteen of
them are taken across the border to San Diego, California to be adopted into a loving family.
The vision of Baja Dog Rescue is to continue rescuing abandoned dogs in Mexico, find
them loving homes and/or foster homes, and educate people about the importance of spaying and
neutering dogs. However, there are multiple obstacles that stand between this organization and
achieving its goal. Some of these hindrances include financial issues, lack of dedicated
volunteers, and inadequate promotion.
The first main burden that affects Baja Dog Rescue is shortage of funds to provide food.
Baja Dog Rescue has 200+ dogs at the shelter. Approximately 600 pounds of dog food is
necessary to feed all these hungry dogs every week (Bajadogrescue.com, para. 4). A bag of dog
5. 5
food costs anywhere from $20-50 for a bag that weighs roughly 15 pounds. Therefore, one bag
of dog food will only sufficiently feed around 12 dogs.
Lack of social media and efficient promotions make it very difficult for Baja Dog Rescue
to gain any revenue. With only 2,000 followers, their main source of spreading media awareness
is through Facebook and word of mouth (E. Ryan, personal communication, February 5, 2014).
Baja Dog Rescue needs to take advantage of free social media websites in order to increase their
public recognition and adoption rate. Not only will this raise awareness to the public, but it will
also gradually increase the amount of dogs being adopted and ultimately accumulate profit. With
more money, Baja Dog Rescue will be able to cater to more dogs’ needs. Having proper social
media education will allow Baja Dog Rescue to grow as a non-profit organization and save
hundreds of dogs’ lives.
Situation Analysis
Baja Dog Rescue’s current level of success is not adequate for the desired goal they hold,
which is to create awareness about abandoned dogs and find them loving, happy homes. Baja
Dog Rescue has 10 fully dedicated and engaged volunteers, and approximately 30 other
volunteers on the side. Their main source of money comes from dog adoptions as well as
donations.
This business is deprived of staff and volunteers, which has consequently created
financial and marketing problems. Baja Dog Rescue is currently housing over 150 dogs;
furthermore, the shortage of staff and volunteers has made it very challenging for this
organization to operate effectively and find homes for the dogs. The process to make these dogs
“home-ready” along with the amount of dog food eaten monthly costs a great deal of money..
Without a dedicated staff, Baja Dog Rescue is unable to adequately promote and stabilize their
6. 6
business.
Baja Dog Rescue’s main mission is to find a loving home for each dog. They pride
themselves in finding responsible homes for their dogs. Their first goal is to receive at least two
applications to adopt a dog per week. Although they believe every dog should find a home, not
all applicants are fitted nor adequate to own a dog, meaning not every application will be
approved. After it has been submitted and accepted, their goal from here is to assign the correct
dog to the proper owner to ensure similar traits. This professional process ensures the best
situation for the dog as well as the client. This is a great start for their foundation; however, Baja
Dog Rescue needs to set aside a different set of goals such as branching out to other companies.
Another goal is to have at least two new websites, where Baja Dog Rescue could electronically
submit their dogs for an adoption process.
Baja Dog Rescue currently uses their website and Facebook page to promote their
business and provide information for persons who are interested in adopting a rescued dog.
These are great places to start, but further action is required in order for their business to grow.
They have also gained promotion from local businesses who host monthly donations for dog
rescues. Furthermore, they have recently set up an adoption event service at Petco Point Loma,
which is held every Saturday between the hours of 9am- 2pm. This is a great opportunity for
customers to either adopt a dog, or donate towards their organization.
Once living up to their goals, Baja Dog Rescue social media awareness would increase
the chances of each dog finding a loving home and generate donation options for all aspects of
their company. Another goal Baja Dog Rescue should strive for is donations for food. Increasing
their social media by at least 3 pictures a week posted to either Facebook, Instagram, or Twitter
arises awareness. Also, if Baja Dog Rescue could set up multiple stations at Pet stores where
donations could take place. This would not only benefit their organization, but the business
where the donations take place as well. This will raise money for Baja Dog Rescue as well as the
7. 7
business that is providing the donation advertisement. Yet another goal is to provide options for
adoption on the company's website. Through social media, they should strive to display photos
of the exact dog so the donor could personally see the dog that their donation would affect. With
the majority of social media programs being free, Baja Dog Rescue needs to take advantage of
this in order to fulfill their goals. In conclusion, Baja Dog Rescue would like to triple the number
of adoptions per 2 months, create more profitable donating procedures, and hire more employees.
Goals & Objectives
Goal 1: Provide companionship for elderly individuals
Objective: Increase elderly homes with dog companionship by 3 a month by the
end of 2015.
Goal 2: To raise awareness about the benefits of adopting a rescue dog
Objective: Increase companionship of owner/ dog relationship by having the
prospective adoptee granted a full day with their dog of choice.
Objective 2: Create surveys for previous adoptees, measuring their satisfaction
with their choice to adopt from BDR.
Goal 3: Generate funding
Objective: Create partnerships with 3-5 small businesses by the end of 2015.
Objective 2: Initiate individual donor program to achieve $5,000 dollars of
donation by the end of 2015.
Target Audiences
v Media
o TV, newspapers, etc.
8. 8
v Previous adopters
v Partnerships with companies
o Dog food, groomers and vets
v Elderly individuals
o Ages 65+
v Middle aged parents
o Ages 35-55
v San Diego businesses
Formative Research
Quantitative
A quantitative questionnaire (see Appendix A) will be administered by hand at random to
approximately 115 middle age parents of both genders between the ages of 45 and 60. This
questionnaire will be passed out at stores such as Petco, Target, Starbucks, and other local shops.
Qualitative
A focus group will contain 12 individuals; six married parents, and six single parents. Six
of the individuals will be female and the other six male to ensure gender as a factor.
According to our research, parents are most likely to adopt from dog rescues.
The qualitative questionnaire (see Appendix B) will be conducted in a room with no windows,
and a large table in the center of the room. The questions will be administered from easiest to
most difficult and will be formed as open-ended to promote discussion between participants. The
session will be videotaped to ensure accuracy of results.
9. 9
Messages
v Elderly individuals
o Dogs relieve stress and bring happiness
v Middle aged parents
o Dogs are excellent ways to teach kids responsibility
o Add a family member
v Local San Diego businesses
o Help support a local cause and promote your business
v Media
o Local issue that needs attention
v Previous adopters
o Tell your friends about your new dog and how it has improved your quality of life
v Companies (Vets, pet food, etc)
o Dog food: If you donate food, adopters will purchase your product because their
new dog will already be used to eating it and switching a dog’s food is a hassle.
o Vets: If you help local rescue dogs, you are promoting your own business and we
will recommend you for future check ups.
Strategies & Tactics Discussion
Goal 1: Provide companionship for elderly individuals.
Objective: Increase elderly homes with dog companionship by 3 a month by the
end of 2015.
Tactic: Hand out advertising flyers in neighbor buildings, grocery stores, nail
salons, hair salons, parks, etc.
Offer monthly subscriptions to receive these flyers as a form of
donations.
Goal 2: To raise awareness about the benefits of adopting a rescue dog
10. 10
Objective: Promote previous adoptees increased quality of life
Tactic: Create surveys for previous adoptees, measuring their satisfaction
with their choice to adopt from BDR.
Tactic: Create testimonial videos
Goal 3: Generate funding
Objective: Create partnerships with 3-5 small businesses by the end of 2015.
Tactic: Set up Linkin account to branch out and create partnerships and ongoing
relationships with businesses.
Tactic: Establish partnerships with companies in the same industry such as vets
and groomers who are willing to offer their services.
Objective: Initiate individual donor program to achieve $5,000 dollars of
donation by the end of 2015.
Tactic: “6x4” Dog Sponsorship Cards for donors that will display the
dog(s) the donation is going to benefit.
Tactic: Host fundraising event
Objective: Obtain media coverage
Tactic: Post daily pictures of a dog that is up for adoption. Also
offer limited time discount offer (hashtag promo code) if the person
responds and applies for adoption within that day.
11. 11
Tactics Discussion
Advertisement flyer: An 8”x11” advertisement flyer with photos and information about the
organization. This tool is best for the elderly community public because they are less technically
savvy, so sending information in the mail is an effective way to reach out to them. Based on a
study conducted in 2011 that determined how senior citizens are best marketed to. The results
from interviews showed that “Thirty-four percent cited word of mouth -- conversations with
family, friends or peers -- out of which came a proactive referral. Nearly the same percentage --
33 percent -- cited offline media advertising and direct mail for its public.” As for a distribution
plan, the flyers will be mailed to the residential homes of the publics as well as posted at
Starbucks. The estimated cost of production would be around $3,000 to send 500 flyers.
Tactic: Post daily pictures of individual dog that is up for adoption. Also offer limited time
discount offer (hashtag promo code) if the person responds and files for adoption papers within
that day.
Handout/Hashtag: Posting daily pictures on social media is crucial. When a post is made to a
social media website, the hashtag (#) is used for words that describe the post. For example, if
BDR were to post a picture of one of their dogs, then they could hashtag; #BajaDogRescue,
#RescueDog, #BDR, etc. “Once you hashtag a word with Twitter, Instagram and Google +, all
account users can see it. It goes into the world of hashtags. This allows users who are not
following you to see your tweets and content that you put out on various social media sites”.
These hashtags can also be used to offer limited time discount codes. This will create a sense of
12. 12
urgency and eenables the person to act fast before the promotion code expires. Handouts will
also be available in pet stores and at networking events.
According to ragan.com, there are strategic days and times of when to post on different
social media sites. The times for pinterest are on Saturday from 2 p.m.-4 p.m. and 8 p.m.-11 p.m;
LinkedIn, 7 a.m.-8:30 p.m. and 5 p.m.-6 p.m; Google+, 9 a.m.-11 a.m; Twitter, on weekends
from 1 p.m.-3 p.m; Facebook, Weekdays 6 a.m.- 8 p.m. and 2 p.m.-5 p.m; Blog, Monday, Friday
and Saturday at 11 a.m. Posting at these times will increase the likelihood of user views.
Connect on LinkedIn: LinkedIn is an online professional network intended to connect
professionals and businesses. Majority of Linkedin users are 35-54 years of age. Linkedin users
range from company sizes of 1- 10,000 workers. These users range from all different
occupations. Using this site will increase knowledge of other businesses in San Diego, as well as
getting BDR business introduced to a variety of professionals. BDR will have to post regular
postings per week that will cost roughly $25 every other week for 7 months. When the business
page is created, the connections that are made should include businesses and professionals in the
fields of advertising, marketing, event planning, promotions, public relations, social media
specialists, pet stores and other dog rescues. Making these connections will create opportunities
to further professional relationships that can be helpful to BDR.
Sponsorship Dog Cards: Creating business partnerships with businesses such as Petco, Pet
Kingdom, and Bow Wow Beauty Shoppe will offer between $50- $200 a month for Baja Dog
Rescue. According to Forbes.com, Petco makes an annual income of 1.15 billion. Each register
will offer the customer the opportunity to donate a single dollar towards Baja Dog Rescue. Petco
could take 10% charge for their troubles.
13. 13
Smaller local businesses such as Pet Kingdom and Bow Wow Beauty Shoppe could offer
alternate types of donating to benefit their business too. Bow Wow Beauty Shoppe offers a bath
& blow dry for $25-$30 depending on the size of the dog. Special coupon discounts could be
offered to owners who donate to BDR. Each donor will receive a “6x4” card of the dog that their
donation would affect. This gives the donor a visual and sense of appreciation because they can
immediately see where their money is going to and who it is affecting.
Once having a personal connection with these companies, other opportunities and special
events will present themselves. Attending events is a perfect place for networking and
distributing. Events are a great opportunity to hand out business cards and create additional
revenue streams.
Fundraising event: Baja Dog Rescue could host a fundraising event and invite previous adoptees
and anyone who wants to come to bring their dogs and network with other dog lovers. They
could also invite pet groomers and vets to offer discounted services, which would also promote
business for them. Media coverage at this event would be absolutely crucial as it would generate
awareness.
Press Kit
Backgrounder
Baja Dog Rescue is a volunteer based nonprofit organization that rescues crippled dogs in
Mexico, nurses them back to health, and prepares them for adoption. The abandoned dogs are
retrieved from the areas of Ensenada, Rosarito, and Tijuana. These dogs undergo medical
treatment if necessary, including spaying, neutering, vaccinations and socialization. This
organization is so passionate about what they do, that they will do whatever it takes to make each
14. 14
and every rescued dog healthy, even if that means Chemotherapy or advanced surgeries. All of
this takes place at the organization’s 50,000 square foot shelter where almost 200 street rescued
pups are currently being held. Once the dogs have recovered from their treatments, they are put
up for adoption. On average, they find homes for almost 500 dogs annually. Baja Dog Rescue is
a “no kill” shelter, meaning if the dogs are not adopted, they will not be euthanized. Some of the
challenges that BDR is facing include financial struggles to promote the organization through
advertising, as well as lack of public interest. Considering that this is a non-profit organization
that is dependent on donations and volunteer work, cash flow is less than abundant and they
often struggle to keep up with the required 600lbs of dog food each week. Anyone can apply to
adopt one of BDR’s precious pups, as well as attend one of their weekly adoption events put on
by Petco.
FAQs
Do you bring all your dogs to the Adoption Event?
We usually only can bring 10-15 of our dogs at a time to a single Adoption Event. If you are
interested in meeting a particular dog then please email us and let us know which dog you maybe
interested in and we can have you fill out an adoption application and set up an appointment at
an adoption event for a Meet & Greet.
Is the dog good with cats or kids?
We get this question a lot! We can guess by their temperament that they might be good, but we
have no way of knowing for sure. The only way to know is to go ahead and schedule a meet &
greet and meet them and then take them home and see how things go. We have a two week
return policy.
What shots/treatment are your dogs given?
All of our dogs over 6 months are fully vaccinated, de-parasited and given rabies vaccinations.
Puppies, due to age may not have their full vaccination or rabies. You will be given special
instructions when to continue vaccination. If one of our dogs requires continued medication for a
15. 15
condition, we will list this in our dogs profile and also advise you during the meet and greet.
Are your dogs healthy?
We do the best we can to rehabilitate our dogs to the best of our ability. If a dog is special needs
or has a chronic or ongoing medical condition we always will inform potential adopters of this in
our dogs profiles and during the meet and greet. We have successfully adopted out dogs with
special needs, such as being deaf or partially blind, with great success to wonderful happy
homes.
How much is the adoption fee?
The suggested adoption donation can vary depending on the dog. Please inquire when you fill
out the adoption application.
How long does the adoption process take?
It can take upwards of about 7 days starting from the time the application is submitted. It may
take longer in particular situations when puppies are involved. It will take 24-72 hours for the
application to be processed and someone to get back to you to set up a meet and greet
appointment.
How can I donate?
You are welcome to donate through PayPal on our website or by mailing us a check or money
order. You are also welcome to come by one of our Adoption Events, which is every Saturday, to
donate to us directly.We are at Petco on Sports Arena Blvd every Saturday from 9am-4pm. You
can always check on our events page to see when our next adoption event is.
17. 17
Press Release
Baja Dog Rescue
Tel:
1-‐619-‐407-‐9372
|
Fax:
1-‐619-‐423-‐7783
|
Email:
info@bajadogrescue.org
__________________________________________________________________________________________
NEWS RELEASE Contact: Shelby Kay Chrisman
FEBRUARY10, 2015 760.212.9994
ABANDONED DOGS FINALLY HAVE HOPE
SAN DIEGO, California: Every day hundreds of beaten, starving dogs roam the streets of
Mexico, barely hanging on by a thread. Baja Dog Rescue is a volunteer based nonprofit
organization that rescues crippled dogs in Mexico, nurses them back to health, and prepares them
for adoption.
Baja Dog Rescue is based at a 50,000 square foot shelter in the Baja California area where more
than 200 dogs currently reside. Regardless of the need for funds, this is a “no kill” organization
that does not euthanize any of their animals.
Thanks to this passionate organization, homeless dogs now have a chance to live a happy life and
provide companionship in a loving home. Follow them on Instagram @BajaDogRescue and
connect on Facebook.
###
About Baja Dog Rescue: Baja Dog Rescue is a 501c(3) nonprofit organization that was founded
in 2011. Since then, over 1,200 dogs have been rescued and adopted. For more information visit
their website at www.bajadogrescue.org
20. 20
Media Plan
• Social media
o Twitter
§ News updates
§ Event promotion
o Instagram
§ Images and testimonials
o Facebook
§ Updates
§ Testimonials
o YouTube
§ Promotional videos
• Press releases
• Press kit on website
• Letters to the editor
• Email blasts
• Hispanic Media Outlets
o Television channels
• San Diego Union
o Enlace Edition
22. 22
Evaluation Plan
To evaluate the first goal, to provide companionship for elderly individuals,
informational telephone calls (see appendix C) will be conducted 8 months from when the PR
campaign began. The telephone calls will be to 25 elderly individuals, ages 65+, that have
adopted dogs from Baja Dog Rescue. The feedback collected from the informational telephone
calls will determine whether elders believe the Baja Dog Rescue dogs have served as quality
companions.
To evaluate the success of the second goal, which is to increase social media awareness, a
survey (see Appendix D) will be administered to approximately 400 adults between the ages of
30-55, 6 months into the PR campaign. This questionnaire will be administered by hand at
random to approximately 50 females and 50 males. This questionnaire will be distributed outside
stores such as Petco, Target, Starbucks, and other local shops around San Diego County. The
results of this survey will measure the effectiveness of the social media tactics and show whether
or not the goal has been met.
The third goal, to create revenue streams with local San Diego business owners, should
be evaluated by an online quantitative questionnaire (see Appendix E). This survey will be
administered to 75 local business owners throughout San Diego via email and it will also be
posted online on the Baja Dog Rescue’s website, Facebook, and Twitter. The survey will require
an email input at the beginning to ensure that the survey will only be taken once per person. This
survey will indicate the number of business owners that are aware of BDR, who have previously
donated, as well as if they will donate in the future.
23. 23
References
About Baja Dog Rescue. (n.d.). Baja Dog Rescue about Baja Dog Rescue comments.
http://www.bajadogrescue.org/about-us/
Garcia, M. (2013, September 4). Mexico's city of dogs. Aljazeera America.
http://america.aljazeera.com/articles/2013/9/4/city-of-dogs.html
Halzack, S. (2013, August 5). How LinkedIn Has Changed the Way You Might Get Your Next
Job (Posted 2013-08-05 00:59:01) ; Even If You're Not Looking for a Job,. The
Washington Post. http://www.highbeam.com/doc/1P2-34978894.html?refid=bibme_hf
Harper, J. (2013, February 28). The Importance of #Hashtags. RSS.
http://socialmediatoday.com/jamesharpermedia/1260071/importance-hash-tags
Kennedy, D. (2013, February 22). Marketing to Seniors: Online Versus Offline. Entrepreneur.
http://www.entrepreneur.com/article/22507
Petco Animal Supplies. (n.d.). Forbes. http://www.forbes.com/companies/petco-animal-supplies/
Peterson, D. (n.d.). Dog Grooming San Diego | Pet Boutique, Dog Bakery |Bow Wow Beauty
Shoppe. Dog Grooming San Diego Pet Boutique Dog Bakery Bow Wow Beauty Shoppe.
http://www.bowwowbeautyshoppe.com
Piombino, K. (2014, March 21). Infographic: The best times to post on social media. Ragan.com.
Snow, K. (2006). Rescuing Dogs from Shelters. Good Morning America (ABC), 1. [Interview
transcript]
VPI’s got you both covered.. (n.d.). VPI Pet Insurance, Pet Health Insurance Plans for your Dog
or Cat. https://www.petinsurance.com/healthzone/pet-articles/pet-owner-topics/Pets-and-
Senior -Citizens.aspx>.
24. 24
Appendix A
Quantitative Questionnaire
Please circle the appropriate information before filling out the questionnaire
1. Gender: Male Female
2. Marital status: Single Married Divorced Widowed
3. Average annual income: $25,000-$50,000 / $50,000-$75,000 / $75,000 - $100,000 /
$100,000+
On a scale of 1 to 5 (1=strongly disagree, 5=strongly agree), circle the number that best
represents your response to each item.
1) I am aware of dog rescue organizations
1 2 3 4 5
2) I am aware of dog abuse and abandonment
1 2 3 4 5
3) I am aware of spaying/neutering dogs
1 2 3 4 5
4) I am aware of how to adopt a dog
1 2 3 4 5
5) I am highly knowledgeable about dog rescues
1 2 3 4 5
6) I believe dogs should be spayed/neutered
1 2 3 4 5
7) I believe there should be an increased awareness about dog abuse/abandonment
1 2 3 4 5
25. 25
8) I believe every dog deserves a second chance at life
1 2 3 4 5
9) I believe people should adopt from rescues instead of buying from a pet shop
1 2 3 4 5
10) I believe rescued dogs are dangerous
1 2 3 4 5
11) I actively promote dogs to be adopted from rescues rather than pet shops
1 2 3 4 5
12) If there was more awareness, I would have been active within dog rescue organizations
1 2 3 4 5
13) I am interested in learning more about dog rescues
1 2 3 4 5
14) I am interested in adopting and/or fostering a rescue dog
1 2 3 4 5
15) I am interested in volunteering for a dog rescue
1 2 3 4 5
26. 26
Appendix B
Qualitative Questionnaire
1) Do you own dogs?
● If so, how long have you been a dog owner?
● Where did you receive your dog?
2) Would you prefer to adopt a rescue dog or buy one from a breeder?
● What is your overall opinion about rescued dogs?
● What first comes to mind when you think about adopting a rescued dog?
3) If you were to adopt a dog from a rescue, how would you go about it?
● How much would you pay to adopt a rescue dog?
● Would you rather adopt a rescue dog, or donate to the organization?
4) How do you feel about this issue of dog abuse/abandonment?
● How have you heard about dog abuse/abandonment?
● What have you heard about dog abuse/abandonment?
5) What types of advertisement can you recall about abuse and adopting rescue dogs?
● Were these advertisements compelling?
● What types of advertisements catch your attention most?
6) If you were the Public Relations Specialist for a dog rescue, how would you promote the
organization?
● What demographics would you market to?
● What locations would you market at?
27. 27
Appendix C
Telephone Questions (For goal #1):
On a scale of 1 to 5 (1=strongly disagree, 5=strongly agree), please state the number that best
represents your response to each item.
1. Dogs are good companions.
2. BDR has provided you with your desired companionship.
3. Your BDR dog has reduced your overall loneliness.
4. Rate your overall experience living with a rescue dog.
5. You would recommend others to adopt from Baja Dog Rescue.
6. Rate your overall experience and customer service through the process of adopting from
BDR.
28. 28
Appendix D
Social Media Survey (For goal #2):
Please circle the appropriate information before filling out the questionnaire
1. Gender: Male Female
2. Marital status: Single Married Divorced Widowed
3. Average annual income: $25,000-$50,000 / $50,000-$75,000 / $75,000 - $100,000 /
$100,000+
4. Please circle which social media platforms you have noticed and/or currently follow (Circle all
that apply)
Facebook Twitter Instagram Tumblr
On a scale of 1 to 5 (1=strongly disagree, 5=strongly agree), circle the number that best
represents your response to each item.
1) I am aware of dog rescue organizations in San Diego
1 2 3 4 5
2) I have heard of Baja Dog Rescue through social media
1 2 3 4 5
3) I am aware of how Baja Dog Rescue operates
1 2 3 4 5
4) I am aware that Baja Dog Rescue is active on various social media platforms
1 2 3 4 5
5) I would follow Baja Dog Rescue on social media platforms
1 2 3 4 5
6) I would recommend others to follow Baja Dog Rescue on social media platforms
29. 29
1 2 3 4 5
7) I would share a shoutout post on my social media platforms for Baja Dog Rescue
1 2 3 4 5
8) I would “like” Baja Dog Rescue’s posts on social media platforms
1 2 3 4 5
30. 30
Appendix E
Small Business Survey (For goal #3)
Please circle the appropriate information before filling out the questionnaire
1. Gender: Male Female
2. Marital status: Single Married Divorced Widowed
3. Average annual income: $25,000-$50,000 / $50,000-$75,000 / $75,000 - $100,000 /
$100,000+
On a scale of 1 to 5 (1=strongly disagree, 5=strongly agree), circle the number that best
represents your response to each item.
1) I am aware of Baja Dog Rescue and how it operates
1 2 3 4 5
2) I am aware of the financial needs that Baja Dog Rescue requires in order to operate
1 2 3 4 5
3) I am aware of how to donate to Baja Dog Rescue
1 2 3 4 5
4) I have previously donated to Baja Dog Rescue
1 2 3 4 5
5) I am likely to donate to Baja Dog Rescue in the future
1 2 3 4 5
