Paws for the Cause is a Toronto-based charity organization for animal care and research. The organization raises money for the Ontario Veterinary College’s Pet Trust Fund out of Guelph University. The trust fund provides funding to ground-breaking veterinarian research, medical training and the construction of an animal cancer centre at the Ontario Veterinary College. Paws for the Cause raises money through their website and their annual Paws Gala in Toronto.
Paws for the Cause utilizes social media in very efficient and strategic ways in order to build awareness, support and community around animal health and medicine. Organizations such as this often have limited funds and staff available to launch large media campaigns. If done well, social media allows charity organizations to reach large audiences and build an active community.
The Paws for the Cause website incorporates widgets on their front page to display their numerous social media accounts; Facebook, Twitter, YouTube and Flickr. Their substantial social media presence is applied strategically by linking their different accounts to create an authentic and consistent online presence. Flickr is used for their press section as a free and simple method to display prominent press hits and media coverage online.
Social media is a useful tool as it allows an organization to connect with their supporters and build community online. Paws for the Cause presents their news section in a blog format that allows reader comments and feedback on each posting. The organization uses social media effectively by engaging other animal organizations and blogs online including droolhunter, a canine fashion blog highlighted on their front page. The organization goes beyond fundraising and is an active participant online with other blogs, pet owners and organizations. Paws for the Cause provides links to other charities, contests and sites animal owners could find relevant. This interactivity is partly why Paws for the Cause has gained industry attention as a leader among charitable organizations using social media.
What animal/pet sites do you visit?
Learn more and donate today: http://www.pawsforthecause.ca
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