October 17, 2010

An Animal-Welfare Charity Wins Donors With Cheerful Appeals

Cheerful Appeals Help Animal Charity 1

Best Friends Animal Society

Best Friends Animal Society’s sanctuary, in scenic Utah, has helped engage donors. This pet-blessing ceremony on the charity’s grounds helped raise $900,000.

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close Cheerful Appeals Help Animal Charity 1

Best Friends Animal Society

Best Friends Animal Society’s sanctuary, in scenic Utah, has helped engage donors. This pet-blessing ceremony on the charity’s grounds helped raise $900,000.

By Debra E. Blum

Best Friends Animal Society, in Kanab, Utah, rescues abused, neglected, and abandoned pets. Yet the dogs and cats featured in photograph after photograph on the group’s Web site, fund-raising appeals, and promotional materials all look happy and healthy, if not also adorable.

“In this field, the traditional way of doing business is to rally support by raising people’s guilt with horrible pictures of abused animals,” says Gregory Castle, Best Friends chief

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