Original Article: http://chewonthis.maddiesfund.org/2021/03/does-your-animal-welfare-organizations-mission-statement-need-a-re-write/

Does your organization’s mission statement reflect the current work you’re doing in your community?  

On a recent Shelter and Rescue Support call, Mandy Evans, Executive Director of Better Together Animal Alliance (formerly Panhandle Animal Shelter) shared that their mission statement no longer represented their organization. In fact, she stopped sharing it because she didn’t like it.   

It read: “To diminish the number of lost, abandoned, neglected, and abused dogs and cats through adoption, education, litter prevention and identification of missing pets.” 

Evans shared that the mission was all negative leaning and did not reflect their brand. “We wanted to remove words like abandoned, neglected, and abused from our messaging because they triggered shame in our community; and were possibly turning people away from us,” she said.  

“We also didn’t want to continue to share emotional stories that would be kind of a trigger or a hook for donors,” Evans added. “Donate to us strictly on the fact that we had all these problems, all these neglected and abused abandoned animals we need help, we need help.”  

Together, with a consultant, board members and volunteers, they brainstormed and a new mission and name was born: “Create and support meaningful connections by enhancing the lives of dogs, cats and the people in our community who love them.” 

Better Together Animal Alliance represents all the work they are doing together, as a community.  

Evans shared that some people thought the new name and mission was political and that it ignored abuse and neglect. She says that instead of shaming people and putting out negative messages, she really wants to “call people in, so that we can make a difference and influence behaviors.” She feels that this branding does exactly that. 

What message do you think your organization’s mission, name, website, photography, social media and all the other ways you communicate are sending?   

Save the date for Evans and Melanie Sadek, Executive Director of Valley Humane Society’s webcast, Rebranding: Taking a look at your mission on April 20th at 9ma PST on We will update this with the link to register when it becomes available.  

Source: Chew On This