Maddie’s® Rescue Project in Erie County, New York

Seven Year Strategic Plan

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Strategic Plan

1. Mission Statement

2. Coalition Demographics

Background Geographic Area Human Population Project Partners

3. Maddie’s® Pet Rescue Project in Erie County, NY

Project Goals Grant Funds Responsibilities of the Lead Agency Responsibilities of the Project Partners

4. Objectives – How We Intend to Achieve our Goals

Increase Adoptions Reduce Shelter Euthanasia Fundraising/Organizational Development Advertising/PR/Promotions

5. Maddie Recognition

6. Multi-Year Budget

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1. Mission Statement

The mission of the Maddie’s® Pet Rescue Project in Erie County, New York is to end the euthanasia of all healthy and treatable and cats in Erie County by October 1, 2014. To accomplish this lofty goal, the partners will focus on targeted spay/neuter programs, accessible and innovative adoption programs, humane education, and community development.

2. Coalition Demographics

Background The Maddie’s® Pet Rescue Project in Erie County, NY is a coalition of animal shelters and rescue groups working together to end the euthanasia of healthy and treatable animals by October 1, 2014. The members of the coalition include the City of Buffalo (AC), Erie County SPCA (TR), Buffalo Humane (AG), HEART (AG), Second Chance Sheltering Network (AG), and Ten Lives Club (AG). The partners will be working closely with Operation , a spay/neuter facility for low-income families and shelters located in Blasdell, NY. Operation Pets is the lead agency for the spay/neuter component of the Project.

Geographic Area Erie County is a metropolitan center covering 1,058 square miles on the western border of the State. The County is bordered by Lake Erie to the west, Niagara County and Canada to the north, Genesee and Wyoming Counties to the east, and Cattaraugus and Chautauqua Counties to the south. Within 500 miles of Erie County is more than half the population of the United States and Canada, 160,000,000 people, as well as 52 percent of the personal income, $5 trillion, created by both countries. In addition, three-quarters of Canada's manufacturing activity and 55 percent of the United States' manufacturing activity fall within the 500 mile radius.

Located within Erie County are 25 towns and three cities, including the City of Buffalo, the second largest city in New York State. Even though a great deal of wealth is within 500 miles of the County, Buffalo ranks as the second poorest city in the country according to 2007 census data. Almost a third of Buffalo’s population lives below the poverty line. The median income for a family in Buffalo is $27,850, while the median family income in the United States is $48,451.

Population of Erie County, NY: 921,390

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Partners in the Maddie’s® Pet Rescue Project in Erie County, NY:

City of Buffalo Animal Shelter 380 Oak Street Buffalo, NY 14203 (716) 851-4265 Contact: Kelly McCartney

The City of Buffalo Animal Shelter provides animal control services under the purview of the Department of Streets and Sanitation. Nearly 4,000 animals are admitted annually and, of these, roughly two-thirds are dogs. Like most urban animal shelters, the Buffalo Animal Shelter is cash-strapped due to its reliance on the city’s property tax base. Yet, its dedicated volunteers work tirelessly to augment its financial situation and market its animals to as many segments of the public as possible. In addition to running off-site adoption events, the City Shelter’s volunteers participate in numerous festivals throughout the year, particularly in the summer-time. Through their presence at events such as the Elmwood Arts Festival, Pride Festival and Run for Rover, they are bringing awareness to the City Shelter and improving its standing in the community.

Erie County SPCA 205 Ensminger Road Tonawanda, NY 14150 (716) 875-7360 Contact: Barbara Carr

The Erie County SPCA serves as the lead agency in the Maddie’s® Pet Rescue Project in Erie County, NY. The SPCA is a private non-profit organization formed in 1867 in response to the plight of working animals and farm animals of the day. For the first 50 years, the work of the Society was largely law enforcement and humane education. In 1916, a shelter opened in Buffalo to house sick and injured horses. When the automobile gained in popularity and horses began to disappear from the streets, the Society’s focus shifted to caring for domestic animals.

In 1962, a new shelter was built in the suburb of Tonawanda. The adoption kennels were remodeled in 1998 to give the animals a more spacious and comfortable environment. Currently, the Society cares for approximately 11,000 cats and dogs, 2,000 other species of domesticated animals from mice to horses, and 3,000 injured or orphaned wild animals annually.

The SPCA employs Rescue Drivers who provide 24 hour a day animal rescue services, Humane Law Enforcements Officers who uphold New York State’s cruelty statutes, and Humane Educators who teach about the importance of having compassion for all living things. In addition, the SPCA offers several community outreach programs such as Pet First Aid and Baby-Ready Pets!. It is the firm belief of the SPCA that education and communication are critical to the wellbeing of animals in Erie County.

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Black , Second Chance P.O. Box 626 East Amherst, NY 14051 (716) 622-7217 Contact: Ginny Brown-Cerasani

Black Dog, Second Chance (BDSC) is an all volunteer rescue organization that was formed in September of 2007. It is comprised of caring individuals who all work regular, full time careers with families of their own. They are dedicated to the fostering and permanent placement of dogs, with a particular focus on the black dogs that are often overlooked in a shelter setting. Black dogs are rarely adopted from shelters and are the most commonly euthanized. They are frequently ignored even though they may be friendly and well behaved, while other lighter-colored dogs get adopted more quickly. Whatever the reason, these dogs generally wait three times longer to finally be adopted. Black Dog, Second Chance’s mission is to rescue these black dogs and help them find their forever homes through a thorough adoption process and a home visit for each of their placements.

Buffalo Humane 4817 Wilson Burt Rd Wilson, NY 14172 (716) 862-9183 Contact: Carol Tutzauer

Buffalo Humane began as a group of area citizens protesting the announced end of adoptions at the City of Buffalo Animal Shelter, part of the city's cost-cutting moves to close its serious budget gap in 2004. The original Save-Our-Shelter group mobilized quickly and successfully stopped the cuts for the 2004-2005 fiscal year with the hope that the 1-year reprieve would allow some kind of safety net to be put in place before elimination of the adoption program in July 2005.

Fortunately, the anticipated 1-year reprieve for the city shelter appeared to become a permanent reprieve. Buffalo Humane emerged to help fill the gap between what a cash- strapped city could provide and what was needed. Furthermore, a core group of original protest participants wanted to work as a city-based no-kill rescue organization, and to support the efforts of individuals throughout the city who make a difference daily in the lives of homeless companion animals.

Buffalo Humane is a New York State incorporated nonprofit organization and IRS tax- exempt 501(c)3 public charity devoted to in the region. Operated on a 100% volunteer basis, activities are funded exclusively through fundraising, contributions and donations.

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HEART P.O. Box 415 Hamburg, NY 14075 (716) 821-1915 Contact: Charlene Frasca

HEART is an all-volunteer, non-profit, no-kill organization whose main objective is to alleviate the suffering of neglected, injured, orphaned, sick or abused animals in Western New York. Founded 25 years ago as the area’s first no-kill , HEART continues to care for over 300 homeless animals annually and guarantees each a home for life. HEART operates a center in a suburb of Buffalo, and has off-site locations at PETCO and PetSmart.

Second Chance Sheltering Network, Inc. PO Box 175 Spring Brook, NY 14140 (716) 652-6051 Contact: Helen Terwillager

Second Chance Sheltering Network, Inc. is a no-kill, tax-exempt, 501(C)(3) animal rescue organization in operation since 1994. Like many animal rescue groups, Second Chance is an all volunteer organization that has chosen to serve out of love with no paid staff. The organization is comprised of deeply dedicated animal lovers who foster the animals until they are ready to be adopted into pre-screened, approved homes. Each year, Second Chance cares for approximately 300 to 400 cats and a handful of dogs. Volunteers manage two supervised feral colonies, and help to rein in the cat problem by spaying or neutering 15 to 20 feral cats each month. Second Chance also operates an educational program called "It's Not Cool to be Cruel" in the local schools.

Ten Lives Club P.O.Box 253 North Boston, NY 14110 (716) 646-5577 Contact: Marie Edwards

Ten Lives Club (TLC) is a registered non-profit founded in January 2001. The organization is made up of volunteers and staff all devoted to the club's mission "to promote, further and enhance all cat life". Since its inception, TLC has cared for or adopted 8,000 cats, a testament to the organization’s tenet that every cat matters whether it is a stray, a personal pet, or feral. Presently, Ten Lives Club relies heavily on donations to help feed, medicate and house an average of 225 cats, including 17 FIV+ cats waiting for their forever home. During the past year, the organization scored a big win for cats by establishing an Adoption Center and Pet Store at the McKinley Mall, the principal mall in the Erie County southtowns.

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3. Maddie’s® Pet Rescue Project in Erie County, NY

Maddie’s® Pet Rescue Project in Erie County, NY is a community collaborative project to ensure that all healthy animals are adopted in the first year of the grant. Moreover, the partner agencies will increase the number of treatable animals saved each year of the five- year grant by 20%. At the start of Year Five, all healthy and treatable animals in Erie County will be saved. The baseline year for the Project is 2007.

In addition to the life-saving work accomplished through the Maddie’s Fund® collaboration, partners will also fundraise throughout the grant to assure the continuation of vital programs. Community development will be ongoing to encourage the entire community to take part in this momentous endeavor.

Applications and updated strategic plans will be submitted to Maddie’s Fund annually to be reviewed by the Maddie’s Fund Team and its Board of Directors. Continued funding is dependent on meeting the goals set forward in the application for the Community Collaborative grant and is at the discretion of the Maddie’s Fund Board of Directors.

Project Goals The Project partners have goals established by the baseline statistics from 2007. These goals are expected to be met by each organization involved. In addition to reducing healthy, treatable and total euthanasia and increasing adoptions, the partners are committed to raising funds for future years of the project. We will do this by examining and refining strategic plans, communicating effectively with one another, and securing all the results needed to have a successful Maddie’s® Pet Rescue Project in Erie County.

Baseline Year Performance

Buffalo Black Buffalo Second Ten 2007 AC SPCA Dog, Humane HEART Chance Lives Total Second Club Chance* Public Intake 4,103 13,759 43 102 396 302 437 19,142

Adoptions 699 6,951 27 63 345 306 499 8,890

Euthanasia Healthy 352 131 0 0 0 0 0 483 Treatable 435 1,595 0 0 0 0 0 2,030 Unhealthy/Untreatable 1,012 3,782 0 3 19 1 47 4,864 Total 1,799 5,508 0 3 19 1 47 7,377 * Black Dog, Second Chance’s baseline consists of all out of county adoptions.

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Grant Funds The community collaborative grant from Maddie’s Fund will provide funding to each of the six partners involved in the Project through payment for above baseline adoptions. Organizations will also receive funding to assist them in raising additional money throughout the five years of the grant to be set aside for future expenses. In addition, the lead agency for the grant, the Erie County SPCA, will receive funds to administer the project to guarantee that each agency meets its goals.

Responsibilities of the Lead Agency ¾ Provide leadership to the partners and the community ¾ Oversee the distribution and use of grant funds ¾ Ensure that all Project goals are met ¾ Hire and supervise staff for the project ¾ Collect and monitor monthly shelter statistics from partner organizations ¾ Oversee all bookkeeping ¾ Submit monthly, quarterly, semi-annual and annual reports to Maddie’s Fund ¾ Organize and coordinate coalition events ¾ Act as a liaison between all of the partners and the staff of Maddie’s Fund ¾ Serve as the Maddie’s® Pet Rescue spokesperson ¾ Coordinate any public speaking, media, and programs concerning Maddie’s® Project or the grant ¾ Produce and distribute Maddie recognition materials for the project partners ¾ Meet regularly with project partners to exchange ideas, critique progress, further develop strategies and evaluate progress ¾ Revise and update the Strategic Plan annually ¾ Revise and update the Application annually

Responsibilities of the Project Partners ¾ Achieve all project goals and objectives ¾ Report accurate shelter statistics to the lead agency monthly ¾ Supply adoption documentation for each adoption ¾ Supply documentation for each intake ¾ Report successes and challenges at monthly meetings ¾ Participate in planning, executing, and attending all project events ¾ Develop and implement fundraising strategies to support future years of the project ¾ Develop and implement strategies to increase adoptions ¾ Promote and recognize Maddie and Maddie’s Fund during and after the life of the grant.

The partner organizations in the Maddie’s® Pet Rescue Project in Erie County are confident that the targets for the first year will be met through the initiatives set forth. Each agency agrees that significant time and effort must be committed to making certain the Project runs smoothly.

One of the keys to the Project’s success will be strengthening the relationships among the partners. Because of monthly meetings spanning the past four years, the members of the Animal Alliance of Western New York, which includes all Project partners, have a variety of positive

8 ways to work together. Two impressive accomplishments of this group are the Maddie’s® application process and the formation of a new not-for-profit spay/neuter clinic for rescue organizations and low-income citizens.

In the first year of the Project, energy will be devoted to developing consistent communication protocols so that pertinent information is received by each agency. It is also essential that the participating agencies all feel they have a voice in this endeavor. The past several years have been spent building rapport among the partners. These efforts have set a solid foundation to allow us to move forward to carry out the goals of Maddie’s® Pet Rescue Project.

4. Objectives – How We Intend to Achieve our Goals

Key elements to the success of meeting the goals of the Maddie’s® Pet Rescue Project in Erie County, NY are:

a. Increasing Adoptions b. Reducing Shelter Euthanasia c. Fundraising/Organizational Development d. Advertising/PR/Promotions

a) Increase Adoptions

Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 6 Yr 7 Increase Adoption AB (Proj) (Proj) (Proj) (Proj) (Proj) (Proj) (Proj) Increase AG adoptions AB 171 259 343 419 508 508 508 Total AG Adoptions BL & AB 1,384 1,472 1,556 1,632 1,721 1,721 1,721 Increase TR Adoptions AB 682 1,000 1,322 1,652 1,969 1,969 1,969 Total TR Adoptions BL & AB 7,633 7,951 8,273 8,603 8,920 8,920 8,920 Increase AC Adoptions AB 36 36 36 36 36 36 36 Total AC Adoptions BL & AB 735 735 735 735 735 735 735 Increase All Adoptions AB 889 1,295 1,701 2,107 2,513 2,513 2,513 Total Adoptions (All Groups) 9,752 10,158 10,564 10,970 11,376 11,376 11,376

Each organization is responsible for achieving their baseline adoptions. Above baseline adoption goals are divided among the organizations based upon participation levels determined annually.

Strategies for increasing adoptions:

The Galleria Mall Cat Adoption Center will be the cornerstone in reaching the first year’s above baseline adoption goals. In 2008, the SPCA operated this off-site location for 80 days. As a result, 582 cats were adopted, an average of seven per day. Starting June 1, 2009, the SPCA will reopen the Galleria Mall Cat Adoption Center for year round operation. If we average just five adoptions per day, it will result in 1,800 additional adoptions. Each of the Project partners are invited to take part, but will not be required to support the operation financially. One day each

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week, the Whisker Wag’n, the SPCA’s mobile adoption unit, will be at the Galleria offering dogs for adoption. This opportunity will be shared with those partners that adopt dogs as well as cats.

The SPCA is currently training to implement the ASPCA’s Meet Your Match Feline-ality Program. Shelters that are using this adoption enhancing program report that the length of stay for cats in their shelters is significantly less, adoptions of cats has increased, and adoption returns have been slashed. These outcomes will greatly assist in reaching goals set for the Project and will also mean that fewer cats will be infected with upper respiratory infections. Resources currently used in treating these “self-inflicted” diseases can then be used to provide more medical and behavioral help to other treatable animals.

The adoption of suitable bully breed dogs generates distinct problems for most animal shelters. They are over represented in the pool of homeless dogs, are more often the victims in cruelty cases, and the public is largely fearful of them. To help combat this problem, the SPCA’s team of six behavior specialists works with bully breed dogs on conditions such as a lack of manners and resource guarding to ensure that the best of these breeds are placed up for adoption. They also have the luxury of consulting with one of the leading Certified Professional Dog Trainers in the area for more difficult cases of aggression. Buffalo Humane has highly trained volunteers who are advocates for pit bulls, and for rehabilitating those with behavioral conditions. BDSC is currently training all of its volunteers to improve their dog obedience skills and consequently increase the rate of adoptions. In addition, a SAFER employee has begun to evaluate dogs at the City Shelter. To further improve the reputation of bully breeds, the Project partners will strive to increase the adoption of pit bulls through a special promotion. They have each agreed to take in six bully breed dogs yearly from the City Animal Shelter.

We recognize that our adoption and fundraising plans for the first year will need considerable improvement in order to carry out the remaining years of the grant and beyond. Currently, we have begun research on the establishment of a Pet Fair as the basis of our signature Maddie’s® Adoption and Fundraising event. Similar to other annual trade events such as automobile or home shows, our plan is to establish a show that is all about pets. A Pet Fair would be the ideal forum for offering educational workshops for pet owners, advice from local veterinarians and the latest in product information. It promises to be very popular. We know that planning and executing this event will take considerable time, which is why it will take place in the second year of funding. Preparations, however, will begin immediately.

Adoption Events/Programs (AB) Coalition Events/Programs Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 6 Yr 7 Maddie’s® Pet Expo 0 15 35 50 60 60 60 Galleria Mall Cat Adoption Center 630 819 919 1035 1225 1225 1225 Pit Bull Promotion 12 24 36 40 50 50 50 Canine’s Cupid 0 16 28 38 45 45 45 Subtotal 642 874 1,013 1,163 1,380 1,380 1,380 Individual Events/Programs ECSPCA Pets for Vets (military veteran promotion) 10 32 45 60 75 75 75 Community Awareness Week 10 12 15 20 39 39 39

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Petfinder, Shelter Pet Project, website 10 35 46 80 90 90 90 Free Over Three 40 56 114 134 151 151 151 Holiday Promotion 15 28 60 85 100 100 100 Subtotal 85 163 280 379 455 455 455 City Shelter Petfinder, Shelter Pet Project 15 15 15 15 15 15 15 PetSmart Elmwood Ave. 21 21 21 21 21 21 21 Subtotal 36 36 36 36 36 36 36 Black Dog, Second Chance Run for Rover 1 1 1 1 1 1 Petfinder, Shelter Pet project, website 6 15 20 25 30 30 30 Hamburg Burgerfest 1 1 1 1 1 1 1 Pet Supplies Plus (monthly) 3 4 8 10 15 15 15 Craigslist/Kijiji 1 4 6 8 10 10 10 Bark in the Park 1 1 1 1 1 1 1 Art Gallery 1 1 1 1 1 1 1 Martin’s Fantasy Island Pet Weekend 2 2 3 4 5 5 5 Subtotal 15 29 41 51 64 64 64 Buffalo Humane Puppy-pa-looza 6 6 15 20 25 25 25 Petfinder, Shelter Pet Project, website 10 20 35 50 65 65 65 Petco - Amherst (monthly appearance) 5 16 18 22 25 25 25 Subtotal 21 42 68 92 115 115 115 HEART PetSmart Adopt-a-thon 8 9 15 20 20 20 20 Clarence Farmers Market 5 10 15 20 20 20 20 BurgerFest 5 5 10 15 15 15 15 Petfinder, Shelter Pet Project, website 8 10 27 38 45 45 45 Tractor Supply 4 5 10 20 20 20 20 Holiday Lights Festival 4 4 10 20 30 30 30 Subtotal 34 43 87 133 150 150 150 Second Chance PetSmart - Transit Rd. 10 25 30 40 45 45 45 PetSmart - Amelia Dr. 6 12 25 32 36 36 36 Petfinder, Shelter Pet Project, website 10 16 25 40 65 65 65 Petco 2 3 6 12 18 18 18 Honey Hill Pet Store 2 2 5 9 14 14 14 Subtotal 30 58 91 133 178 178 178 Ten Lives Club McKinley Mall Store 20 35 60 90 100 100 100 Petfinder, Shelter Pet Project, website 5 15 25 30 35 35 35 Subtotal 25 50 85 120 135 135 135

Total Adoptions (AB) 889 1,295 1,701 2,107 2,513 2,513 2,513

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b) Reduce Shelter Euthanasia

Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 6 Yr 7 (Proj) (Proj) (Proj) (Proj) (Proj) (Proj) (Proj) Reduce Healthy Euthanasia 483 483 483 483 483 483 483 Healthy Euthanasia 0 0 0 0 0 0 0 Reduce Treatable Euthanasia 406 812 1,218 1,642 2,030 2,030 2,030 Treatable Euthanasia 1,624 1,218 812 406 0 0 0 Reduce Total Euthanasia 889 1,295 1,701 2,107 2,513 2,513 2,513 Total Euthanasia 6,418 6,012 5,606 5,200 5,026 5,026 5,026

Strategies to reduce euthanasia:

Keep the Focus on Transferring Pets from AC Shelters Because of the 5 to 1 adoption subsidy differential for above baseline adoptions taken from the City Shelter, there will be a concerted effort to transfer treatable pets to the AG organizations. The Adoption Guarantee Plan outlines ways in which the partners will work with the City Shelter to transfer out hard to place animals. Constant communication will be in place amongst the Project members to ensure that each animal is with the organization that is most suited to finding it a permanent home.

All pets that are adopted through the SPCA are implanted with micro-chip identification. The City Shelter and the SPCA scan all incoming animals for micro-chips, increasing the likelihood that the lost pet can be reunited with its guardian and therefore decrease euthanasia.

Community Pet Matrix The Project members are finalizing a Pet Evaluation Matrix that standardizes the evaluation of incoming animals. A panel was formed to assess potential medical and behavioral conditions. Through an online survey, input has been sought from the public on what medical and behavioral conditions are reasonable to treat. The same survey has also been offered in paper form. The result will be a practical matrix that will allow the Project team to strategically reduce euthanasia by prioritizing resources.

Maintaining an Adoption Guarantee for Healthy Pets The Executive Director of the SPCA has emphatically stated that no healthy animal will be euthanized during the Project. She is able to make this claim because of the fact that no healthy animal has been euthanized at the SPCA since July of 2008. Should a healthy animal be in danger of euthanasia at the City Shelter, or an outbreak of disease occurs such as distemper, a plan is in place to immediately notify the AG organizations. The SPCA’s reliable inventory of 200 foster care volunteers will also be notified. To help guarantee that no healthy or treatable animals are euthanized, the SPCA has begun to recruit a Cat Army whose mission it is to secure the placement of every cat that is ready for adoption. Furthermore, the SPCA has media segments that it uses to promote animals that have been at the shelter for a length of time, or animals that may have medical conditions that must be managed for life.

See Adoption Guarantee Plan attached

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Reduce Shelter Intake In 1995, the SPCA established a surgical suite at the shelter and instituted its policy that all animals be spayed or neutered onsite prior to adoption. Within the past few years, we have finally begun to see a reduction in the population of homeless animals. In 2006, the SPCA took in 10,042 cats. That number was reduced to 8,470 cats in 2007 and 8,108 in 2008.

Operation Pets is a low cost spay/neuter surgery facility for those citizens who receive some form of social service. The Project partners are currently working with Operation Pets to reduce the number of unwanted animals in the area. Operations Pets also solicited the help of several local veterinarians to also provide low cost spay/neuter surgery through the Maddie’s Fund Spay/Neuter Grant. In addition, the SPCA will use its relationship with the Erie County Block Clubs and Neighborhoods Association to spread the word about low cost spay/neuter options as well as the benefits of spaying and neutering.

The Humane Education Department at the SPCA consists of four educators who work tirelessly to inform all facets of the public about responsible pet ownership. Through the Teaching Love & Compassion and Encouraging Kind Kids Literacy Programs, the department influences over 1,500 students in grades K – 8. A common teaching point is the importance of spaying and neutering pets. If even just one student heeds our message and spays or neuters his or her cat, approximately 511 fewer cats would be born in two years time.

c) Fundraising/Organizational Development

Cost of Cost of Cost of Healthy Treatable Capacity Healthy AB Treatable AB Building & Additional AB Adoptions AB Adoptions Coalition MF Grant Funds Year Adoptions @ $120 Adoptions @ $300 Activities Total Cost Amount Needed One 483 $57,960 406 $121,800 $321,790 $501,550 $501,550 $0 Two 483 $57,960 812 $243,600 $405,615 $707,175 $707,175 $0 Three 483 $57,960 1,218 $365,400 $432,600 $855,960 $855,960 $0 Four 483 $57,960 1,624 $487,200 $402,745 $947,905 $947,905 $0 Five 483 $57,960 2,030 $609,000 $316,050 $983,010 $983,010 $0 Six 483 $57,960 2,030 $609,000 $112,695 $779,655 $0 $779,655 Seven 483 $57,960 2,030 $609,000 $114,664 $781,624 $0 $781,624 Total 3,381 $405,720 101,150 $3,045,000 $2,106,159 $5,556,879 $3,995,600 $1,561,279

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Strategies for Increasing Revenues and Set Aside Goals

Fundraising/ Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Total Fundraising/Set Aside Goals FR Subsidy $5,812 $10,612 $17,300 $24,800 $34,000 $0 $0 $92,524 ECSPCA Set Aside Goal $38,750 $64,072 $87,000 $124,500 $171,000 $171,000 $171,000 $827,322 Black Dog FR Subsidy N/A $400 $700 $1,200 $2,000 $0 $0 $4,300 Second Chance Set Aside Goal N/A $2,000 $3,000 $5,500 $9,000 $9,000 $9,000 $37,500 Buffalo FR Subsidy $250 $750 $1,250 $2,000 $3,000 $0 $0 $7,250 Humane Set Aside Goal $2,000 $3,500 $5,000 $8,000 $13,000 $13,000 $13,000 $57,500 FR Subsidy $143 $750 $1,250 $2,000 $3,000 $0 $0 $7,143 HEART Set Aside Goal $2,200 $3,500 $5,000 $8,000 $13,000 $13,000 $13,000 $57,700 FR Subsidy $143 $750 $1,250 $2,000 $3,000 $0 $0 $7,143 Second Chance Set Aside Goal $2,200 $3,500 $5,000 $8,000 $13,000 $13,000 $13,000 $57,700 FR Subsidy $143 $750 $1,250 $2,000 $3,000 $0 $0 $7,143 Ten Lives Set Aside Goal $2,200 $3,500 $5,000 $8,000 $13,000 $13,000 $13,000 $57,700 Joint FR Subsidy $8,650 $10,000 $14,000 $18,000 $22,000 $0 $0 $72,650 (Coalition) Set Aside Goal $32,500 $40,000 $56,000 $72,000 $88,500 $88,500 $88,500 $466,000 FR Subsidy $15,151 $24,012 $37,000 $52,000 $70,000 $0 $0 $198,153 Total Set Aside Goal $79,850 $120,072 $166,000 $234,000 $320,500 $320,500 $320,500 $1,561,422

Coalition Fundraising Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 6 Yr 7 (Proj) (Proj) (Proj) (Proj) (Proj) (Proj) (Proj) Maddie’s Signature Event 0 5,000 11,000 16,000 21,000 21,000 21,000 Cause for Paws 32,500 35,000 45,000 56,000 67,000 67,000 67,000 Subtotal 32,500 40,000 56,000 72,000 88,500 88,500 88,500 Individual Fundraising ECSPCA Radio-a-thon 220,000 222,500 225,000 227,500 230,000 240,000 250,000 Paws in the Park 85,000 86,500 90,000 92,000 94,000 96,000 98,000 Wine & Wags 17,000 17,500 18,000 20,000 22,000 24,000 26,000 Pet Photo Contest 20,000 20,250 21,000 23,000 25,000 28,000 30,000 Yelp for Help program 30,000 31,000 32,000 33,000 34,000 35,000 36,000 Neighborhood Block Sales 0 16,000 16,000 16,000 16,000 16,000 16,000 Challenge Donation mailer 8,750 21,000 25,000 30,000 35,000 40,000 45,000 Total Fundraising 380,750 414,750 427,000 441,500 456,000 479,000 501,000 Set Aside Goal 38,750 66,072 90,000 130,000 180,000 180,000 180,000 For General Operating 342,000 348,678 337,000 311,500 276,000 299,000 321,000

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Black Dog, Second Chance Antique World 1,000 1,000 1,000 1,150 1,600 1,700 2,000 Candy Bar Sales 500 500 500 550 700 800 850 Calendars 300 300 300 400 400 600 PayPal 550 700 900 1,200 1,500 2,000 Spring Fling 1,000 1,150 1,500 2,500 2,800 3,500 Direct Mailer 750 1,000 1,200 1,600 Comedy Club 1,200 1,400 2,200 2,400 2,500 Pictures with Santa 700 900 1,400 1,600 1,600 Happy Hour 1,000 1,800 2,000 2,250 Rummage Sale 1,200 1,500 1,800 Purse party 300 300 400 600 600 750 Dash’s receipts 100 100 100 250 300 350 Goodsearch 50 50 50 150 200 200 Total Fundraising 1,500 3,800 6,000 9,000 15,000 17,000 20,000 Set Aside Goal 0 2,000 3,000 5,500 9,000 9,000 9,000 For General Operating 1,500 1,800 3,000 4,500 6,000 8,000 11,000 Buffalo Humane Big Lebowski Bowl-a-Thon 2,000 2,100 2,200 2,600 3,600 4,000 4,500 Mardi Gras Mambo 3,735 3,800 4,000 5,000 6,500 7,000 8,000 St. Paul’s Rummage Sale 50 100 150 300 400 500 600 Goodsearch 50 50 50 100 200 300 350 Padre’s Cup Regatta 1,000 1,200 1,600 2,000 3,000 4,000 4,500 Direct Mail campaign 1,600 1,650 2,000 2,400 3,500 4,500 5,000 Total Fundraising 8,435 8,900 10,000 12,400 17,200 20,300 22,950 Set Aside Goal 2,000 3,500 5,000 8,000 13,000 13,000 13,000 For General Operating 6,435 5,400 5,000 4,400 4,200 7,300 9,950 HEART Spaghetti dinner 5,500 5,500 6,000 6,500 7,000 7,500 7,500 Christmas in the Country 14,000 14,000 15,000 16,000 17,000 17,000 18,000 Springtime in the Country 5,000 5,500 6,000 6,500 7,000 7,500 8,000 Wine tasting 10,000 11,000 12,000 13,000 14,000 15,000 15,000 Coyote Café 1,500 1,550 1,600 1,650 1,700 1,750 1,800 JP’s event 1,500 1,600 1,700 1,800 1,900 2,000 2,100 Holiday Lights Festival 1,000 1,000 1,000 1,000 1,000 1,000 1,000 Erie County Fair 3,500 3,700 3,900 4,100 4,300 4,500 4,700 Plantasia 3,000 3,000 3,500 3,500 3,800 3,800 4,000 Yuletide 5,500 6,000 6,500 7,000 7,500 8,000 8,500 Donation request mailings 10,000 12,000 14,000 16,000 18,000 20,000 21,000 Entertainment books 12,000 12,000 12,000 12,000 12,000 12,000 12,000 Gift Wrap 0 5,000 5,500 6,000 6,500 6,500 7,000 Home show 1,000 1,200 1,400 1,500 1,600 1,700 1,700 Miscellaneous fundraising 10,000 10,000 10,500 11,000 11,500 12,000 12,500 Total Fundraising 83,500 93,050 100,600 107,550 114,800 120,250 124,800 Set Aside Goal 2,200 3,500 5,000 8,000 13,000 13,000 13,000

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For General Operating 81,300 89,550 95,600 99,550 101,800 107,250 111,800 Second Chance Showcasing/Malls 1,600 1,625 1,750 2,000 2,500 2,800 3,000 Dash’s Receipts 2,500 2,550 2,600 2,650 2,700 2,750 2,750 Murder Mystery Dinner 6,700 6,750 6,800 6,850 6,900 6,950 6,950 Comedy Show 6,400 6,425 6,450 6,475 6,600 7,000 7,500 Nite-Out Books 600 600 600 600 600 600 600 Chicken BBQ/Yard Sale (twice 9,200 9,300 9,500 9,700 9,900 11,000 11,500 yearly) Dress Down Day 1,000 1,000 1,000 1,000 1,000 1,000 1,000 Hot Dog Sale 500 550 600 650 700 750 800 Pointsetta Sale 500 550 600 650 700 750 800 Total Fundraising 29,000 29350 29,900 30,575 31,600 33,600 34,900 Set Aside Goal 2,200 3,500 5,000 8,000 13,000 13,000 13,000 For General Operating 26,800 25,850 24,900 22,575 18,600 20,600 21,900 Ten Lives Club Ridin’ for Cats Motorcycle Run 500 600 700 900 1,100 1,300 1,500 Pictures with Santa 1,000 1,200 1,400 1,600 1,800 2,000 2,200 Eden Corn Festival Parking 3,000 3,100 3,200 3,300 3,400 3,500 3,500 Sweetheart Dinner 1,000 1,200 1,300 1,400 1,500 1,600 1,700 Fur Ball 3,000 3,200 3,300 3,500 3,600 3,800 4,000 Pasta Dinner 1,000 1,200 1,400 1,500 1,600 1,700 1,800 Fish Fry 1,000 1,100 1,200 1,300 1,500 1,600 1,700 Chicken Barbeque 1,000 1,050 1,100 1,300 1,500 1,700 1,800 Hot Dog Event 1,400 1,500 1,600 1,650 1,700 1,750 1,750 Holiday Wreath 3,800 3,900 4,000 4,200 4,400 4,600 4,800 Miscellaneous Fundraising 4,500 5,000 8,000 12,000 15,000 18,000 20,000 Total Fundraising 21,200 23,050 27,200 32,650 37,100 41,550 44,750 Set Aside Goal 2,200 3,500 5,000 8,000 13,000 13,000 13,000 For General Operating 19,000 19,550 22,200 24,650 24,100 28,550 31,750

Each Project partner has agreed to additional fundraising activities to provide ongoing financial support of the life-saving initiatives made possible through Maddie’s Fund. Our fundraising efforts must unite the community as the ongoing Eighth Partner in the quest to find homes for all healthy and treatable animals within five years. Carol Tutzauer of Buffalo Humane has provided the Project team with valuable advice on how graduate students at local Universities will assist non-profits in developing business plans, and even fundraising strategies.

While each organization will be undertaking separate fundraising strategies, a more comprehensive “group” fundraising venture will support the progress of the partnership. To make the public aware of how their donations can directly impact the end of euthanasia of healthy and treatable cats and dogs, a far-reaching campaign will be developed. The marketing department of a very successful local service providing company will work with the partners to devise the theme. For several years, the Cause for Paws program has solicited customers to donate their change via collection boxes at locations around the County. The funds collected

16 have been distributed to numerous adoption-related initiatives. The owner of the company has closely followed the progress of the Maddie’s Fund grant application and has decided the collection program should: ¾ Be expanded to collect more funds ¾ Should be tied directly to the goals of Maddie’s Pet Rescue Project in Erie County ¾ Should be partially distributed to the Maddie’s® Pet Rescue Project partners for current programming ¾ Should help to fill any gap between actual fundraising set-aside monies and set-aside goals

Organizational Development The SPCA will undertake a mentoring role towards the other Project partners, providing advice and training opportunities. The SPCA will arrange for seminars in such areas as Pet Point and animal behavior evaluation. We have scheduled the ASPCA workshop “Meet the Adopters” to take place in October, a course on how to effectively communicate with potential adopters through open-ended questions that build rapport. The course will help the Project partners to enter into a dialogue with adopters rather than ask “interrogational” type questions, and consequently adopt out more animals.

In order to meet the goals set forth in the grant, the Project partners will be relying on the adoption subsidies. The SPCA will be using part of its funds to purchase new equipment and medical supplies for treatable animals. It will also use its subsidies to expand its foster care program and market the adoption message. The City Shelter will use its funds to off-set the cost of spaying and neutering its animals. Second Chance will be using the funds to advertise for upcoming adoption and fundraising events as well as to provide education and training for its volunteers. Ten Lives Club will be using its subsidies to drastically increase the number of animals it spays or neuters, purchase new equipment and advertise for adoption events. Buffalo Humane plans on increasing its foster care base, training volunteers, purchasing educational materials, consulting with behavioral specialists, and potentially hiring a staff person to handle adoptions and maintain databases. HEART intends on taking out print ads to solicit foster volunteers, advertising about upcoming adoption events and hiring an intern. Finally, Black Dog, Second Chance will be advertising for fundraising and adoption events as well as educating and training its volunteers.

Community Development The Project partners believe that a very special community has driven the achievements we have made to this point. The people of Erie County have grasped the difficult and complicated issue of overpopulation of cats and dogs and the resulting euthanasia. Rather than placing blame, the public has responded with a desire to help change the status quo through volunteerism, adopting pets rather than purchasing pets, and generous financial support of both traditional and adoption guarantee shelters.

The current adoption rate of dogs and cats within Erie County is 9.62 adoptions per 1,000 residents. To reach the five-year goal of the project, we must reach the level of 12.3 adoptions of cats and dogs per 1,000 residents. By continuing to make community development a priority, we

17 will augment our chances of reaching our goal. The Erie County community will therefore become known as the Eighth Partner in the Maddie’s® Pet Rescue Project.

d) Advertising/PR/Promotions

Paramount to our success will be the strategic use of local media outlets to convey messages that connect with the public. Efforts to engage the local newspaper, The Buffalo News, to publish a monthly report card using the Asilomar reports are already underway. We will also make use of The Buffalo News, along with other media outlets, to tell the story of Maddie, providing the honor she deserves for this life-saving grant. News articles will explain the process we are using to reach our goals while making the community aware of the important part they play as the Eighth Partner.

Time Warner, the local cable company, is scheduled to begin broadcasting an all-local news channel in the near future. We are working to secure a half-hour show each week to highlight adoption initiatives, Pet of the Week segments, helpful pet tips, veterinary news and Pet Rescue Project results. Landing such a show would require ongoing corporate sponsorship. Due to the state of the economy, corporate dollars for animal-related causes are significantly down. However, the possibilities will be fully explored in our first year. Should this endeavor prove unsuccessful, we will continue to pursue it throughout the next several years.

The SPCA enjoys several local media segments each week. These include two television spots on network stations and four radio spots each week on a variety of station types. These spots will be used to assist with our adoption goals. The websites of each of the Project partners will also be utilized to their fullest to reach out to the remarkable community that has supported all of our work.

To further promote the mission of Maddie’s® Pet Rescue Project, the organizations will participate in an annual Community Engagement Fair at the University at Buffalo. The fair would allow us to spread our message to younger generations as well as recruit new volunteers.

5. Maddie Recognition Plan

Anyone who has shared his or her home with a cat or a dog will attest to the fact that companion animals can teach important lessons about life. Maddie’s purpose was to enable the Duffields to recognize the value of giving freely to a worthwhile cause. Millions of animals will be saved because of Maddie’s influence. Paying respect to this legacy will be the privilege of each of the partners involved in this historic project.

In addition to displaying the Maddie’s Fund logo on all of the appropriate paperwork and signage such as press releases, cage cards, banners at events, and flyers, a comprehensive theme recognizing the Fund and Maddie will go into effect with the very first press conference to announce the grant. Maddie’s story will be featured throughout the grant period.

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Frequent one-on-one visits will take place with major donors and effort will be made to increase their giving. Each of these visits will provide the opportunity to tell Maddie’s story and the influence her life has had on other companion animals. This story is one that donors will easily identify with since they too are providing for others through their gifts. It will validate their past donations and inspire future giving.

Adoption events offer the Project partners a prime opportunity to pay tribute to Maddie. We have an employee at the Erie County SPCA who will have the honor of wearing the Maddie costume, an appearance that children will certainly delight in. Maddie’s® Tag Wag activity books and stickers will also be handed out. Furthermore, we are in the process of designing a brochure to distribute to the general public that provides the history of Maddie’s Fund and outlines the Maddie’s® Pet Rescue Project.

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YR 1 YR 2 YR 3 YR 4 YR 5 YR 6 YR 7 INCOME Previous Set Aside Balance $0 $79,850 $199,922 $365,922 $599,922 $920,422 $1,051,922 Total 7-Year Set Aside Coalition Set Aside Goal $32,500 $40,000 $56,000 $72,000 $88,500 $88,500 $88,500 $466,000 Member Agencies Set Aside Goal $47,350 $80,072 $110,000 $162,000 $232,000 $232,000 $232,000 $1,095,422 Total Annual Set Aside Goal $79,850 $120,072 $166,000 $234,000 $320,500 $320,500 $320,500 $1,561,422

Maddie's Fund Grant $501,550 $707,175 $855,960 $947,905 $983,010 $0 $0 Member contributions to balance budget ECSPCA $98,848 $100,444 Buffalo Humane $6,102 $6,200 HEART $6,102 $6,200 Second Chance $6,102 $6,200 Ten Lives $4,881 $4,960 TOTAL Member Contributions $122,035 $124,004

TOTAL INCOME $581,400 $907,097 $1,221,882 $1,547,827 $1,903,432 $1,362,957 $1,496,426

EXPENSES ADOPTION SUBSIDIES $337,200 $525,238 $665,472 $748,145 $773,937 $189,000 $188,500 Adoption Subsidies* $322,950 $501,600 $648,652 $736,175 $762,867 $189,000 $188,500 Contingency Fund $14,250 $23,638 $16,820 $11,970 $11,070 $0 $0

PROGRAMS & SERVICES Market Research/AdvertisinResearch/Advertisingg $10$10,000,000 $25,000$25,000$22,000 $22,000$17,000 $17,000$15,000 $15,000$0 $0 Mall Expense (Rent) $27,770 $22,820 $19,250 $15,000 $5,317 $0 $0 Fundraising Subsidies $15,141 $24,012 $37,000 $52,000 $70,000 $0 $0

OPERATING Salaries & Related Expenses $97,219 $100,135 $103,138 $106,590 $109,416 $112,695 $114,664 Project Coordinator $35,000 $36,050 $37,131 $38,244 $39,391 $40,572 $41,789 Project Adoption Coordinator $25,000 $25,750 $26,522 $27,317 $28,136 $28,980 $28,980 Canine Evaluator $15,600 $16,068 $16,550 $17,406 $17,557 $18,083 $18,084 Group Health Insurance $12,096 $12,459 $12,833 $13,218 $13,615 $14,023 $14,444 Group Life Insurance $325 $335 $345 $356 $366 $377 $388 Payroll Taxes $8,051 $8,292 $8,541 $8,797 $9,061 $9,332 $9,611 401 (k) Savings Plan $1,147 $1,181 $1,216 $1,252 $1,290 $1,328 $1,368 General & Administrative $14,220 $9,970 $9,100 $9,170 $9,340 $9,340 $9,340 Office Equipment $5,000 $1,000 $0 $0 $0 $0 $0 Phone $1,500 $1,200 $1,300 $1,300 $1,400 $1,400 $1,400 Internet $720 $720 $750 $770 $790 $790 $790 Occupancy Expense $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 Postage $1,000 $1,050 $1,050 $1,100 $1,150 $1,150 $1,150 Printing $3,000 $3,000 $3,000 $3,000 $3,000 $3,000 $3,000

TOTAL EXPENSES $501,550 $707,175 $855,960 $947,905 $983,010 $311,035 $312,504

Coalition set aside (cumulative) $32,500 $72,500 $128,500 $200,500 $289,000 $188,500 $245,000 Partner set aside (cumulative) $47,350 $127,422 $237,422 $399,422 $631,422 $863,442 $938,922 TOTAL Set Aside (cumulative) $79,850 $199,922 $365,922 $599,922 $920,422 $1,051,922 $1,183,922

*Y6 & Y7 subsidies from joint (Coaltion) fundraising set aside