Rescue Organisation or Content Creator?
The race for social media monetisation in the rescue sector
Rescues are constantly exploring new and innovative methods to gather the necessary funds to sustain their crucial work. From organizing community events and online crowdfunding to establishing partnerships with local businesses and engaging in social media campaigns, they are committed to finding creative solutions to meet their financial needs.
Our footprint is undeniably vast, and our achievements in the field speak volumes. Yet, there remains a perplexing gap between our success and the number of supporters we have garnered. This disconnect has been a source of both confusion and concern for me. In search of answers, I sought the expertise of marketers to help unravel this mystery. I was hoping that their insights and strategies could be the key to aligning our accomplishments with a robust and engaged supporter base, ensuring that our influence and success are not only acknowledged but also widely supported.
It was an interesting exercise!
In today's fast-paced digital landscape, capturing attention swiftly is crucial. We are constantly scrolling, and if something doesn't catch our eye within the first few seconds, we move right past it. Marketers have honed the art of understanding what compels people to stop and engage with content, but I found their suggestions absurd considering the nature of our work.
The core values of rescue efforts—compassion, altruism, and community support—seem to be at risk of being overshadowed by this drive for funds & the smoke & mirrors needed to create & sustain a large audience. While funding is crucial for operations, this new emphasis on monetisation can shift the focus away from the primary mission of helping those in need. It raises concerns about the prioritization of financial gain over the welfare of the animals & indeed the authenticity of organisations.
We are well & truly out of the race for monetisation.
But it got me thinking.
Pretty much all of the rescue organisations I know are 100% dedicated to the care of the dogs under their protection & will most likely feel exactly the same way as me, but are there folks out there who may not feel the same way? Is there a risk of exploitation? Are there caregivers who may be seduced by internet fame & the increasing amounts of revenue to be had across multiple platforms as audiences grow.
We know people tire easily. when we first set up the shelter project we had a good deal of support which has reduced with time. This is to be expected as people respond and react to new situations globally. We accept that & keep plodding along trying to make ends meet.
In the ever-evolving landscape of public interest, maintaining engagement can be challenging for those who are monetising or within reach of it.
The concern arises about the potential temptation to embellish or deviate from the truth for someone more susceptible to the allure of clicks, likes, and views & the funding that comes with a large engaged audience. Is it possible that medical care could ever be delayed or withheld for filming? Could we be duped in to thinking a dog was loved beyond measure & cared for in the best possible way when, in fact they were being used as a prop?
You may think that I am catastrophizing, please let me explain.
When confronted with a challenging rescue or tending to a very ill or injured dog, the last thought on our minds is capturing the moment on video. Our instincts drive us to prioritize the welfare of the dogs above all else. Even if somebody is allocated the task to record the event it must be done sensitively & not at the risk of the patient.
What about the people who are viewing the material we create, do we have an obligation to them?
Keeping community informed and updated is crucial, and when organizations have the resources to film events, it can be beneficial. However, recording such situations demands a sensitive approach. When a dog is hurt or injured, they endure suffering. We believe that it's important to shield our community from witnessing excessive distress, while ensuring that our patients are treated with dignity. This becomes particularly vital in cases where a patient is severely ill or injured and may not survive.
Every dog under our care has faced betrayal from humans. Many were once cherished pets, now left to navigate the streets, suffering unimaginable hardships. They often trail behind pedestrians, desperately seeking assistance, only to be shooed away. Their eyes reflect fear, confusion, and struggle. Sadly, nearly all our dogs have endured physical abuse, often inflicted intentionally. For simply existing, they have been subjected to undeserved violence.
Once they find refuge with us, we ensure they are accorded the respect they have always deserved. Each dog is endowed with a personal belonging—a collar or perhaps a toy—and most importantly, a name. This signifies their transformation from an object to a cherished being, receiving the gentle, loving care they have long been denied.
While I am committed to sharing their medical details as thoroughly as possible, I do so with utmost sensitivity. I refuse to disclose their most traumatic experiences. Near-death or end-of-life situations are profoundly distressing. In these moments, every dog deserves a serene, loving environment, where they are held gently and comforted, assured of their safety and love. Such sacred moments are not for public display, and anyone attempting to capture them with a camera or phone does not belong in that space.
Is my stance too strict? Some might think so. However, it stems from my deep love for every dog in my care, and I stand unwavering because their worth is immeasurable to me. I hope that others will value our work not for how we make them feel but for the comfort & safety we bring to each & every dog who needs us.