Did you ever wonder why so many of the Subaru vehicles that visit your service bays are full of pet hair? Quite simply, Subaru owners love pets like they love their Subarus. Nearly seven out of ten Subaru owners have a pet, and Subaru customers are 1.3 times more likely to own a pet than are the customers of Subaru’s competitors.
As part of its efforts to support the interests of Subaru owners, Subaru is proud to partner with the ASPCA® (American Society for the Prevention of Cruelty to Animals®).
What is the ASPCA?
As the oldest and one of the most respected animal welfare organizations in North America, the ASPCA has been dedicated to helping animals live better lives for over 145 years. We are a national not-for-profit organization serving the needs of pet parents, animal lovers and animal welfare professionals (e.g., shelters, vets, etc.). And while we work with many of the estimated 6,000 animal welfare organizations across the country, including local SPCAs and humane societies, it is important to note that they all operate independently—there is no central governing authority. However, through our expert knowledge and commitment, we work closely with many local shelters, providing funding, consulting, training and resources, allowing shelters to benefit from our experience and expertise. We maintain a database of shelters and therefore are the perfect resource for you to make connections for local promotions.
How can the ASPCA help with local promotions/opportunities?
Subaru dealers are encouraged to work with their local animal shelter(s) and, as part of the Subaru/ASPCA partnership, the ASPCA will match interested dealers with local shelters. Collaboration with a local shelter offers dealers an opportunity to showcase vehicles to a passionate audience and build a database of potential customers, all while giving back to the community and supporting an important cause.
Collaboration is relatively easy and can take many forms. Adoption events are certainly the most popular and in the partnership’s first year alone, we had great success matching more than 50 dealers with shelters for “Subaru Love a Pet” adoption events.
“Subaru Love a Pet” events can include the following activities:
- Pet Adoption
- Pet ID Tagging (see your DSM regarding an opportunity to borrow a Pet ID Tagging unit from Subaru Headquarters)
- Food/Toy drive
- Contest (i.e., guess how much donated pet food is in the Subaru)
- Raffle/Silent Auction
Other ideas for collaboration may include:
- Dog Agility Day
- Celebrity Dog Walk or Wash
- Pet Photography
- Pet Talent Shows
- Spay/Neuter Promotion
- Microchipping Clinic
You may also consider participation in animal welfare events in your community. We can put you in contact with a local shelter to learn more These events typically take the form of:
- Dog Walks
- Large-scale Adoption Events
Want to host a “Subaru Love A Pet” Adoption Drive?
Get started early—shelters typically plan their events well in advance and ideally need a few months notice in order to clear their calendars and secure the necessary staff/volunteers. “Subaru Love a Pet” adoption drives can run four to five hours, are held on Saturday afternoons (e.g., 10:00 A.M. to 3:00 P.M.), and are either located at the dealership or held off-site in an area with high traffic. In addition to raising awareness about the importance of pet adoption, they offer a unique opportunity to showcase Subaru vehicles and spotlight the company’s corporate social philosophy of giving back to the community.
Here are the steps involved:
- If you would like the ASPCA to match you up with a shelter in your area, please complete this form.
- Upon submission of your request, we will begin an inquiry with shelters in your area. Please be patient, as this may take up to two weeks. When we find an interested shelter, we will contact you immediately and provide the shelter’s name and contact information.
- Once you have the shelter’s contact information, schedule a meeting with them to discuss details, including the scope of the event and roles and responsibilities. For more information on the process of organizing an event, including step-by-step guidelines, download the “Love a Pet” Guidelines” (pdf).
Visit the Subaru Marketing Resource center site for the “Subaru Love a Pet” adoption drive kit, which provides the tools needed to develop and conduct these events, including guidelines and advertising templates.
Because the ASPCA is not a governing body for shelters around the country, we cannot dictate participation by your local shelters. However, we will do our best to match you with shelters willing and able to collaborate with you.
Have you already hosted a “Subaru Love a Pet” Adoption Event?
In order to strengthen this ASPCA/Subaru program, we need your feedback! If you’ve hosted a “Subaru Love a Pet” adoption drive with your local shelter, please complete this form. We also encourage you to send photos and success stories which we can share with other Subaru dealers and shelters.
Please email Rebecca Frommer, Marketing Coordinator, Corporate Partnerships, at [email protected] (or call 212/876-7700 ext. 4684) with your questions.