The eHow Pets series that's on youtube with Victoria presenting - I think it's called American Dog - has a new episode out, and this is it: http://www.youtube.com/watch?feature=pl ... XkJS9lM03g
It's a bit unclear to begin with (and hard to hear over the music), but it's about a group that helps out Rescue Shelters. As it goes on you find out exactly what they're doing differently - which is to get schools, businesses and communities to form their own club. That club then 'sponsors' a rescue shelter, and becomes a patron to a specific animal. They tell everyone they know (and don't know!) in all the ways they can about that animal, and by getting those people interested in that one specific dog (or whatever animal it is) they've had a huge success rate in getting people into the shelters - ostensibly to go rescue that animal they've heard the story about, but if it's not a good match then once they are there they can find out about other, suitable animals.
It's basically outsourcing part of their marketing, but because it's a community-feel-good type thing, and a way for people to help out without having to give money, or foster, or rescue, it seems to work and if I'm remembering correctly has helped some shelters cut the number of animals they have by 70%.
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