It doesn’t take a marketing degree to know that, in the sheltering business, you shouldn’t be naming your dogs things like Trouble, Biter, Loud Mouth, Dimwit or Sir Sheds-A-Lot. But could you unintentionally be creating the same effect every time you put a breed label on a kennel card? Learn how the combination of breed stereotypes and breed guesses often works against the best interests of dogs and adopters—and why more shelters are choosing breed-free ways to describe the dogs in their care.
In the first quarter of 2016, the Washington Humane Society (WHS) and the Washington Animal Rescue League (WARL) merged two century-old organizations who now provide care and outreach for more than 60,000 animals a year in the nation’s capital. As a result, we are blending a leadership team and, in many ways, reinventing ourselves: expanding programs and services, developing a new culture and unrolling a new brand and identity.