Milwaukee Area Domestic Animal Control Commission: Grant Report

How did this grant help your organization and the pets in your care?

The funds were used to boost posts on the Facebook with the intention of seeing whether boosting Facebook posts would have a positive effect on reach and adoptions. For three weeks, MADACC tracked the effects of five posts on reach, adoptions and likes without boosting the post and then three weeks of five posts, boosting each post by $50.

The grant was utilized to determine that boosting has a positive effect on reach, likes, and interactions, but no significant effect on adoptions. For the three weeks of unboosted, or unfunded, posts, the average reach was 4,542, the average likes per post was 148 and the total page likes increased by 103 people. For the three weeks that the posts were funded, the average reach was 32,253, the average likes per post was 642 and the total page likes increase by 590. Adoptions were not significantly increased by the boosting. For the three unfunded weeks, we adopted 143 cats and 26 dogs. The funded weeks produced 138 cat adoptions and 29 dog adoptions. While the results on adoption were discouraging, the effect on reach was so significant that we feel that boosting posts is important. While we might not see an immediate result on adoptions, it is likely that people who did know about MADACC previously now do and might adopt in the future.

How many pets did this grant help?

167

Please provide a story of one or more specific pets this grant helped.

One of the many adoptions during the boosted time period was Cubbie. Cubbie’s new family was at the Cubs victory parade when they saw his picture on Facebook. They came right from Chicago to meet him and it was an instant love connection. Cubbie found his family through Facebook! Needless to say, his name is still Cubbie and he has a Cubs collar!