An Inspiring Woman on a Mission: Genevieve Frederick

“This dog saves my life on a daily basis.”

In a recent news broadcast, a homeless man named Andy cuddles a beautiful pit bull mix named Bailey whom he purchased from a beggar when the dog was just four weeks old. Ever since the dog has been cherished company in what is often a very lonely life.

Being responsible for Bailey convinced Andy to quit a 15-year heroin and crack addiction. He stays on the right side of the law because who would take care of Bailey if Andy were thrown in jail? And when Andy hit rock bottom and contemplated suicide, it was Bailey who convinced him not to jump off a bridge.

“Because there is communication there,” he says. “It may not be words, but it’s there.”

A video of that newscast is posted on the Facebook page of Pets of the Homeless, a nonprofit founded 12 years ago by Genevieve Frederick, and it’s easy to see why the story resonates with her.

Back in 2005, Genevieve encountered a man much like Andy on the streets of New York City. She was in town to receive an award for a book of dog owner tips she had co-written called “Happy Tails,” and she says might have not even noticed the man but for the beautiful dog that was obviously his companion.

The encounter left Genevieve, who had recently retired from a career in marketing, with many questions. What had led this man to become homeless? Why would someone with so little take on the responsibility of a pet? Wouldn’t it make it hard for him to stay in a shelter or impede his ability to find a permanent home?

When she got home to Carson City, NV, Genevieve started doing some research.

Through the National Coalition for the Homeless, she discovered that it was estimated that between 5 and 10% of the 3.5 million homeless in the United States had dogs and/or cats. Men and women living on the streets were devoted to these pets, who provided everything from unconditional love and companionship to warmth and protection.

“Most people who experience homelessness are homeless for a short period of time and usually need help to find housing or a rent subsidy,” Genevieve writes on the nonprofit’s website. “Unfortunately for those with pets, it becomes more difficult. Many are forced to choose between their pet and a roof over their head. Surprisingly, most choose to stay on the streets with their pets.”

The more Genevieve learned, the more she was moved. And then she had a lightbulb moment: she could help these pets. She could establish locations where people could donate food and then get it to the places where the homeless got their own meals.

She started with her own vet, who agreed to accept donations of dog and cat food. She submitted a press release to her local paper, which put the story on the front page. Donations came pouring in and a year later, Pets of the Homeless was born.

In the dozen years since the nonprofit has expanded dramatically. Its services now include free medical treatment for pets, and providing crates at homeless shelters so they can accept men and women with dogs and cats. There are 457 donation sites nationwide and hundreds of volunteers collecting and distributing food.

Pets of the Homeless is not only inspiring because of its mission and success; it’s also a marketing powerhouse. The nonprofit’s Facebook page shows a great mix of videos (like the one about Andy and Bailey), great photos, recruitment messages for new donation sites, success stories and effusive thanks to the many volunteers who are key to the program.

The nonprofit's website is even more impressive, with a terrific FAQ area that answers many of the questions Genevieve had when she saw that homeless man in New York.

One of the things I found most impressive on the website was how she was able to reach out to several constituencies consistently and powerfully. Take a look at this graphic, which appears on every page of the website:

This is an awesome piece of marketing. It combines the power of an infographic - lots of great stats and icons showing the overall impact of Pets of the Homeless – with emotionally engaging photos demonstrating the powerful bond between these pets and their owners.

Even better, it includes multiple calls to action tailored to the statistic being highlighted:

• 16,865 pets medically treated (donate a gift of cash)
  
  
• 510.19 tons of pet food collected (find a donation site)
  
  
• 608,791 given in veterinary care, pet food & crates (become a recruiter)
  
  
• 457 donation sites nationwide (become a donation site)

For her volunteers and supporters, Pets of the Homeless is a cause that warms their hearts. For its clients, the nonprofit is a resource that makes life on the streets just a little easier. And for Genevieve, Pets of the Homeless is the culmination of many things – a career in marketing, a passion for animals, a desire to do good in the world, and a chance sighting of a man and a dog on the streets of Manhattan.

That one day in New York changed my life. It created a passion that I did not know I held.

- Genevieve Frederick 

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It is my hope that this Woman on a Mission feature not only inspires you to keep doing what you’re doing as you hold tight to your passion and purpose in making a positive difference in this world through your nonprofit, but also provides you with some great examples of ‘good marketing.’ Because as you know, I believe marketing is the means to greater awareness and support for those in true service to others. The more people who know about what you’re doing and have the opportunity to support your good work, the better our world will always be.

Are you a Woman on a Mission? A #ChangeMaker working hard to make the world a kinder, brighter place for those in need? I'd love to share your story.

All you have to do is fill out this form and share with me your vision, your mission, your journey and the impact you're making through the work of your small nonprofit. I'd love to feature you as a Woman on a Mission AND bring a little more attention to your good work with a little marketing love!