Saving Animals in NYC
Donation protected
Hello everyone. A few weeks ago I had a lunch meeting that spun out into a crazy idea. To get back into animal rescue for both cats and dogs and to pretty much ensure I won't have any savings for the next decade of my life.
Problem: Most animal rescues do not staff content creators who can portray their animals in a way that can maximize their chances of being adopted. They also need support from big box pet companies which don't always make the best products for pets.
Solution: An independent digital content platform help shelter animals get adopted through rich photos, videos, storytelling, and humor. We will also partner with smaller brands which care about pet welfare more than profitability.
We will specifically do the following:
1. Partner with local shelters to create content for dogs, cats, rabbits, and other animals prioritizing those who are about to be euthanized.
2. Develop relationships with local businesses and brands who would be able to sponsor the life of an animal on death row for positive PR.
3. Work with the best pet brand companies as sponsors and promoters of our content.
4. (As a reach) If we can raise enough money we will build an application that creates a feed for all urgent animals on death row with an easy one-click donation to maximize their chances of survival.
Team: My partner Alexey is an avid animal lover and an experienced entrepreneur and an expert in operations. I have personally raised and helped adopt out more than 30+ cats in a shelter while making digital content on my website http://www.scratchingpad.org
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My Backstory:
In 2013 I left my job at a production company to start a mini cat shelter in Brooklyn.
I got the idea that digital content in the forms of cute photos and videos and storytelling can help cats get adopted.
That part of the experiment was a success. Nearly all the cats that came through the Scratching Pad found homes, except for one cat who was too feral that my roommate ended up taking.
What I had more trouble with was sustaining brand partnerships and figuring out how to monetize my content - a few videos reached 200,000+ likes and shares but generated $0 revenue. It was too hard to take care of 20+ cats, run a website, and wade through long business development cycles in hopes of getting sponsored.
Bleeding money every month, I tried to raise money to sustain the shelter.
Despite getting an overwhelming response, the amount I got from donations was not enough to cover all the expenses (rent + $10,000 in apparent cat pee property damages) and I was forced to shut down by August 2014.
---
Since then, I've freelanced and worked marketing jobs to try to regain some financial stability but there was always a voice in the back of my head that told me I had unfinished business in animal rescue.
I've proven the thesis that storytelling through digital content can save the lives of shelter animals.
And despite my parents telling me I'm crazy and how I should give up, my heart is in finishing the fight.
--
This time I want to be able to do everything right, and I also want this project to belong to everyone involved.
The money contributed will allow me to focus 100% of my time and energy on creating a sustainable platform to help the lives of animals in New York and beyond.
Thank you for your time and attention. :)
--
I made two t-shirts that aren't available anywhere else.
For all contributions over $50, please email me your size and which design you'd prefer.
Problem: Most animal rescues do not staff content creators who can portray their animals in a way that can maximize their chances of being adopted. They also need support from big box pet companies which don't always make the best products for pets.
Solution: An independent digital content platform help shelter animals get adopted through rich photos, videos, storytelling, and humor. We will also partner with smaller brands which care about pet welfare more than profitability.
We will specifically do the following:
1. Partner with local shelters to create content for dogs, cats, rabbits, and other animals prioritizing those who are about to be euthanized.
2. Develop relationships with local businesses and brands who would be able to sponsor the life of an animal on death row for positive PR.
3. Work with the best pet brand companies as sponsors and promoters of our content.
4. (As a reach) If we can raise enough money we will build an application that creates a feed for all urgent animals on death row with an easy one-click donation to maximize their chances of survival.
Team: My partner Alexey is an avid animal lover and an experienced entrepreneur and an expert in operations. I have personally raised and helped adopt out more than 30+ cats in a shelter while making digital content on my website http://www.scratchingpad.org
---
My Backstory:
In 2013 I left my job at a production company to start a mini cat shelter in Brooklyn.
I got the idea that digital content in the forms of cute photos and videos and storytelling can help cats get adopted.
That part of the experiment was a success. Nearly all the cats that came through the Scratching Pad found homes, except for one cat who was too feral that my roommate ended up taking.
What I had more trouble with was sustaining brand partnerships and figuring out how to monetize my content - a few videos reached 200,000+ likes and shares but generated $0 revenue. It was too hard to take care of 20+ cats, run a website, and wade through long business development cycles in hopes of getting sponsored.
Bleeding money every month, I tried to raise money to sustain the shelter.
Despite getting an overwhelming response, the amount I got from donations was not enough to cover all the expenses (rent + $10,000 in apparent cat pee property damages) and I was forced to shut down by August 2014.
---
Since then, I've freelanced and worked marketing jobs to try to regain some financial stability but there was always a voice in the back of my head that told me I had unfinished business in animal rescue.
I've proven the thesis that storytelling through digital content can save the lives of shelter animals.
And despite my parents telling me I'm crazy and how I should give up, my heart is in finishing the fight.
--
This time I want to be able to do everything right, and I also want this project to belong to everyone involved.
The money contributed will allow me to focus 100% of my time and energy on creating a sustainable platform to help the lives of animals in New York and beyond.
Thank you for your time and attention. :)
--
I made two t-shirts that aren't available anywhere else.
For all contributions over $50, please email me your size and which design you'd prefer.
Organizer
Steven Liu
Organizer
New York, NY
