Mississippi Animal Rescue League boosts adoptions with social media

The Mississippi Animal Rescue League (MARL), a Jackson-based nonprofit established in 1969, is experiencing a surge in pet adoptions thanks to a revitalized social media strategy. Since October 2024, the shelter has successfully placed over 100 animals in new homes each month, a significant increase from pre-pandemic levels.

A Social Media Success Story

MARL’s recent success is directly linked to increased activity on its Facebook page. In October 2024, a new employee, Quentin Stewart, was tasked with revamping the shelter’s online presence. Previously posting every few days, the Facebook page now shares multiple updates daily, showcasing animals through pictures, videos, and detailed bios.

Did You Know? MARL has taken in a diverse range of animals over the years, including guinea pigs, chickens, rabbits, livestock, and even a tiger and a couple of monkeys.

These posts often feature engaging content, such as Facebook Reels highlighting individual animals like Dorito, a one-year-old German Shepherd and Husky mix, and even clips from local news segments like WJTV’s “Friday Fur Babies.” According to MARL’s communications director, Deborah Boswell, animals are often adopted quickly after being featured online.

Challenges Remain

Despite the positive trend, MARL faces ongoing challenges. As an open-intake shelter, it accepts all animals brought to its doors. This commitment, while vital, necessitates difficult decisions, including humane euthanasia, to manage capacity due to the region’s animal overpopulation crisis. Boswell noted that approximately 90% of adoptions each month are cats and dogs, with larger breeds and older cats sometimes taking longer to find homes.

Expert Insight: The need for euthanasia, despite increased adoption rates, underscores the critical importance of addressing the root cause of animal overpopulation – a lack of spay and neuter resources.

Mississippi is one of fewer than 20 states without any spay or neuter laws. MARL encourages pet owners to explore resources like the Big Fix Clinic and Mississippi Spay and Neuter to help mitigate the problem.

Looking Ahead

MARL plans to continue its successful social media strategy, expanding its presence on Instagram and TikTok. While acknowledging the dedication of its staff is paramount, the shelter hopes to see continued increases in adoptions and decreases in animal intake. A possible next step could be increased community outreach programs to promote responsible pet ownership and the benefits of spaying and neutering.

Frequently Asked Questions

What type of shelter is MARL?

MARL is an open-intake shelter, meaning it accepts any animal brought to its doors.

When did MARL begin seeing increased adoptions?

MARL has had over 100 adoptions each month since October 2024, following a renewed focus on its Facebook presence.

What is the biggest challenge MARL faces?

MARL faces the challenge of managing capacity due to animal overpopulation, which sometimes necessitates humane euthanasia.

As MARL continues to adapt and innovate, what role do you think social media will play in the future of animal welfare?