The American Society for the Prevention of Cruelty to Animals (ASPCA) estimates that "[a]pproximately 5 million to 7 million companion animals enter animal shelters nationwide every year." Sometimes volunteers cannot find permanent homes for animals that must then endure long stays in uncomfortable environments.
Promotional wall calendars can help shelters find families for pets by increasing awareness for the organizations. Some people don't know about local animal adoption centers and choose to buy pets from breeders instead. Giveaways can help inform potential pet owners of other options.
Shelters can buy promotional items with pictures of small animals on each page. Families may be swayed to visit local shelters if they see puppies and kittens every day. While prospective adopters may not find the companions shown in their calendars, people can still find new pets to bring home.
Calendars can be given to visitors and sent to mailing list leads. Shelters can send the advertisements through the mail to reach beyond local communities so that every pet can find a new family. There are calendar envelopes so the marketing materials will arrive safely at every address.