Pets Are People, Too

But cute isn’t always the way to go. As with any cause, the messaging has to match the mission.

“An appeal that focuses on an advocacy organization’s efforts to combat animal cruelty by promoting tougher laws against abusers could use ‘hard core’ images,” Catena explains. “‘Cute-and-fuzzy’ photos, on the other hand, would be best in an appeal for an animal shelter that leads with the story of a dog or cat placed in a loving home.”