What is ASPCA® Mission: OrangeTM?

Founded in 1866 as the first animal welfare organization in the Western Hemisphere, the ASPCA continues to pursue the mission as charted by our founder Henry Bergh—to provide effective means for the prevention of cruelty to animals. We’re a national organization headquartered in New York City, and our ongoing fight to prevent cruelty and alleviate the pain, fear and suffering of animals is supported by more than 1,000,000 members and supporters from across the United States. Our national programs, whereby we work with animal welfare organizations all around the country, include Anti-Cruelty & Legislative Services, Humane Education, Government Affairs and Public Policy, Shelter Outreach, Animal Behavior Services and the Animal Poison Control Center. These programs actively support our goal toward the day in which no animal will live in pain or fear.

As we enter our 141st year, the ASPCA is proud to partner with target animal welfare and community organizations around the country to launch “ASPCA® Mission: Orange™”—a focused effort to create a country of humane communities, one community at a time, where animals receive the compassion and respect due to them as sentient beings, and where there is no more unnecessary euthanasia of adoptable animals simply because of a lack of resources or awareness.

In order to achieve this goal, the ASPCA will focus the bulk of our resources to aid animal welfare efforts and education in these target communities, through the cooperation and inclusion of all those involved in animal welfare in these communities. We believe that we will effect more immediate, measurable and sustainable change for animals in these communities, especially for the animals most at-risk—those animals in shelters.

ASPCA Mission: Orange is the vision of ASPCA President & CEO, Ed Sayres, who is a firm believer in the power of a shared goal reached through cooperation and inclusion of all the organizations and agencies involved. Sayres successfully implemented this model in San Francisco, and brought his vision to New York City in 2003 where, in 2005, the ASPCA joined the Mayor’s Alliance for NYC’s Animals. The Mayor’s Alliance, founded in 2002, is comprised of 100 animal welfare organizations and rescue groups around New York City, and has a public-private partnership with the City of New York to collaboratively reach its goal. In 2005, the ASPCA provided a $5 million lead grant to the Mayor’s Alliance for the purpose of reaching the day when no New York City dog or cat of reasonable health and temperament is killed merely because he or she does not have a home.

Through similar partnerships with local community groups and animal welfare agencies in these target communities, the ASPCA will help improve save rates, prevent animal cruelty and create model humane communities. By approaching these goals in a strategic and measurable way, we believe we can achieve our shared ideal of building humane communities, as well as achieve the optimal effect possible per dollar invested in the animals we all care so deeply about. It is our shared goal to end cruelty to, and provide for the welfare of, animals, through education and the dissemination of knowledge and resources, thus elevating the status of animals in our society.

Since each community has a different environment and needs, the ASPCA is collaborating with partners in each target community to develop the programs and resources that will be most effective in helping that specific community reach its goals. These may include board development and strategic planning work, Meet Your Matchâ„¢ Canine-alityâ„¢ and Feline-alityâ„¢ programs and a variety of training opportunities. The ASPCA is proud to support these local and regional leaders that perform the everyday tasks that are so vital to the wellbeing of animals in their communities.

In addition to providing such resources, the ASPCA will invest up to $200,000 in each of the target communities towards capacity-building and related animal welfare efforts as deemed necessary by the community leaders, to assist these communities in not just becoming, but maintaining, “humane community” status. Overall, based on shelter statistics, the common goal will be to increase the community shelter adoption rate by at least 10 percent by the end of 2007, and towards a 75 percent ‘save rate’ for the community shelter partners by 2010.

The ASPCA has made a three-year commitment to each of the communities we will partner with in 2007. As work in these communities progresses and they move towards a sustainable model, the ASPCA will begin assessing other communities in 2008 and beyond to bring under this umbrella, as we progress toward our ultimate goal of creating a country of humane communities.

Partner communities in 2007 are:
Austin, Texas
Gulfport-Biloxi, Mississippi
Philadelphia, Pennsylvania
Spokane, Washington
Tampa, Florida

In addition, the ASPCA will continue to put the principles behind ASPCA® Mission: Orange™ to work in New York City. The ASPCA also welcomes the Richmond SPCA of Richmond, Virginia, as the “learning laboratory” for these target communities. The Richmond SPCA will share resources and expertise through learning and exchange programs with these communities to help them achieve their goals. The Richmond SPCA implemented a progressive operating model several years ago which has dramatically reduced the number of homeless animal deaths in Richmond. In 2006, as a result of the Richmond SPCA’s faithful adherence to this model, no healthy homeless animal died in Richmond.

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