Animal related

Hearts Speak Inc

Creating a world where no shelter animal goes unseen

Poughkeepsie, NY   |  https://www.heartsspeak.org/

Mission

HeARTs Speak is a nationally recognized 501c3 nonprofit organization that's uniting art and advocacy to increase the visibility of shelter animals. Our work shines a light on animals in need and improves adoption rates by increasing the marketing capacity of time-stretched, tightly-resourced animal welfare organizations. We work with artists, community members, and animal sheltering professionals to leverage creativity, collaboration, and connection to save the lives of homeless animals. Through a variety of innovative programs, we’re dedicated to building the resources and partnerships that allow humane agencies to leverage their full marketing potential to increase adoptions, reduce the length of time animals wait for homes, and ultimately transform the public perception of pet adoption.

Ruling year info

2012

Executive Director

LISA PRINCE FISHLER

Main address

PO Box 2645

Poughkeepsie, NY 12603 USA

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EIN

27-2327189

Cause area (NTEE code) info

Animal Protection and Welfare (includes Humane Societies and SPCAs) (D20)

Alliance/Advocacy Organizations (D01)

Arts Service Activities/Organizations (A90)

IRS filing requirement

This organization is required to file an IRS Form 990 or 990-EZ.

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Communication

Blog

Programs and results

What we aim to solve

SOURCE: Self-reported by organization

Creative communications and engaging photography can present a hurdle to animal shelter and rescue organizations, which often struggle with a lack of resources (both monetary and time), and professional training. Yet these concepts play a critical role in increasing adoptions and lifesaving within any given community. HeARTs Speak was founded in 2010, driven by equal parts compassion, collaboration, and innovation to equip animal welfare organizations with improved imagery and marketing. At present, only 25-30% of animals acquired in the Unites States are adopted from a shelter or rescue. We believe that through improved imagery and marketing, born out of training, resources and partnership, we can increase the adoption rate, reduce length of stay, engage more community members in concepts surrounding animal welfare, and ultimately save lives.

Our programs

SOURCE: Self-reported by organization

What are the organization's current programs, how do they measure success, and who do the programs serve?

Perfect Exposure Project

The Perfect Exposure Project is a program anchored in collaboration, innovation and creativity. Through hands-on instruction, animal shelters are given photography equipment, training and inspiration to positively and effectively promote the animals in their care. In 2013, HeARTs Speak launched the Perfect Exposure Project (PEP) workshops at two high intake shelters: Animal Care & Control of NYC and the Animal Care & Control Team of Philly. Since then, the program has grown to work with more than 1200 shelter staff and volunteers in 33 locations throughout the U.S. The Perfect Exposure Project is designed to empower animal shelters with the tools and resources to: 1) Improve staff and volunteer photography skills of adoptable animals 2) Increase the response rate of potential adopters and supporters through honest, creative and engaging marketing 3) Encourage positive engagement and promotion of the shelter and animals in their care 4) Foster collaboration, innovative ideas and creativity among shelter staff and volunteers! We estimate that more than 350,000 homeless pets each year are beneficiaries of improved photos + promotion thanks to the training of the Perfect Exposure Project.

Population(s) Served
Adults
Budget
$25,000

Artists Helping Animals is our flagship program made up of professional photographer and artist members who offer their creative services pro-bono to animal shelters throughout the world. This program seeks to transform the image of shelter pets and ultimately save more lives through partnership and service to animal welfare organizations. The program saw 110 new members join the community of artists working in partnership with shelters, rescues and advocacy groups spanning the globe. The creative vision, imagery, and exposure that these members provide help to ensure that more animals than ever get their lifesaving chance at exposure, and truly embody the idea that Seen = Saved. As of 2019, we have 500+ members in 47 U.S. states and 10 countries. According to our most recent survey of Artists Helping Animals program participants these artists are giving more 17,000 hours per month and impacting more than 425,000 animals through their services.

Population(s) Served
Adults
Artists and performers
Budget
$20,000

EDU + Petblicity is a program that serves as an online library for content such as downloadable guides, tools and templates, video tutorials and webinars to make photography, social media, adoption promotion, and all-things-marketing available to anyone working or volunteering in animal welfare, no matter the skill set or background. With topics ranging from how to take an eye-catching adoption photo to managing social media and positive marketing, HeARTs Speak's EDU program aims to save more lives through improved shelter marketing. In 2018, usage of EDU + Petblicity resources increased by 537% with the addition of 56 new tools and resources — toolkits, printables, videos, and ebooks— to the library. As of June 2019, the total downloads for this program increased to 17k, averaging around 1000 downloads every month in 2019.

Population(s) Served
Adults
General/Unspecified
Budget
$60,000

Images with HeART is stock photography for good, powered by the artists of HeARTs Speak! The program is a fresh spin on image licensing, merging the promotion of pet adoption with a sustainable and ethical platform for artists to license their work. Every license helps promote animal adoption and the lifesaving work of a shelter pet photographer

Population(s) Served
Adults
Artists and performers
Budget
$20,000

Where we work

Awards

Innovation Showdown Finalist 2018

Petco Foundation

Our results

SOURCE: Self-reported by organization

How does this organization measure their results? It's a hard question but an important one.

Number of training workshops

This metric is no longer tracked.
Totals By Year
Population(s) Served

General/Unspecified,Adults,Artists and performers

Related Program

Perfect Exposure Project

Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

The Perfect Exposure Project traveled to 7 different locations in 2018 to provide hands-on training in photography + marketing for nearly 350 staff and volunteers, impacting upwards of 156,850 pets

Number of new grants received

This metric is no longer tracked.
Totals By Year
Type of Metric

Input - describing resources we use

Direction of Success

Increasing

Average number of dollars received per donor

This metric is no longer tracked.
Totals By Year
Type of Metric

Input - describing resources we use

Direction of Success

Increasing

Number of donors retained

This metric is no longer tracked.
Totals By Year
Type of Metric

Input - describing resources we use

Direction of Success

Increasing

Context Notes

Total number of donors per year for each year is displayed.

Total number of organization members

This metric is no longer tracked.
Totals By Year
Related Program

Artists Helping Animals

Type of Metric

Output - describing our activities and reach

Direction of Success

Increasing

Context Notes

Artists Helping Animals stats: working in 1/3 of US shelters; in 10 countries and 47 states; 16,900+ hours of time monthly; Impact on 400,000 to 425,000 animals per year

Charting impact

SOURCE: Self-reported by organization

Five powerful questions that require reflection about what really matters - results.

What is the organization aiming to accomplish?

HeARTs Speak's goals are to embrace collaboration across many fields, improve the lives of animals, increase pet adoptions, and ultimately provide training and resources to those working and volunteering in the field of animal welfare. In the last decade, there has been a tremendous shift in animal welfare towards innovative lifesaving and bold programmatic changes to help more pets find or stay in their homes. While marketing has become a recognized + critical component to this movement, the concepts and skills are sometimes just out of reach for organizations struggling with resource deficits. A 2014 survey of 783 shelter and rescue groups that HeARTs Speak performed found that 82.2% of those surveyed said that quality photographs are the most important part of marketing, and integral to effective lifesaving and visibility for their organization. Additionally, 61.9% felt their photographs needed to improve and 74.3% wanted support for writing better bios/pet descriptions. However, without training or opportunities to learn, these improvements and related goals remain elusive for many organizations. Effective promotion of homeless pets doesn’t just impact adoption rates, but the variety of other programs that shelters and rescues undertake to increase adoptions, reduce intake, and increase overall lives saved. In the last decade, there has been a tremendous shift in animal welfare towards innovative lifesaving and bold programmatic changes to help more pets find or stay in their homes. While marketing has become a recognized + critical component of success, the concepts and skills involved are often just out of reach for organizations struggling with resource deficits, and often takes a backseat to urgent or emergency situations and the general triage-style nature of animal sheltering.

Our first strategy is to collaborate with and provide a community of support and resources for artists and creative professionals who provide pro bono services to animals shelters and rescues globally. This includes a large number of visual artists, graphic designers and photographers who create technically and stylistically proficient imagery, as well as marketing professionals, writers and volunteers of all kinds who create engaging and accurate bios and descriptions, and dazzling social media content. This strategy results in contributing to increasing adoptions and decreasing the length of time animals are waiting for their homes, while underwriting organizations of all shapes, sizes and kinds to engage in lifesaving goals. Through the Perfect Exposure Project (PEP), our second strategy is harness the expertise of artist members and creative professionals and bring that information directly to shelters in the form of workshops that empower animal welfare staff and volunteers to be able to create photos, professional communications ---written content and digital marketing practices--- that will further their respective missions and goals. Our third strategy uses the concept and curriculums of our PEP workshops to bring educational content to a larger audience, including but not limited to those unable to participate in in-person workshops, conferences or other hands-on learning experiences. HeARTs Speak EDU is our newest program and aims to put tools and resources, easily accessed online via downloadable tools, printables, templates, webinars and video tutorials, directly into the hands of animal sheltering staff, volunteers, artists and advocates. By eliminating barriers to access these skill-building and educational components, we hope to arm and inspire a new wave of animal advocates to invest in marketing, communications and imagery that will help to save the lives of shelter animals. Our final strategy, through our Images with HeART program, is to provide stock photography for good, powered by the artists of HeARTs Speak! The program is a fresh spin on image licensing, merging the promotion of pet adoption and humane treatment of animals with a sustainable and ethical platform for artists to license their work. As with each of our strategies, we've designed this program to bring new attention to pet adoption and the work of shelters and rescues in the United States and abroad.

With more than 600 artist members, representing 21 countries and 48 states, countless animal shelter and rescue partners, a dedicated core of staff and volunteers, and proven-solutions to contribute towards existing problems for the animal welfare industry, HeARTs Speak's capabilities for meeting our goals are strong. We have all the pieces in place to continue to grow our organization, increase our impact and ultimately make a real difference for animals and the people who care about them. In more recent years, the growth of the PEP and EDU/Petblicity programs gives us access to more than 2,900 additional shelter staff and volunteers who in turn help to spread the word about HeARTs Speak programs and continue our grassroots growth.

Progress indicators includes increased membership from artists across the US and internationally, increased adoption rates (especially in areas that work with a HeARTs Speak member or that have received PEP training), decreased length of stay for shelter animals thanks to increase visibility about adoption and associated shelter services, and stronger partnerships between creative professionals and animal welfare groups.

Some of our major indicators of success and accomplishment and goals include: Increasing our artist membership by 30%, with the addition of 110 new artists just this past year, each working with animal shelters or rescues in the U.S. and abroad, together providing 16,900 hours of service monthly; Growing the Perfect Exposure Project by more than 75% since its inception, bringing workshops to more than 33 communities throughout the United States and reaching approximately 1200 shelter and rescue staff/volunteers who will work with more than 350,000 animals each year; and The EDU + Petblicty programs were recognized in 2018 with a spot as a finalist in a competition called the Innovation Showdown, earning HeARTs Speak a chance to pitch our innovative concept for an animal welfare marketing platform to a panel of funders and earning us a $40,000 investment. Usage of EDU + Petblicity resources increased by 537% with the addition of 56 new tools and resources — toolkits, printables, videos, and ebooks— to the library, and currently tops out at around 1000 downloads of our materials every month. Together, our programs are able to effect the lives of more than 750,000 animals annually to help increase visibility through art and professional creative services, as well as to provide resources and training for those on the front lines of animal caretaking.

Financials

Hearts Speak Inc
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Operations

The people, governance practices, and partners that make the organization tick.

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Connect with nonprofit leaders

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Hearts Speak Inc

Board of directors
as of 9/17/2019
SOURCE: Self-reported by organization
Board chair

Amy Hatton

BBDO Worldwide

Term: 2017 -

Lisa Prince Fishler

HeARTs Speak

Jill Flynn

Visual Harmony Photography

Amy Hatton

BBDO Digital / Barefoot Proximity

Rana Smith, CFRE

Chimp Haven Inc.

Board leadership practices

SOURCE: Self-reported by organization

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section.

  • Board orientation and education
    Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations? Yes
  • CEO oversight
    Has the board conducted a formal, written assessment of the chief executive within the past year ? No
  • Ethics and transparency
    Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements in the past year? Yes
  • Board composition
    Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership? Yes
  • Board performance
    Has the board conducted a formal, written self-assessment of its performance within the past three years? No

Keywords

shelter animals, animal advocacy, photography, artists, art for animals, pets, marketing