"The real crisis is often in the places no one is watching. The small towns. The rural counties. The shelters tucked behind a highway or next to a landfill. The ones with two staff members, a leaky roof, and a phone that never stops ringing. Jordan's Way has seen this up close. They travel shelter to shelter across the country in a branded RV, raising money live and in real time."
"They have visited over 2,000 shelters and raised more than $15 million. They focus heavily on the small, underfunded shelters that rarely get national attention. Their model is simple. Show up. Go live. Introduce the animals by name. Let people see what is happening. Let the shelter get help right away. As Jordan's Way puts it, the goal is not to "market" rescue. The goal is to bring the fundraising to the animals, instead of making shelters fight for attention."
"Small-town shelters are often invisible. They do not have a media team. They do not have a grant writer. They do not have a social media manager posting 12 times a day. Many rural shelters are run like emergency rooms. They take in what comes through the door. They do not get to choose the timing. They do not get to choose the volume."
Small-town and rural animal shelters face severe underfunding, overcrowding, and invisibility compared with large-city shelters. Millions of cats and dogs enter U.S. shelters annually, and many facilities already operate at or beyond capacity. Rural shelters often lack media teams, grant writers, and social media managers, and typically have only a few staff members and minimal backup options. Jordan's Way travels shelter-to-shelter in a branded RV, livestreaming appeals, introducing animals by name, and raising immediate funds. That model has reached over 2,000 shelters and raised more than $15 million, aiming to bring fundraising directly to animals rather than to marketing campaigns.
Read at Business Matters
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