An Interview With Jane Hoffman, President and Chairwoman of the Board of Directors, The Mayor’s Alliance for NYC’s Animals

We are also working to diversity our funding stream. We have had the benefit of generous grants that have been renewed annually to date, but we recognize the need to widen our support base, particularly in light of the economic challenges that all funders are facing.

We are also recognizing that many people bond with and donate to organizations that they can be a part of in ways that don't involve money. We are not a shelter and have a small staff, so reaching out to supporters and offering opportunities for broader involvement has been a challenge. Barbara Tolan, our coordinator of events and training, has been working on creative ways to engage volunteers in our work.

FS: Do you foresee any big changes in the way you reach potential donors and other supporters in the near future?

JH: We are currently redesigning our Web site and shifting toward using technology (including social media) to more actively engage supporters and build stronger connections with current donors.

We want to make sure our supporters know more about how our programs are changing the lives of homeless animals in NYC every day. One example: The Picasso Veterinary Fund pays for out-of-the-ordinary medical expenses for dogs and cats taken in by our city shelters. Without this care, these cats and dogs might be euthanized, but after treatment for things like broken legs, malnutrition or diabetes, these pets are adopted into new families.

FS: How would you describe your fundraising philosophy?

JH; We look primarily to organizations and individuals that share our passion for animal welfare and the cats and dogs of NYC.

FS: How do you reach out to supporters and potential supporters in ways other than purely fundraising? Are you engaged with social media and social networking?