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

FS: Any major difficulties or setbacks you've faced along the way? Things you would do differently with your fundraising?

JH: The economy has impacted most nonprofits. At a time when funders may have less money to donate, there are also more pets in need. People lose their jobs and aren't able to afford their apartments or food. Pets lose their homes and their families at greater rates when the economy turns down.

FS: What advice would you give to organizations similar to yours, in size and annual operating budget?

JH: We've found that social media outreach can have an impact far beyond the expected. We recently treated a severely neglected dog through the Picasso Veterinary Fund. Joey had been found tied to a bench in Far Rockaway. He was malnourished and was suffering from a horrific case of demodectic mange that was so advanced that his hair follicles had ruptured. A kind women in the UK heard about Joey through Twitter and featured him on her blog, along with a plea for donations for his care. A group in Texas that holds toy drives for shelter animals was also moved by his story and sent a toy for him to help him feel better as he heals.

Mayor's Alliance for NYC's Animals

244 Fifth Avenue, Suite R290

New York, NY 10001

Phone: 212.252.2350

Web: www.animalalliancenyc.org

Annual operating budget: About $6 million, a portion of which is placed into an annual reserve (our largest grant is paid over seven years, but the funds cover a 10-year period).

Annual contributed income: 20 percent from nonfoundation contributions

Number of employees: Seven, two part-time consultants working solely on fundraising

Mission: Working toward 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.