720 Strategies developed an online strategic plan for the American Society for the Prevention of Cruelty to Animals (ASPCA), the leading organization working to prevent cruelty to animals throughout the United States. ASPCA exists to promote humane principles, prevent cruelty, and alleviate pain, fear, and suffering in all animals. Through its nationwide information, awareness, and advocacy programs, the Society seeks to find homes for adoptable animals, end euthanasia of adoptable animals, and encourage legislative policies and corporate practices that support these goals.
To help achieve its advocacy agenda, 720 consulted with ASPCA and developed an online strategy and implementation plan for using the Internet as a tool to inform policymakers and the media about federal and state legislation and policies that advance its mission; to recruit, educate, and mobilize ASPCA members and the public in support of legislative policies and corporate practices that prevent cruelty to animals; to deliver critical grassroots support for humane principles; to educate corporate decision-makers about humane business practices, establish model corporate partnerships in support of ASPCA's work, and recognize corporate citizens whose business practices reflect the Society's principles; and to target and stigmatize negligent and inhumane corporate practices and support ASPCA's impact litigation efforts.