"(English: for the public good; usually shortened to pro bono) is a Latin phrase generally used to describe professional work undertaken voluntarily and without payment or at a reduced fee as a public service." - Wikipedia
Last week I started working with a non-profit group, the Jack Russell Terrier Rescue of Ontario (JRTRO), to help spruce up their Facebook Page and help manage their community. A very passionate community as it turns out. But more on that in a minute.
We adopted Cora, our Jack Russell Terrier/Chihuahua mix, two months ago. I was dead set against getting a dog, but my better half had other ideas. Being the good man that I am, I broke down and we got a dog. Cora has turned out to be such a joy in our home. She's adorable, loving, playful and protective. All the things that you would want in a dog.
When we started looking for a dog, in early September, we visited the Toronto Humane Society. We were not impressed. The dogs were sick, dirty and locked up in cages for 23 hours a day. Mind you, they did have some crappy Top 40 station playing on a nearby radio, so it wasn't all bad. We then started looking on petfinder.com, which is like an aggregate site for hundreds of rescues, shelters and individuals, trying to find homes for pets. This led us to JRTRO.
Cathy and her team spent some time getting to know us and suggested Cora, based on our living situation and lifestyle. We met her and the rest is history. The story so far isn't what's special though, it was the next 2 months that separates JRTRO from the others. This group of ladies has been available day and night for questions and follow up. Emails, phone calls and Facebook messages have flown back and forth. "Cora's having trouble pooping! What should we do?" "Cora chased, caught and killed a squirrel in the park! Is she going to die?" (both true stories) and lots more. We're new pet owners and needed help! Cora's BMs have since improved and apparently eating a street rodent isn't usual fatal and we have the best little family we could ever imagine, thanks to Cora and JRTRO.
This brings me back to Pro Bono. As a "Thank You" to JRTRO, I've been helping them get a handle on Facebook, to help promote their group, support their new pet owners and find some homes for these Jack Russells. Besides it being a rewarding endeavour for me on a personal level, it's also taught me a thing or two about what true passion can do for a community.
I manage several Facebook pages and I think I do a pretty good job of it. Yet this small group of dog lovers have
something really special going on here. They aren't social media mavens or Facebook fanatics, but yet their engagement and enjoyment is beyond anything I see on my other pages. Everything we post seems to get comments and likes within minutes of posting. Conversations are starting under every picture and every single one is postive and encouraging. I guess the lesson is that love is more important than fancy splash pages and perfectly timed posts. Key words, SEO and professional design can't compete with passion.
Base every decision you make on this lesson and I think we'll all be more successful. Cute animals can't hurt either.
PS. Help me out and spread the word about JRTRO. Like their page and if you know someone considering a pet, don't let them buy from a store. Adopt and rescue. It'll make you smile.