Exercise 1: NGO Market Research. [Alvyrna Lee Ann 0138744]

 Introduction

SPCA Selangor is Malaysia’s longest operating animal welfare non-governmental organisation (NGO). Located in Ampang Jaya, this organisation was recognised and respected for their work to protect domestic animals from cruelty, promote humane stray animal management and encourage responsible pet ownership. Their influence has been made impactful with their links between local communities and volunteers; advocating for a kinder and more compassionate future for all animals in Malaysia.

 

A. Introduction to the NGO

1.  What is SPCA Selangor?

SPCA Selangor stands for The Society for the Prevention of Cruelty to Animals Selangor. It is Malaysia’s oldest non-profit organisation based on animal welfare which serves Selangor and The Federal Territory (SPCA Selangor, n.d.). They emphasize the "Adopt Don’t Shop" principle as they heavily focus on rehoming and adoption of their animals (SPCA Selangor, 2023).

 

2. When and why was the organisation founded?

Founded in the year 1958, SPCA Selangor was established by a group of local animal lovers concerned about the rising pet abandonment and animal cruelty. These animal lovers saw the need for a formal system to protect and care for these animals, especially those suffering from abuse. At the time, Malaysia didn’t have proper legal protections for animals and thus SPCA Selangor became the first organisation of its kind (SPCA Selangor, n.d.).

 

3. Where is the organisation based?

SPCA Selangor’s centre is located in Ampang Jaya, Selangor, and it serves both the state of Selangor and the Federal Territory of Kuala Lumpur. It handles rescues and adoptions throughout the Klang Valley region. Its central location allows for operational accessibility to volunteers, donors, and the public (SPCA Selangor, n.d.).

 

4. What is SPCA Selangor’s mission?

Its mission is "to promote kindness and compassion towards all animals great and small, aiming to alleviate cruelty and reduce suffering" by sheltering, spaying, neutering, early education, and policy advocacy. The organisation believes long-term change starts with public attitude change and social compassion. They have conducted numerous events and developed their own Pet Care Programme (PCP) which includes hands-on education and volunteer work (SPCA Selangor, n.d.).

 

5. What is the organisation’s vision?

The overarching vision is demonstrated in programs such as Stray Free Selangor (SFS), aiming for "A home or habitat for every soul." This vision reflects the desire for a Malaysia where no companion animals are left to suffer on the streets. It promotes changing public mindsets and creating a more compassionate society (SPCA Selangor, 2017).

 

B. NGO’s Journey

1. How has SPCA Selangor evolved over time?

Originally focused only on rescue and rehoming, SPCA Selangor expanded with the introduction of their six pillars. These include shelter and adoption, spay/neuter services, education, investigation of animal abuse, assistance to caregivers, and lobbying the government. In 2020, they introduced the sixth pillar—farm animal welfare—to address growing concerns about treatment of livestock (SPCA Selangor, n.d.).

 

2. What major campaign changed SPCA’s direction?

In 2017, SPCA launched a campaign called Stray Free Selangor (SFS), a major turning point in their journey. This campaign signaled a shift from reactive rescue to proactive, state-wide humane stray animal management. The campaign prioritized sterilisation, community engagement, and humane solutions to stray overpopulation (SPCA Selangor, 2017).

 

3. Why is the Stray Free Selangor campaign important?

It promotes mass sterilisation, education, and public involvement in managing stray animal populations. The campaign provides a humane and effective alternative to the controversial "catch-and-kill" method. It aims to empower communities and create sustainable solutions for animal welfare (SPCA Selangor, 2017).

 

4. What milestones illustrate the organisation’s impact?

Since 1954, SPCA Selangor has rehomed more than 86,000 animals and neutered over 100,000 cats and dogs in the Klang Valley. Monthly, they care for over 180 sheltered animals at their facility. These milestones reflect SPCA's consistent dedication to animal welfare and public education (SPCA Selangor, 2024).

 

5. Who supports SPCA Selangor?

SPCA Selangor is supported by a wide range of stakeholders including local councils, pet food sponsors such as Royal Canin and ProBalance, and volunteers. DYMM Tengku Permaisuri Selangor serves as the organisation’s royal patron. These supporters help boost the organisation’s reach, credibility, and funding capabilities (SPCA Selangor, 2023).

 

C. The NGO’s Core Cause

1. What Sustainable Development Goals (SDGs) does SPCA support?

SPCA Selangor supports SDG 15 (Life on Land) by protecting and rescuing animals. They also contribute to SDG 3 (Good Health and Well-being) by reducing disease through sterilisation. Additionally, they support SDG 11 (Sustainable Cities and Communities) by fostering humane coexistence between humans and animals (United Nations, 2024).

 

2. What issues does the organisation address in Malaysia?

SPCA addresses several issues including pet abandonment, animal cruelty, overpopulation of stray animals, and lack of public education on responsible pet care. These problems are tackled through rescue, sterilisation, outreach programs, and education. They also work with government bodies to improve animal-related policies (SPCA Selangor, n.d.).

 

3. What are SPCA’s services beyond sheltering?

Besides animal sheltering, SPCA Selangor offers affordable spay-neuter services, investigates cruelty reports, and conducts educational talks and workshops. These services help raise awareness on animal welfare and promote responsible ownership. They also generate income to sustain SPCA's operations (SPCA Selangor, n.d.).

 

4. How much does it cost to operate SPCA Selangor per month?

Although exact costs vary, the organisation incurs high monthly expenses to care for over 180 animals. Funds are used for food, medical care, staff salaries, utilities, and shelter maintenance. Donations, campaign fundraising, and partnerships are essential to sustaining these operations (SPCA Selangor, n.d.).

 

D. Mission, Vision, and Campaigns

1. What are the latest campaigns in the past two years?

SPCA's recent campaigns include "Neuter Your Ex" and the Pet Charity Fun Run 2024. "Neuter Your Ex" was a humorous campaign designed to raise donations for sterilisation, while the Fun Run was a family-friendly event to fundraise and spread awareness. These campaigns helped SPCA connect with broader audiences, especially younger generations (SPCA Selangor, 2024).

 

2. What was the goal of the "Neuter Your Ex" campaign?

The campaign encouraged donors to sponsor a stray's sterilisation and name it after their ex-partner. This lighthearted and engaging idea gained viral traction online and sparked widespread attention. It successfully increased donations and appointments for sterilisation procedures (Zaini, 2024).

 

3. Why does SPCA celebrate World Animal Day?

World Animal Day is held on 26 October, and SPCA celebrates it with adoption drives, food stalls, and advocacy programs. This event reinforces their animal welfare narrative while building partnerships with other organisations. It also helps reach new supporters and raise awareness on animal issues (SPCA Selangor, 2024).

 

E. SWOT Analysis

1. What are SPCA Selangor’s strengths?

SPCA’s greatest strength is its long-standing reputation and public trust, having been established in 1958. Its royal patronage by DYMM Tengku Permaisuri Selangor and sponsorships from major brands reinforce its credibility. The NGO also benefits from a large base of volunteers and loyal supporters (SPCA Selangor, 2023).

 

2. What weaknesses does the organisation face?

The organisation heavily relies on public donations and volunteers, making it financially vulnerable. Overcrowding at the shelter due to spikes in pet abandonment strains resources and space. Budget limitations also restrict manpower, hindering expansion and care capabilities (SPCA Selangor, 2023).

 

3. What opportunities does SPCA Selangor have?

SPCA can expand its digital reach, using viral campaigns to attract younger audiences such as Gen Z and millennials. It also has the chance to partner with more schools, communities, and corporate bodies. Additionally, expanding their education programs could shape a more animal-compassionate future generation (SPCA Selangor, n.d.).

 

4. What are the threats to SPCA Selangor?

The growing stray population continues to stretch SPCA’s capacity and resources. They also face intense competition for donations and sponsorships from other NGOs. Weak enforcement of animal welfare laws in Malaysia further complicates efforts to reduce cruelty (SPCA Selangor, 2023).

 

F. How Can the Public Help?

1. How can individuals support SPCA Selangor today?

The public can donate via SPCA Selangor’s website to help cover food, veterinary, and operational costs. They can also adopt or foster animals, volunteer at events or shelters, and sponsor individual animals. Educational participation and spreading awareness also play key roles in sustaining SPCA's mission (SPCA Selangor, n.d.).

 

Conclusion

Overall, SPCA Selangor remains as the leading force of Malaysian animal welfare through community-focused collaborations and educational outreach. Impactful campaigns like Stray Free Selangor and Neuter Your Ex, the NGO continues to push forward boldly to promote pet responsibility. Its mission for compassion has inspired many audiences and other organisations of animal welfare to encourage the same mind-set. Despite challenges such as overcrowding and funding limits, they continue to thrive as a vital force for building a more humane society for animals and people.

 

Reflection

This market research on SPCA Selangor has shown me a deeper understanding of how non-profit organisations, especially the animal-welfare based, operate. SPCA Selangor does so much more than shelter animals— its a team that truly appreciate s animal life and human compassion enough to consistently carry out creative campaigns and act on cruelty investigations in order to not only raise awareness, but protect domestic pets. Researching on their history, their goals and initiatives showed me how committed they are to influence long term change despite the challenges they face such as public apathy and limited resources. This research has helped me appreciate the importance of these organisations like SPCA that push their weight in creating a better society for humans and animals.

 Reference List

SPCA Selangor. (n.d.). Adopt a Pet. Society for the Prevention of Cruelty to Animals Selangor.
https://www.spca.org.my/what-you-can-do-to-help/adopt/

SPCA Selangor. (n.d.). Contact Us. Society for the Prevention of Cruelty to Animals Selangor.
https://www.spca.org.my/contact-us/

SPCA Selangor. (n.d.). Donate. Society for the Prevention of Cruelty to Animals Selangor.
https://www.spca.org.my/what-you-can-do-to-help/donate/

SPCA Selangor. (n.d.). Education & Outreach. Society for the Prevention of Cruelty to Animals Selangor.
https://www.spca.org.my/what-we-do/education/

SPCA Selangor. (2023). Annual Review 2023. [PDF].
https://www.spca.org.my/wp-content/uploads/2024/01/SPCA-Annual-Review-2023.pdf

SPCA Selangor. (n.d.). Inspectorate. Society for the Prevention of Cruelty to Animals Selangor.
https://www.spca.org.my/what-we-do/inspectorate/

SPCA Selangor. (n.d.). Our History. Society for the Prevention of Cruelty to Animals Selangor.
https://www.spca.org.my/who-we-are/our-history/

SPCA Selangor. (2017, March). Stray Free Selangor launching this week.
https://www.spca.org.my/news/stray-free-selangor-launching-this-week/

SPCA Selangor. (2024, October 26). World Animal Day 2024. [Instagram post].
https://www.instagram.com/spca_selangor/p/DAZ--Ozyl50/

SPCA Selangor. (n.d.). What we do. Society for the Prevention of Cruelty to Animals Selangor.
https://www.spca.org.my/what-we-do/shelter-rehabilitation-rehoming/

SPCA Selangor. (2024, May 24). Pet Charity Fun Run 2024. [Facebook].
https://www.facebook.com/share/16pvdkMZyN/

United Nations Department of Economic and Social Affairs. (2024). Goal 15— Life on land.
https://sdgs.un.org/goals

Zaini, A. (2024, July 3). “Neuter Your Ex” campaign by SPCA goes viral. oOH Matters.
https://oohmatters.firstboard.com.my/neuter-your-ex-campaign-spca-selangor/?amp=1