The key to helping shelter pets find homes isn't about pity -- it's about changing perceptions.

Purina ONE has always been passionate about helping shelter pets. We started by doing what seemed natural - feeding them. In 2008, we created a nationwide network of a few of the shelters we admired, and have since fed the pets that pass through their doors. With this help, they have more resources to focus on medical care and saving more pets. Since its humble beginning, our network has grown to 15 shelters.

But we wanted to go beyond food - we wanted to solve a problem. What wasn't working in the shelter world, and why?

After reflecting on our experiences, we realized that they didn't match up at all with what we were seeing in the media. For us, shelters bring to mind images of healthy, good quality pets and devoted animal experts. But all we were seeing were images of sad, malnourished pets sitting in dingy cages, with urgent messaging that made the cause seem hopeless. This kind of message sells shelter pets and shelters short, and makes people feel more helpless than inspired.

We decided that we needed to do more than feed pets - we needed to educate potential adopters, and highlight the innovative programs we were seeing around us.

We didn't want to approach this from behind a curtain, creating positive stories about ideal scenarios and then broadcasting them to the world. We wanted to start from the ground-level, by going into shelters, talking to the people taking care of pets every day, and telling real stories. Beyond that, we wanted to get our consumers involved - how could we work with people who want to make a difference?

Bowl by Bowl

Our answer was Bowl by Bowl, a fun and easy Facebook game that feeds shelter pets while giving them the recognition they deserve.

Each month we approach a new subject in pet welfare, and create quizzes that help our growing Facebook community learn something new. For every quiz they take, we donate a bowl of food to a shelter until we reach our monthly donation maximum.

One of the best aspects of Bowl by Bowl is that it allows us to expand beyond our shelter network and feed even more pets. Each month we choose a new shelter to donate to, set a donation goal, and challenge our community to help us reach it.

When we reach milestones in our donation program, one of our Kickers is unlocked, each time releasing a new shelter help effort that goes beyond food. So far, we've already sent professional photographer Nanette Martin to snap pictures of all the pets at the Virginia Beach SPCA, which had dramatic impact on their adoption times.

Bowl by Bowl helps us pursue our pet welfare goals in 3 ways - giving, educating and changing perceptions.

Beyond Bowl by Bowl

We're always seeking to improve the way we approach pet welfare by trying new ideas and seeing what has the most impact. Aside from constantly looking for how we can improve Bowl by Bowl, we're also working on more ways to affect change.

Visit us regularly to see our new discoveries and stories of real shelter pets whose lives have changed.

Bowl by Bowl is a fun and easy Facebook game that feeds shelter pets while giving them the recognition they deserve.

Each month we approach a new subject in pet welfare, and create games that help our growing Facebook community learn something new. For every game they complete, we donate a bowl of food to a shelter until we've reached our monthly donation maximum.

Feeding Pets
One of the best aspects of Bowl by Bowl is that it allows us to expand beyond our shelter network and feed even more pets. Each month we choose a new shelter to donate to, set a donation goal, and challenge our community to help us reach it.

Kickers
When we reach milestones in our donation program, one of our Kickers is unlocked, each time releasing a new shelter help effort that goes beyond food. So far, we've already sent professional photographer Nanette Martin to snap pictures of all the pets at the Virginia Beach SPCA, which had dramatic impact on their adoption times.

We partner with shelters across the nation, feeding all the pets that pass through their doors and gaining inspiration from many the ways they're innovating pet care.

We carefully selected our 15 shelter partners based on their quality of care and degree of need. By feeding Purina ONE pet food to all of the cats and dogs waiting to be adopted, we help them focus their resources on medical care, behavioral training, and community outreach. Their many efforts to improve the lives of pets everywhere inspire us in our own pet welfare mission.

Our Shelter Partner Network

Expanding Our Efforts
We want to help as many shelters as possible. That's why we use our fun and easy educational Facebook game, Bowl by Bowl, to feed the pets at a new shelter every month. This allows us to go beyond our basic network and make a larger impact.

Want to get involved in the pet welfare cause? Why not start by trying out one of these ways to help a shelter near you.

1. Socialize Pets, Through Play
Helping pets get ready for adoption can be as simple as spending some time with them. Just by playing fetch and giving pets affection, you can help with their socialization. Common ways to help include teaching them tricks or commands, encouraging them to play with each other, and introducing them to as many environments as possible. But let's not forget, older pets need attention too - spending time with them is a great way to help your local shelter.

2. Feeding Time
Bottle feeding kittens is a way to help shelters and something the shelters consistently need. While their mother's milk provides immunities, she may not have enough for the entire litter, or a set of kittens may have been abandoned. In these cases, kittens need to be bottle fed, and volunteers are greatly appreciated. After just a little instruction, 10-20 minutes of your day can help keep these newborn kitties happy and healthy.

3. Don't Need It? Donate It!
Those of us who aren't able to donate our time probably have plenty of useful supplies lying around. Old towels or blankets we may not need can still be used to help keep pets warm and comfortable. Those squeaky toys, balls and stuffed animals our kids don't play with anymore? Pets still love them! Grooming supplies, collars, beds and placemats are also items that can keep cash-strapped shelters under their budget. Be sure to contact your local shelter for any needs we may not have listed.

4. Plan An Event
We can also help animal shelters by raising awareness among our friends and neighbors. Are a lot of people in your neighborhood looking to get rid of old stuff lying around their houses? Why not host a neighborhood garage sale with profits going to local shelters? Participating in local fairs, organizing fundraisers or even establishing a dog walking event are other great ways to rally support in our communities.

5. Kids Can Help Too
While shelters usually don't accept volunteers until they're about 15, children are as enthusiastic about dogs and cats as anyone. Schools are an ideal place for kids to share information through presentations and discussions. If they want to do more than educate, an adult can help them set up a lemonade stand or bake sale. Maybe they'll even inspire their parents to get involved.

6. Turn to Social Media
Practically all of us use Facebook or Twitter to stay in touch with friends and family, but social media can also help shelter pets find a new home. By sharing or retweeting profiles of pets in need, you can help these pets be seen by countless people who may have considered adoption but never entered a shelter. Websites such as adoptapet.com help you easily find thousands of pets in need of adoption from across the country, with detailed information for prospective owners.

Several shelters also use social media as a means of fundraising to educate their communities and bring in potential adopters.

7. Educate Your Community
With classes or simply blog posts, you can help change misperceptions that prevent shelter pets from finding homes. For example, historically purebreds have gotten a lot of respect while mixed breed dogs have been labeled as "mutts." In reality, there's no evidence that purebreds are superior pets - in fact, mixed breed dogs benefit may from more genetic diversity. To learn more about changing the perception of shelter pets, play Bowl by Bowl on our Facebook page.

8. Share What You're Good at
Your skill or hobby might be just what a shelter needs. Managers, web developers, gardeners and even psychologists willing to help may find that a shelter could benefit from their expertise. So much is involved in keeping a shelter open and successful that we may not have considered. Contact one near you and find out how you can help.

9. Donate A Car
How many of us have cars rusting away in our garages that we haven't driven in ages? Instead of having it towed to a junkyard, consider how a shelter can use it. There are several available foundations that will accept your donation whether the car is running or not. Even better, the towing is free and it's tax deductible. The proceeds from these donations are used to provide medical treatment, training and outreach for sheltered cats and dogs. The North Shore Animal League recently received nearly 200 cars in just one year, resulting in over $50,000 for pets in need. Let's put those old wheels to new use.

10. Adopt
More than our time, money or word of mouth, these pets need a loving home. Their stay in shelters is only meant to be temporary and there are new pets arriving every day. By adopting from your local shelter, you're not only saving money, you're changing a life.