The Austin Humane Society reports a 13-percent rise in contributions over the last year.
philanthropic blog. " From January through April of this year, for example, the humane society has placed 838 pets with new owners, up from 770 during the same months in 2010."
Volunteer hours also increased substantially, the report noted.
The shift comes from positive advertising, moving away from tearful and tragic depictions of domestic animals in need, says the society's spokesperson.