7 ways to promote pet adoption without being pushy

I had been looking for a dog to adopt for several months. Not frantically — more like with an open heart and hopeful spirit. Like many people, I had a rough idea of what I wanted: a smaller, older dog who could manage stairs, handle leash walks, and get along with our cats. (Bonus points for liking cats.)

But here’s the truth: The dogs I’ve adopted in the past rarely checked every box on my original wish list. Yet every single one turned out to be exactly what we needed.

There was Tia the pug, who started out as my husband’s dog but quickly won me over. Mr. Fox, a shy Pomeranian who became the life of the party — and my cat Bailey’s best friend. Millie, a scrappy little mix who we later learned was rescued the same day Mr. Fox passed. (Goosebumps, right?) And Barkley, a quiet pup who spent his last five months in hospice care with us in comfort and love.

Each of them reminded me that the best matches aren’t always the ones we plan — they’re the ones we’re open to. That’s the magic of adoption. It’s not a transaction. It’s a journey and one that anyone can take.

This year, an estimated 7 million households in the U.S. plan to add a pet to the family. Some will adopt. Others will buy — often out of convenience, lack of information, or misconceptions.

But here’s the kicker: If just 6% more of those families adopt instead of buy, the entire country would reach no-kill. That’s just 1 in 17 more families choosing adoption.

Even if you’re not able to adopt right now, you can still help the country reach no-kill simply by encouraging others to consider adoption. Whether it’s your cousin who wants a “designer” dog, your co-worker searching for a kid-friendly pup, or your neighbor looking for a running buddy, you can be the nudge that leads them to their next best friend.

You don’t need to work in a shelter to help make matches. Here’s how:

1. Start with curiosity, not judgment

Ask questions: What kind of pet are you looking for? What’s your lifestyle like? What do you know about adoption?

Coming from a place of curiosity opens the door to meaningful conversations. People might not know how many adoptable pets are out there or how much support is available.

2. Make it a team effort

Saying “You should adopt” can feel like a challenge. Try: “I’d love to help you find a great pet through adoption. Want to look together?”

Explore local shelters or rescue groups, browse adoption sites like petfinder.com, or check out adoption events. It can be fun, and eye-opening, to search together.

[10 reasons to adopt a shelter pet]

3. Set realistic expectations

Adoption isn’t a one-click process, and that’s a good thing. It can take time to find the right pet, especially with specific needs or preferences. Encourage patience and remind them that many incredible pets are just waiting to be discovered.

If a certain breed is a must, point them toward breed-specific rescue groups or shelters that bring in pets from across the country. Suggest they fill out multiple applications, sign up for alerts, and stay open-minded. (Fun fact: My husband had always wanted a pug. After months of searching, we found Tia through a classified ad when her family was looking to rehome her.)

4. Highlight the value

Adoption fees may seem high until you break down what they include: spay/neuter surgery, vaccinations, microchipping, sometimes even dental care or more extensive medical treatment. Encourage friends to call a local vet and compare costs. The savings (and the value of saving a life) speak for themselves.

5. Acknowledge the bumps

It’s not always smooth sailing. Sometimes people get turned down for a pet they have fallen in love with. (It’s happened to me more than once.) Sometimes they don’t hear back from a shelter or rescue group, or an animal is adopted before they inquire. The process can sometimes feel discouraging, confusing, or even judgmental.

We get it, and Best Friends is working to make adoption more welcoming and accessible everywhere, but not every organization is there yet. The important thing is to keep going. Those roadblocks aren’t personal; they’re often the result of overworked staff, limited resources, or outdated policies.

There are countless amazing pets and organizations out there, so remind the people in your life that one “no” doesn’t mean it’s time to give up.

[Top Reasons to Adopt a Pet Rather Than Buy]

6. Recommend fostering or volunteering

Fostering gives people a chance to meet pets they might never see online, and it helps shelters, too. Many foster placements lead to adoptions naturally. Plus, organizations typically cover costs while someone is fostering. It’s also a great step for someone who isn’t ready to adopt but still wants to help.

7. Celebrate every win

Even if your friend doesn’t adopt today, your encouragement matters. Maybe you shared an adoptable dog’s photo on social media, and someone else spotted the pup and fell in love. Maybe you planted a seed that leads to an adoption six months from now.

That’s what pet adoption is — a joyful, enchanting, well-worth-it leap of faith, rewarded by companionship and loyalty and often many years of enriching memories. As pet lovers and adopters, we need to share our stories and offer our guidance. It’s not just to celebrate the pets we’ve loved but to help others open their hearts to the unexpected.

That’s the power of community. That’s how we bring love home. One friend, one pet, one conversation, one cupid’s arrow at a time.

As I finished writing this, a 9-year-old puffball of a Pomeranian named Cowboy came into our lives. Full of spunk and sweetness, he’s already proving (yet again) that the best matches are the ones we don’t expect. But they always seem to show up right on time.

This article was originally published in the November/December 2025 issue of Best Friends magazine. Want more good news? Become a member and get stories like this six times a year.

Our goal at Best Friends is to support all animal shelters in the U.S. in reaching no-kill. No-kill means saving every dog and cat in a shelter who can be saved, accounting for community safety and good quality of life for pets. 

Shelter staff can’t do it alone. Saving animals in shelters is everyone’s responsibility, and it takes support and participation from the community. No-kill is possible when we work together thoughtfully, honestly, and collaboratively.