Is your shelter or rescue group missing out on one of the most powerful forms of support animal lovers can offer, the donation in memory of a lost loved one?

This Sunday is National Pet Memorial Day, a day for those who have lost beloved companion animals to honor their memories. But it’s also a day for animal shelters and rescue groups to considering helping those who have adopted pets, donated, volunteered, fostered or otherwise supported them during the year honor their pets’ memories, too.

While nearly all animal organizations have a donation program that lets people contribute to their work, those options are often limited, particularly online. People can donate once, or possibly contribute to a special fund, and may even be able to set up recurring donations. But it’s relatively unusual to find an opportunity make a donation as a gift in the name of someone else, or in memory of a human or animal family member who has passed away.

Pet memorials are a particularly powerful opportunity to cement the bonds shelters and rescue groups have with the people who have adopted pets from them. Inspiring someone to honor the love they shared with their pet by helping other homeless pets will not only comfort them and help other animals in your care, but will increase the likelihood that family will come to you for their future pets.

So take a look at your website and fundraising mailings, and make sure they include an easy-to-use memorial option. And while you’re at it, look at other ways people can honor their pets. Even if they can’t afford to build a new wing of your facility, the cost of a tile in a walkway, a plant in a memorial garden or a plaque on a bench or a kennel are well within the reach of many of your organization’s supporters. And online tribute areas where people can upload photos and stories about their pets, or light a virtual candle to remember them will cost nothing at all, but can mean a great deal to the person suffering a loss.

Even if some types of memorial contributions don’t produce revenue for you above their cost, they will serve an even more important purpose: Building a tight relationship between your organization and the donor. They’ll not only be more likely to donate to you in the future, but will be a resource for fostering pets, attending events and volunteering, too.

Finally, don’t forget the pets adopted and fostered by your own staff and volunteers during the year, or those animals your veterinary team tried to save. Expressing grief for those lost lives will ease your hearts, too.

Also of interest:

Planning a National Pet Memorial Day event