Dog Tag Metal Stamping Program

This idea's been percolating in my head for some time now. I actually sent out feelers with some animal welfare groups in Chennai and got good reception, but hesitated for a few reasons described below. Now, however, I'm ready to jump back in.

The problem:
A huge problem is that of lost dogs--microchipping isn't very common, and customized dog tags are expensive. Machinery is pricey, and few places offer such customized service. Unfortunately, a number of pets run away and, without proper ID, are seldom returned. When people see dogs roaming the streets here, they're assumed to be strays because of their prevalence. A pet appears no different than a nomadic dog.

A solution:
Metal stamped dog tags.

These are becoming pretty popular in the US, where artisans sell them on crafts websites like Etsy.com. Making a metal stamped collar is reasonably simple, as it only requires hammering letters onto a metal blank. 

An even cheaper solution is to use an etching tool, which is also faster. The results of using such a tool, however, are not as aesthetically pleasing. Plus, etching tools require more skill (and a steady hand at that). I think metal stamping is the better choice, especially when assessing the possibility of such tags as a fundraising tool (more on that below).

The costs:
Metal stamping kits, namely. I'll write a formal budget for the project as it comes near, but I conservatively estimate two kits costing about $250, plus 500 blanks and sheet metal to practice at another $200 or so. Let's say it's $500 to get the ball rolling.

Each dog tag, then, would cost about $1 (likely cheaper, as I can likely procure materials for far less).

The good news is that the kits are the most expensive cost but they're upfront and fixed. The variable costs are relatively low (ie, the metal blanks, and labor since that'll come from the volunteers). 

As a nonprofit, then, I have to ask myself the bottom line question: would I be willing to spend $1 to issue an ID tag? At the end of the day this is the question in its most diluted form. I answer yes.

Potential problems:
The single biggest reason why I shied away from implementing this back in December was the risk of theft. To say India is a resource scarce society is an understatement--if people find anything of value, there's a chance it'll be pilfered. I described my idea to one woman and she said, "good luck making that work. I put collars on two strays, and both had the collars go missing in a course of weeks."

Thus, there's a huge concern that the shiny, cute metal-stamped collars will get removed. And without letter blocks in Tamil, it's even more difficult to write, "reward" and convey that this means they'll get paid if they turn in the dogs to their owner.

Another potential problem is the metal kits themselves going missing. I'm not insinuating that a volunteer would steal the kits, only that a letter or two gets misplaced on accident. If the customer wants to name their pet "Lucky" and the "c" goes missing, well, we're in a bit of trouble. Though I visit the US every year and can replace a few things as necessary, it's a giant headache waiting for a year to re-engage with the program. It's also very hard to purchase individual letters since the kits are sold with the entire alphabet.

Another obvious issue is that each animal needs a collar for the tag. While these are easier to source than dog tags, they're still an additional item necessary for the ID tag to be effective. Thus, the tags could get distributed... but there's no guarantee that the pet owner who receives the tag will go out and buy a collar. Even in my own home it's amazing how long my mother waited before putting her dog tags on her own pet. A way of circumventing this is to have the owner pay for a collar and have it be delivered with the metal stamped ID tag. Unfortunately, this is harder to market and way less fun than touting, "free dog tag for every adopted pet!"

Fancy dog tags could sell for more

Pricing too high might also be an issue. While adopted pets should get them for free, the nonprofit (and possible for-profit) organization has more latitude with selling them as a possible fundraiser. Though the revenue should help make the program sustainable, I don't want the price set so high that it discourages people from buying tags... as this would defeat the whole purpose of the program (which is ID'ing as many dogs as possible).

Method of distribution:
This is where working with organizations is key: a few organizations have animal adoption drives, and the aim would be to issue a stamped tag to every pet that gets a new family on the big day. Adopted animals would get a tag for free.

At these adoption fairs, it's also possible sell the dog tags as a type of fundraiser at these adoption events. They can go as gifts, or to buy a tag for an existing pet at home. Sell a tag for 150 rs ($3.00) and that's a 200 percent profit for the organization. It's possible to increase the price based on adding beads or designer stamps, too. Some of the profits can go for buying more metal blanks and hence subsidize the program, while some of it can go to the organization's operations.

Other animal welfare groups may have metal stamping kits for their own animals. For instance, Blue Cross has a strong fostering program. Making tags that read "foster" with a number to the Blue Cross hotline is one way to make a dog ID that can be repurposed many times over. If the dog gets adopted out, the "foster" ID tag can be reused while a new one could be made for the family permanently adopting the pets.

This venture could be commercialized as well, though more cautions need to be taken with this route. On the one hand, pet businesses often have the best infrastructure for distribution and marketing: for example, businesses have a website capable of taking orders, whereas animal rights groups tend not to. On the other hand, I'm not entirely comfortable with a for-profit group taking away potential proceeds from a non-profit. The good news is, the sale price can be negotiated so long as KarmaCompany's the one procuring the metal stamping materials. As it stands, procurement is very difficult because such kits are not available here in India. This means that, as the sole distributor, something could be worked out, such as giving some of the proceeds to one of the animal welfare groups. With a commercial partnership, I still want to do everything to give the most advantage to non-profit groups.

Sustainability and the future:
This program is quite sustainable for a few reasons: first, the metal blanks are pretty cheap relative to its possible price tag. To break even, one must sell 1 tag at 100 Rs to make 2 tags for free; 1 tag at 150 Rs to make 3 for free. For animal welfare groups that choose only to sell the tags as a fundraiser, then the profit margins can be quite high.  

Stamp training

Timeline and to-do list: 
--Gather interest and support from other animal welfare groups: I sent out a few emails to two groups: Chennai Adoption Drive, and Blue Cross. Both have a high number of volunteers and a long history of service to the community. Both were also interested. Ideally, the pilot goes to Chennai Adoption Drive: it's smaller, easier to set up, and results are easier to quantify.
--Devise budget: this means researching what materials are necessary for stamping, and in what quantity based on the interested parties. 
--Procure materials: This means shopping around for kits and blanks, and looking for the best deals.
--Construct a training program: I've never metal-stamped in my life. But I know there are several tutorials available online, and I'm willing to learn. Once I learn, I can then assemble packets, create a syllabus, and a PowerPoint to teach to the volunteers over the course of an afternoon. I'll start by making two tags for my own mutts, and then I'll practice the course on Sriram to see if I need to clarify on a few points.
--Train volunteers: each course should only take an hour, maybe two. The training course itself might cost additional funds, as I need a space with a projector and I might splurge on buying the dedicated volunteers a decent lunch.
--Devise pricing scheme: Fancier dog tags could cost more--they could have colored beads, additional charms, interesting designs... we'll have to work with the organization to find the best price points. This will also be subject to plenty of trial and error. 
--Develop a course of action: Let's say the adoption fair comes and we need to make 40 dog tags. Is there a schedule in place for who will do the stamping? Is there a check-out for the stamping kits? How will the tags be distributed to the new owners--by mail, pick up, or delivery? This requires fleshing out, mostly by the organization doing the stamping. KarmaCompany could help facilitate this part, but such a schedule must ultimately be determined by the nonprofit.

Measuring impact:
Some measures are stronger than others. We could technically measure it by the number of blanks purchased with the inference that each blank will go to a pet. But this a very weak measurement. The next step is how may ID tags get stamped and delivered--probably the one we'll use, although it's not the strongest measurement of impact. Considering the objective is to prevent lost dogs, the absolute best measurement is the number of dogs returned to their rightful owner as a result of the dog tag. But this is also the hardest to gauge, and also the one that would generate the most defeat. After all, I only expect maybe 10 dogs to get returned for every 1,000 tags created: 1 percent impact.

But it's like insurance--the very act of having access to it is tremendously beneficial, even if the number of people who cash in on said insurance is only 1 in 100.

Let's get this gang ID'd

The next step from here:
Well, I'm meeting with a pet store owner who has connections with a few animal welfare groups. I also need to get back in touch with the founder of the Chennai Adoption Drive to re-engage her interest on the project.

I'm doing my homework now to figure out which ones to order, and in the process, formulate a budget. In August, I'll be in the States and can pick up the metal stamping kits. Training workshops can begin in September, and the first distribution may begin during an adoption drive occurring in the subsequent months. Will keep the blog updated during these next steps!