EXERCISE 1: MARKET RESEARCH (Chloe Lim_0138510)

Market Research of PAWS Animal Welfare Society (PAWS)

1. What is PAWS, and what does the organization do?

PAWS (Pets and Animal Welfare Society) is a well-established Malaysian NGO committed to rescuing, sheltering, and rehabilitating stray, abused, and neglected animals. It operates shelters, provides medical care, and promotes adoption to help animals find permanent, loving homes. Besides direct care, PAWS educates the community about animal welfare and responsible pet ownership to prevent cruelty and abandonment (PAWS, n.d.).

Founded in 1987, PAWS has become one of the leading animal welfare organizations in Malaysia. It relies heavily on volunteers, donations, and partnerships to carry out its mission. Through sustained efforts, PAWS continues to impact animal welfare positively, contributing to a more compassionate society for both animals and humans (PAWS, n.d.).

2. When and why was PAWS founded?

PAWS was founded in 1987 in response to the growing number of stray and abandoned animals in Malaysia. At that time, there was limited infrastructure and public awareness regarding animal welfare, prompting a group of dedicated volunteers to establish an organization that could provide shelter and care for vulnerable animals. The NGO aimed to fill this gap by rescuing animals in distress and advocating for humane treatment (PAWS, n.d.).

Since its inception, PAWS has evolved from a small grassroots group to a formal organization with a dedicated shelter and veterinary care programs. Its founding reflects a broader social movement toward recognizing animals' rights and well-being as an important public concern. This history underscores PAWS’s long-term commitment to animal welfare in Malaysia (PAWS, n.d.).

3. How has PAWS evolved since its founding?

PAWS began as a volunteer-driven initiative focused mainly on rescuing stray animals and providing temporary shelter. Over the years, the organization expanded its capacity by building more comprehensive facilities, developing veterinary care services, and launching public education programs. These expansions have allowed PAWS to offer more holistic animal welfare services and improve community engagement (PAWS, n.d.).

A major milestone in PAWS’s journey was the challenge it faced in 2024 when it received an eviction notice from its long-standing shelter location in Ara Damansara. This critical event accelerated plans to develop a sustainable, eco-friendly multi-storey shelter that would increase capacity and environmental responsibility. It also galvanized community support and partnerships, marking a significant turning point in PAWS’s evolution (Cilisos, 2024).

4. What were the significant challenges PAWS faced during its growth?

Throughout its history, PAWS has faced multiple challenges including limited funding, insufficient shelter space, and the complex logistics of managing a large number of animals. Additionally, veterinary care costs and resource constraints have sometimes restricted their ability to provide comprehensive services. These challenges reflect the broader difficulties faced by animal welfare NGOs worldwide (PAWS, n.d.).

The unexpected eviction notice in 2024 was a pivotal challenge, threatening the displacement of over 600 animals. This situation pushed PAWS to innovate and expand its fundraising efforts, engage more actively with the public, and plan for a future-proof shelter. Overcoming this obstacle has strengthened PAWS’s resolve and capacity to serve the community more sustainably (Cilisos, 2024).

5. What is the core cause of PAWS?

The core cause of PAWS is to promote animal welfare by rescuing, sheltering, and rehabilitating stray and abused animals, as well as educating the public on responsible pet ownership. This comprehensive approach addresses both immediate animal needs and the root causes of neglect and abandonment (PAWS, n.d.).

In addition to direct animal care, PAWS focuses on preventive measures such as spay and neuter campaigns to control stray populations and reduce suffering. Their educational programs target various audiences, including schools and communities, to build a culture of empathy and responsibility towards animals (PAWS, n.d.).

6. Which Sustainable Development Goals (SDGs) does PAWS align with?

PAWS’s work primarily aligns with SDG 15 (Life on Land), which aims to protect, restore, and promote sustainable use of terrestrial ecosystems, including biodiversity conservation. By controlling stray animal populations and reducing human-wildlife conflict, PAWS contributes to protecting Malaysia’s natural environment (United Nations, 2023).

Moreover, PAWS supports SDG 3 (Good Health and Well-being) by improving public health through responsible pet ownership, reducing the spread of zoonotic diseases, and fostering healthier communities. Their programs promote well-being for both animals and humans, demonstrating the interconnectedness of their mission with global sustainability goals (PAWS, n.d.).

7. What is the mission of PAWS?

PAWS’s mission is to rescue, shelter, and rehabilitate animals in need, promoting humane treatment and responsible pet ownership. The organization is dedicated to fostering a society that values compassion, respect, and care for all animals, striving to eliminate cruelty and neglect (PAWS, n.d.).

The mission extends beyond animal care to include advocacy and education. PAWS aims to raise public awareness, encourage adoption, and implement spay/neuter programs to address animal overpopulation. This holistic mission guides all organizational activities and reflects a commitment to long-term systemic change (PAWS, n.d.).

8. What vision does PAWS hold for the future?

PAWS envisions a future where every animal is treated with dignity and compassion, living free from cruelty and neglect. The organization hopes to build a sustainable infrastructure, including eco-friendly shelters, to care for a larger population of animals and provide exemplary services (PAWS, n.d.).

Additionally, PAWS seeks to cultivate a compassionate society through continuous education and partnerships. They envision communities that understand the importance of animal welfare and actively participate in responsible pet ownership and conservation efforts (PAWS, n.d.).

9. What are PAWS’s main strengths?

PAWS’s strengths include its well-established presence in Malaysia, a dedicated volunteer base, and successful community engagement strategies. Its commitment to transparency and ongoing fundraising campaigns has fostered strong donor trust. The planned eco-friendly shelter represents a strategic strength for future capacity and sustainability (PAWS, n.d.; Cilisos, 2024).

Furthermore, PAWS’s partnerships with academic institutions and local NGOs enhance its resource pool and public outreach. Their effective use of social media and virtual campaigns has expanded their visibility and adoption rates, demonstrating adaptability and innovation (BusinessToday, 2024).

10.  What are some weaknesses faced by PAWS?

PAWS struggles with limited shelter space and resources to meet the growing demand for animal care. Its reliance on donations and volunteer labor can make operations vulnerable to fluctuations in funding and human resources. Additionally, the organization has limited expertise and facilities for wildlife rehabilitation, which restricts its scope in that area (PAWS, n.d.; Cilisos, 2024).

The 2024 eviction threat highlighted the vulnerability tied to land tenure, emphasizing the need for permanent shelter ownership. These weaknesses pose challenges to sustainability and scaling impact but also motivate strategic planning and fundraising efforts (Cilisos, 2024).

11. What opportunities exist for PAWS to grow and improve?

PAWS has significant opportunities to expand through growing public awareness about animal welfare, increased interest in pet adoption, and digital engagement via social media platforms. Collaborations with universities and corporate sponsors also provide avenues for financial support, volunteer recruitment, and innovative campaign development. The push to build a new eco-friendly shelter opens new doors for sustainability and capacity building (BusinessToday, 2024; PAWS, n.d.).

Additionally, evolving technology such as virtual adoption platforms and online fundraising tools allow PAWS to reach a wider audience beyond its physical location. These digital tools can enhance outreach, streamline operations, and attract younger generations passionate about animal rights, further securing PAWS’s future relevance and effectiveness (PAWS, n.d.).

12. What external threats does PAWS face?

PAWS confronts external threats including unpredictable funding landscapes, economic downturns that reduce donor contributions, and rising costs of veterinary care and animal supplies. Additionally, land tenure instability poses risks; the 2024 eviction notice demonstrated how loss of shelter space could disrupt operations and endanger animal welfare (Cilisos, 2024).

Competition for limited charitable donations and volunteer resources among NGOs also challenges PAWS’s sustainability. Moreover, changes in government policies or regulations regarding animal welfare could impact their advocacy work or shelter operations, necessitating adaptability and ongoing engagement with stakeholders (PAWS, n.d.).

13. How did PAWS adapt its adoption programs during the COVID-19 pandemic?

During the COVID-19 pandemic, PAWS pivoted to virtual adoption campaigns to maintain adoption rates amid movement restrictions. These campaigns utilized social media and video calls to introduce potential adopters to animals, reducing physical contact while keeping animals visible to the public. This innovative approach ensured continued placement of animals into loving homes despite the challenges (PAWS, n.d.).

The success of virtual adoptions not only sustained PAWS’s operations during the pandemic but also expanded its reach, attracting adopters from broader geographic areas. This adaptation highlighted PAWS’s flexibility and ability to leverage technology for animal welfare, setting a model for future campaigns (PAWS, n.d.).

14. What was the EmPOWER fundraising campaign, and what impact did it have?

The EmPOWER initiative, conducted in collaboration with Heriot-Watt University Malaysia, was a creative fundraising and awareness campaign run in early 2025. It combined student volunteer efforts, online fundraisers, and social media outreach to raise around RM 20,000 for PAWS. The campaign increased public engagement and bolstered volunteer recruitment among university students (BusinessToday, 2024).

This partnership exemplified the benefits of involving academic institutions in NGO campaigns, providing fresh perspectives and energizing community support. The funds raised contributed directly to shelter maintenance and animal care programs, reinforcing PAWS’s financial sustainability and outreach capacity (BusinessToday, 2024).

15. What is the intake process for animals at PAWS?

PAWS’s intake process begins with an initial assessment by trained staff to determine the animal’s health and needs. Animals are then medically screened, vaccinated, and quarantined if necessary to prevent disease spread. Following stabilization, they receive ongoing care while shelter staff assess their behavior to prepare them for adoption or rehabilitation (PAWS, n.d.).

This systematic intake process ensures the safety of all shelter animals and maximizes their chances for recovery and successful adoption. It also allows PAWS to prioritize resources effectively, providing appropriate medical and behavioral interventions based on individual animal needs (PAWS, n.d.).

16. What are some common reasons animals are brought to PAWS?

Animals typically come to PAWS due to abandonment, abuse, injury, or being found as strays. Other cases involve owners surrendering pets due to financial hardship or behavioral issues. PAWS also occasionally rescues animals from hoarding situations or neglect, responding to reports from concerned citizens or authorities (PAWS, n.d.).

Many animals require urgent medical treatment or rehabilitation due to trauma or disease. PAWS’s shelter acts as a critical safety net for these vulnerable animals, offering shelter and care while working to find permanent homes or, when appropriate, safe release for wildlife (PAWS, n.d.).

17. What training does PAWS provide to staff and volunteers?

PAWS offers orientation sessions covering animal handling, safety protocols, and organizational policies to ensure volunteers and staff work effectively and safely. Additional training includes veterinary care basics, behavioral assessment, and public engagement techniques. These programs are designed to build capacity and maintain high welfare standards (PAWS, n.d.).

Continuous support and refresher workshops help the team stay updated on best practices and new developments in animal welfare. This investment in training ensures that staff and volunteers can deliver compassionate care and foster positive adoption outcomes (PAWS, n.d.).

18. How does PAWS address mental health and emotional stress among its team?

PAWS acknowledges that animal welfare work can lead to compassion fatigue and emotional stress. The organization promotes open communication through regular team meetings and peer support to help staff and volunteers process their experiences. Debriefing sessions after challenging cases provide emotional relief and build resilience (PAWS, n.d.).

Additionally, PAWS encourages work-life balance and offers access to mental health resources or counseling if needed. Prioritizing emotional wellbeing helps maintain a motivated, healthy workforce capable of sustaining high-quality care for animals (PAWS, n.d.).

19. How does PAWS engage with local communities and schools?

PAWS conducts outreach programs in schools and communities to raise awareness about animal welfare and responsible pet ownership. Educational workshops, talks, and hands-on activities teach children and adults how to care for pets ethically and the importance of spaying/neutering (PAWS, n.d.).

These efforts build empathy and knowledge, fostering a culture of kindness toward animals. By involving local communities, PAWS also strengthens support networks that can assist with reporting cruelty and promoting adoption (PAWS, n.d.).

20. What partnerships has PAWS formed to strengthen its mission?

PAWS has partnered with universities, veterinary clinics, corporate sponsors, and government bodies to enhance its resources and outreach. Collaborations like the EmPOWER campaign with Heriot-Watt University exemplify how these partnerships increase fundraising capacity, volunteer engagement, and educational impact (BusinessToday, 2024; PAWS, n.d.).

Such alliances provide PAWS with expertise, financial support, and a wider platform for advocacy, enabling it to scale its operations and influence animal welfare policies more effectively (PAWS, n.d.).

21. How does PAWS approach animal adoption?

PAWS carefully matches animals with suitable adopters through a screening process that includes interviews, home visits, and education on pet care. This thorough approach ensures that animals go to loving, responsible homes, reducing the likelihood of return or neglect (PAWS, n.d.).

The organization also provides post-adoption support such as behavioral advice and follow-up communication to help adopters integrate their pets successfully. These practices increase adoption success and promote long-term animal welfare (PAWS, n.d.).

22. How does PAWS prevent animal overpopulation?

Spay and neuter programs are a cornerstone of PAWS’s strategy to control animal populations. By offering affordable or free sterilization services, PAWS reduces stray numbers and related suffering. They also educate communities on the importance of these procedures as part of responsible pet ownership (PAWS, n.d.).

Controlling overpopulation helps decrease shelter overcrowding and improves overall animal health. PAWS’s combined approach of surgery, education, and advocacy addresses root causes of abandonment and stray proliferation (PAWS, n.d.).

23. How does PAWS fund its operations and programs?

PAWS’s funding comes from public donations, corporate sponsorships, fundraising events, and grants. The organization also receives support through volunteer contributions and in-kind donations such as food and medical supplies (PAWS, n.d.).

To improve sustainability, PAWS is expanding digital fundraising efforts and diversifying income streams, including launching merchandise sales and membership programs. These efforts aim to reduce dependency on single funding sources and ensure long-term viability (PAWS, n.d.).

24.  How does PAWS ensure transparency and accountability?

PAWS maintains transparency by regularly publishing financial reports and updates on projects via its website and social media. Donors receive clear information on how funds are used, reinforcing trust and encouraging continued support (PAWS, n.d.).

The organization adheres to governance best practices, including board oversight and volunteer management policies, to ensure ethical and efficient operations. These measures foster accountability to stakeholders and the community (PAWS, n.d.).

25. How does PAWS contribute to environmental conservation?

PAWS promotes environmental conservation by controlling stray animal populations, which can negatively impact native wildlife and ecosystems. Their spay/neuter and education campaigns reduce stray numbers and human-wildlife conflicts (PAWS, n.d.).

Additionally, the planned eco-friendly shelter will utilize renewable energy and water conservation technologies to minimize its ecological footprint. This approach aligns animal welfare with environmental sustainability, exemplifying responsible NGO practices (PAWS, n.d.-a).

26. What challenges does PAWS face in wildlife rehabilitation?

While primarily focused on companion animals, PAWS occasionally rescues injured wildlife but lacks specialized facilities and permits for long-term wildlife rehabilitation. Coordinating with government wildlife agencies is necessary, which can delay treatment and complicate care (PAWS, n.d.).

These limitations highlight the need for stronger partnerships and resource allocation to address the complex requirements of wildlife rehabilitation within Malaysia’s regulatory framework (PAWS, n.d.).

27. What tools or technology does PAWS use to enhance animal care?

PAWS uses digital record-keeping systems to track animal medical histories, adoption status, and volunteer schedules, improving operational efficiency. Social media platforms are leveraged extensively for outreach, adoption promotions, and fundraising campaigns (PAWS, n.d.).

Innovations like virtual adoption events and online training for volunteers have expanded PAWS’s reach and engagement. These technologies have been particularly valuable during pandemic-related restrictions (PAWS, n.d.).

28. How does PAWS measure its impact and success?

PAWS tracks metrics such as the number of animals rescued, adopted, and sterilized annually. They also monitor community engagement levels, volunteer hours, and fundraising achievements. Feedback from adopters and partners informs continuous program improvement (PAWS, n.d.).

Regular impact reports and success stories shared publicly help demonstrate accountability and inspire greater support, reinforcing PAWS’s role as a leader in animal welfare (PAWS, n.d.).

29. How can individuals support PAWS beyond donations?

Individuals can support PAWS by volunteering their time at shelters, fostering animals, participating in awareness campaigns, and advocating for animal welfare legislation. Sharing PAWS’s messages on social media and organizing local fundraisers are other impactful ways to contribute (PAWS, n.d.).

Such engagement not only helps directly with animal care but also builds a stronger community of animal lovers and advocates, amplifying PAWS’s mission and sustainability (PAWS, n.d.).

30. What role do volunteers play at PAWS?

Volunteers are crucial to PAWS, assisting with animal feeding, cleaning, socialization, and administrative tasks. They also help run adoption events and educational programs, extending PAWS’s reach. Well-trained volunteers increase operational capacity and enhance animal welfare outcomes (PAWS, n.d.).

By fostering a sense of ownership and community involvement, PAWS’s volunteer program supports both animals and people, building lasting bonds that drive the NGO’s success (PAWS, n.d.).

31. What recent challenges has PAWS faced, and how have they overcome them?

Recent challenges include the eviction threat in 2024, funding fluctuations, and pandemic-related disruptions. PAWS responded by accelerating fundraising for a new shelter, embracing digital engagement strategies, and adapting adoption programs to virtual formats (Cilisos, 2024; PAWS, n.d.).

Community support and partnerships were pivotal in overcoming these obstacles, demonstrating PAWS’s resilience and capacity to innovate under pressure (PAWS, n.d.).

32. How has PAWS adapted its programs to meet evolving community needs?

PAWS has expanded educational outreach, embraced online platforms for adoption and fundraising, and diversified volunteer roles to respond to changing social contexts. These adaptations ensure that PAWS remains relevant and effective in serving both animals and people (PAWS, n.d.).

The organization continuously assesses community feedback to tailor programs, demonstrating a flexible, community-centered approach to animal welfare (PAWS, n.d.).

33. What awards or recognitions has PAWS received?

PAWS has been recognized as a Top-Rated Nonprofit by GreatNonprofits multiple times and received a Certificate of Merit at the World CSR Day Congress in 2020. They have also earned awards for transparency and communication, reflecting their credibility and impact (PAWS, n.d.-a).

These accolades affirm PAWS’s leadership in animal welfare and commitment to transparency and community engagement (PAWS, n.d.).

34. What impact has PAWS had on local wildlife populations?

By controlling stray animal populations through sterilization and reducing human-wildlife conflict, PAWS indirectly supports the preservation of local wildlife habitats. Though their wildlife rehabilitation capacity is limited, PAWS’s preventive measures contribute positively to ecological balance (PAWS, n.d.).

Their educational programs also raise awareness about coexistence and conservation, enhancing community stewardship of wildlife (PAWS, n.d.).

35. What is the long-term vision of PAWS for the next decade?

PAWS envisions a Malaysia where animals are universally respected and cared for, supported by informed communities and robust legal protections. Their planned eco-friendly multi-storey shelter aims to set new standards in animal welfare infrastructure, increasing capacity and sustainability (PAWS, n.d.).

They also aim to deepen advocacy, expand education, and build stronger partnerships to ensure systemic improvements in animal welfare nationwide (PAWS, n.d.).

36. What future plans does PAWS have to expand its impact?

Future plans include completing the eco-friendly shelter project, securing permanent land ownership, and broadening spay/neuter and adoption programs. PAWS also seeks to strengthen collaborations with educational institutions and government agencies to enhance community outreach and policy influence (PAWS, n.d.; BusinessToday, 2024).

Investing in technology and volunteer training will further improve operational efficiency and animal care quality (PAWS, n.d.).

37. What ethical principles guide PAWS’s work?

PAWS operates under the principles of compassion, respect, and responsibility toward animals. They prioritize minimizing suffering, promoting adoption over euthanasia, and advocating for humane treatment in all contexts. Transparency and accountability guide their engagement with donors and the public (PAWS, n.d.).

Their holistic philosophy includes considering animals as sentient beings deserving dignity, reflected in their rescue, care, and advocacy efforts (PAWS, n.d.).

38. How does PAWS address animal rights in its advocacy?

PAWS actively supports legislation and policies that protect animals from cruelty, neglect, and exploitation. They engage in public education to shift societal attitudes toward recognizing animal sentience and rights. This advocacy complements their hands-on care programs, aiming for systemic change (PAWS, n.d.).

Their campaigns promote awareness of animal welfare laws and encourage responsible pet ownership to prevent abuse and abandonment (PAWS, n.d.).

39. What personal impact has researching PAWS had on you?

Researching PAWS has deepened my understanding of the complexities involved in animal welfare and the vital role NGOs play in addressing these challenges. I am inspired by their resilience, adaptability, and community-driven approach, which demonstrate how compassion combined with strategic planning can create lasting change.

This process has motivated me to consider how I might contribute through volunteering, advocacy, or raising awareness, realizing that effective animal welfare requires collective action and persistent effort (PAWS, n.d.).

40. How does PAWS inspire hope for animal welfare in Malaysia?

PAWS’s long-standing commitment, innovative campaigns, and transparent operations inspire confidence in the future of animal welfare in Malaysia. Their vision for an eco-friendly shelter and expanded programs symbolizes hope for a more compassionate society where animals are respected and protected.

The NGO’s collaborative spirit and ability to overcome challenges illustrate the power of community in driving positive social change, offering a hopeful model for other welfare causes (PAWS, n.d.).

Individual Reflection

Reflecting on the efforts of PAWS, I am deeply impressed by the organization’s comprehensive approach to animal welfare, which balances immediate rescue and care with long-term sustainability and community education. Their commitment to building Malaysia’s first eco-friendly shelter shows visionary thinking that not only addresses the needs of animals but also respects environmental concerns. I admire how PAWS actively involves the community through partnerships with universities, volunteer programs, and school outreach to foster empathy and responsible pet ownership from a young age. This holistic strategy highlights the importance of addressing both the symptoms and root causes of animal welfare issues, which is essential for meaningful change.

At the same time, PAWS’s challenges, such as limited resources, eviction risks, and the complexities of wildlife rehabilitation, remind me how demanding and multifaceted animal welfare work is. It reinforces the need for greater public awareness, consistent funding, and stronger legislative support to sustain such vital NGOs. Personally, learning about PAWS inspires me to consider how I can contribute beyond donations through volunteering, advocacy, or education to support causes that protect vulnerable animals. Overall, PAWS embodies how passion, strategic planning, and community involvement can combine to create lasting positive impact.

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