Adoption Advocates
Adoption Advocate Role Description
Petfinder Profiles
Petfinder Login
Email: help@communitycatproject.org
Password: CLEcats2025!
Adding a New Cat
Verify the cat does not already have a Petfinder profile. If it is in the adoptable cats spreadsheet but NOT on Petfinder, then you can add a new profile for the cat.
On the bottom right of the Listings page, click Add a Pet > Cat (do not use “Add from template” – they no longer work correctly).

Completing Petfinder Profiles
Fillable Fields
Use the Use our Adoptable Cats spreadsheet to fill in the following fields.
Fill out every field, especially color. This is how people search and filter for cats they may be interested in.
| Primary Breed |
|
Coat Length *corresponds to Primary Breed |
|
| Color | Take from spreadsheet and enter multiple different color types if more than one works |
| Secondary Breed | **always leave blank |
| Mixed Breed | No |
Age *find in spreadsheet, when in doubt select adult |
|
| Sex | Find in spreadsheet |
| Expected Weight | Almost always medium; will note larger or tiny cats in spreadsheet |
| Birthday (Optional) | Can skip unless you know it |
| Health & Behavior | **FILL OUT EXACTLY LIKE THIS**
|
Adoption Fee find in spreadsheet |
|
Description of Pet
Add a short biography at the top following the guidelines for Crafting Content, then paste the below template into the text field exactly. Do not duplicate other Petfinder profiles.
Updating Statuses in Petfinder
Only update an existing cat’s status if you are certain they have been adopted (they will no longer be on the spreadsheet).

Who Are Our Adopters?
36 years old on average
Find us on Instagram
Qualities they’re looking for in a cat: Affectionate, Playful, Good with other cats, No health issues
- If cats are affectionate, playful, good with other cats – these are all qualities that we should shout from the rooftops and choose photos that highlight it
Crafting Content
Craft compelling written content (biographies, social media posts)
Highlight unique qualities
Use ChatGPT sparingly if at all, I am so pissed that ChatGPT can recycle my brilliant bios for UNCREATIVE RESCUE PEOPLE
Use positive language only
Do not ever include negative behaviors or words (e.g,. skittish)
Adoption Counselors fully inform adopters of “negative” traits or behaviors; foster cat promotion ≠ adoption counseling
Goal is to not limit the number of adopters who apply
- Many people apply for a specific cat then end up adopting another that they wouldn’t have considered originally
Don’t dwell on past hardships or past life experiences in the Petfinder bio
There are exceptions to this for certain cats if it is part of their campaign
Most adopters from Petfinder do not want extensive information about cats’ prior outdoor lives (not the case for adopters from social media)
Focus on present traits and behaviors
Include a call to action (avoid using links in Instagram posts, redirect to story or linktree)
“Submit our short Adoption Survey to meet them!”
“Visit the link in @CLEcatproject’s bio to fill out the adoption survey!”
Avoid adoption counseling in promotional content for cats!
Adoption Advocates ≠ Adoption Counselors
Do not share “negative” internal notes, these are for Adoption Counselors
Do not share adoption policies under any circumstances, but especially incorrect ones (e.g., “must go to a home with another cat or kitten” is not a policy we have and puts up barriers to adoption; even if we likely will prioritize sending that cat to a home with another kitten, the person who applies for them might adopt another cat!)
Promotional content for special needs medical cats must be approved before posting to ensure it is accurate and up-to-date
Do not overpromise
- “No known health issues” or “no health issues we are aware of” ≠ “healthy”
Do not answer questions that you don’t know the answer to
- Redirect to Adoption Survey and reinforce to them that an Adoption Counselor will contact them to answer any questions they have
Additional Resources
Maddie’s Fund Marketing Guide
Maddie’s Fund Adoption Marketing is Not Adoption Counseling
Maddie’s Fund Focus on the present, not the past, to get pets adopted
HeARTs Speak Adoption Marketing Resources
HeARTs Speak Writing Pet Bios using Positive Marketing