Humane Society of Tampa Bay (HSTB)

Client: Humane Society of Tampa Bay (HSTB)
Industry: Nonprofit 

The Humane Society of Tampa Bay (HSTB) is a 501(c)(3) nonprofit organization that provides shelter for homeless and at-risk animals, adoptions, hospital care, and Trap-Neuter-Vaccinate-Return (TNVR) services for the general public. They operate independently from the Humane Society of the United States.


After successfully constructing a new facility and hospital in the fall of 2020, HSTB required enhanced strategic planning to identify future objectives and tactics while establishing new key performance indicators (KPIs). The global pandemic affected fundraising levels and traditional philanthropic continuity over the past few years. Rising inflation and continued workforce shortages of veterinarians/technicians reduced service levels and hours of operation. At the same time, animal intakes increased, creating a struggling stint for this nonprofit. Lastly, brand confusion with other agencies and organizations with similar visions/missions has added to the mix, requiring more clarity on public sentiment and the true understanding of HSTB’s mission.


HCP Associates was engaged in assessing the previous strategic plan, reviewing internal data analytics, interviewing board members and executive leadership, and conducting strategic workshop planning sessions. Once the initial process was completed, HCP Associates presented the findings and delivered a new strategic plan and a full report with identified KPIs and executable action items to be strategically implemented over the next five years.

The Humane Society of Tampa Bay serves as the primary homeless shelter for at-risk animals in the region. Part of the strategic planning process included several discovery and exploratory steps to learn more about the organization itself, whom it serves, and with whom it partners within the community.

HCP Associates met with leadership and discussed several aspects of the preceding strategic plan. A review of current trends in the different service lines was conducted to understand contemporary trends in the organization. HCP considered future aspirations, objectives, and goals, which were “tested” in various ways through discussions with board members, executive leadership, staff, customers, and volunteers. HCP collected insights from all groups and data from the organization about the intake and adoption process, hospital and TNVR services, special events, fundraising, and membership services. Finally, we looked at peer group organizations to glean insights on best practices and ways to enhance multi-agency relations to serve the animals and the adoption audience better.

We learned that the organization serves families with pets in a much larger area than just Hillsborough County and the City of Tampa. This is partly why the new structures (shelter and hospital) are already near maximum capacity. HSTB has become the most reliable resource in the region to care for and find homes for pets in need.

HCP found that the organization holds a high level of legitimacy and appeal in the community. The executive leadership continues to engage to keep the profile in good standing. The organization continues to create new educational programming in the interest of caring for and finding loving homes for pets being sheltered.

The primary focus areas for the future will include further expansion of the hospital facility, continued board and community engagement, workplace and workforce development, expansion into new markets, continued fundraising efforts, and new targeted campaigns to create education and awareness for adoptions.