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The EQUUS Foundation kicks off “carrots4acause” with unique gourmet horse treats by Emily’s Horse Treats ready for Holiday Gift Giving

Written by: Lynn Coakley
Client: Equus Foundation, Inc.
Release Date: 2009-12-03

WESTPORT, CT – December 4, 2009 – As we enter the holiday season, The EQUUS Foundation is kicking off “carrots4acause”, a campaign aimed at bringing together interested individuals, especially young people, and organizations with equestrian and horse-related charities across the United States.

Artist Jocelyn Sandor, www.fursure.com, created delightful art to depict the cause, and Emily’s Horse Treats, www.emilystreats.com, has designed unique gourmet horse treats for use in fundraising and volunteer recruitment.

“We hope that horse lovers everywhere will buy a bag of these wonderful treats for a $10 donation on our website at www.equusfoundation.org,” said Lynn Coakley, Foundation President.

The concept for the campaign was born from focus groups with juniors equestrians competing in Wellington, Florida and Fairfield County, Connecticut followed by a pilot program at the Connecticut Hunter Jumper Finals in August in Westport, Connecticut where junior riders helped raise funds selling horse treats. This was followed up with a second awareness building effort at the 2009 National Horse Show and Syracuse International Sporthorse Tournament.

The EQUUS Foundation is a 501c3 charity that was founded to educate the public about the value of horses in our everyday lives as well as the competitive arena. Over $1.3 million in grants have been awarded to charities that use the horse to benefit the public, promote horse welfare and elevate the equestrian sport since our first awards in 2003.

“The charities undergo an extensive application and review process to receive a grant. We offer the recipients financial support as well as guidance and insight on their management and fiscal practices. While we are proud of our accomplishments, we are only able to support less than half of the applicants in need, and there are hundreds worthwhile charities across the United States that are eligible to apply”, said Jenny Belknap Kees, Board Chairman of the Foundation.

“We know that many of these equestrian and horse-related charities are experiencing the same decline in financial support that is affecting nonprofits across the nation. To offset the financial decline, many of these organizations are seeking volunteers to avoid reductions in programs and services.”

The core of the carrots4acause campaign will be an online database on the EQUUS website where individuals can access information about horse-focused, equestrian-related service provider organizations and how to become involved through volunteer opportunities.

Interviews, focus groups, and surveying are being conducted to gather the information needed to shape the online database’s architecture and design and to define the particular needs, priorities, and motivations necessary for the development of communication products. The information gathered during this assessment will establish the inspirational themes and messages to build enthusiasm and involvement with equestrian and horse-focused service provider organizations.

A 2005 American Horse Council study on the national economic impact of the U.S. horse industry noted that 4.6 million Americans are directly involved in the industry as horse owners, service providers, employees and volunteers. The report firmly established that a supply of interested individuals exists. Millions more derive benefit therapeutically or recreationally as spectators at equestrian events.

In addition, the Edward M. Kennedy Serve America Act, the popularity of social networking applications, such as Facebook’s Causes, and the rise of Web sites like “VolunteerMatch” have signaled an historic shift in our society towards volunteerism.

The objective is to attract these individuals to the EQUUS website and to these organizations, with the long-term impact being a sustainable environment for horses, a more compassionate, educated America that values the role the horse plays in modern society and skilled, knowledgeable individuals making a meaningful contribution to horse-focused, equestrian-related service provider organizations.

For additional information on The EQUUS Foundation, Inc., visit the EQUUS website at www.equusfoundation.org or contact The EQUUS Foundation, Inc., 168 Long Lots Road, Westport, CT 06880, telephone (203) 259-1550, email to equus@equusfoundation.org.

About The EQUUS Foundation, Inc.
The EQUUS Foundation, Inc., established in August 2002, as a 501(c)(3) national charitable foundation, seeks to raise public awareness of the value of the horse in society through education and the awarding of grants to charities that use the horse to benefit the public, promote the health and welfare of horses, and elevate the equestrian sport as a whole.

The Foundation is governed by a Board of Directors, which is responsible for the selection of the grant recipients. The Board includes: Jenny Belknap Kees, Chairman, Catherine Herman, Vice Chairman, David T. Goodwin, Secretary/Treasurer, Lynn Coakley, President, David Distler, Gray Fadden, Richard Mitchell DVM, Clea Newman Soderlund, and Visse Wedell.

Thanks to the generosity of its donors, The EQUUS Foundation helps thousands of people and horses each year. Over $1.3 million in grants have been awarded since the first awards in 2003. Donations are tax-deductible to the full extent of the law. Contact The EQUUS Foundation, Inc., at 168 Long Lots Road, Westport, CT 06880, Tele: (203) 259-1550, E-Mail: equus@equusfoundation.org, website: www.equusfoundation.org.

PHOTO: carrots4acause. Artwork designed by Jocelyn Sandor, www.fursure.com with horse treats made by Emily’s Horse Treats, www.emilystreats.com. Photo courtesy of The EQUUS Foundation, Inc.