EXERCISE 1: MARKET RESEARCH (AIMIE ATMA BINTI BASIRIN_0139018)

 

A.                  Introduction Of NGO

 

1. Who is PAWS Malaysia?

PAWS (PAWS Animal Welfare Society) is a Malaysian non-profit and non-governmental organization dedicated to the care and welfare of stray and abandoned animals (PAWS Animal Welfare Society, n.d.-c). Established in 1987, PAWS operates a shelter in Petaling Jaya, Selangor, where it provides refuge for hundreds of cats and dogs rescued from the streets or surrendered by their owners (PAWS Animal Welfare Society, n.d.-a). It is officially registered under the Registry of Societies Malaysia and relies entirely on public donations to sustain its operation (PAWS Animal Welfare Society, n.d.-a). Over the decades, PAWS has become one of the most recognized animal welfare organizations in Malaysia, advocating for responsible pet ownership, animal rights, and humane population control practices such as neutering and adoption.

 

2. What does PAWS do?

PAWS focuses on rescuing, sheltering, rehabilitating, and rehoming stray and unwanted animals (PAWS Animal Welfare Society, n.d.-c). Their core services include providing medical treatment, vaccinations, neutering, and a safe environment for animals in need. In addition to caring for the animals physically, PAWS conducts educational outreach to raise awareness about animal welfare issues in Malaysia. They encourage responsible pet ownership through public campaigns and actively promote pet adoption as an alternative to buying animals from breeders or pet shops (PAWS Animal Welfare Society, n.d.-a). By preventing animal cruelty and reducing stray populations, PAWS contributes to creating a more compassionate society and a healthier ecosystem for both humans and animals.

 

3. Where is PAWS located?

PAWS is located along the Subang Airport Road in Ara Damansara, Petaling Jaya, Selangor. Its central location enables accessibility for urban communities in the Klang Valley. The shelter houses over 250 dogs and 250 cats on average, providing them with daily care, medical attention, and a chance for adoption (PAWS Animal Welfare Society, n.d.-c). PAWS also facilitates public visits to encourage interaction between people and shelter animals, thereby increasing the likelihood of successful adoptions.

 

4. Who runs the organization?

PAWS Animal Welfare Society (n.d.-a), states that PAWS is managed by a volunteer committee and a small team of staff, including animal caretakers and administrative workers. The PAWS team is made up of four administrative staff members, several part-time veterinarians, one veterinary assistant, seven kennel staff, and a driver (PAWS Animal Welfare Society, n.d.-a). The organization is registered under the Registry of Societies Malaysia and governed by NGO compliance laws (PAWS Animal Welfare Society, n.d.-a).

 

 5. How does PAWS sustain its operations?

PAWS operates entirely on public donations, volunteer support, and fundraising campaigns. They receive no government funding and rely on sponsorships, adoption fees, merchandise sales, and community support (PAWS Animal Welfare Society, n.d.-a).

 

6. What makes PAWS different from other animal welfare NGOs in Malaysia?

PAWS distinguishes itself from other animal welfare NGOs in Malaysia through its long-standing presence, no-kill policy in practice, and reliance solely on public support without government funding. According to an article in Free Malaysia Today, PAWS faces criticism regarding euthanasia, but in reality, euthanasia is carried out only on medical or humane grounds, not due to overcrowding or time limits (Letter to the Editor, 2021).

 

7. What are PAWS’ main sources of income?

According to PAWS Animal Welfare Society (n.d.-c), the shelter’s operations and expenses are fully supported through public donations and funds raised from charity events. Additionally, PAWS generates support through initiatives like the Sponsor-a-Pet Programme, where individuals can contribute monthly to the care of specific animals (PAWS Animal Welfare Society, n.d.-b).

 

 

B.                  Evolution Journey

 

8. When was PAWS established?

PAWS was established in 1987, and since then has been operating as a non-profit animal shelter in Petaling Jaya (PetsMalaysia, 2010). It was established in response to the growing number of stray animals in urban areas and the lack of proper facilities to house or care for them by a small group of local and expatriate volunteers (Paws Animal Welfare Society, n.d.-d). The shelter was initially set up on land owned by Sime Plantations and operated with minimal resources and volunteers (Jun, 2018). Since then, the organization has undergone significant growth and development.

 

9. What challenges has PAWS faced over time?

PAWS has struggled with escalating expenses such as dogs and cats food as well as veterinary fees climbed, making it increasingly difficult to sustain their care for hundreds of animals (Lee, 2024a). The organization has also faced limited shelter capacity over the years (Free Malaysia Today, 2021).

 

10. How has PAWS evolved?

From a small shelter, PAWS has grown into a well-recognized NGO with media attention, active social media presence, partnerships with local businesses, and regular adoption drives. Since 1987, PAWS has grown into a more structured shelter supported by staff, part-time vets, and volunteers (PAWS Animal Welfare Society, n.d.-a). They have modernized their operations and outreach methods.

 

11. What partnerships has PAWS formed recently?

PAWS Malaysia has recently strengthened its outreach and funding through collaborations with academic institutions and student initiatives. In 2024 and 2025, PAWS collaborated with Heriot-Watt University Malaysia and student groups like Pawpies to raise funds and awareness (Heriot-Watt University Malaysia 2024, n.d.).

 

12. What milestones or key achievements has PAWS accomplished in recent years?

In recent years, PAWS Malaysia has marked several key achievements that highlight its growth and commitment to animal welfare. The shelter currently houses over 250 dogs and 250 cats, all of which are vaccinated, neutered, and cared for until adoption (PAWS Malaysia, n.d.-c). PAWS has also strengthened community engagement through corporate partnerships, such as with Tropicana Foundation, where volunteers helped care for over 400 animals (The Star, 2022).

 

13. How has the number of animals rescued or rehomed by PAWS changed over the years?

Currently, PAWS houses around 500 animals, approximately 250 dogs and 250 cats, with most receiving medical care and eventually being put up for adoption (PAWS Malaysia, n.d.-c). Over its lifetime, since its founding in 1987, PAWS describes itself as an “open‑admission organisation,” taking in hundreds of animals waiting for a forever home (Surrender/Adoption – PAWS Malaysia, n.d.)

 

 

C.                  Core Cause and SDG

 

14. Why was PAWS formed?

PAWS was established to provide a safe haven for abandoned animals and to address the rising number of stray animals in urban areas. Its founders recognized a lack of structured shelters and the need to promote animal welfare awareness in Malaysia (PAWS Animal Welfare Society, n.d.-c).

 

15. What Sustainable Development Goals (SDGs) does PAWS align with?

PAWS supports SDG 15 (Life on Land) by protecting animal welfare and reducing stray populations through rescue, shelter, and rehoming initiatives. It also aligns with SDG 3 (Good Health and Well-being) by promoting public health through responsible pet ownership, vaccination, and reducing zoonotic diseases (United Nations, n.d.).

 

16. Who benefits from PAWS’ work?

Abandoned and stray animals benefit directly from PAWS’ shelter, medical treatment, and adoption services. Indirectly, the local community also benefits through reduced stray animal populations, which enhances public safety and hygiene. Additionally, PAWS’ educational and awareness campaigns help foster a more compassionate and responsible attitude toward animals among the public (Lee, 2024a).

 

 

D.                  Mission and Vision

 

17. What is PAWS’ mission?

PAWS’ mission is to reduce animal suffering through responsible pet ownership, adoption, neutering, and public education. They follow the internationally recognised Five Freedoms to guide their animal welfare efforts. The organisation’s vision includes a society where everyone plays a role in promoting adoption, education, neutering, and volunteerism (Paws Animal Welfare Society (PAWS), 2023).

 

18. What is PAWS’ vision?

The organisation’s vision is to build a society where everyone plays a role in promoting animal welfare by encouraging adoption, education, neutering, and volunteerism (Paws Animal Welfare Society (PAWS), 2023).

 

 

 

 

E.                  SWOT Analysis

 

19. What is a SWOT analysis of PAWS?

• Strengths:

o   Established reputation

PAWS has been operating since 1987, making it one of Malaysia’s oldest animal shelters, its long-standing presence contributes to public trust and recognition.

o   Dedicated Volunteer Base

PAWS relies heavily on volunteers, which reduces operating costs and increases community involvement (PAWS Animal Welfare Society, n.d.-a).

o   Diverse Funding Chanels

PAWS sustains its operations through public donations, sponsorships like the Sponsor-a-Pet Programme, fundraising events, and corporate partnerships (PAWS Animal Welfare Society, n.d.-b).

 

• Weaknesses:

o   Limited Space and Resources

As a non-profit, PAWS often faces space constraints and limited funds to expand facilities or adopt more animals (Lee, 2024a).

o   Dependence on Donations

The organization receives no government funding and is highly dependent on public generosity and external sponsorships, which may fluctuate (PAWS Animal Welfare Society, n.d.-a).

o   Outdated Facilities

According to public reviews and older reports, some of PAWS’ facilities may lack modern infrastructure, affecting animal comfort and shelter operations (Letter to the Editor, 2021)

 

• Opportunities:

o   Growing Public Awareness of Animal Welfare

With rising interest in ethical treatment of animals in Malaysia, PAWS can expand its advocacy efforts (Shalini Jay @ FMT Lifestyle, 2022)

o   Digital Fundraising Platforms

Platforms like SimplyGiving and social media allow PAWS to reach broader audiences and secure more donations (Heriot-Watt University Malaysia 2024, n.d.).

o   Strategic Collaborations

PAWS can enhance its impact through more partnerships with schools, brands, and influencers to promote adoption and responsible pet ownership (Lee, 2024a).

                                                                                                    

• Threats:

o   Public Misconceptions

PAWS has faced criticism and misunderstanding online, most notably accusations of being a “kill shelter” which has the potential to affect its reputation. In a 2021 opinion piece, the author highlighted concerns that PAWS practices euthanasia due to overcrowding. This fuelled public uncertainty about whether the shelter resorts to killing animals simply for space, rather than only in extreme cases such as terminal illness or aggressive behaviour (Letter to the Editor, 2021).

o   Competition for Donations

Many NGOs are competing for limited public and corporate funding, make it challenging for PAWS to stand out (Lee, 2024a).

 

 

F.        Latest Creative Campaign

 

20. What are some recent campaigns (past 2 years)?

1.     CNVR (Catch–Neuter–Vaccinate–Return) Initiative

·       Launched in mid‑2024, PAWS teamed up with local councils for a sterilization and vaccination program targeting stray dogs and cats in about 150 animals per month (Chankahyein, 2024).

 

 

2.     Campaigns via social media for responsible pet ownership

·       Heriot-Watt University Malaysia students partnered with PAWS for awareness outreach, using Instagram (PAWS Malaysia, n.d.-e), and Facebook (PAWS Malaysia, n.d.-f), to promote responsible pet ownership and fundraising including virtual runs, bazaars between January and May 2024 (Lee, 2024b).

 

3.     PAWS “Sponsor-a-Pet” Programme

·       A structured sponsorship scheme featured prominently on the PAWS website, allowing donors to sponsor animals in exchange for social media recognition, updates, and emotional connection (PAWS Animal Welfare Society, n.d.).

 

 

4.     Corporate collaboration: Foodpanda and Mars Petcare “Buy Now, Help Them”

·       In August 2023, Foodpanda Malaysia and MARS Petcare ran a campaign where customers purchasing RM 30+ of pet food resulted in donations of meals to PAWS. They also conducted a volunteer day walking and bathing shelter animals (Devikaishoney, 2023).

 

21. How does PAWS engage with the public to encourage long-term support?

PAWS engages the public through multiple channels to build lasting support for its mission. These include active use of social media platforms to share animal rescue stories, promote adoption drives, and highlight urgent needs at the shelter (PAWS Animal Welfare Society, n.d.-a). PAWS also collaborate with schools and universities to organize educational visits, workshops, and volunteer programs (Lee, 2024b).

 

22. How does PAWS raise awareness?

PAWS actively promotes animal welfare and adoption through a variety of outreach strategies. Firstly, it uses its social media platforms and official website to promote adoptable animals, share educational posts on responsible pet ownership, and update the public on its shelter activities (Paws Animal Welfare Society, n.d.-a). The organisation conducts educational outreach in the form of school talks, volunteer programs, and online webinars to promote compassion toward animals, especially among youth (Paws Animal Welfare Society, n.d.-a).

 

23. How can the public get involved with PAWS?

·       Volunteering

PAWS welcome volunteers to help with daily tasks such as cleaning, feeding animals, and basic shelter maintenance. Individuals or groups can sign up through their official website or contact the shelter directly to schedule visits (Paws Animal Welfare Society, n.d.-a).

·       Donations

As a non-profit organization, PAWS relies entirely on public donations (Paws Animal Welfare Society, n.d.-d). Supporters can contribute through one-time donations, monthly giving, or by sponsoring a specific animal via the Sponsor-a-Pet Programme (SAPP) (Paws Animal Welfare Society, n.d.-b).

·       Adopting Animals

One of the most impactful ways to help is by adopting a cat or dog from the shelter. PAWS regularly posts adoptable animals on its website and social media pages (Paws Animal Welfare Society, n.d.-a).

·       Fundraising and Sponsorship

Members of the public can organize personal fundraising campaigns or collaborate with PAWS through corporate social responsibility (CSR) programs. Platforms like SimplyGiving make it easy to raise funds online (Heriot-Watt University Malaysia Empower 2024, n.d.-)

 

 24. Why should PAWS be supported?

PAWS deserves public support because it plays a vital role in promoting animal welfare and reducing the number of stray animals in the country. As one of the longest-running animal shelters in Malaysia, PAWS provides shelter, medical care, and rehabilitation to abandoned and unwanted cats and dogs, many of whom would otherwise face euthanasia or starvation (PAWS Malaysia, n.d.-a)

Additionally, PAWS runs educational outreach, adoption programs, and digital campaigns to raise awareness and encourage responsible pet ownership (Lee, 2024a). By supporting PAWS, the public is helping to build a more compassionate society while addressing the ethical and environmental concerns related to stray animal overpopulation.

 

Individual Reflection

Conducting market research on PAWS Malaysia has been an eye-opening and enriching experience. Through this process, I gained a deeper understanding of the critical role that non-governmental organizations play in addressing societal issues particularly in the area of animal welfare. This highlighted the importance of community engagement and transparency in sustaining non-profit efforts. Exploring the organization's evolution, mission, and recent campaigns allowed me to appreciate the challenges NGOs face, such as limited resources, negative public perception, and operational constraints. More importantly, this research emphasize that real social change often begins with grassroots initiatives driven by passion and empathy. Overall, the experience has strengthened awareness of animal rights issues and has inspired greater support for organizations like PAWS that work selflessly to improve lives, both animal and human.

 

 

 

 

REFERENCES 

BusinessToday. (2024, June 21). Rising cost affecting pet lovers - BusinessToday.                                     https://www.businesstoday.com.my/2024/06/21/rising-cost-affecting-pet-lovers/

 

Chankahyein. (2024, June 28). PAWS’ CNVR initiative with local councils. AnimalCare.                            https://animalcare.my/2024/06/27/paws-cnvr-initiative-with-local-councils/

 

Devikaishoney. (2023b, September 26). ‘Buy Now, Help Them’: foodpanda Malaysia’s                               Heartwarming Collaboration with MARS Petcare at PAWS Animal Welfare Society.                        Foodpanda MY Magazine. https://magazine.foodpanda.my/buy-now                                               helpthemfoodpanda-malaysias-heartwarming-collaboration-with-mars-petcare-at                           paws-animal-welfare-society/

 

Free Malaysia Today. (2021, April 14). Is PAWS a kill shelter?                                                                   https://www.freemalaysiatoday.com/category/opinion/2021/04/14/is-paws-a-killshelter

 

Heriot-Watt University Malaysia Empower 2024. (n.d.). SimplyGiving.com.                                               https://legacy.simplygiving.com/event/hw-empower-2024

 

Jun, S. W. (2018, March 31). At last, new home for PAWS animal shelter. Free Malaysia   Today |             FMT. https://www.freemalaysiatoday.com/category/nation/2018/03/31/at-last            new-            home-for-paws-animal-shelter

 

Lee, J. P. (2024a, June 21). Rising cost affecting pet lovers. Business Today Malaysia.                                 https://www.businesstoday.com.my/2024/06/21/rising-cost-affecting-pet-lovers/

 

Lee, J. P. (2024b, June 21). Rising costs affecting pet owners, animal shelters. The Malaysian                     Insight.                                                                                                                                                https://www.themalaysianinsight.com/s/484531#:~:text=The%20escalating%20cost                     20of%20living,costs%20have%20increased%20by%2020%25.

 

Letter to the Editor. (2021, April 14). Is PAWS a kill shelter? Free Malaysia Today | FMT.                        https://www.freemalaysiatoday.com/category/opinion/2021/04/14/is-paws-a-kill                           shelter

 

Paws Animal Welfare Society (PAWS). (2023, July 14). Koha. https://koha.digital/portfolio                      items/paws-animal-welfare-society-paws/

 

PAWS Malaysia – PAWS Animal Welfare Society. (n.d.-a). https://www.paws.org.my/

 

PAWS Animal Welfare Society. (n.d.-b). Sponsor-a-Pet.                                                                            https://www.paws.org.my/sponsor/#:~:text=PAWS'%20%E2%80%9CSponsor%2Da%                 D,actively%20participate%20in%20saving%20animals

 

PAWS Animal Welfare Society. (n.d.-c). What is PAWS? https://www.paws.org.my/what-is                        paws/

 

Paws Animal Welfare Society. (n.d.-d). SimplyGiving.com.                                                                          https://legacy.simplygiving.com/nonprofit/PAWS

 

PAWS Malaysia. (n.d.-e). Posts [Instagram profile]. Instagram.                                                                   https://www.instagram.com/pawspj/?hl=en

 

PAWS Malaysia. (n.d.-f). PAWS Animal Welfare Society [Facebook page]. Facebook.                                https://www.facebook.com/PawsPJ/

 

PetsMalaysia. (2010, September 8). An interview with PAWS Malaysia [Video]. YouTube.                        https://www.youtube.com/watch?v=-HoVhUx2_XM  

 

Reporters, F. (2024, July 4). PAWS seeks your help as it em-barks on CNVR initiative. Free                      Malaysia Today | FMT.                                                                                                                        https://www.freemalaysiatoday.com/category/leisure/2024/07/04/paws-seeks-your                        help-as-it-em-barks-on-cnvr-initiative

 

Shalini Jay @ FMT Lifestyle. (2022b, October 13). Find your forever furkid this Sunday at the                   ‘Pick a Paw’ adoption drive. Free Malaysia Today | FMT.                                                                 https://www.freemalaysiatoday.com/category/top-lifestyle/2022/10/14/find-your                             forever-furkid-this-sunday-at-the-pick-a-paw-adoption-drive

 

Surrender/Adoption – PAWS Malaysia. (n.d.). https://www.paws.org.my/sa/ 

 

The Star. (2022, October 31). Round of a-paws for helping animal shelters.                                                 https://www.thestar.com.my/metro/metro-news/2022/10/31/round-of-a-paws-for                             helping-animal-shelters

 

United Nations. (n.d.). The 17 goals. https://sdgs.un.org/goals

 

What is PAWS? – PAWS Malaysia. (n.d.). https://www.paws.org.my/what-is-paws/