By Beverley McKee, CDBC, CPDT-KA , Senior Manager, Public Programs at Toronto Humane Society
 

In today’s ever-evolving animal welfare landscape, it’s no longer enough to offer training programs that simply “work.” To make a real difference, we need programs that are inclusive, accessible, sustainable—and grounded in real community needs.

That’s the philosophy behind the Public Training Program we’ve built at Toronto Humane Society. I was honoured to present our service model at the 2025 Animal Care Expo, hosted by Humane World for Animals this past April in Las Vegas. Here’s a deeper look into how our model works—and what others can learn from it.

Why Public Training Programs Matter

Dog training can be about so much more than “sit” and “stay.” When grounded in humane and evidence-based practices, public training programs can:

• Prevent returns and surrenders
• Support long-term pet retention
• Promote positive, science-based methods
• Generate sustainable revenue
• Strengthen the human-animal bond

But none of this happens by accident. These outcomes require thoughtful planning, strategic alignment, and a clear understanding of who we serve.

From Shelter Trainers to Social Enterprise

In 2019, we launched our training services with one clear goal: make training accessible while supporting preventative behavioural health.

By 2024, we had processed over 1,300 registrations in a single year, generated nearly $200,000 in revenue, and provided more than $16,000 in subsidies.

We run a high-volume, low-cost model focused on group classes and individual behaviour consults, designed to function as a revenue-generating, mission-aligned social enterprise.

Our model supports our broader strategic plan (2020–2025), which prioritizes reducing animal vulnerability and expanding services beyond the city core.

Know Your Audience

While niche offerings like dog sports or service dog prep may seem appealing, the biggest impact lies in pet dog training. That’s where the everyday challenges are—leash pulling, reactivity, socialization, anxiety.

Understanding your clients—what they need, what they can afford, and how they learn—shapes everything from class content to registration processes.

Marketing That Connects

When we first started marketing our services, we didn’t see the traction we expected. Why? Our messaging didn’t resonate. It lacked story, heart, and connection.

Some key lessons we learned:

• Use storytelling to highlight the human-animal bond
• Showcase real experiences and real people
• Create a marketing calendar and track return on investment
• Collaborate closely with your communications team
• Use tools like social media, referrals, surveys, newsletters, and Google optimization

Balancing Profit and Accessibility

Affordability is essential, but so is sustainability. Our solution: a sliding scale pricing model built within a high-volume, low-cost framework.

To make our programs truly accessible, we also offer:

• Staff-assisted registration for those facing digital barriers
• Discounts for partner agencies
• Trauma-informed teaching practices
• Flexibility to reallocate clients from group classes to private consults when needed

Human-Centred Coaching

We meet people where they are. That means:

• Sending welcome emails to ease first-day anxiety
• Using DIY barriers and calm environments for reactive dogs
• Coaching without shame, even when clients arrive using aversive tools
• Focusing just as much on shaping human behaviour as canine behaviour

Our core message? Everyone is learning. Everyone belongs.

Outreach, Equity, and the Bigger Picture

Animal welfare isn’t separate from social issues. It’s deeply tied to housing insecurity, financial hardship, and systemic inequality. That’s why we aim to:

• Elevate the human-animal bond
• Reduce barriers to care
• Dismantle discriminatory policies around pet guardianship

Through an interdisciplinary approach, animal shelters can support not just pets—but entire families and communities.

Final Thoughts

Accessible and sustainable training programs do more than train dogs. They build trust, promote equity, and provide real solutions for real families.

Whether you’re just getting started or expanding a well-loved service, remember:

Focus on people. Prioritize inclusion. Measure impact. And never stop learning.