Transformative Communication

Tools for Transformative Communication

What We’ll Cover Together

With fairly recent recognition that animal welfare is truly a human service endeavor, our field has begun to recognize that increased investment in strategies to engage and serve people better will get us closer to achieving our mission – bringing and keeping people and pets together.

To succeed, we need to develop both our understanding and our skills in attracting, engaging, and serving people with empathy and impact. In Tools for Transformative Communication, we’ll explore: 

  • How far we’ve come and how quickly the animal welfare landscape is changing
  • The nature of social change, why it matters, and how it differs from social good
  • How to cultivate self-awareness and how it’ll make you better at your job
  • The mechanics of empathy as practiced through careful listening, open questions, and suspension of  judgment
  • The obstacles we face – and the baggage we carry – when it comes to serving people effectively and with compassion
  • How practicing and improving our communication skills can prevent both confusion and conflict

Who Should Attend

This seminar is intended for directors, managers and frontline staff who are committed to providing excellent – and even transformative – service to the people in their community, who are interested in conducting effective outreach, and who want to sharpen their understanding and skills in the areas of communication, empathy, and self-awareness.

If any of these sound familiar, this might be the seminar for you:

  • You’re constantly looking for ways to help more animals.
  • You sometimes struggle to give people the benefit of the doubt but want to be better at suspending judgment and serving people with compassion.
  • You’re frustrated that the same old approaches are getting the same old results and you want something more; you want change.    

The “Where” & “How Much” Part

Schedule & Location

The seminar will be held at Pasadena Humane Society & SPCA on October 7-8, 2019. 

The address is 361 S. Raymond Ave. Pasadena, CA 91105.  Parking is available for $6/day  at Del Mar Station, about 1/2 block north from the shelter. On both days we will begin at 9am and end by 5pm.

The closest airport is the Bob Hope Airport (BUR). It is about 15 miles away from Pasadena Humane Society & SPCA. The Los Angeles International Airport (LAX) is another option and is about 27 miles away.


If you’re traveling from out of town and need a place to stay, the following hotels are located within a mile of the Pasadena Humane Society & SPCA:

– Sheraton Pasadena Hotel

– Courtyard Los Angeles Pasadena/Old Town

Cost & Registration

The  cost to register $600/person, which includes lunch on both days of the seminar and all seminar materials.  Please note that the last day to register is September 9, 2019.

Meet Your Presenter

Emancipet CCO – B.J. Rogers

Emancipet Chief Communication Officer - B.J. Rogers
Emancipet CCO – B.J. Rogers

B.J. Rogers is a nonprofit veteran with 20 years of leadership experience in human services, animal welfare, and social change. B.J. leads Emancipet’s public/field-facing training and the internal training and development of our dedicated team. He has spent 12 years in the animal welfare field, most recently as a Vice President at the ASPCA leading the organization’s online training and support of animal welfare professionals.

General Info & Support


  • Will there be food at the seminar? Yes. We will provide coffee, snacks, beverages, and lunch on both days.
  • What should I wear? Our only recommendation is that you dress comfortably and casually. 
  • Do I need to bring anything?  Just a smile and an open mind!


Thanks to the ASPCA’s Northern Tier Shelter Initiative, organizations located in Alaska, Washington, Idaho, Montana, North Dakota, Minnesota, or Wisconsin can apply for scholarships to cover the costs of attending our seminars. To get more details or apply for a scholarship, email [email protected]!

Questions & Support

If you have questions or need assistance with registration, please email us at [email protected].  For general information about Emancipet New School, visit us on the web or like us on Facebook.