WoofTrax is donating $1 for every walk tracked Oct. 15 through Nov. 30 to shelters, animal charities and rescues across San Diego county in their Autumn Challenge.
Dog lovers who download the free WoofTrax application to their phone can map their walks, track their miles and choose where they’d like their donations to go.
WoofTrax Chief Executive Officer Doug Hexter said the company makes those donations through sponsorships and advertisers and everyday people can continue to gather donations for the animal charity of their choice after the challenge ends without any funds coming out of their own pockets.
“The Autumn Challenge is a chance for the company to celebrate our app update while doing something good for everyone. Our sponsors love our engagement because people pay attention to their messages and we’re able to create that heartpull for dogs in the right way. It provides a mechanism to connect needed healthcare products for your pet and all the stuff pet parents need to buy. We’re trying to connect everything in a mutually beneficial way,” Hexter said.
After many years in the marketing and animal space along with technology, Hexter said, he realized he loved taking care of animals from the time he began bringing home pets.
“It was about ten years ago when I had a moment of ‘how can all the people who walk their dogs every day support charities?’ and it was really an ‘aha’ moment where I realized we could connect all those walks with something really worthwhile,” Hexter said.
When the COVID-19 pandemic broke out, he said, many people changed their approach to fundraising and it has worked well for WoofTrax.
“One of the things we’ve seen is many, many charities put on virtual events like walks that they track virtually and gather support for online rather than trying to get people together in one location like a park at a certain time. The app has the ability to create a virtual walking group so even if you’re not walking with neighbors, it can get competitive between people and groups,” Hexter said, which serves to generate more funding for shelters and other animal charities.
San Diego Humane Society philanthropy specialist James Cunningham said each donation from the Autumn Challenge helps the organization save lives and that the WoofTrax leaders they’ve worked with have been genuine in wanting to help.
“They seem to really care about the integrity of their app, and their intention to give back to the animal community. Their concept is impactful, while being simple, to encourage exercise for people and dogs while earning donations for animal charity,” Cunningham said.
East County nonprofit The Animal Pad Director of Events Michelle May confirmed the local organization also partners with WoofTrax but said she personally found out about the app while working with the Beagle Freedom project and utilizes the app as a mapping tool on walks.
“I used to use Map My Run and one day I couldn’t log in and remembered there is a mapping tool in Woof- Trax. I ended up just deleting the other app because what’s the point? I can do the same thing and earn donations,” May said.
However, using the app requires walkers to bring their phone on a walk.
“We are going to continually work to expand, right now you need to bring your phone, but we’re looking into creating an Applewatch version,” Hexter said.
He has also had people question whether a similar product could be developed for cats; his response is that donations are made to animal charities and the organizations are welcome to direct those funds as needed.
“When we make donations to a rescue we don’t only say you can only use it to support your dogs. We actually have several hundred cat rescues who have asked to be included. I mean, there is a woman in my neighborhood who walks her cat. It’s not as common as dogs, so sure, we can do that,” Hexter said, adding that his dog Lexi and cat are “frenemies” at home.
Many people walk in memory of a beloved dog, he said, although he thinks walking for any dog is beneficial to all animals that benefit from the donations and is something people “of all ages and most abilities” can use.
