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Pets in the Tri-Valley aren't immune to the financial difficulties facing families. As companies announce work force cuts, people are realizing they are no longer able to care for their animals.

David Stegman is executive director at the Valley Humane Society, one of seven beneficiaries of the Pleasanton Weekly's annual Holiday Fund. He said these days they receive about a dozen calls a week where even a typical middle class family in a city the census has deemed the wealthiest midsize U.S. city can no longer afford their pet.

"It's just a reflection of what's happening in society," he said. "People are selling their homes and moving to apartments, many of which don't accept pets. These are people who would never give up their animals under normal circumstances."

Stegman said some of these callers are people without children who consider their animals their children.

"They're giving up something precious," he said. "Giving up these pets, especially for the elderly, is a huge factor."

In a modular facility on Nevada Street while they wait for their permanent home to be built, VHS is at capacity with 70 cats and a waiting list of 40 to 50. Dogs are placed in foster homes throughout the city.

This increased demand on an already tight budget has been difficult for the animal welfare organization, which advocates for responsible pet ownership and eliminating unnecessary euthanasia.

"The Holiday Fund is a tremendous financial boost for us," Stegman said. "It would mean $21,000 if the goal is reached. It's very timely and very important."

"We're not only saving those animals," he added, "but we help people. It goes hand in hand."

The organization puts on programs and services to be proactive about animal welfare. Keeler's Kids is a year-old program where volunteers go to second grade classrooms in Pleasanton to teach responsible pet ownership.

Wendy McNelley, program director at VHS, said it's basically a mock adoption of a stuffed animal.

"We take the kids to a virtual pet store and veterinarian, and they learn about the costs," she said. "They fill out an adoption application and contract, similar to the real ones we use."

The excited bunch must then decide who will feed and clean up after the pets, or even choose not to adopt a pet. In its second year, Keeler's Kids reaches 1,200 students at the cost of $4 per "adopter."

"They learn it's not just cute, cuddly animals, but that there is a lot of work involved," McNelley said.

"Instead of just reacting [to animal rescue," she continued, "we try to prevent them from coming here in the first place through education."

AniMeals is another program VHS does, which provides regular free meals for the dogs and cats of seniors and low-income families. The Just Like New Fund also helps these groups, as well as sick or injured rescued animals, with one-time emergency veterinary care costs, to avoid euthanization.

Other programs include Paws to Read, where therapy dogs provide incentive for children to improve reading skills at the Pleasanton Public Library; and a partnership with Hope Hospice where animals provide help for pet placement and other issues for end-of-life patients.

"The big push we've made over the last two years is to transform from animal rescue to emphasize the animal-human bond," VHS board member Phil Vermont said.

"It's harder to raise money for animal groups," Vermont added. "I love the cause and the fact that we're doing animal-human oversight."

In addition to the Holiday Fund, VHS is holding a Holiday Home Tour fundraiser from 2 to 6 p.m. Sunday. Teaming up with downtown shops and homeowners, the event will kick off the holidays with decorated homes, complete with vendors, drinks and treats. Tickets are $35 and can be purchased at www.valleyhumane.org, at VHS, located at 3670 Nevada St., or at the following downtown locations: The Wine Steward, Murphy's Paw, Towne Center Books, Three Dog Bakery and A Touch of Health Day Spa.