Clients, 6 min read

Six habits for report cards owners actually read

By the PackDay team. Checked against the sources listed at the end.

A good report card takes less than a minute to write and gets read every time. These six habits help your team send cards that owners open, trust and remember.

Why report cards matter

For most owners, the report card is the only window into their dog’s day. They weren’t there. They can’t ask the dog. What you send at pickup time shapes how they feel about leaving their dog with you tomorrow.

A card that says “Had a great day” tells them nothing. A card that tells them something true and specific about their dog tells them you were paying attention. That’s the difference between a card that gets skimmed and one that gets screenshotted and sent to the family group chat.

Habit 1: Cover the same basics every time

Owners look for the same few things. Make them easy to find, in the same order, on every card.

• Meals: what was offered, how much was eaten, and any treats or medication given.
• Play: who they played with, what kind of play, and roughly how active they were.
• Toilet: normal, or anything unusual such as loose stools or straining.
• Mood: settled, excited, a bit unsure in the morning, tired by the afternoon.
• One specific moment: something that happened today that couldn’t have happened to any other dog.

The first four give owners peace of mind. The fifth is the one they’ll read twice.

When you describe mood, write what you saw, not just a label. “Lots of yawning and lip licking in the first hour, then settled once he found his spot” is more useful than “a bit stressed”. The RSPCA lists yawning, lip licking, frequent blinking and turning the head away among the signs a dog may be uncomfortable or want space. Noting them helps owners spot patterns. The RSPCA also advises keeping an eye on changes in behaviour, since a change can be a sign that something is wrong.

Habit 2: Write the specific, not the generic

Generic lines are fast to write and easy to ignore. Specific lines take a few extra seconds and prove you know the dog.

A simple test: if you could copy the line onto any other dog’s card, it’s too generic. Use the dog’s name once, mention a person or place, and include one small detail you noticed.

Habit 3: Take photos owners want to keep

The photo is often the first thing an owner looks at. You don’t need a camera, just a few phone habits.

• Find soft light. Shoot near an open door, a window or in open shade. Harsh midday sun gives squinting dogs and dark shadows.
• Get down to eye level. Crouch or kneel. Photos taken from standing height make every dog look small and far away.
• Check the background. Move a step to the side to lose the bins, leads and mop bucket. A plain fence or grass works well.
• Use burst mode for action. Hold the shutter during play and pick the best frame later.
• Turn the flash off. Flash flattens colour and often gives dogs glowing eyes. Natural light looks warmer.
• Tap to focus on the eyes. A sharp eye makes the whole photo feel sharp.
• Wipe the lens. Phones live in pockets with treats. A quick wipe fixes most blurry shots.

One good photo beats five average ones. Choose the photo where the dog looks most like themselves.

Habit 4: Report concerns honestly and calmly

Sometimes the day doesn’t go to plan. A scrape in the yard, a missed meal, a dog that isn’t quite right. Owners can handle almost anything, as long as they hear it from you first and the facts are clear.

Write incidents the same way every time:

1. What happened, in plain words.
2. When and where it happened.
3. What you did straight away.
4. How the dog is now.
5. What you suggest next, such as keeping an eye on it at home or checking with their vet.

For example: “At about 11am, Milo got a small scratch on his left ear during play in the big yard. We cleaned it and separated him for a rest. It stopped bleeding quickly and he was back to normal by lunch. You may like to check it tonight. Please call us if you have any questions.”

Keep it factual. Don’t name other clients’ dogs, guess at blame or use words like “attack” unless you are sure. Don’t play it down either. Owners lose trust when a card says “all fine” and they find a wound at home.

Some things should be a phone call, not a card:

• any injury that needs, or might need, a vet
• a fight or bite, even a small one
• a dog that seems unwell, is vomiting or has stopped eating
• anything the owner will see at pickup before they read the card

Call first, then follow up with the written card so there is a record.

Habit 5: Be fast without being lazy

A good report card should take under a minute. The trick is to let the template do the routine parts and spend your time on the personal line.

• Use a template with fixed fields for meals, play, toilet and mood, so staff tick or pick rather than type.
• Take photos throughout the day, not in a rush at 5pm.
• Jot a quick note on your phone when something memorable happens. By pickup time you’ll have forgotten the detail.
• Write the personal line last, when you know which moment stood out.

Speed comes from structure. The one line that makes the card worth reading should never be the part you skip.

Habit 6: Sound like one business

Owners notice when cards change tone depending on who is on shift. Consistency builds trust.

• Agree on shared words. Decide what “settled”, “active” and “unsure” mean at your daycare, so every staff member uses them the same way.
• Write a short tone guide. Warm, plain, specific. No in-jokes, no slang the owner won’t understand, no sarcasm.
• Keep a phrase bank of good examples for new staff to learn from.
• Review a few cards each week. Pick three at random, read them together and talk about what worked.
• Decide who writes for which dogs, so a regular dog gets a card from someone who knows them.

Over time, your report cards become part of how owners describe you to their friends.

Sources

• RSPCA Australia Knowledgebase: How do I communicate with my dog?
• RSPCA Australia Knowledgebase: What does my dog’s body language mean?