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8 Hours





Challenges are an excellent opportunity for growth during times of struggle – anyone in pet welfare will agree we are certainly well past that.  This isn’t about giving you another free learning resource you probably won’t use – this is about coaching you through the implementation of critical social media strategies yet to be harnessed within pet welfare.  We’ll be right here with you offering guidance, feedback and “YES. YOU. CAN.” motivation as you work through this challenge to unveil opportunities right at your finger tips that prove your organization has far more capability and significantly less limitations than you currently believe!

Phase One:


Right out of the gate you’ll start by becoming Social Media Self-Aware.  Success in marketing comes from being constructively candid about what is actually working (whether you like it or not) and ditching what isn’t (whether you want to or not). 

We challenge you to use our Social Media Audit Workbook to overview your Facebook & Instagram platforms with the goal of:

  1. Objectively evaluate your “user experience”
  2. Determine effectiveness of content messaging and call to action directed at potential volunteers, fosters, adopters, donors and pet parents.


Instruction + Social Media Audit Workbook Exercise

There’s a slew of “Potty Mouth” language that has oversaturated the Pet Welfare space which NEEDS – TO – GO!  Things like “why isn’t this pet adopted yet?” and “Temporary Foster Needed” and even “Adopt Me” have all been said and seen so many times it’s become ineffective and outdated much like the “girl who cried wolf” effect.

We challenge you to use our Potty Mouth List with the goal of:

  1. Removing potty mouth words from all posts, descriptions and bios
  2. Reframing your language using our “Yes List” of replacement words which promotes engaging, welcoming, open communication in your digital culture.


Challenge Instruction + Reframing Exercise

Phase Two:


*strategy 🙂

Having a clutter free Canva space will keep your content organized and creation streamlined. 

There’s way too much “keeping stuff” in pet welfare so in true Marie Kondo style, we challenge you to get rid of everything that “Does Not Bring Joy” intended to:

  1. Organize your Canva space for yourself and/or team sharing
  2. Start with a fresh approach for content creation that aligns with your Weekly Content Planner


Challenge Instruction + De-cluttering Content Exercise

A few minutes of planning can save you hours of unnecessary doing.  For the most part, social media content creation and posting should only take about 20-30 minutes per week and be done in one sitting on one specific day each week.

We challenge you to use our Weekly Planner with a goal to:

  1. Develop daily habits for social media engagement “housekeeping”
  2.  Plan out consistent posting with varied engagement using smart content recycling


Challenge Instruction + To Do Checklist Exercise + Content Recycling Exercise

Phase Three:


Most in pet welfare have fallen into this “I like my dog better than you” persona that projects as your organization’s overall social tone.  

We challenge you to use our Captions Cheat Sheet with the goal of:

  1. Learning to say more with less words
  2. Develop a charming, welcoming, people-loving persona that projects a socially engaging and fun tone for your organization’s brand messaging


Challenge Instruction + Captions Exercise

It’s important to offer quick access to take action when you are asking for support, help or involvement.

We challenge you to utilize Quick Win features and tools when promoting long term stay pets, seeking funding and recruiting fosters/volunteers on Facebook and Instagram with the goal of:

  1. Making it REALLY EASY for people to actually connect, access more information and take the next steps you asked them to!
  2. Pin Pointing ineffective operational procedures based on action results generated from involvement requests.


Challenge Instruction + Rate of Return Exercise

Phase Four:


Social Media is all about creating long term relationships with pet loving audiences – too often the focus is on “one and done” needs. 

We challenge you to integrate powerful Relationship Building Content with the goal of:

  1. Creating a camaraderie culture among your in person and online supporters 
  2. Building trust by sharing the whole process, following up and being proactively transparent


Challenge Instruction + Follow Through Exercise

A huge, untapped marketing opportunity in pet welfare is including your supporters as a valuable content sharing and relationship building resource! 

We challenge you to use our Social Sharing Prompts with the goal of:

  1. Encouraging your supporter community to share comment on your page
  2. Prompting your team and adopters to post content on their page for you to share


Challenge Instruction + Social Sharing Prompt Exercise


The fastest way to create a digital, supportive-community program is through social engagement, open communication and highly accessible access to resources, additional information, and involvement opportunities… this is literally why social media platforms were created and there a bunch of tools, features and simple strategies that will offer solutions (small and large) to greatly reduce the stress in this space and potentially rebalance the current crisis conditions if your team is willing to use them!

This is an “All Things Promoting Pet Welfare on Social Media”  CHALLENGE created by a Pet Welfare Marketing Strategist who single handedly manages 10+ pet welfare organizations platforms and creates content strategies utilized by another 50. 

For your organization to STOP doing things the way they have been, to STOP reverting back to ineffective and (unknowingly) harmful patterns of posting, to stop taking tactical advise on what to post once expecting unrealistic results it means really, really challenging your entire team to do things in a progressive, consistent, strategic way that has proven to be wildly successful and extremely lucrative (if you’re still not convinced, just take a good look at our friends swimming in the $100 Billion Dollar Pet Care Industry Pool using the same social media platforms you have access to, targeting the same pet loving/parenting audience you are and focused on the same mission to deepend the bond between people and their pets). 

Leadership, Board of Directors, Staff, Volunteers/Fosters… any person in your organization currently responsible for or learning how to manage your social media platforms.

Canva and Facebook.

Canva is free and you can sign up immediately – it may take some time for a Charity Account to be approved.

Our Private Facebook group is optional and intended to be a nurturing and encouraging place to receive guidance, feedback and brainstorm among your pet welfare promoting peers.


  • Channel your welcoming, people-loving, SOCIAL digital brand persona
  • Recognize what works – and ditch what doesn’t
  • Evaluate your social media platforms to determine engagement rates, growth rates, optimal posting times, audience preferences
  • Plan out content each week quickly for Feed Posts, Grids, Stories, Highlights and Reels
  • Organize Media Sharing with your team through integrations and quick codes
  • Utilize Links, Content Schedulers, Online Fundraiser+Events Tabs and Social Sharing Features
  • Create engaging content that recycles on different platforms to maximize usage
  • Nurture community relationships reflecting a supportive, camaraderie culture

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