Win, Win, Win! Marketing Strategies for Animal Rescues, Shelters and Bloggers


“Key Marketing Strategies for Animal Rescues, Shelters, and Bloggers”

Kim Clune

BarkWorld Expo is a friendly and supportive social media marketing conference for the pet industry and pet enthusiasts alike. While fresh, fun pet products were on display last October, plenty of people discussed how rescues, shelters and bloggers greatly benefit animal rescue and welfare every day.

I was honored with an invitation to speak, and my session, The Social Good: Marketing Strategies for Animal Welfare Advocates, aimed to bridge all parties by sharing my real-life experiences with global and local advocacy.

I began as a hobbyist pet blogger, like many of you, looking for ways to make my corner of the internet useful for animals in need. I’ve since experienced wonderful successes as co-founder of Be the Change for Animals, an international animal advocacy site, and Dog House Adoptions, a local rescue.

I am still a blogger who works to help organizations. And now my websites have become organizations that work with bloggers. I’ve learned through a ton of trial and a healthy share of error that, together, we can be a powerful and amplified means for persuasive, life-saving storytelling – once we learn where our pieces fit together.

And our animals’ stories don’t have to be limited by the boundaries of our own small towns. Local rescue efforts can often be funded by people around the globe… if your story packs up nicely and travels well. That’s the beauty of social media.

Below, you’ll find a video of my presentation, slides, notes, and a PDF of online resources. If you’re new to online advocacy work, or want to get involved as a blogger, these tips will get you started. If you’re a seasoned veteran, this material may offer fresh inspiration.

The Social Good: Marketing Strategies for Animal Welfare Advocatees

Session sponsored by: Iams


  • Ignite your creativity and excite your audience!
  • Spark connections with folks who can help, at home and even abroad.
  • Stock your toolbox with free resources to manage your campaign and increase its reach.

Session Notes

  • Download the PDF.
    Included is my session outline and 2 pages of helpful online resource links.


Note: Please pardon the faint sound, the fact that they put li’l ol’ me in this giant conference room where everybody sat at the back, and that I actually cried while talking about one of our awesome rescue dogs. Someday, I will get better at this.


For Prezi impaired devices, visit Slideshare for a copy.

Cheers to your success. I hope your animal cause gains gobs of support through social media!


  1. Thank you for sharing your knowledge and expertise, Kim. You provide an invaluable collection of information and resources here, with which rescues and shelters can improve their reach and results.

    I can’t help but think of all the animals that will benefit!

    • Thanks for your encouragement, Kim, and for being a terrific learning partner through Be the Change for Animals! I love the conversations we’ve had about what works and what doesn’t. You teach me so much.

  2. Thank you so much for putting all this great information online so everyone can benefit. There are a few people at my local organization that I think could learn a lot from you, myself included. I am definitely going to be sharing this with them!

    For what it’s worth, I think your tears only added to the meaning of your presentation. You were hardly the only one in the room crying! And they were happy tears, the best kind of all.

    • I’m so happy that you found it share worthy, Kristine, especially since you were there. What a great place for us to meet!

      And thanks about the tears. Heheheh. Methinks if I ever stop feeling so much, it would be time to get out of this gig.

  3. peggyspetplace says:

    You’re talk was heartfelt. Thanks for the helpful info! Blogging is a wonderful and effective way to help pet organizations, and you do it so well.

  4. …and that I actually cried while talking about one of our awesome rescue dogs. Someday, I will get better at this.

    Kim, I hope you never get better! Anyone who cries when talking about their awesome rescue dogs doesn’t need to get better…their heart is already in the right place.

    I have discovered Be the Change through LinkedIn & look forward to more posts & interaction. Thanks for all you are doing for homeless animals & those who are trying to help them.

  5. Hi Kim. I just ran accross your post by doing a search for animal based social media.
    We are a brand new invention that is potentially life saving. Pet Cooler Carrier is the world’s first and only pet carrier that cools and hydrates using ice! It has been well received and we have gotten some great free feedback like Editor’s Choice from Dog Fancy and top 5 at Global from Cat Fancy, etc.
    Knowing that it is so very important to give back, I created Carriers for Causes. It is an ongoing campaign that rewards a 20% savings in two ways. 1.) A person who is donating our carrier to their chosen registered shelter receives a 20% savings OR 2.) A person buying one full price can donate 20% to their chosen registered shelter.
    The roadblock for us though is getting word out to the masses. Not only about CfC but about our new product in general. I am seeking affordable SM and that is what has led me to write to you. If you can, would you mind guiding me in the right direction?
    Thanks so very much! I appreciate your time.

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