At their best, animal welfare foundations can make the world a kinder, more hospitable place for critters of all kinds, from endangered wildlife to neglected pets. This work is typically fueled by donor dollars, and to keep those funds rolling in, animal welfare foundations must demonstrate real-world impact. To put it simply, animal lovers won’t contribute to a foundation unless they feel confident their resources will be put to good use, accomplishing some actual good.
How can any animal welfare foundation highlight this kind of impact, making their success stories known to the wider public (including potential donors)? A comprehensive public relations strategy can go a long way, and it often starts with developing an owned media initiative.
Controlling the narrative
Owned media is an umbrella term that encompasses all the platforms under the foundation’s sole control; think social media, blogs, email newsletters and even podcasts produced in-house.
The most significant benefit of owned media is that foundations have the freedom to tell their story, and to highlight their big wins, strictly on their own terms. They don’t have to go through the mitigating presence of a journalist or influencer. Instead, they can present their own narrative directly to their desired audience.
By consistently sharing updates, success stories and expert insights through their own platforms, organizations can demonstrate thought leadership and establish credibility. They can reveal firsthand that they know what they are talking about, and that their efforts generate tangible results in the lives of animals. This transparency builds trust with supporters who want to know their donations and advocacy are making a difference.
Amplifying impact
Every animal rescued, rehabilitated, and rehomed has a story worth telling. Through owned media, foundations can highlight these stories in compelling formats, whether it’s a video on the website, a case study in a blog post or a donor spotlight in an email newsletter.
An animal welfare PR partner can not only help to develop an owned media strategy, but also provide the expertise needed to convert that owned media into earned media, using these success stories to earn the attention of reporters in the animal welfare and non-profit spaces.
That’s where Orange Orchard comes in. Whether your aim is raising awareness with social media or using case studies to generate favorable media coverage, our team has the expertise you need to amplify impact and bring in more donors.
Call us at (865) 977‑1973 or contact us online to start the brainstorming process.