Challenge

In January 2025, devastating wildfires swept through Los Angeles County, overwhelming local animal shelters. Pets In Need, based in the Bay Area, was asked to support a multi-organization emergency airlift of adoptable animals. The shelter needed to:

• Quickly raise funds for animal transport, care, and medical treatment

• Attract fosters and adopters to make room for incoming animals

• Increase visibility of their role in the relief effort to build public trust and engagement

Strategy

To meet these urgent needs, I developed and executed a crisis communications and fundraising campaign, including:

• Media Relations: Coordinated with local and regional media (KRON4, Redwood City Pulse) to highlight the mission, using compelling human-animal stories and expert quotes from our team

• Messaging & Content: Created targeted email, social, and website content to inspire empathy, transparency, and action

• Fundraising Campaign: Launched a digital donation drive with a clear $25,000 goal tied to specific impact metrics (e.g. average care cost per animal)

• Community Engagement: Promoted fostering and adoption through calls-to-action across platforms and in media interviews

• Partnership Coordination: Collaborated with Greater Good Charities and other shelter partners to maintain consistent messaging and amplify campaign reach

Results

• Exceeded Fundraising Goal: Raised $26,530—over 106% of our original target

• Adoption & Foster Surge: Successfully placed incoming animals—including Nolan, Skyla, and Torro—into foster and adoptive homes within days of arrival

• Media Coverage: Featured in multiple press stories that boosted visibility and credibility of Pets In Need’s role in the relief effort

• Sustained Engagement: Laid the groundwork for continued community support in future emergency responses and upcoming flights