Dr. Rob Harter welcomes Julie Castle, CEO of Best Friends Animal Society, to the Nonprofit Leadership Podcast. In this inspiring episode, Julie shares her remarkable journey—from employee #17 with an $800,000 annual budget to leading a thriving $180 million organization. She highlights how steadfast commitment to brand, high-touch donor relationships, positive storytelling, and unwavering focus on mission fueled exponential growth and deep community connection.
Julie dives into the power of personal touches—thank‑you phone calls and handwritten notes, even today—and how authenticity and consistency, paired with a clear, optimistic brand narrative, have built a movement. She also discusses the importance of hiring for cultural fit, nurturing internal talent, and staying laser‑focused on a singular mission.
Key Topics Include:
The transformative impact of high‑touch, personal donor interactions—calling and thanking every donor, no matter the gift size.Why positive, uplifting storytelling resonates more than negative appeals and how Best Friends built its brand around hope and joy.The strategic value of crafting your own branded content (like an in‑house magazine), vs. outsourcing.How best practices and generous sharing of knowledge built Best Friends into a national, mission‑driven leader.Hiring for chemistry and cultural alignment over pedigree, and investing in internal growth.Staying mission‑centric—choosing what not to do and focusing relentlessly on an impactful, singular goal.The enduring strength of an individual, compelling story in fundraising and community building.Mentioned in This Episode:
Best Friends Animal Society website: bestfriends.orgThe concept of “no‑kill” movement and organizational transformationHigh‑touch donor practices (handwritten letters, phone calls)Best Friends’ in‑house magazine—exclusive storytelling resource shared with supportersImportance of positivity in branding versus traditional guilt‑based messagingActive use of storytelling frameworks like the hero’s journeyDonor segmentation—print magazine for longtime supporters, digital for broader audiencesVolunteer correspondence team for personalized responsesSocial media channels (LinkedIn, Facebook, TikTok, Instagram) for community engagementThis Episode is Sponsored By:
ZeffyDonorBoxInterested in Leadership and Life Coaching? Visit Rob’s website: RobHarter.comFind us on YouTube: Nonprofit Leadership Podcast YouTube ChannelSuggestions for the show? Email us at [email protected]Request a sample coaching session: Email Rob at [email protected]Subscribe and Share
Listen and subscribe to the Nonprofit Leadership Podcast on iTunes, Spotify, or Amazon. Don’t forget to like, subscribe, and share with other nonprofit leaders!