Social Media Strategy for Veteran-Owned Animal Rescue

Legacy Paws Rescue is a veteran-owned 501(c)(3) nonprofit in Catawba, NC. We rescue and rehabilitate dogs, run immersive trail and outdoor experiences on our working property, and create handcrafted educational products for children — including Magical Mutts, a product line designed to teach kids empathy, dog safety, and emotional literacy through play.

We are run by one person. That person is currently doing everything — caring for the dogs, maintaining the property, building the website, creating products, and trying to run social media accounts on four platforms simultaneously.

We need a social media strategist to help us stop spinning our wheels and start building an audience that can sustain this mission.

WHAT WE NEED:
· An audit of our current social media presence (Facebook, Instagram, TikTok, YouTube)
· A clear strategy for which platforms to prioritize given our capacity
· A content framework — what types of content, how often, what voice and tone
· Guidance on how to use social media specifically for nonprofit fundraising and donor engagement
· Recommendations for tools, scheduling, and workflow that work for a one-person operation

ABOUT US:
· Veteran-owned 501(c)(3) · EIN: 33-2211382
· Located in Catawba, NC · legacypawsrescue.org
· Active on Facebook, Instagram, TikTok, YouTube
· Current dogs in care: Piper (adoptable) and Dobby (recovering, needs sponsors)
· Products: Magical Mutts kit line, Journaling is for the Dogs journal series
· Experiences: Trail experiences, Jeep Dogs program, October haunted trail, corporate team building

THE OPPORTUNITY:
This rescue has an extraordinary story — a veteran running a working rescue property alone, handmaking educational products for children, rehabilitating traumatized dogs, and running immersive outdoor experiences for families. The content is there. The mission is compelling. We just need someone to help us tell it in a way that builds the audience we need to sustain it.

Remote work welcome. We can provide access to all accounts, existing content, brand guidelines, and product photography.

Legacy Paws Rescue exists at the intersection of animal rescue, child development, and community healing. Every dollar we raise goes directly to veterinary care, rehabilitation, and the daily operations that keep traumatized dogs alive and healing. Right now Dobby — a dog found emaciated on a roadside at around a year old — is in recovery. His vet bills are real. His progress is real. And the people who could fund his care don't know he exists yet.

That is what this project changes.

A social media strategy doesn't just build followers. For Legacy Paws Rescue it builds the donor base that funds Dobby's next vet visit. It builds the audience that discovers Magical Mutts — our handcrafted product line that teaches children empathy, dog safety, and emotional literacy — and buys a kit that puts food in a rescue dog's bowl. It builds the community that shows up for October trail experiences and corporate team building days that keep the lights on.

The people this rescue serves are real and specific. A child in foster care who receives a Rooted & Rising Kit and for the first time has something that is entirely hers. A child fighting cancer who listens to their mutt's heartbeat the night before a procedure and feels less alone. A traumatized dog who finally trusts a human enough to fall asleep next to them. A family who walks our trail and leaves changed.

None of them can be reached if no one knows we exist.

Your social media strategy is the thing that makes us findable. That makes us shareable. That turns this rescue from a secret into a movement. The community members on the other side of this work are waiting. They just need someone to help us reach them.

We are ready to implement immediately. Our website is fully built at legacypawsrescue.org with complete brand guidelines — colors, fonts, voice and tone — already established. We have four active social media accounts (Facebook, Instagram, TikTok, YouTube) with existing content and audiences. We have a library of product photography, dog photos, and property images ready to use. We have a Wix email marketing system set up with subscriber lists and automations in place.

The founder will be available for a kick-off call within 48 hours of matching, will respond to all communications within 24 hours, and will provide any additional materials requested immediately. We are not a large organization with internal approval processes — decisions are made by one person who is fully committed to this project and will implement every recommendation as soon as it is delivered.

The completed strategy will go directly into our content calendar and scheduling tool. We are not doing this to check a box. We are doing this because we have dogs in active recovery who need donors to find us, products launching that need buyers, and a mission that will not survive without a real social media presence. The work you do here will have immediate, visible impact.