The Nonprofit Leadership Podcast discusses important issues facing nonprofit leaders in our community and features real stories from real leaders about what strategies and practices have made them successful. Enjoy the show!
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The Nonprofit Leadership Podcast discusses important issues facing nonprofit leaders in our community and features real stories from real leaders about what strategies and practices have made them successful. Enjoy the show!
How to Grow Your Organization by Being Relentlessly Committed to Your Brand
Nonprofit Leadership Podcast
46 minutes 23 seconds
2 months ago
How to Grow Your Organization by Being Relentlessly Committed to Your Brand
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.org
The concept of “no‑kill” movement and organizational transformation
Best Friends’ in‑house magazine—exclusive storytelling resource shared with supporters
Importance of positivity in branding versus traditional guilt‑based messaging
Active use of storytelling frameworks like the hero’s journey
Donor segmentation—print magazine for longtime supporters, digital for broader audiences
Volunteer correspondence team for personalized responses
Social media channels (LinkedIn, Facebook, TikTok, Instagram) for community engagement
This Episode is Sponsored By:
Zeffy
DonorBox
Links to Resources:
Interested in Leadership and Life Coaching? Visit Rob’s website: RobHarter.com
Find us on YouTube: Nonprofit Leadership Podcast YouTube Channel
Suggestions for the show? Email us at nonprofitleadershippodcast@gmail.com
Request a sample coaching session: Email Rob at rob@robharter.com
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Nonprofit Leadership Podcast
The Nonprofit Leadership Podcast discusses important issues facing nonprofit leaders in our community and features real stories from real leaders about what strategies and practices have made them successful. Enjoy the show!
