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
• High‑touch donor practices (handwritten letters, phone calls)
• 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 Four-Week Series is Sponsored By:

• Zeffy – The 100% free fundraising platform for nonprofits.
• Find out more about all of the resources Zeffy can offer your nonprofit here.

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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