The challenge
The organization had a compelling mission, but its digital presence needed a more integrated structure: clear platform roles, consistent storytelling, and guidance for a distributed network of contributors.
The approach
Through a multi-year engagement beginning in 2021, Tools for Talent developed platform-specific storytelling and a connected social ecosystem. Content guides supported contributions from rescue partners, volunteer pilots, drivers, and creators.
The outcome
The community grew by 93% between December 2024 and December 2025, reaching more than 250,000 total followers across six platforms by December 2025. The work also expanded the organization’s platform presence and established content guidance for its contributor network.
Why it matters
The strategy gave each platform a role in a wider community, with storytelling and contributor workflows designed to keep the mission visible as the organization grew.
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Read the full case study for the project background, strategic decisions, deliverables, and outcomes.
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