Mind Your Business

Creativity Over Cash: Lessons in Nonprofit Marketing from Mountain Pet Rescue

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Casey McCully

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In the world of animal welfare, the work is never done. The need is constant, the stakes are high, and the resources are almost always limited. That’s why I was so excited to sit down with Melanie Harriss, the Marketing Director of Mountain Pet Rescue, to talk about the realities of nonprofit marketing—especially when you’re working with little to no budget.

In this interview, Melanie shares candid insights into what it’s like to market a mission-driven organization without the typical financial resources most marketers rely on. She talks about how creativity, community, and authenticity have been essential in helping Mountain Pet Rescue spread their message and find homes for hundreds of dogs and cats each year.

We discuss some of the key challenges she faces, from balancing the emotional weight of rescue work to finding new ways to reach potential adopters and supporters without spending money. Melanie also shares which tools, strategies, and social media channels have been most successful for Mountain Pet Rescue, as well as how she and her team prevent burnout in a high-stress, emotionally charged environment.

If you’ve ever wondered how small, mission-based organizations keep going—and growing—despite limited resources, this conversation is for you. It’s a reminder that you don’t always need a big budget to make a big impact; sometimes, passion, persistence, and a strong community are the most powerful tools you can have.

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4 responses to “Creativity Over Cash: Lessons in Nonprofit Marketing from Mountain Pet Rescue”

  1. Freddy Colindres Avatar
    Freddy Colindres

    Hi Casey,

    I absolutely loved seeing this interview with Melanie Harriss! It’s inspiring to see how someone with a background in Fortune 100 and 500 companies has found their true calling in animal rescue. You can really feel Melanie’s passion for the cause, and that’s what makes her so effective at her job. Her heart is clearly in it, and I think that passion is one of the biggest drivers behind Mountain Pet Rescue’s success, even with limited resources.

    I also really appreciated how you connected the conversation to the challenges and threats identified in your SWOT analysis last week. Asking an expert like Melanie how she overcomes these obstacles is a great way to gain actionable insights. It’s so helpful to learn about the tools and strategies she uses to tackle burnout, compassion fatigue, and the challenge of working with a small budget. It’s a great reminder that while resources may be limited, there are always creative ways to push forward and keep the mission alive.

    This conversation is a great example of how, with the right mindset and a strong community, even small organizations can make a massive impact. Thanks for sharing this insight!

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    1. Casey McCully Avatar
      Casey McCully

      Thank you so much—I really appreciate your thoughtful response! I completely agree that Melanie’s passion shines through and is such a driving force behind Mountain Pet Rescue’s impact. It was so inspiring to hear how she balances heart with strategy, especially given the resource constraints.

      I’m really glad the connection to the SWOT analysis was helpful, too. Hearing how she tackles real-world challenges made those theoretical threats feel a lot more manageable. It’s a great reminder that creativity and community can take you a long way. Thanks again for the kind words!

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  2. Samantha Ellithorpe Avatar
    Samantha Ellithorpe

    Hi Casey, I really enjoyed your interview with Melanie Harriss! I loved it when she mentioned “do what you can to save all you can.” This will get so much more manageable and impactful as you narrow your focus. With Frosted Face Foundation specializing in aging dogs, you will be able to dedicate resources, time, and messaging in a way that truly serves that community, rather than stretching yourself too thin across a broader mission.

    I also found it interesting how Melanie talked about avoiding the Sarah McLachlan approach in their marketing. Mountain Pet Rescue’s lighthearted, playful messaging is such a good move for their brand, and it is a great reminder that there is no one right way to tell a story; it’s about finding your voice and being consistent with it. I can’t wait to see how you develop your own brand personality with Frosted Face Foundation.

    Melanie’s note about cats doing better on Facebook and dogs on Instagram was interesting as well. It just goes to show how valuable ad and campaign metrics are for guiding content strategy. Those numbers tell a story, and when you pay attention to them, you can deliver the right message in the right place at the right time.

    After hearing Melanie’s perspective, do you have an idea of what kind of tone or style you want to use in Frosted Face’s branding and messaging? I’d love to hear what direction you are thinking!

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    1. Casey McCully Avatar
      Casey McCully

      Thank you so much—I’m really glad you enjoyed the interview! That quote from Melanie really stuck with me too. Focusing on aging dogs through Frosted Face Foundation does feel like the right way to make a deeper impact without burning out or diluting the mission.

      And yes, avoiding the “sad eyes and piano music” approach was such a great takeaway. I love that Mountain Pet Rescue leans into joy and hope—it’s so effective and memorable. I’m still playing with the tone for Frosted Face, but I’m leaning toward something warm, wise, and a little cheeky—like the dogs themselves. Thanks again for your thoughtful feedback and encouragement!

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