In 2025, Pets Of The Homeless launched its inaugural Virtual Pet Food Drive, transforming the familiar experience of shopping online for pet food into a tangible giving experience.

With a team of just three and a campaign budget of $1,725, it raised $182,298, acquired 832 new donors, and was later Highly Commended at the 2026 FIA Awards.

And it was thanks, in large part, to a young man and his dog who were willing to share their story. Drawing on two years of learnings, this practical session explores how using authentic storytelling across social media, email, web, and MMS can convert supporters. But year two did not go to plan. Without the media coverage that had helped drive acquisition previously, the campaign started slowly. Then an encounter with an elderly man and his beloved dog sleeping rough gave the team an unexpected story.