When people think about social media growth, they usually talk about algorithms, hashtags, or viral tricks.
Molly Hodgdon has a different philosophy.
People may not remember every post you publish. They may not remember your captions or the details of a campaign. But they will remember how your posts made them feel.
And that simple insight has helped Molly raise more than $100,000 for animals, grow a sanctuary’s online following by over 1,000 percent, and turn a hobby account about antique cat photos into a powerful philanthropic engine.
In this episode of the Better Life for Animals Podcast, Molly shares how sincerity, storytelling, and relationship-building can transform social media into one of the most powerful fundraising tools available to animal sanctuaries today.
The Hobby That Turned Into a Movement
Molly lives in northern Vermont with her boyfriend and their two cats. What began as a personal hobby collecting antique photographs of cats eventually grew into Cats of Yore, a widely followed social media account that celebrates the long and charming history of feline companionship.
What Molly didn’t expect was that the account would evolve into a fundraising platform.
Over time, her audience began supporting causes she cared about. Through the Cats of Yore community, Molly has helped raise well over $100,000 for animal shelters, farm sanctuaries, and organizations supporting cats with chronic illnesses such as FIV.
Her approach has never been about monetizing an audience. It has always been about building trust.
And that trust has made people want to help.
Turning Social Media Into a Lifeline for Sanctuaries
Molly now serves as the social media manager for Merrymac Farm Sanctuary, a farm animal sanctuary accredited by the Global Federation of Animal Sanctuaries.
When she began volunteering in late 2024, she quickly realized something important.
Many sanctuaries struggle with social media not because they lack passion, but because the work of caring for animals leaves little time for storytelling.
So Molly focused on what she could do.
Because she lives with lupus and cannot perform heavy physical labor at the sanctuary, she chose to contribute through her skills in writing, storytelling, and online engagement.
The results were dramatic:
● Social media followers increased by over 1,000 percent
● Every fundraising campaign exceeded its goal
● One hay drive raised $25,000 in less than two weeks
Her success demonstrates that sanctuaries do not need massive marketing teams to build support. What they need is authentic communication.
The Fundraising Principle Most People Overlook
One of Molly’s most valuable insights is surprisingly simple.
Treat your audience like friends, not donors.
Instead of constantly asking for money or running emergency appeals, she focuses on building a sense of community.
If every post feels like a crisis, people eventually withdraw. But when followers feel connected to the animals and the mission, they naturally want to help when a real need arises.
This approach creates a long-term fundraising foundation built on trust.
Rather than panic-driven appeals, Molly prioritizes consistency, transparency, and positive engagement.
That emotional connection makes all the difference.
Why Animal Stories Matter
Another key strategy Molly uses is highlighting individual animals as characters in ongoing stories.
When people learn about the quirks, personalities, and histories of sanctuary animals, something powerful happens.
A pig is no longer just a pig.
A turkey becomes Frankie.
A cow becomes someone you recognize.
These stories deepen empathy and help people see animals as individuals rather than commodities.
Molly has even surveyed followers who say that learning about sanctuary animals changed their behavior. Some reduced their consumption of animal products. Others became vegetarian or vegan entirely.
A Personal Journey Into Veganism
Interestingly, Molly’s own vegan journey began with cats.
While raising money for shelters that saved cats and dogs, she began to feel an uncomfortable contradiction.
Why was she helping some animals while paying for others to be harmed?
Over time, that question became impossible to ignore. She and her boyfriend eventually made the decision to adopt a vegan lifestyle together.
Like many people, the transition started simply. Their cooking options were limited at first, but as they explored plant-based foods, they discovered a whole new world of possibilities.
Today, Molly channels that same sense of discovery into her advocacy work.
Why Accreditation Matters for Animal Sanctuaries
Merrymac Farm Sanctuary is accredited by the Global Federation of Animal Sanctuaries, the only international body that certifies animal sanctuaries.
The accreditation process is rigorous. It examines everything from financial transparency to animal care policies and facility safety.
For donors, that certification provides reassurance that animals are receiving proper care and that the organization operates responsibly.
For sanctuaries themselves, the process can also strengthen operations by identifying improvements in areas such as quarantine facilities, safety protocols, and animal care systems.
Advice for Sanctuaries Just Starting Out
Molly also shared practical advice for smaller sanctuaries trying to grow their online presence.
1. Make social media a priority. Posting cannot be an afterthought. Consistent storytelling is essential.
2. Focus on relationships, not algorithms. People follow accounts that feel welcoming, positive, and authentic.
3. Explore new platforms Emerging networks like Bluesky offer chronological timelines where smaller organizations can reach audiences more easily than on algorithm-heavy platforms.
4. Lean into what makes your sanctuary unique. For Merrimack Farm Sanctuary, Vermont’s dramatic seasons and landscapes provide beautiful visual storytelling opportunities.
When Advocacy Changes Lives
At the end of the day, fundraising success is rewarding. But Molly says the most meaningful moments happen when followers share how the sanctuary’s stories changed their perspective.
She has received messages from people who say that learning about sanctuary animals made them rethink their food choices.
Some have reduced their consumption of animal products.
Others have become vegan entirely.
Those messages are the moments that remind Molly why this work matters.
Because sometimes a simple story about a rescued animal can spark a change that lasts a lifetime.
Episode Highlights
[00:00] Introduction
[02:00] How Cats of Yore began.
[03:30] Monetizing social media for the animals.
[06:00] How to best utilize social media.
[09:00] Advice for sanctuaries just starting out
[12:00] Social media can change food habits.
[15:30] GFAS certification criteria.
[23:00] Molly’s creative process for helping sanctuaries.
[26:00] What’s ahead for Molly.
[28:30] A hay request generates $25,000.
About Molly Hodgdon
Molly Hodgdon calls Vermont home, where she shares her life with her beloved FIV+ cats, Francie and Marcel. Deeply committed to compassionate living, Molly is actively involved with Merry Mac Farm Sanctuary, supporting its mission to provide safe refuge, care, and dignity for rescued farmed animals.
With an appreciation for history and storytelling reflected in her collection of vintage postcards, Molly brings both heart and perspective to her work in animal advocacy. She believes that when people are given the opportunity to connect with animals as individuals, awareness grows and meaningful change becomes possible.
Through her involvement with the sanctuary, Molly helps foster a culture of kindness, education, and community, ensuring that animals in need are not only protected but truly valued.
About Cheryl Moss
Cheryl Moss is the host of the Better Life for Animals podcast, where she shares uplifting stories from sanctuaries and highlights the work of vegan activists, ethical consumers, and animal welfare leaders. She is also the founder of the Funding 
Blueprint for Sanctuaries summit designed to empower those involved with sanctuaries sustainable funding streams.
A passionate advocate for animal welfare, she is dedicated to ending factory farming and is working to raise $100,000 for Mercy For Animals to support underrepresented sanctuaries.
Beyond podcasting, Cheryl is a banking professional and an accomplished children’s author. A graduate of Main Street Vegan Academy, she promotes plant-based living through her books, Gabriel, Cluck, and Pickle the Pig, which inspire young readers to embrace kindness, sustainability, and compassion for animals.
When not advocating, she enjoys Pilates, and spending time with her rescue dogs and grandchildren. Through her work, writing, and activism, Cheryl continues to inspire positive change for animals and the planet.
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