My goal for this Project is to build a social media strategy and a set of reusable content templates that I can run myself after the Project ends.

Padma Animal is a registered 501(c)(3) that funds and supplies under-resourced animal shelters in India and Nepal. We recently launched Instagram and have started posting, but we're doing it without a plan — no content calendar, no consistent style, and no sense of what actually drives donations versus what just fills a feed. We aren't on TikTok or Facebook yet, and I don't know how to adapt what we have for those platforms.

What's getting in the way is knowledge, not material. We have a library of real photos and video from our partner shelters and a founder story worth telling. What I don't have is the skill to shape that footage into short-form video that performs, or a framework for deciding what to post and when.

I'm looking to learn the system, not to hand off the posting. I'll be the one running these accounts long-term, so I want to end this Project able to do the work myself.

By the end of this Project, I'm looking for four things:

1. A three-month content strategy and posting calendar covering Instagram, TikTok, and Facebook — what content pillars to rotate through, how often to post on each platform, and how to adapt one piece of footage across all three.

2. TikTok and Facebook profiles set up and optimized — bios, links, donation integration where available, and branding consistent with our existing Instagram.

3. Two to three finished Reels or short videos built from our existing shelter footage, designed as templates I can replicate. The point is that I can see how they were structured — pacing, hook, text overlay, call-to-action — and rebuild them with new footage on my own.

4. A short caption and CTA guide — a handful of reusable formats for turning viewers into donors or volunteers, so I'm not writing from scratch each time.

Success looks like me having a calendar to follow, two live new platforms, and a repeatable video format I can produce myself.

If this Project succeeds, Padma Animal moves from posting occasionally to posting with a plan. Three months out, I'd expect consistent output across three platforms, a growing follower base rather than a static one, and content that routes people toward donating instead of just being seen.

Visibility matters disproportionately for an organization our size. We fund shelters that rescue street dogs and treat animals suffering from preventable diseases, and our reach is what determines how many donors we bring in. More views become more donors, which become food, medicine, vaccinations, and veterinary care.

We've prepared so a volunteer can start immediately: a live website (padmaanimal.org), a launched and branded Instagram, working online donations, and a library of shelter photos and video ready to edit. I've already started posting, so nobody is beginning cold. As founder, I'll supply footage, context, and fast approvals, and I'll stay closely involved throughout so I can sustain everything after the Project wraps.

Organization Mission

Care for every animal: fund animal shelters in Nepal and India, deliver surplus veterinary supplies to clinics, sponsor medical care for animals whose bills no one can cover, advocate for animals in shelters, laboratories, and the food system, and educate the community on plant-based eating and responsible pet care.