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The Animal Marketing Podcast, Episode 6: Michele Coppola and Fences for Fido

Here’s the big question for episode 6 of The Animal Marketing Podcast: how is the fight for animal welfare used to engage like-minded citizens to promote the protection of animals? We spoke with Michelle Coppola, communication and operations coordinator of Fences for Fido, to get her take.

Founded in 2009, Fences for Fido is a non-profit organization with a simple mission: to “improve the quality of life for dogs living outdoors by building fences free of charge for families who keep their dogs on chains, tethers, and in small enclosures.” It started as a tribute project between a small group of friends who knew of a dog in their area that, with a fence, would have the ability to run freely without the stress and limitation of a tether. Fences for Fido has since grown to what it is now: a volunteer based organization that engages in the fight for animal welfare by offering something as simple as a fence to families and dog-owners that need it.

Michelle’s background is in broadcasting, and she happened upon Fences for Fido when they were seeking out her strong radio personality to serve as an emcee for one of their fundraising events. Since then she’s been an active member of the team, using her voice, connections, and marketing savvy to continue to spread awareness about Fences for Fido’s mission. Here are some of the main talking points in today’s podcast:

  • The origin story of Fences for Fido and other organizations that inspired them to work in this specialized niche of fence-building for animal welfare

  • How Fences for Fido promotes awareness about the problem and education about the positive effects of free running space can have for a dog and its family

  • How FFF uses different channels of marketing to promote their mission, and how digital marketing has impacted growth and awareness

  • Animal welfare law in the state of Oregon: past wins and opportunities for the future

To learn more about Fences for Fido and check out their volunteer opportunities, visit

You can listen to the full version of The Animal Marketing Podcast here. Stay tuned for our upcoming episodes with leaders from Dove Lewis and the Humane Society of the United States.

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