Summary / objectives

WeRateDogs, as the name suggests, started as something to do with rating pictures of dogs. 

But the thing I like about WeRateDogs is that they have real clarity in their mission. They rate pictures of dogs and ONLY dogs. Some may try to send in pictures of pandas. But like the pros they are, they stay true to their mission. 

Of course, there’s more to it that that. I’m here to talk about fundraising. So, this is why, as a fundraiser, I think WeRateDogs is a fantastic campaign that’s had some fantastic results.

Creator / originator

WeRateDogs started in 2015 when student Matt Nelson set up a Twitter (now X) poll asking his followers if he should start a dog rating account. From there WeRateDogs was born. The account posted a photo of a cute dog, and people… rated it out of 10. Simple right?

It combined cute animals with irreverent snark. The community grew quickly, and it was the subject of several viral moments. At this point, WeRateDogs didn’t really have anything to do with fundraising, yet. But stick with me!

A year later, in 2016 – back when Twitter was still good (ish) – a user named Brant took issue with the account’s rating system. He tweeted WeRateDogs to tell them it didn’t make any sense. 

After some back and forth, Matt replied with ‘they're good dogs Brent’, purposefully misspelling Brant’s name. This tweet alone helped the account gain more than 200,000 new followers. It was a quick, human and genuine response that resonated with people. 

Special characteristics

After Matt’s tweet became a viral success, WeRateDogs capitalised on its popularity and started selling merchandise. Since then, they have been building momentum and growing. 

WeRateDogs now has over 14 million followers across its social media platforms. It’s spawned a board game, books, and even an app. Whilst moving into merchandise is expensive, the core of their offer is cheap, inexpensive communication to their supporters via social media and email. It’s rooted in storytelling and imagery. 

Yet, while this community was growing it was clear that what started as people wanting to like dog pictures had turned into a community who wanted to do more – to help more. 

Here’s where we get to the fundraising bit! 

Dog owners started to reach out to WeRateDogs asking them to help share their stories – as many owners needed funds to pay for their pet to have surgery. WeRateDogs responded by re-posting links to GoFundMe pages, and their community answered that call for help in a big way. 

By 2017, WeRateDogs had started to set up their own GoFundMe pages to benefit individual dogs in need, and since then, the WeRateDogs community has been fundraising every single Friday. This started the shift of moving their community of dog lovers to kind donors. 

By 2020, WeRateDogs had now launched their own charity called the 15/10 Foundation. It was appropriately named after the highest rating a dog has ever given on WeRateDogs – Smiley, who got a 15/10 after sadly passing away from cancer. 

The foundation works with partners across the United States of America to fund dogs with medical and behavioural issues for life, to improve their chances of being adopted. They also highlight senior dogs who are also less likely to be adopted due to their age. 

I would recommend looking at their fundraising posts. The comments will make you cry every time. It’s just hundreds of pictures of dogs sending good wishes to other dogs to get better.

Results

WeRateDogs has helped more than 200 dogs get the care they need and has raised over two million dollars in the process. 

The foundation is funded via their merchandise sales, strategic corporate partnerships and by individuals who can donate directly to dogs on their website. The organisation makes it very simple for donors by sharing a photo, as well as a few lines of copy and a way to help. 

This, to me, is the heart of fundraising. Also, the website has a lovely bit of behavioural science in action too!

Merits

Everywhere on the 15/10 Foundation website and social media, they connect their community to the impact. They also consistently show the ‘itch and scratch’ that comes with fundraising. They are very consistent with their messaging to the point where they are credited with helping to popularise ‘doggo lingo’ which is an internet language that refers to dogs as doggos and puppers. How many of us can saw we’ve helped invent new words in our tone of voice documents?

WeRateDogs are also very focused and aligned to their vision and mission. Even their corporate partners and sponsored ads are all aligned with dogs. They never stray from their mission which, years later, is still just celebrating and helping dogs 24/7. 

As fundraisers we’re constantly pulled in 100 directions, but it can sometimes be good to stop and think in what you’re doing: does this show the need, does this align with our mission, can I show the impact, is this simple?

Influence / impact

So, why do I wish I’d thought of this fundraising campaign?

What started as a Twitter account sharing cute pictures of dogs, has grown into a charitable mission by that very same community. 

WeRateDogs engage their community of supporters and donors to drive real change and make the world a little bit better for the dogs they love. 

The Twitter account and the foundation put on a masterclass in communicating with humour, snark and simple storytelling. They have a crystal-clear tone of voice and brand, they truly engage with their donors, and they consistently show the need and the impact. 

Final notes

After all that, I do have to mention that I don’t actually wish I thought of WeRateDogs. I’m much more of a cat person, so I wish I’d thought of WeRateCats instead!

IMAGES: Kate McGranaghan Chow, WeRateDogs, and 15/10 Foundation.

Watch Kate McGranaghan Chow celebrate WeRateDogs at the CIOF IWITOT closing plenary, 2024