Background
Dogs Trust Ireland is Ireland’s leading dog welfare charity. Their mission is simple: to give all dogs the chance to live full, safe and happy lives.
That means rescuing, rehabilitating and rehoming dogs, while also supporting owners and educating the public about dog welfare.
Since November 2025, we’ve been working alongside the Dogs Trust Ireland team to moderate the comments on their paid social campaigns, helping them keep conversations helpful, informative and true to their brand.
Getting to know the team
When we onboard a new charity partner, we don’t just dive straight into moderation.
We start with a Meet the Moderators session, giving the charity team the chance to get to know the people who’ll be representing them online.
For Dogs Trust Ireland, this helped our moderators understand their tone of voice, their approach to dog welfare and the kind of conversations they have with their supporters.
That way, our moderators become an extension of the Dogs Trust Ireland team – not just disconnected people sitting behind a screen replying to comments.
More than just answering questions
Our moderators are there to provide accurate facts and figures when people have questions about fundraising, where donations go or how dogs are helped, while also knowing when a conversation needs a calmer, more reassuring response.
And because we’re talking about dogs, there’s plenty of room to bring some personality too, which we love to do at Social AF!
Our moderators aren’t afraid to bring the humour, let the dogs’ personalities shine through and, of course, throw in the occasional pun.
We also deal with more complex queries and signposting, from fundraising questions to more difficult questions about puppy farms etc.
A partnership that evolves
When we first started working with Dogs Trust Ireland, we moderated natively on Meta.
Since then, the charity has moved to Agorapulse for its moderation, and we’ve supported them with this move.
It’s a small example of something that’s really important to us: we work with the way our charity partners operate. As their needs and platforms change, we’re there to adapt too.
A team that feels like part of theirs
We’re really pleased with the feedback we’ve had from the Dogs Trust Ireland team, who have been delighted with the work our moderators are doing and the value they’re bringing to their campaigns.
For us, that’s what makes a great charity partnership. We take the time to understand the charity, its supporters and its tone of voice, so our moderators can feel like a genuine extension of the team.
Melanie Kevelighan from Dogs Trust Ireland, said: “Social AF are a pleasure to work with and know our brand tone of voice inside out. We feel we can fully trust them to respond as we would to our supporters. If they’re unsure of an answer to a question, the response they draft for us to check is always well researched and aligns with our messaging, so we don’t need to make any changes, which is a huge time saver for our team. We love working with Social AF and would recommend their services to anyone.”