Alright – so today we’ve got the honor of introducing you to Heidi Richmond. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Heidi , thanks for joining us today. We’ve love to hear an interesting investment story – what was one of the best or worst investments you’ve made? (Note, these responses are only intended as entertainment and shouldn’t be construed as investment advice)
The best investment I’ve ever made, hands down, has been in my team at Almost There Rescue. Our organization’s lifesaving work wouldn’t be possible without the incredible people behind the scenes.
Over the last several years, I’ve invested emotionally, plus plenty of time and resources in our team’s growth and well-being. From providing professional development opportunities to fostering a culture that prioritizes open communication and care, it’s been a conscious choice to build a workplace where people feel valued and supported. This is especially important in rescue work, which can often be emotionally taxing and unpredictable.
This investment hasn’t always been easy. As a leader managing limited resources, there’s a constant balancing act between ensuring the team has what they need and keeping the organization financially sustainable. There were moments when I second-guessed spending more on team-building activities or tools to lighten workloads, especially when the needs of our dogs seemed so immediate. But every time I’ve chosen to pour into my team, it’s paid off tenfold—not just in terms of our ability to save more dogs but also in creating an environment where people are proud to work and can thrive.
The lesson I’ve learned is that scaling and sustainability in a mission-driven organization like ours is impossible without investing in people. Your team is your backbone, your inspiration, and your greatest asset. Without them, ATR wouldn’t be where it is today, continuing to grow and make a larger impact with each year. It’s a reminder that when you take care of your people, they take care of the mission.
Heidi , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m Heidi Richmond and serving as Almost There Rescue’s CEO is the honor and privilege of a lifetime! I have over a decade of nonprofit leadership experience and a mini MBA for Nonprofit Organizations. My involvement in the rescue world started when I began volunteering in 2006. In 2012, I started fostering and later began specializing in medical foster cases and at-risk animals.
I joined the ATR leadership team in October of 2020 when COVID was in full swing and our building was still under construction. I spent my first three years at ATR overseeing development and marketing as well as filling in and helping out with whatever else was needed throughout the rescue.
Backtracking to when I decided to leave what I was doing to pursue my life-long dream of engaging in rescue work full-time… I had a great impression of Almost There Rescue but the more behind-the-scenes experiences I had, the more impressed I became. I was so blown away by the love, care, and consideration that Geri Hormel, ATR’s founder and president, and her team put into everything. I was desperate to be a part of this shared dream to save as many mamas and puppies as possible!
ATR’s mission: To save mama dogs and pups, provide care and enrichment, and find loving, forever homes.
Our mission centers on providing a safe haven where vulnerable dogs can thrive—from expectant mothers to puppies—and helping them find their forever homes. We offer exceptional care that includes medical support, proper nourishment, and enriching environments, ensuring their health and happiness throughout their time with us and beyond!
One thing that sets us apart from other rescues is that we’re experts in the unique medical and developmental needs of mama dogs and pups! Our large Mutternity Suites and biosecure kennels equipped with their own HVAC and drainage systems protect this vulnerable population. Around-the-clock care is provided by our in-house medical and animal care teams to ensure health and wellness. Puppies go through “Puppy Preschool” a curriculum developed by experts including behavioral veterinarians. Personalized force-free training programs are curated for the mamas. Our dogs participate in age-appropriate enrichment activities to help with their socialization and overall development into well-adjusted furry family members. We don’t just save lives, we better them in every way!
There is so much to be proud of at ATR, but I’m most proud of our team and the culture we’ve built. Rescue work is tough; it’s emotional, demanding, and often feels like there’s no finish line. But our team shows up every day with compassion, determination, and an unrelenting commitment to our mission. Their work has allowed ATR to scale and grow in ways I never could have imagined when I first started this journey. We continue to expand our positive impact and are enriching and saving more lives than ever before!
For anyone just learning about ATR, here’s what I’d like you to know: we’re not just about saving dogs—we’re about creating a ripple effect of kindness and hope in our community. Every adoption, every dog we save, every mom we support, and every puppy we nurture is a step toward a world where compassion drives change. We’re here to make a difference, one wagging tail at a time, and we’re so grateful for the support of people who believe in our mission. Whether you’re looking to adopt, volunteer, or support us in other ways, you’re part of this lifesaving journey, and we couldn’t do it without you. www.almostthererescue.org is our website and @almostthererescue is our IG. See for yourself why I am so unapologetically proud of this incredible organization!
Do you have any insights you can share related to maintaining high team morale?
Managing a team and keeping morale high comes down to fostering trust, connection, and shared purpose. At Almost There Rescue, the work we do can be emotionally and physically draining, so it’s critical that everyone feels valued and supported. I’ve learned a lot over the years, and here’s what’s worked for me:
First, lead with heart and authenticity. I appreciate each opportunity I get to roll up my sleeves and work alongside our team, whether it’s managing an emergency medical case, covering for a department that needs extra help, or cleaning up poop (because sh*t happens in rescue)! That kind of hands-on support shows that I’m right there with them. There isn’t a single thing I’d ask a member of our team to do that I would do (or haven’t done) myself.
One of the biggest things I emphasize is transparency. At ATR, we operate with a “no secrets” philosophy—every plan, challenge, and success is worked out in public chats where the whole team can contribute. This openness not only keeps everyone informed but also empowers people to offer ideas, ask questions, and feel confident in their roles. When the team understands the “why” behind a decision, they’re more engaged and invested.
Direct communication goes hand-in-hand with transparency. I believe in addressing things head-on—whether it’s celebrating someone’s incredible work, providing constructive feedback, or working through a problem. Avoiding difficult conversations only leads to misunderstandings, so I prioritize kindness, clarity, and respect in every interaction, and I ask our team to do the same. This “warmly direct” approach builds trust and ensures we’re all aligned, even when things get tough.
I also make it a point to listen. Really listen. Every person on our team has a voice and perspective that matters, and I want them to feel empowered to share their ideas or concerns. It’s about creating an environment where collaboration thrives and great ideas can come from anywhere. And believe me, great ideas (the kind that have grown our organization beyond our wildest dreams) exist throughout the organization. My job is to make sure those amazing ideas get the opportunity to be put into practice.
Giving our team the freedom to fail is one of the most impactful things that has shaped our success. Mistakes happen—it’s inevitable—but instead of treating them as setbacks, I see them as opportunities to grow, learn, and innovate. I emphasize to our team that perfection is not the goal; progress is. We’re not just here to save lives but to continually find better ways to save lives…to save more lives. To do that, we have to take risks, try new approaches, and sometimes stumble. When mistakes happen, we don’t assign blame—we focus on understanding what went wrong, what we can learn, and how we can adjust moving forward. This mindset fosters creativity and problem-solving because no one is paralyzed by the fear of making a wrong move. Constant process improvement is a natural consequence of this approach and is why growth comes so naturally to our organization.
Celebrating wins—both big and small—is a critical part of maintaining morale. Rescue work can be emotionally intense, so taking a moment to acknowledge a successful adoption, a sick dog recovering well, or a team member’s milestone reminds us of the incredible impact we’re making. These celebrations bring us closer and keep the energy positive. Equally important is fostering a sense of joy and fun in the workplace. Whether it’s sharing a funny story, a “dad joke” or just taking a moment to laugh together, these lighthearted moments balance the seriousness of our work and strengthen our bonds.
Finally, boundaries and self-care are essential. Rescue work is deeply rewarding but can also be exhausting. I encourage our team to prioritize their well-being and take breaks when needed. Leading by example, I make sure to model these boundaries myself—it’s a work in progress, but it’s crucial for preventing burnout.
At the end of the day, managing a team is about showing people you genuinely care. It’s about hiring the best people and then supporting and empowering them—removing obstacles so they can do their best work. It’s about giving credit where it’s due. When you create a culture of trust, celebrate contributions, and support growth, everyone benefits. At ATR, I’m privileged to work with an extraordinary group of people who share a deep passion for saving lives. Together, through openness, compassion, and collaboration, we’re building something truly special.
Can you open up about how you funded your business?
Building the financial foundation for Almost There Rescue has been a journey that truly reflects the power of community and collaboration. When we started, we were operating on a shoestring budget—our founder, Geri Hormel, was using her own resources to fund the first kennel space in her backyard. It was a humble beginning, but that hands-on approach really resonated with the local community, and we quickly gained support from people who believed in our mission to save pregnant dogs and puppies.
As we grew, we realized that we needed to diversify our revenue streams to ensure long-term sustainability. Donations became a key source of funding, and we worked hard to engage our supporters through campaigns and events. We also focused on transparency—ensuring that every dollar donated was used effectively to help save lives. Our 501(c)(3) status has made it easier for people to contribute because they know their donations are tax-deductible, which has helped us build a strong and loyal base of donors.
Adoption fees have also been a crucial part of our funding model. These fees help cover some of the costs of medical care, food, and daily needs for the animals we rescue. We make sure our adoption process is thorough, matching the right pets with loving homes, which has not only helped us raise funds but also deepened our connection with the community.
But one of the most exciting ways we raise money is through our fundraising events, like Vanity Fur. These events allow us to engage with the community in a fun and meaningful way, bringing together local businesses, individuals, and supporters to raise money and awareness. The sponsorships, donations, and participation from our local community make these events a huge success, and they’ve become a vital part of our funding strategy.
Transparency has been a huge part of our success in building trust with our supporters. We provide regular updates on how donations are used, showing our community exactly where their money goes. That openness has helped us earn a reputation for accountability, which is incredibly important in the nonprofit world.
Of course, it hasn’t always been easy. Like many nonprofits, we’ve faced financial challenges, especially in years when our expenses exceeded revenue. But that’s also when we learned the importance of adaptability and strategic planning. We’ve continued to explore new ways of fundraising, from grants to expanding our monthly giving programs, and we’re always looking for new opportunities to bring in capital.
At the end of the day, the financial success of Almost There Rescue is a direct result of the incredible community that surrounds us. We’ve built a sustainable funding model that allows us to continue doing the life-saving work we’re so passionate about, and we couldn’t do it without the generosity and dedication of our supporters. It’s a testament to the power of people coming together to make a real difference!
Contact Info:
- Website: https://www.almostthererescue.org/
- Instagram: https://www.instagram.com/almostthererescue
- Facebook: https://www.facebook.com/almostthererescue
