Meet Sally Williams

We’re excited to introduce you to the always interesting and insightful Sally Williams. We hope you’ll enjoy our conversation with Sally below.

Hi Sally, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

My path to finding my purpose wasn’t a straight line, it was a long and winding road that ultimately led me exactly where I was meant to be.

In my early 40s, I was diagnosed with multiple autoimmune disorders and was no longer able to continue my career in retail. Although it was unfulfilling this was not the way I wanted to have a career or life change,
During that difficult time, I had an incredible doctor who suggested I try volunteering. That simple recommendation changed everything. I began volunteering at a local shelter, starting with something as small as petting cats. Over time, I became an adoption counselor, then grew interested in cat behavior, eventually studying it and building my own business as a cat behavior consultant.

My life took another turn when my beloved cat, Brodie, was diagnosed with cancer. During conversations with his veterinary oncologist, I learned that if a family couldn’t afford treatment, “economic euthanasia” was often the only option. That realization broke my heart and it became the catalyst for founding my first nonprofit, The Brodie Fund, which helped families access life-saving cancer treatment for their pets. Over the course of 7 plus years what started as a local nonprofit flourished into a national organization. The Brodie Fund also tapped into something I had never felt before about work…… passion.

That experience was incredibly meaningful, but also emotionally heavy. It showed me my purpose, but it also tested my heart in ways that weren’t sustainable long-term.

After saying goodbye to The Brodie Fund at the end of 2021, and giving myself much needed time to heal having lost another cat to cancer, in October 2022 I launched Mission Meow after recognizing a critical gap in the animal welfare space. Small, feline-focused rescues across the U.S. were struggling, especially in the aftermath of COVID. With my deep love for cats, my experience in rescue, and my background running a nonprofit, everything aligned. It felt like the natural next step.

And the name? It came in a moment I’ll never forget. I kept asking myself, “What’s my mission, what’s the name?” over and over again. Right then, my cat West let out a meow and just like that, Mission Meow was born.

Today, my purpose feels clearer than ever. While The Brodie Fund showed me what I was meant to do, Mission Meow is where I truly feel it. It’s rooted in joy, helping small rescues thrive, making their dreams come true, and creating meaningful, lasting change in a community I care so deeply about.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

As the Founder and President of Mission Meow, I have the privilege of leading an organization that reflects everything I believe about rescue, community, and compassion. Mission Meow was built from the heart with a deep understanding of the challenges small feline-focused nonprofits face and a commitment to changing the way they are supported and seen.

Mission Meow is special because we focus on the small, feline-centric nonprofits that are so often overlooked. These organizations may not have big budgets or polished facilities, and many are doing the hard, hands-on work of trap-neuter-return while competing with larger groups for limited funding. But I know the truth. Without them, the cat rescue community simply wouldn’t survive. We can’t adopt our way out of overpopulation, and they are on the front lines every day making real change.

When I say we make dreams come true, I truly mean it. And we do it with joy, with passion, and by building genuine relationships. Our grant recipients, business partners, and donors aren’t just supporters, they’re family.

What makes Mission Meow so meaningful to me is that nothing about it is transactional. It’s all heart. It’s connection. It’s community. I feel incredibly lucky to lead something so special, to do work I love, and to meet the most inspiring people, people whose stories I’m honored to share, and who inspire me every single day.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Empathy Paired with Purpose
I don’t just care I act on it. My empathy for both cats and the people doing the work is what led me from volunteering, to founding The Brodie Fund, to creating Mission Meow. I saw gaps that were overlooked, and instead of accepting them, I built something to fill them.

Real-World, Ground-Level Knowledge of Rescue
My background in cat behavior, hands-on shelter work, and years in nonprofit leadership gives me a 360-degree perspective. I understand not just the “why,” but the “how” from TNR to foster to the realities of limited budgets. That’s why my approach is impactful: it’s rooted in experience, not theory.

Relationship-Driven Leadership
I lead with connection. Whether it’s grant recipients, business partners, donors, or my board, I built a community, not just an organization. I’ve turned what could be transactional into something deeply personal and collaborative, creating a network where people feel seen, valued, and inspired to do more.

For those early in their journey, I’d offer this:

Lead with empathy, but give it direction. Find a problem that truly moves you and commit to being part of the solution. Get as close to the work as possible; hands-on experience will teach you more than anything else ever could. And most importantly, invest in relationships. This work isn’t meant to be done alone. Build community, collaborate often, and treat people like partners, not transactions.

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

Collaboration is at the heart of everything we do at Mission Meow. We’re always looking to partner with individuals and organizations who share our belief in lifting up small, feline-focused nonprofits and strengthening the rescue community as a whole.

We love connecting with businesses, brands, and individuals who are passionate about cats and want to make a meaningful impact. Whether that’s through becoming a business partner, supporting our grants, offering in-kind donations, or helping us amplify the stories of the incredible organizations we fund. We’re also always excited to collaborate with fellow advocates, content creators, and leaders who believe in collaboration over competition. Volunteers wanted, always!

If that sounds like you, we’d love to connect. You can learn more and reach out at missionmeow.org or connect with us across social media. We’re always open to building new relationships that help us make an even bigger difference together.

Contact Info:

• Website: https://missionmeow.org
• Instagram: https://www.instagram.com/missionmeow/
• Facebook: https://www.facebook.com/MissionMeow
• Linkedin: https://www.linkedin.com/company/mission-meow
• Youtube: https://www.youtube.com/@missionmeow-4cats

Image Credits

Victor Bubadias Photography
Casey Elise Photography
Lacey Schuetz, Licked Pet Photography