What charities REALLY need to know about AI and data

In this episode, Dominique sits down with Rebecca Linigen, the Australian Director of Four Paws, a global animal welfare organization dedicated to revealing suffering, rescuing animals, and advocating for stronger protections. Rebecca shares her lifelong commitment to animal welfare, her experience across advocacy, fundraising, and organisational development, and her insights into how technology—like AI and data science—can be harnessed ethically for social good.

The conversation covers the challenges facing animal charities in Australia, the impact of emerging technologies, behavioural changes in pets post-COVID, and the importance of ethical storytelling. Rebecca also reflects on her personal journey, the motivations that keep her driving change, and advice for anyone wanting to make a meaningful impact in animal welfare.

Listeners will gain a deeper understanding of how passion, people power, and innovation intersect to protect animals and amplify positive change. Tune in for inspiration, practical insights, and a reminder that even small acts can create big ripples.

Follow For Paws: fourpaws.org.au

Transcript

Dominique:
Welcome to the Change Loves Company podcast, where I sit down with creatives, fundraisers, social entrepreneurs, artists, and activists—all with one thing in common: they're changing the world for the better through their work.

I'd like to begin by acknowledging the traditional owners of the land I'm recording on today, the Gadigal People of the Eora nation, and pay my respects to elders past, present, and emerging. Always was, always will be.

I'm Dominique, and I'm delighted to introduce you to Rebecca Linigen. Bec is the Australian Director of Four Paws, a global animal welfare organization which reveals suffering, rescues animals in need, and protects them. She has a lifelong commitment to animal welfare and is also on the board of a Sydney-based animal rescue organization, Maggie's Shelter. Her leadership is grounded in empowerment, a drive to create meaningful change for animals, and an unshakable belief in people power. She revealed to me that she is both a dog and a cat lover.

She brings broad experience in the NGO sector, having worked across advocacy, fundraising, and organizational development in both local and international contexts. Her curiosity about how technology can be harnessed for social good led her to further study in data science and innovation, and that's what Rebecca and I chatted about on the podcast.

Today I have Rebecca Linigen in the studio. Welcome back! It's so great to have you here.

Rebecca:
Thank you so much. Happy to be here.

Dominique:
Fantastic. So you work with Four Paws. You're the National Director in Australia. Can you tell me a little bit about that organization and the kind of work you do?

Rebecca:
Yes. It's a global animal welfare organization. We have country offices in over 16 countries and sanctuaries all over the world. Our work is divided into three areas: companion animals, farmed animals, and wild animals. A lot of people know us for our rescue work—transporting elephants across the world, saving big cats and bears.

We also work in disaster and conflict zones, providing vital medical care and feeding animals. A really important but less visible part of our work is lobbying and advocacy, ensuring animals have a voice in legislation and regulations.

Dominique:
You're a bit of an animal lover from way back, right? Are you a dog person or a cat person?

Rebecca :
Both! I have a dog and two cats. I don't want them to think I pick favourites.

Dominique:
Wonderful. So what are some of the challenges animal charities, and For Paws in particular, are facing right now?

Rebecca:
In Australia, animal welfare sits under the agricultural portfolio, which creates conflicts of interest. There's been some government commitments to establish an independent office of animal welfare, and we’re working to hold them accountable.

Emerging tech is another challenge—misinformation online, fake rescue videos, or harmful social media trends. Dog training is a big one too, with people looking for quick fixes from TikTok videos rather than building relationships and taking time with their pets.

COVID also caused challenges: pets didn’t get proper socialisation, leading to behavioural issues when people returned to work. Overpopulation is another issue, with more animals being abandoned and an increase in online puppy sales, including puppy farming which is still legal in parts of Australia.

Dominique:
When it comes to fundraising for Four Paws, what tends to work best?

Rebecca:
Animal welfare is consistently popular in Australia, but tax deductibility isn’t always available for animal charities, limiting fundraising potential. We rely on ‘mum and dad’ donors, people who love animals, and popular stories like rescues. We also get support from people interested in ethical textiles and sustainable products.

Dominique:
A few years ago, you stepped away from a paid job to study data science and innovation. How did that come about?

Rebecca:
I started at UTS and did an exchange program overseas. I’m definitely not a techie or math person, so it surprised a lot of people. My interest came from seeing how technology could be used for social good, particularly during my time at Amnesty International, where satellite imagery and video footage were used to reveal the truth about human rights atrocities.

Dominique:
So your goal wasn’t to become a tech expert?

Rebecca:
No, it was to understand the technology, what it could do, and the ethical implications. It’s about asking why we’re doing things this way and understanding the broader impact.

Dominique:
How have you seen AI and data science being used in the charity sector?

Rebecca:
There’s huge potential for reducing repetitive admin tasks and improving knowledge management. Tools can help break tasks into digestible pieces for neurodivergent staff, assist with transcription, and summarise documents. But there are ethical concerns: biases in AI, environmental impacts, and data misuse. Charities need to know what they’re using, why, and how, and maintain human oversight—the “human eye sandwich.”

Dominique:
And how do you approach learning to use AI effectively?

Rebecca:
Trial and error. Setting parameters, giving good prompts, and iteratively refining outputs. It’s about confidence-building and strategic adoption, not rushing to be the first user.

Dominique:
What about risks like deepfakes and misinformation?

Rebecca :
Yes, deepfakes and misinformation are big risks. We’ve already seen cases where animal videos are manipulated to appear abusive or sensational, which can mislead donors and the public. Verification and ethical curation are key, especially when using AI to create content for campaigns.

Dominique:
How do you see the future of animal welfare in Australia?

Rebecca:
I’m cautiously optimistic. Public awareness is growing, particularly around factory farming and the environmental impacts of animal products. Social media campaigns can be powerful for education and engagement, but it’s a double-edged sword—misinformation spreads just as quickly.

We need more independent regulation, better enforcement of existing laws, and collaboration between NGOs. Technology will play a role, but ultimately it comes down to people caring, taking action, and holding leaders accountable.

Dominique:
And what keeps you motivated?

Rebecca:
The animals, first and foremost. And the people—volunteers, staff, donors—who care so deeply. Seeing a rescue succeed, a law change happen, or an animal find a loving home is hugely rewarding.

Dominique:
What advice would you give someone wanting to make an impact in animal welfare?

Rebecca:
Be curious, persistent, and compassionate. Find an area that really resonates with you, whether it’s hands-on rescue work, policy, or fundraising. Learn the skills you need, and don’t be afraid to challenge the status quo—but always do it thoughtfully.

Dominique:
If you weren’t in animal welfare, what else could you see yourself doing?

Rebecca :
I’ve always been interested in innovation and technology for social good. I could see myself working in human rights, environmental sustainability, or ethical tech—basically wherever I can help amplify positive impact.

Dominique:
Before we wrap up, where can people follow your work or support Four Paws?

Rebecca :
They can find us on our website, forpaws.org.au, and follow our social channels—Instagram, Facebook, LinkedIn—for updates on rescues, campaigns, and how to get involved. Every small action counts, whether it’s donating, volunteering, or simply sharing a campaign to raise awareness.

Dominique:
Rebecca Linigin, thank you so much for joining me today. It’s been fascinating learning about your work, your approach to technology in the sector, and the passion that drives you.

Rebecca :
Thank you for having me, Dominique. It’s been a pleasure.

Dominique:
That’s it for this episode of Change Loves Company. If you enjoyed today’s conversation, please subscribe, leave a review, and share with someone who cares about making a difference. Remember: small acts of change can create big ripples.