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339_-_Get_Paid_to_Save_Shelter_Animals_with_Adam_Goldberg
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How to Get Paid for Shelter Photography

business May 19, 2026

Getting paid to photograph shelter animals used to be nearly impossible. Now there's a program built specifically to make it happen. 

If you're a pet photographer, you've probably felt the pull toward shelter work. You love animals. You know great photos help dogs get adopted faster. But at some point, the math stops working — a full day of driving, shooting, and editing is a day you can't bill. So you step back. Not because you don't care, but because you're running a business.

Adam Goldberg felt that same tension. And instead of just living with it, he built a solution. It's called Second Shot Adoption Photos, and it's changing what's possible for pet photographers who want their work to matter beyond the client session.

I sat down with Adam for the second time on episode 339 of the Freedom Focus Photography Podcast to get the full update. What started as a one-man operation in Tampa has grown into a nationwide program with real sponsors, real photographers, and real paychecks. Here's how it works — and how you can get involved.

 

What Is Second Shot Adoption Photos? 

Second Shot Adoption Photos is a program that connects professional photographers with animal shelters, funded by local and national brand sponsors. Sponsors pay to have their brand associated with the shelter photography program. Shelters get high-quality studio photos that dramatically improve adoption rates. Photographers get paid for their time and skills.

It's a three-way win that solves the problem most shelter photographers face: doing meaningful work without a way to make it financially sustainable.

Adam launched the concept in 2023 after years of doing private client portrait work while volunteering at shelters on the side. He loved the shelter work. He was burning out on everything else. The question became: how do you make the math work?

The answer was sponsors.

 

How Does the Sponsorship Model Work? 

Brands sponsor the photography program in exchange for visibility with an engaged audience of pet lovers. Sponsors range from local businesses, such as attorneys, realtors, doggy daycares to national pet industry brands. The connection works because the brands have a vested interest in reaching people who love animals. The photography program gives them a meaningful, feel-good way to do it.

One of Adam's current sponsors is Kuranda Beds, a well-known brand in the shelter world. Another is a national senior living facility that wanted to promote being pet-friendly, so Adam brought senior shelter dogs to the facility for a portrait event. The residents loved it. The staff loved it. The brand got a campaign that actually resonated.

That's the kind of creative, values-aligned partnership this model makes possible.

If you're already running a private client photography business, you likely have contacts in your market who could be ideal sponsors. Think about the local businesses that want to be seen as pet-friendly. A carpet cleaning company. A pet-friendly realtor. A local vet practice. Those relationships you've already built for your portrait business translate directly here.

 

How Much Has Second Shot Grown? 

When Adam first appeared on this podcast in September 2025 (episode 308), he was doing this work largely by himself. By January 2026, he launched in three shelters with three photographers — all of whom found him through this podcast. By the time we recorded episode 339, Second Shot was operating in five shelters across the country, including Humane Society Tampa Bay, SPCA Houston, Texas Humane Heroes in Austin, Miami Dade Animal Services, and Austin Animal Services.

More shelters are launching this month.

Adam went from photographing 120 shelter pets per year to 580 — by himself — before bringing on other photographers. Now the goal is 50 shelters in three years. The growth is real, and it's accelerating.

 

What Kind of Photographer Is Second Shot Looking For? 

Second Shot is specifically looking for photographers who shoot studio style. Clean backgrounds, controlled lighting, professional setups. Adam's approach uses a single light setup to keep things simple and portable, and while he started with white backdrops, the program is now experimenting with color to test what performs best for adoption campaigns.

If you're already doing shelter photography in a studio style, you're ahead of the curve. If you're not yet but want to learn, Adam has built a course specifically for this.

Beyond style, Adam is looking for photographers who are serious about the work. The application process is intentional. He's not trying to grow fast and loose — he's building something sustainable, and he wants photographers who share that commitment.

 

How to Get Started With Second Shot 

The first step is to grab the Adoptable Animal Studio Photography Course here. Use code HODA at checkout — this is an exclusive offer for Freedom Focus listeners that drops the price from $37 to free. The code is available through August 31, 2025.

Watch the course. It covers everything Adam knows about shelter studio photography. Even if you've been doing this for years, it'll show you exactly what Second Shot is looking for — and watching it will make your application stand out.

Then apply at secondshotpet.com. Scroll to the bottom of the main page and look for the "Want to be a Second Shot photographer?" link. Adam is actively reviewing applications and expanding into new cities as sponsors come on board.

One note: this is a growing program, not a guaranteed immediate placement. If your city doesn't have a sponsor yet, Adam is exploring a pilot model where photographers can get started building shelter relationships while sponsorship is secured. Getting in the database now puts you in position when your market opens up.

 

The Bigger Picture: Doing Work That Actually Lights You Up 

In our conversation, Adam shared something that resonated with a lot of photographers in this community. He recently closed his private client studio after six years to go all-in on Second Shot. It was a big decision — one that required letting go of something that was working to make room for something better.

I've been there. In 2015 I shut down the family photography side of my business to go all-in on pets and horses. It was terrifying. It was also the best decision I ever made.

Adam put it simply: if you're divided, you can't fully show up for either thing. And if you know in your gut what you'd rather be doing, the math eventually becomes obvious.

If shelter photography is the work that lights you up and you want to actually get paid for it — Second Shot is worth a serious look.

 

Listen to Episode 339 

Adam and I cover all of this in depth — the growth of the program, the sponsor model, how to apply, the free course offer, and the mindset behind making a big business pivot. Hit play and hear it straight from Adam.

Click any of the links below to have a listen: 

👉 Apple Podcast | Spotify | Amazon Music  

And if you missed episode 308, start there first for the full origin story.

 

 


 

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