2023 AW Benchmark Gate Image

2023 Animal Welfare Benchmarks

Over the last few years, animal welfare organizations have seen a huge shift in mindset away from the focus on adoptions and toward the idea of keeping pets in homes. This shift has required fresh thinking in messaging and creative as well as more innovative digital, sustainer and major donor strategies.

RKD Group examined data from 88 of our animal welfare clients across the U.S. to better understand how these shifts have impacted animal welfare fundraising trends. The detailed results in this report will be beneficial for strategic planning throughout the remainder of the year.

Key takeaways

Animal welfare organizations are stronger post-COVID

Revenue is 31% higher today than it was in 2018.

Performance trends similar across size

However, the Midwest saw the strongest revenue growth, and the Northeast retained and gained the most donors.

2020 and 2021 represent gentle positive trends

Growth was driven by increases in the size of donor files and average donor value.

Retention should be watched closely

Retention of reactivated donors softened to the lowest level observed since 2018.

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