--- title: RKD's 2025 Animal Care Mid-Year Benchmark image: https://info.rkdgroup.com/hubfs/AC%20-%20Featured%20Image%20300x175.png --- Theme + Migration = $1489 (Pay for the Theme Only). [Learn More.](https://www.lpd-themes.com/migration) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) [![logo-rkd](https://info.rkdgroup.com/hubfs/Assets/logo-rkd.svg "logo-rkd")](https://rkdgroup.com/) # 2025 Animal CareMid-Year Benchmark Table of Contents #### [Introduction](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Introduction) - [A note from RKD's Marketing Science Team](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Note) - [Top takeaways](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Takeaways) - [RKD's recommendations](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Recommendations) - [About the report](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#About-report) #### [Key Performance Indicators (KPIs)](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#KPIs) - [Revenue](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#revenue) - [Revenue: Including $10,000+ gifts](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Revenue-gifts) - [Active donors](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Active-donors) - [Revenue per active donor](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Revenue-per-active-donor) - [Average gift](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Average-gift) - [Gift frequency](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Gift-frequency) #### [Acquisition and reactivation](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Reactivation) #### [Monthly giving](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Monthly-giving) #### [See how other sectors performed](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Other-sectors-performed) #### [About RKD Group](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#About-RKD)   # Introduction If you’ve felt like the past few months have felt a little unpredictable, you’re not alone. Through the first half of 2025, animal welfare organizations across the country have been navigating a mix of economic pressures, shifts in donor giving, and outside funding uncertainty. It’s been one of those seasons where nothing feels quite steady, but everyone is doing their best to keep the mission moving forward. That’s where these benchmarks come in. They give us a pulse check on how the sector is holding up—where we’re seeing bright spots in revenue (major giving) and where challenges (active-donor counts) exist. By looking at the big picture, we can see trends that might not be obvious in just one organization’s data. Hopefully, it sparks ideas, reassures you that you’re not alone in the challenges and gives you some confidence as you plan for the months ahead. For this cohort, we saw revenue increase year to date (YTD). This report analyzes data from 80 animal care organizations across the United States, focusing on critical metrics such as revenue trends, donor retention and acquisition strategies. *—Dustin Riddle, Senior Vice President, RKD Group* ## A note from RKD's Marketing Science Team   --- ## Here is a look at our top 4 takeaways:   1 Revenue continues to grow Looking at giving under $10,000, revenue increased 4.5% YTD from 2024 to 2025. We can’t wait to keep this momentum going through year’s end. 2 Fewer donors are giving more The trend of fewer donors giving more continues. While donor files slightly decreased, revenue per active donor, average gift and gift frequency increased. Upgrade and stewardship strategies and growing sustaining donors are working. 3 Monthly giving shows great progress RKD’s animal care clients are intentionally growing their monthly sustaining donors and programs, and monthly giving revenue has increased 13.7% year to date. 4 Relational giving is growing Relational giving, including mid- and major programs, continues to grow as a proportion of all giving. Leading into the year-end period of higher generosity, mid-level revenue represents 13% of total revenue. However, major giving is leading at an astounding 66% of all revenues. --- Based on this benchmark data, RKD’s strategy and decision science experts developed three recommendations for animal care organizations going forward:    ***1.   Lean into giving trends* ** Continue growing higher-value giving through digital and other channels.  - Remember: Every gift matters. Stewardship is more critical than ever as direct mail acquisition declines and other channels face challenges.  - Invest in thank-you notes, phone calls and personal touchpoints to strengthen retention and drive second-gift conversion.    ***2.   Grow Monthly Giving*** Animal care organizations have seen strong momentum with sustainers—let’s keep building.  - Adopt an “always on” approach: Make monthly giving a clear, easy option across all channels and messages.  - Target the right audiences with specific messaging year round, using file modeling to guide strategy.  - Use monthly giving as an acquisition tool—many donors’ first gift is as a sustainer.    ***3.   Expand Mid–Major Programs* ** Mid-level revenue is soft, but major giving remains strong—continue nurturing both segments.  - Mid-level donors may be affected by recent inconsistencies like COVID surges and the Betty White influx, but the strategy remains: show value and appreciation.  - Test new messaging, enhance premium packages and increase personalized stewardship to deepen engagement and maximize year-end impact.  --- ## About the report   What we measured  The 2025 Animal Care Mid-Year Benchmark Report contains full-file data from 80 RKD animal care clients across the United States, representing data from January 1, 2020, to June 30, 2025. This data includes metrics such as total revenue, active donors, retention rate, donor value, average gift and gift frequency. Contributions of $10,000 or more were excluded to prevent skewing results by major giving efforts.    ## Key Performance Indicators (KPIs) - [Revenue](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#revenue) - [Revenue including $10,000+ gifts](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Revenue-gifts) - [Active donors](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Active-donors) - [Revenue per active donor](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Revenue-per-active-donor) - [Average gift](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Average-gift) - [Gift frequency](https://info.rkdgroup.com/rkd-2025-animal-care-mid-year-benchmark#Gift-frequency) ### Revenue up 4.5% Total revenue increased by 4.5% from FY24 YTD, or over $3 million. This growth may have been aided by the growth in monthly and major-giving revenues.  ### Revenue including $10,000+ gifts up 22% When we look at total revenue including major gifts, we saw a nearly 22% increase from FY24 to FY25 YTD. Major gifts make up 66% of revenue so far in 2025, marking major-giving programs as a huge opportunity for fundraising.  ### Active donors down 1.6% Active donors have decreased by 1.6% from FY24 YTD. The number of active donors has remained relatively steady, but the continued decline from FY22 can be discouraging. The trend confirms the need for improved retention, reactivation and acquisition.  ### Revenue per active donor up 6.2% Revenue per active donor has increased 6.2%, or just under $11, from FY24 to FY25 YTD. As active donors decrease, this metric’s growth affirms that fewer donors are giving more. Donor stewardship is working for those who are giving. ### Average gift up 2.5% Average gift increased 2.5% from FY24 to FY25 YTD. The growth of this metric from FY21 is encouraging and helps compensate for declines in cultivation.  Gift frequency increased 3.4% from FY24 to FY25 YTD. Gifts per donor continue to increase and indicate well-received engagement efforts.  ### Gift Frequency up 3.4% Gift frequency increased 3.4% from FY24 to FY25 YTD. Gifts per donor continue to increase and indicate well-received engagement efforts.    ## Acquisition and reactivation ### New and reactivated donors down 2.6% From FY24 to FY25 YTD, new and reactivated donors decreased 2.6%. However, this cohort did grow from FY23 to FY24. This affirms ongoing acquisition challenges.    ## Monthly giving ### Recurring revenue up 14% From FY24 to FY25 YTD, revenue from monthly sustainers increased nearly 14%. The number of recurring donors and recurring revenue have both increased year to date from 2016 to 2025. This shows remarkable growth and potential for animal welfare fundraising.  ### See how other sectors performed Access Report [Food Bank](https://info.rkdgroup.com/rkd-2025-food-bank-mid-year-benchmark) Access Report [Missions](https://info.rkdgroup.com/rkd-2025-missions-mid-year-benchmark) Access Report [Health & Hospitals](https://info.rkdgroup.com/rkd-2025-health-hospitals-mid-year-benchmark) Access Report [Humanitarian Action](https://info.rkdgroup.com/rkd-2025-humanitarian-mid-year-benchmark) ### About RKD Group RKD Group is the growth architect for nonprofits. We design fundraising and marketing programs that accelerate donor engagement and net revenue for your organization. We simplify complexity and scale your impact through bold strategy, creative orchestration and audience-led insights.  What does that mean exactly? Simply put: We help your fundraising thrive.  [Reach out to us](https://rkdgroup.com/lets-chat/) and discover expertly crafted, optimized fundraising. ## © RKD Group. All rights reserved. [Privacy Policy](https://rkdgroup.com/privacy-policy/)