In the world of Animal Care fundraising, donor retention isn’t just a nice-to-have—it’s the backbone of long-term impact. From one-time givers to passionate sustainers, the key to keeping supporters engaged is showing them how their generosity transforms lives. Three leading organizations in the sector share practical and proven strategies for donor retention. Here's what we can all learn from their wins:
1. Scale stewardship through email, like Humane Society of the Pikes Peak Region
Back in 2019, Humane Society of the Pikes Peak Region (HSPPR) was only sending a few email appeals a year. Stewardship for online donors happened mostly through snail mail, and consistent digital engagement was lacking.
Then came COVID—and with it, an opportunity. HSPPR quickly pivoted to daily email communication in March 2020. That shift jump-started a lasting transformation. Today, they send two or three emails every week, including a monthly lineup of thoughtfully crafted stewardship content sent to all subscribers, regardless of gift history.
Some of their creative messaging includes:
- Happy Tails: A compelling, start-to-finish rescue story
- Doggie Dish: Community updates and ways to help
- Pet Tips: Useful advice for pet owners, linking back to their blog
- CEO Video Updates
- "Paw-ty Break" videos, just for fun
The lesson? Don’t wait for donors to give again before you start stewarding them. With segmented content for monthly givers, event attendees and lapsed donors, HSPPR proves that robust digital stewardship is a retention engine hiding in plain sight.
2. Use donor-centric language, like Humane Society of Utah
Words matter. And when the Humane Society of Utah (HSU) shifted from “we need” language to “you made this possible,” their newsletter revenue skyrocketed—growing fivefold with a single issue.
They shifted from organization-centric messaging to donor-centric storytelling. Instead of spotlighting the nonprofit’s needs, every message now puts the donor’s impact front and center:
- “Because of your generosity, 100 pets got lifesaving care.”
- “Thanks to you, over 500 animals found safety this year.”
It’s more than feel-good language. This approach builds emotional connection, reinforces trust and boosts relevance—key factors in long-term loyalty.
Their team implemented a full strategy:
- Trained staff and volunteers on donor-focused copy.
- Audited all outbound communications.
- Updated templates, emails and newsletters with language that reflects the donor’s role in the mission.
Donors want to be heroes. HSU gave them the cape—and saw the results.
3. Engage disaster donors, like Pasadena Humane
When the Eaton Fire struck in January 2025, Pasadena Humane mobilized fast. Not just on the ground—with animal rescue, burn care and shelter support—but in how they communicated with donors.
They used an omni-channel approach with two clear goals: provide vital information to people affected by the fire and tell compelling, real-time stories to engage supporters eager to help.
Their storytelling-first strategy included:
- Texts, emails, social media, web and celebrity ambassadors
- Real-time updates, even when information was still unfolding
- Emotion-rich content that emphasized care and compassion
Supporter engagement didn’t end after the emergency. They developed a fire-specific donor welcome series, produced a print impact report disguised as an acknowledgment letter and featured fire-affected animals in digital and social ads. Another campaign—featuring the story of “Skinny Minnie”—became the centerpiece of their Day of Giving.
They also created a special edition newsletter on the Eaton Fire, which featured many rescue stories and response numbers, including animals cared for and food distributed. This piece was a cornerstone for the retention of their disaster donors. It was an opportunity to share and celebrate their impact.
Pasadena Humane’s response proves the power of nimble storytelling and rapid follow-up. Donors who give in a crisis want to know their dollars make a difference—and when you show them, they’re more likely to stick around.
Final takeaway: Donor retention is a team sport
Whether you're sending a fun video, updating your copy to center the donor or rapidly turning a crisis into a moment of connection—retention comes down to making supporters feel seen, valued and impactful.
As these three animal care organizations show, investing in email stewardship, thoughtful messaging and post-crisis storytelling isn’t just good fundraising strategy—it’s how we build a compassionate community that continues to support.
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