--- title: "Future focus: 3 keys to sustainable growth in animal welfare" description: As a “new normal” begins to emerge as the close of the pandemic, we see three areas that are vital to sustainable growth for animal welfare organizations. image: https://blog.rkdgroup.com/hubfs/animal%20welfare%20keys%20to%20sustainable%20future.jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [What happens when a 'long shot' becomes the leader? | Susan Blouch, Lebanon Rescue Mission](https://blog.rkdgroup.com/what-happens-when-a-long-shot-becomes-the-leader-susan-blouch-lebanon-rescue-mission) “They are never going to give this job to a woman,” a friend told Susan Blouch. [Podcast](https://blog.rkdgroup.com/topic/podcast) [Missions](https://blog.rkdgroup.com/topic/missions) [Read More](https://blog.rkdgroup.com/what-happens-when-a-long-shot-becomes-the-leader-susan-blouch-lebanon-rescue-mission)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Animal Care](https://blog.rkdgroup.com/topic/animal-care) # Future focus: 3 keys to sustainable growth in animal welfare By [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ![animal welfare keys to sustainable future 2](https://blog.rkdgroup.com/hs-fs/hubfs/animal%20welfare%20keys%20to%20sustainable%20future%202.jpg?width=270&name=animal%20welfare%20keys%20to%20sustainable%20future%202.jpg)We all know [animal welfare organizations](https://rkdgroup.com/causes/animal-welfare/)—like so many nonprofits—[had to adapt in 2020](https://blog.rkdgroup.com/back-to-the-basics-pivoting-your-fundraising-strategy-without-in-person-events). We also know that, as the spread of COVID-19 slows, a “new normal” will emerge in the coming years. With that in mind, RKD Group partnered with [The Association for Animal Welfare Advancement](https://theaawa.org/) to host our Future-Focused Fundraising Series. Across three webinars, we shared some ideas on the three areas that we see as vital to sustainable growth for animal welfare organizations: - Donor stewardship - Digital optimization - Virtual events I encourage you to take the time to watch these webinars [here](https://learning.theaawa.org/products/future-focused-fundraising-series). In this blog, I’ll share a small sampling of what our experts and colleagues from animal welfare organizations discussed. We hope this will serve as a road map in your planning for the second half of 2021 and beyond. ### **1. Stewardship: Breaking free from the ask-and-repeat model** Unlike food banks, hospitals and other organizations [on the front lines](https://blog.rkdgroup.com/food-banks-hospitals-see-increase-in-online-donations-during-covid-19) of the COVID-19 response, animal welfare organizations did not see the pandemic anomaly of [a massive surge of new donors](https://blog.rkdgroup.com/food-banks-see-623-surge-in-new-donors-during-covid). However, their core donors and recaptured donors not only sustained them but also helped make up the lost revenue from events and adoptions. Organizations that had strong ties to their donors [were able to weather the storm](https://blog.rkdgroup.com/animal-welfare-organizations-show-growth-and-stability-through-q2). And the key to building those strong ties is [stewardship](https://blog.rkdgroup.com/ask-and-repeat-is-your-stewardship-model-flawed)—frequent communication and thanking donors for their impact of saving lives. As Robin Rowland of Wayside Waifs reminded us in the webinar, “It’s not only important for you to remember your why, but it’s important for you to realize that your donors also have a why.” It may seem simple, but showing appreciation goes a long way toward [donor retention and upgrades](https://blog.rkdgroup.com/new-donor-retention-lets-go-back-to-the-basics). Take a look at the chart below. If this organization had fallen within our animal welfare benchmark rates, they could have seen an additional $88,092 in revenue. ![](https://blog.rkdgroup.com/hubfs/image-png-Jun-03-2021-03-53-51-51-PM.png) So how do you build a stronger connection with your supporters in a way that you can afford? Here are a few basics to remember: - Identify your audience and their needs - Examine and enhance what you’re already doing - Provide excellent customer service - Survey donors to find the answers you need - Focus communications on the animals You can also use new tools and technology—like video and text messages as well as personalized thank-you calls—to boost engagement. Finally, it’s important to focus on high-value donors. You should begin by using advanced modeling to identify major donor prospects. Once you know who they are, you can [invest more time and effort](https://blog.rkdgroup.com/stewardship-cheat-sheet-for-mid-level-donors) in reaching them. This method was very effective during the pandemic with the loss of in-person events. ![AW prospect modeling](https://blog.rkdgroup.com/hs-fs/hubfs/AW%20prospect%20modeling.gif?width=460&name=AW%20prospect%20modeling.gif) ### **2. Digital revenue: Small changes can make a big impact** Wouldn’t it be nice to have millions of dollars on hand to build a complex, sophisticated [digital marketing program](https://rkddigital.com/services/)? Most animal welfare organizations don’t have that luxury, but the good news is that there are some easy things we can do to [lift digital revenue](https://blog.rkdgroup.com/the-foundational-principles-of-online-fundraising). This was the focus of our second webinar, led by [Jenn Thompson](https://blog.rkdgroup.com/author/jenn-thompson), RKD’s digital expert. For example, did you know that including a check box asking donors to [cover the processing fee on donation forms](https://npengage.com/nonprofit-fundraising/adding-donor-covered-fee-to-online-donation-page/) is a simple way to boost revenue? Alicia Vial of the Louisiana SPCA said they’ve seen an additional $4,400 in less than a year since they began including this option. ![AW cover the fee](https://blog.rkdgroup.com/hs-fs/hubfs/AW%20cover%20the%20fee.png?width=438&name=AW%20cover%20the%20fee.png) Simple and easy. Here are a few other areas we recommend looking at: - Offer more giving options on your home page donation button - Add an ask array to your website footer - Use lightboxes (pop-ups) to promote campaigns - Optimize your site for [SEO](https://blog.rkdgroup.com/5-seo-tips-your-nonprofit-can-use-to-drive-organic-search-traffic) and [web accessibility](https://blog.rkdgroup.com/is-web-accessibility-on-your-nonprofits-radar) - Use email to build [monthly giving](https://blog.rkdgroup.com/monthly-giving-programs-are-worth-the-effort) ### 3. Virtual events: Lessons learned in a year of chaos Events are such a critical piece of fundraising for animal welfare organizations. When the world went into lockdown, this revenue source instantly vanished for many nonprofits. But some organizations took a chance on trying something “new and unknown” by going virtual. A year later, we have a better feel for what works when it comes to [virtual events](https://rkddigital.com/virtual-events/). ![AW virtual events](https://blog.rkdgroup.com/hs-fs/hubfs/AW%20virtual%20events.gif?width=580&name=AW%20virtual%20events.gif) We now know people will show up—honestly, no one knew for sure if they would. We’ve learned that communication and fundraising [happen a little differently](https://blog.rkdgroup.com/virtual-events-how-to-create-an-experience-that-transports-donors-from-their-homes) in the virtual setting. And we’ve learned that these virtual events [can actually provide higher net revenue](https://blog.rkdgroup.com/how-to-maximize-roi-for-your-next-virtual-event) because of lower costs and expanded audience reach. In our final webinar, Karla Baldelli, our VP of Donor Engagement, shared her thoughts on the four keys to success in virtual events: - Finding the right technology - Making it fun and engaging - Expanding your audience - Building a fundraising strategy As people get more comfortable with the return of large gatherings, we expect to see [more hybrid events in the future](https://blog.rkdgroup.com/blog/virtual-events-building-a-hybrid-event-model). These will combine the best of both worlds, with an in-person event that is broadcast to a wider audience at home. “We did a survey after our first virtual auction, and one of the top responses we got back was that people engaged because they normally wouldn’t go to an in-person event,” KC Routos of Animal Rescue League of Iowa shared in the webinar. “That is why I think hybrid events are here to stay.” Looking to the future is what we’re all about, and we want to make sure that animal welfare organizations are prepared for the road ahead. By focusing on donor stewardship, digital optimization and virtual events, you can build a strong, sustainable fundraising program. ### [RKD Group](https://blog.rkdgroup.com/author/rkd-group) RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible. 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