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Animal welfare donors are changing, and these charts prove it

How much do you know about animal welfare donors? Well, depending on when you last checked, you might be surprised at some of the demographic changes in the makeup of this group. 

While animal welfare organizations didn’t see the same soar in new donors that food banks did during the pandemic, their programs still saw steady growth 

And as animal welfare organizations look to the future, investing in things like digital programs and major donor expansion, it’s important to understand exactly who their donors are. Our RKD data experts analyzed more than 598,000 donors across 80 animal welfare organizations to understand demographic trends such as age, household size, income, education level, gender and marital status.  

In the dashboard below, you can see what these donors look like today. If you’d like to dive a little deeper, we’ve compiled additional charts that compare animal welfare donors from 2020-21 to those from 2013-14, as well as a breakdown by animal welfare organization size. 



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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