Look Ahead Guide

Animal Welfare

Animal Welfare features rescues, shelters, advocacy groups, and others working to give every animal a loving home. 

Animal shelters experienced an uptick in adoptions during the COVID-19 pandemic, placing additional demands on shelters working to adapt to new COVID protocols. This sector also reacted quickly to provide support for pet owners who were in financial peril due to the economic downturn with food drives and free health clinics.  

Online Giving & Sustainer Trends 

  • This year continues a trend of double-digit (14.9%) growth in sustainer revenue.
  • However, sustainer revenue as a percentage of total revenue (-3.7%) declined due to a strong increase in one-time donations.
  • With an increase in one-time donations, revenue per usable email rose to $14.75.

Email Engagement Trends 

  • Animal Welfare organizations continued strong stewardship of their email lists with 18% of constituents donating in 2020.
  • The number of fundraising emails increased dramatically for this vertical in 2020, more than double (11.86%) the industry median (4.9%).
  • Animal Welfare organizations excelled at converting donors from email (0.74%).

Which of these trends will continue?

Blackbaud experts identify the 2020 trends likely to continue into 2022 and suggest ideas and tactics to make the most of online fundraising.

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