Top Animal Shelters Tap RKD for Digital Fundraising Overhaul

PLANO, TX – February 23, 2026 – In a significant move to modernize their philanthropic efforts, two of the nation's most respected animal welfare organizations, Humane Colorado and the San Francisco SPCA, have named RKD Group as their new fundraising agency of record. The partnership signals a strategic pivot toward advanced digital and data-driven methods to secure the funding necessary to expand their life-saving missions in an increasingly complex and competitive landscape.

This collaboration brings together regional powerhouses with deep community roots and a national agency known for its technological prowess. RKD Group, a solutions provider that raises over $100 million annually for its nonprofit clients, will now guide the fundraising strategies for organizations that collectively serve tens of thousands of animals each year. The move reflects a broader trend across the nonprofit sector: leveraging specialized expertise to navigate the digital frontier, deepen donor relationships, and ensure long-term financial sustainability.

"The missions of Humane Colorado and San Francisco SPCA center on lifting up their communities," said Kevin Jones, CEO of RKD Group. "We are thrilled to help extend the impact of these organizations, as they continue to make a difference for a more humane, just and compassionate world."

A New Era of Digital Philanthropy

The partnership aims to move beyond traditional fundraising appeals by implementing a sophisticated, omnichannel approach. RKD Group plans to deploy advanced data science, digital innovation, and personalized communication to create what it calls "audience-first" campaigns. This strategy focuses on understanding donor behavior to tailor outreach across multiple platforms, including direct mail, email, social media, and SMS, creating a seamless and engaging experience.

For animal welfare organizations, which often face sudden, large-scale needs from natural disasters or extensive rescue operations, the ability to rapidly mobilize support is critical. The emphasis on navigating emergencies and connecting with donors through personalized, timely communication is a cornerstone of the new collaboration. By analyzing data to understand what motivates different supporter segments, the agencies can craft more resonant stories and demonstrate impact more effectively, ultimately driving growth in both donor engagement and net revenue.

This digital-forward philosophy is precisely what the partner organizations were seeking. "We're thrilled to partner with RKD to explore innovative fundraising and outreach strategies that will drive our growth and help us make an even greater impact for animals in need," stated Jenni Cheers, Director of Annual Fund at San Francisco SPCA. The goal is to build a more resilient and responsive fundraising infrastructure that can adapt to the evolving philanthropic environment and support ambitious long-term goals.

Local Impact Meets National Expertise

Both Humane Colorado and the San Francisco SPCA are pillars in their communities, backed by decades of service and sterling reputations for financial stewardship. Both organizations hold a perfect 4-star rating from Charity Navigator, with top marks for accountability and finance, assuring donors that their contributions are used effectively.

Humane Colorado, formerly the Dumb Friends League, has served its community for 115 years. It operates three shelters and a veterinary hospital at CSU Spur, and in its last fiscal year, it provided over 74,000 nights of safety to animals and welcomed more than 4,300 homeless pets. The organization is renowned for its transparency, with 82 cents of every dollar spent going directly to animal care and community programs. For them, this partnership is a proactive step toward future-proofing their mission. "This partnership is an investment in the future of our mission," said Cathy Sanders, Chief Philanthropy Officer of Humane Colorado. "By deepening relationships with our supporters and welcoming new donors into our community, we're building a stronger, more sustainable foundation to expand lifesaving impact for animals across Colorado and beyond."

Similarly, the San Francisco SPCA, founded in 1868, has a bold strategic plan known as Vision 2030, which aims to positively impact the lives of eight million animals. In its most recent fiscal year, the organization generated $58.4 million in revenue and provided over $5.2 million in free or reduced-cost veterinary care. Its focus on increasing access to care, particularly in underserved areas, demonstrates a commitment to addressing the root causes of animal suffering. The decision to partner with a national agency like RKD is not about fixing a flawed model but scaling a successful one.

The Strategy Behind the 'Compassion Economy'

For RKD Group, securing these two high-profile clients solidifies its position as a dominant force in the nonprofit fundraising sector, often dubbed the 'compassion economy.' The Plano-based firm has pursued an aggressive growth strategy, recently acquiring MDM Fundraising, a Christian fundraising agency, and Heller Consulting, a nonprofit technology specialist. These moves have expanded its expertise and technological capabilities, making it an attractive partner for large nonprofits looking to optimize their revenue streams.

RKD’s value proposition lies in its ability to combine data-driven insights with creative storytelling, empowering organizations to not only raise more money but also build deeper, more lasting relationships with their supporters. By taking on the complex work of analytics, market testing, and multi-channel campaign execution, RKD allows organizations like Humane Colorado and the SF SPCA to focus on their core mission: providing direct care and advocating for animals.

This model represents a strategic outsourcing of a critical business function. The nonprofits provide the mission, the stories, and the community trust, while the agency provides the technical engine for growth. This symbiotic relationship is becoming the new standard for ambitious charities aiming to scale their impact significantly without diverting internal resources away from their programmatic work. As the philanthropic world continues to digitize, such strategic partnerships are poised to define the next generation of successful, sustainable nonprofit organizations.