From 17 to 400: How CAT Scaled Monthly Giving with The Meow Team

From just 17 monthly donors in 2009 to nearly 400 today, the Cat Adoption Team (CAT) has built a creative and effective recurring giving program that has raised over $1 million dollars. In this episode, we’re chatting with Shanda Chroust-Masin, Development and Communications Director at CAT, to learn how their “Meow Team” has become an incredibly loyal base of brand ambassadors.

The most pivotal needle-mover? Leaning into playful, on-brand messaging (think “State of the Meownion” updates and “Cat Person” window clings), paired with strong volunteer engagement and donor stewardship.

Shanda shares ALL the tactics behind their growth: how they leverage volunteer relationships and embed monthly giving asks into evergreen experiences like adoptions and newsletters, plus their strategies for delighting donors with small but impactful touches.

This case study is packed with lessons you can apply right away!

Resources & Links

Learn more about CAT on their website and check out their Meow Team. To connect with Shanda and the CAT team, email [e-mail] or [e-mail].

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