Unlock fundraising growth
Improve donation experiences, strengthen fundraising strategies and convert more supporters into donors.
Growth infrastructure for the animal advocacy movement
More growth.
More resources.
More impact for animals.
Strategic marketing, fundraising and growth expertise for effective animal advocacy organizations.
The growth opportunity
What if effective animal organizations could achieve more with the resources they already have?
Animal advocacy organizations are working to create a better world for animals. But many lack the specialized marketing expertise and resources needed to unlock fundraising growth, reach new audiences and build lasting growth capacity. The Animal Advocacy Growth Lab closes that gap.
We bring strategic marketing leadership, fundraising optimization, digital discoverability and growth experimentation to effective animal advocacy organizations — helping them strengthen their growth systems and achieve more with the resources they already have.
Reach new audiences
Strengthen positioning, communications and digital discoverability to connect effective organizations with more people.
Build growth capacity
Bring strategic marketing leadership, specialist expertise and experimentation to organizations that need it.
Our four growth engines
Specialist growth expertise. Shared across the movement.
Fundraising & Conversion Optimization
Help organizations maximize the value of their existing audiences and fundraising opportunities.
- Donation journey audits
- Donation page optimization
- Donation form improvements
- Recurring donor acquisition
- Donor retention strategies
- Email fundraising optimization
- A/B testing and conversion experiments
Positioning & Audience Growth
Help organizations communicate more effectively and reach new audiences.
- Brand positioning
- Messaging strategy
- Audience segmentation
- Campaign strategy
- Creative direction
- Content marketing
- Website messaging
SEO, AEO & Digital Discoverability
Help organizations become more visible through traditional search and AI-powered discovery.
- Technical SEO
- AI visibility audits
- Content architecture
- Research-led content strategy
- Structured data
- Authority building
- AI citation monitoring
Growth Experiments & Shared Intelligence
Test what works, measure results and share successful strategies across the movement.
- Fundraising experiments
- Messaging experiments
- Conversion benchmarking
- Growth analytics
- Campaign performance measurement
- Open-source playbooks and resources
The 100X Initiative
What could happen if we helped the most promising animal advocacy campaigns grow 100X?
The 100X Initiative identifies promising growth opportunities within existing animal advocacy organizations and helps unlock their potential.
Rather than offering generic marketing services, we focus on specific growth bottlenecks and measurable opportunities — where strategic improvements could generate disproportionate returns.
- 01
Identify
Find organizations and campaigns with strong impact potential and meaningful growth opportunities.
- 02
Accelerate
Apply strategic marketing expertise, experimentation and specialist implementation to unlock growth.
- 03
Measure & share
Evaluate results, document what works and make successful approaches available to the wider movement.
Evidence over assumptions
We measure beyond marketing performance.
We evaluate growth initiatives by their measurable, additional impact: the donations generated, audiences reached, organizational capacity strengthened and, ultimately, benefits delivered to animals.
Example: The math of small wins
What could a better donation experience achieve?
Small improvements in donation conversion can have a meaningful cumulative effect. Here's an illustrative example of what a 0.5 percentage-point improvement could mean over one year.
$120,000in additional donations over 12 months.
- Improved (2.5%)
- $600,000
- Current (2.0%)
- $480,000
20,000 monthly visitors · $100 average donation
Illustrative scenario based on hypothetical assumptions. Assumes consistent monthly traffic, average donation value and conversion improvement over 12 months. Not an actual Growth Lab result.
Better growth systems equals greater resources and more impact for animals.
- 01
Strategic growth interventions
Improved fundraising, conversion, positioning and discoverability.
- 02
Organizational growth
More donors, greater reach, stronger supporter engagement and increased fundraising.
- 03
Additional resources
More funding and capacity available to effective animal advocacy programs.
Greater animal impact
More resources directed toward effective interventions that improve outcomes for animals.
Work with us
Let's unlock your organization's growth potential.
Whether you're looking to improve fundraising performance, reach new audiences, strengthen your digital discoverability or identify new growth opportunities, we'd love to hear from you.
Get in touch to discuss where your organization could benefit from strategic growth support.