The Association for Animal Welfare Advancement

What The Association for Animal Welfare Advancement does

The Association for Animal Welfare Advancement (AAWA) is a nonprofit professional membership association founded in 1970 as the Society of Animal Welfare Administrators (SAWA) and renamed in 2018 to reflect a broader professional mandate. Headquartered in Surprise, Arizona, AAWA serves directors, executives, and senior leaders of animal shelters, humane societies, animal control agencies, and rescue organizations across the United States, Canada, and Australia. Over 90% of its members are at director level or above, predominantly C-suite, and the association reports average leadership-level membership tenure exceeding 10 years.

AAWA's product portfolio spans credentialing, benchmarking, learning, convening, advocacy, and community functions. Core offerings include the CAWA (Certified Animal Welfare Administrator) credential — described as the only animal welfare leadership certification in the profession; the biennial Compensation & Benefits Study benchmarking platform covering 85 job descriptions; The Learning Center with certificate programs in leadership, fundraising, and volunteer engagement; an annual conference with member discounts; The Network online member community; Career Center job board; DEI programs and surveys; PACT (People and Animals in Community Together) framework; advocacy resources including a legislative policy map and help desk; awards programs (Wagsies, Golden Beagle, Sit Stay Slay); a Grant Database; SeeDS employee engagement surveys; and executive coaching.

Revenue is generated through multiple streams: recurring membership dues, CAWA certification fees, conference registration, job posting fees, compensation study access subscriptions, coaching and assessment fees, and corporate sponsorships. Flagship sponsors include Hill's Pet Nutrition (which co-funds the $40,000 Wagsies awards, Learning Center content, newsletter, and Shelter Pet Adoption Report) and MetLife Pet Insurance (title sponsor of the $20,000 Golden Beagle Award). Distribution is sales-led through an inside sales team and 11 regional representatives, complemented by event-driven acquisition via the annual conference and community-led retention through The Network. Underlying technology consists of YourMembership for association management and Dynamic Benchmarking for the benchmarking platform — both third-party SaaS rather than proprietary technology.

Name

The Association for Animal Welfare Advancement

Legal name

The Association for Animal Welfare Advancement

Website

https://theaawa.org

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

1–10 employees

Short description

The Association for Animal Welfare Advancement is a nonprofit professional membership association founded in 1970 that serves directors and C-level executives of animal shelters, humane societies, and rescue organizations across the US, Canada, and Australia through credentialing (CAWA), benchmarking, learning, advocacy, networking, and convening services.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Business Associations (813910), Professional Organizations (813920), Business, Professional, Labor, Political, and Similar Organizations (8139), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ)

akta.pro secondary industries

Animal Welfare Auditing, Compliance & Certification Services (Non-testing Lab) (AFAEALAN), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)

Keywords

• Animal welfare association
• Professional membership organization
• Certification programs
• Leadership development
• Nonprofit association services

Headquarters

HQ city

Surprise

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Membership Dues: Annual membership fees providing access to career center, professional development, conferences, networking, and member benefits including discounts on certification, coaching, and benchmarking studies.
2. CAWA Certification Fees: Certified Animal Welfare Administrator certification exam with members receiving 50% discount (savings of over $400).
3. Conference Registration: Annual conference registration with $200 discount for members plus 25% coupon to share with non-members.
4. Career Center Job Postings: Members post unlimited jobs free for 30-60 days. Non-members pay $150 per listing. Revenue from non-member job postings and Learning Members.
5. Compensation & Benefits Study Access: Benchmarking platform access. Members save $200 on Basic or Premium Access. Data entry participants with 80% completion earn free premium access. Basic Access $275 for members / $475 for non-members. Premium Access $350 for members / $550 for non-members.
6. Executive Coaching: Members-only coaching program with 20% discount ($2,000 for members vs $2,500 regular). Four 90-minute 1:1 coaching sessions with science-backed assessments.
7. SeeDS Assessment Program: Shelter Employee Engagement & Development Survey with members receiving 10% discount. Pricing $130-$830 depending on number of employees.
8. Sponsorships and Exhibits: Conference sponsorship and exhibit opportunities targeting animal welfare leadership audience. Average email open rate 44% with 11% click-through rate among members.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Professional membership association for animal welfare leaders offering the Certified Animal Welfare Administrator (CAWA) credential, an annual Leadership Summit conference, an online Learning Center with continuing education, regional chapter programming, benchmarking resources, and career/job board services to directors and C-suite executives at animal welfare organizations.

Product overview

The Association for Animal Welfare Advancement is a professional membership organization (not a technology product company) offering a comprehensive suite of services to advance the animal welfare profession. The portfolio centers on professional development through the CAWA certification and The Learning Center with certificate programs; industry convening via the Annual Conference and Leadership Summit; and data resources including the Compensation & Benefits Study benchmarking platform. Supporting offerings include The Network (online community), Career Center (job postings), DEI programs, PACT framework, awards (Wagsies, Golden Beagle, Sit Stay Slay), Grant Database, SeeDS employee survey, Legislative Policy Map, Advocacy Help Desk, and Executive Coaching—all designed to serve animal welfare professionals at director level and above.

Differentiator

Problem solved

Functional benefit

Brands

• The Learning Center: Online learning platform offering professional development programs, certificate courses, webinars, and roundtables for animal welfare professionals.
• CAWA (Certified Animal Welfare Administrator)
• PACT (People and Animals in Community Together)
• The Wagsies
• Golden Beagle Award
• Sit Stay Slay Contest

Products and services

• Certified Animal Welfare Administrator (CAWA) Certification
• Animal Welfare Leadership Summit (Annual Conference)
• Learning Center (Online Education)
• Individual Professional Membership
• Organization Membership
• Career Center / Job Board

Quantifiable outcome

• More than 90% of members are director level or above, most C-level - provides unparalleled access to animal welfare decision-makers
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

34 partnerships are on record, tiered flagship, core and supporting.

• Hill's Pet NutritionflagshipGTM or Marketing Partner · 5 November 2025Hill's Pet Nutrition is a flagship sponsor and co-branding partner for The Wagsies Animal Welfare Video Awards. Partnership includes $40,000 in prizes for video marketing awards, annual conference presence, and joint marketing initiatives. Hill's also sponsors The Learning Center content, the weekly newsletter, and the Hill's State of Shelter Pet Adoption Report.
• Petco LovecoreGTM or Marketing PartnerPetco Love is a sponsor supporting the Association's mission and events. Partnership includes grant funding opportunities listed in the Grant Database and conference sponsorship.
• PetSmart CharitiescoreGTM or Marketing PartnerPetSmart Charities sponsors the Association through grants database listings and conference sponsorship. Provides grant opportunities for member organizations.
• ASPCAcoreGTM or Marketing PartnerASPCA (American Society for the Prevention of Cruelty to Animals) sponsors the Association and is listed in the grants database. Conference sponsor with access to animal welfare leadership audience.
• Maddie's FundcoreGTM or Marketing PartnerMaddie's Fund provides grant opportunities through the Association's Grant Database. Organization focused on advancing shelter medicine and helping shelters achieve optimal outcomes for all cats and dogs.
• Boehringer IngelheimsupportingGTM or Marketing PartnerSponsor of the Association's DEI initiatives and conference activities. Animal health company supporting animal welfare organizations.
• MetLife Pet InsuranceflagshipGTM or Marketing PartnerMetLife Pet Insurance is title sponsor of the Golden Beagle Award, providing $20,000 grant to winning animal welfare organization. Partnership promotes pet insurance adoption and shelter outcomes.
• 24Pet / PetPlacesupportingGTM or Marketing Partner24Pet and PetPlace sponsors supporting Association events and member resources. Pet adoption platform providing grant opportunities through the Grant Database.
• AdoptAPetsupportingGTM or Marketing PartnerAdoptAPet sponsors the Association with grants database listings and conference presence. Free pet adoption website supporting shelter placements.
• PetfindercoreGTM or Marketing PartnerPetfinder sponsors the Association and supports member organizations through the Grant Database. One of the largest pet adoption websites helping animals find homes.
• AKC ReunitesupportingGTM or Marketing PartnerAKC Reunite provides grant opportunities through the Association's Grant Database. Pet recovery and identification services supporting animal welfare.
• Maddie's FundcoreGTM or Marketing PartnerMaddie's Fund provides grant database listings and support for the Association's programs. Focused on helping shelters achieve optimal outcomes for all cats and dogs through data-driven approaches.
• Royal CaninsupportingGTM or Marketing PartnerRoyal Canin sponsors the Association providing shelter feeding strategy support and grant opportunities through the database. Partnership includes shelter and rescue program benefits.
• Fetch by WebMD (Petcare)supportingGTM or Marketing PartnerFetch pet insurance sponsors the Association with conference presence and marketing support. Provides pet insurance resources for shelters and adopters.
• ShelterluvsupportingTechnology or IntegrationShelterluv sponsors the Association with conference presence. Software platform for animal shelters providing shelter management and pet matching solutions.
• Shelter Animals CountcoreStrategic or Co-development PartnerShelter Animals Count is referenced as a key resource for shelter data and best practices. Partnership supports the Association's model practices and data-driven approaches to animal welfare.
• American HumanesupportingGTM or Marketing PartnerAmerican Humane provides Second Chance Grants for Shelters and Rescue Groups listed in the Grant Database. Historic animal welfare organization supporting the profession.
• The Humane Society of the United StatescoreStrategic or Co-development PartnerHSUS is a historical partner from SAWA founding days. One of the organization's first goals was developing positive relations with national organizations including American Humane Association and HSUS. Listed as sponsor and grant provider.
• Association of Shelter VeterinarianscoreStrategic or Co-development PartnerASV guidelines referenced in PACT tenets and model practices. Partnership supports provision of veterinary care standards in shelter settings.
• MSM Global ConsultingsupportingImplementation/ SI/ Consulting PartnerMSM Global Consulting conducted DEI Survey Analysis and discusses results in webinar. Jasmin Robinson, Ph.D. is both Director of DEI Initiatives for AAWA and consultant with MSM Global.
• Rachel DK FinneysupportingImplementation/ SI/ Consulting PartnerAward-winning nonprofit executive, animal welfare professional, and leadership coach. Provides exclusive executive coaching program for members at 20% discount. 25 years nonprofit leadership including 21 years in animal welfare.
• SeeDS (Shelter Employee Engagement & Development Survey)supportingImplementation/ SI/ Consulting PartnerSeeDS assessment program operated by University of Utah's Rocky Mountain Center for Occupational and Environmental Health. Provides employee engagement surveys specifically designed for animal welfare organizations at 10% member discount.
• Animal Policy Group (APG)coreImplementation/ SI/ Consulting PartnerAPG provides direct access to policy expertise for members through the Advocacy Help Desk. Answers member questions about animal welfare legislation, regulations, or advocacy.
• The Life of Riley at Spring PointsupportingGTM or Marketing PartnerSponsor supporting the Association's DEI initiatives. Listed as supporter of Diversity, Equity and Inclusion Ambassador Program.
• Community Cats CentralsupportingStrategic or Co-development PartnerCommunity Cats Central partnered on twice-annual Colony Sentiment Survey. Association promotes survey results through Tip of the Week blog posts supporting community cat programs.
• Open Door Veterinary CollectivesupportingStrategic or Co-development PartnerPartnership on microchip scanning station guide and reunification resources. Association promotes Open Door's tools to help shelters reunite lost pets with families.
• Fear Free ShelterssupportingStrategic or Co-development PartnerFear Free Shelter Program referenced in PACT tenets implementation resources. Partnership supports behavioral enrichment and shelter best practices.
• Shelter Playgroup AlliancesupportingStrategic or Co-development PartnerShelter Playgroup Alliance Guidelines referenced in PACT tenets for assessing and addressing behavioral needs of homeless animals in shelter care.
• Ontario Veterinary CollegesupportingStrategic or Co-development PartnerOntario Veterinary College compiled pet loss resources promoted by Association through Tip of the Week. Partnership supports grief support and pet loss education.
• Purina Shelter ChampionssupportingGTM or Marketing PartnerPurina Shelter Champions program founder Libby Davidson (AAWA Senior Director of Partnerships) previously helped launch at Nestlé Purina. Partnership supports shelter nutrition programs.
• Banfield FoundationsupportingGTM or Marketing PartnerBanfield Foundation provides disaster relief grants and community care grants through the Association's Grant Database. Supports access to veterinary care.
• Merck Animal HealthsupportingGTM or Marketing PartnerMerck Animal Health sponsors the Association with conference presence. Animal health company supporting shelter medicine and welfare.
• Pedigree FoundationsupportingGTM or Marketing PartnerPedigree Foundation provides grants including Program Development Grants and Dogs Rule grants through the Association's Grant Database.
• Red RoversupportingGTM or Marketing PartnerRed Rover provides multiple grant types through the Grant Database including Safe Housing, Safe Escape, and Urgent Care grants supporting people and animals in crisis.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Association of Shelter Veterinarians (ASV): A professional membership association for veterinarians working in shelter settings; a direct peer of AAWA because both serve animal welfare professionals with credentialing, guidelines, and convening, and are referenced jointly in PACT implementation.
• National Animal Care & Control Association (NACA): A membership association serving animal care and control professionals with training, certification, and advocacy—directly comparable to AAWA's professional-development and policy-advocacy mission for a closely related segment.
• American Humane: A historic animal welfare organization offering certifications (e.g., the Certified Humane program), advocacy, and grants to shelters—closely paralleling AAWA's CAWA credentialing and PACT framework role.
• Maddie's Fund: A major animal welfare grantmaker focused on shelter medicine and data-driven outcomes; comparable to AAWA because it funds the same shelter/rescue ecosystem, partners on DEI and data initiatives, and underwrites grants distributed via AAWA's Grant Database.
• Shelter Animals Count: A national animal welfare data collaborative providing shelter statistics and benchmarking; a direct peer because it serves overlapping shelter/rescue organizations with data resources comparable to AAWA's Compensation & Benefits Study.

Broad incumbents

• Humane Society of the United States (HSUS): The largest US animal welfare advocacy organization; a broader incumbent offering animal protection services, training, and grant programs that overlap with AAWA's professional and policy support scope but at much greater scale.
• ASPCA (American Society for the Prevention of Cruelty to Animals): A national animal welfare organization operating shelter, advocacy, and grant programs; a broad incumbent whose workforce-development and grants offerings intersect with AAWA's professional and benchmarking role.
• Best Friends Animal Society: A national no-kill advocacy and operations organization running programs, training, and grants that overlap with AAWA's professional-development and policy advocacy work, but at much larger scale and broader scope.
• Petco Love: Petco's nonprofit arm funding shelter and adoption programs; comparable as a corporate animal welfare sponsor and grantmaker that channels resources to AAWA's member organizations through the Grant Database.
• PetSmart Charities: The pet retailer's charitable foundation funding shelter and adoption programs; relevant as a major sponsor of AAWA conferences and a grant provider for member organizations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks4 records

Key highlights7 records

Customer concentration

• YouTubeanchor.fm/theaawa
• Xx.com/TheAAWA

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors1 record

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Association for Animal Welfare Advancement