RedRover
RedRover is a national 501(c)(3) animal welfare nonprofit that provides emergency veterinary financial assistance, pet boarding for domestic violence survivors, pet-friendly shelter infrastructure grants, and empathy education programs to pet owners, abuse survivors, homeless individuals, and educators across the US and Canada.
- Company typePrivate
- Founded1987
- HeadquartersSacramento, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What RedRover does
RedRover (legal entity: United Animal Nations d.b.a. RedRover) is a national 501(c)(3) animal welfare nonprofit founded in 1987 and headquartered in Sacramento, California, with a professional staff of 11-50 employees. The organization operates a portfolio of interconnected programs rather than a single product: RedRover Relief provides financial assistance through Urgent Care Grants (emergency veterinary care for pets in life-threatening situations), Safe Escape Grants (pet boarding for domestic violence survivors), and Safe Housing Grants (up to $60,000 to homeless shelters building pet-friendly spaces); RedRover Responders deploys 4,800+ trained volunteers across the United States and Canada for emergency animal sheltering, disaster response, and cruelty case support; RedRover Readers delivers a proprietary empathy curriculum to 1,115+ classrooms and 2,875+ trained educators; and Kind News magazine has reached 2,087,350 children since inception. RedRover is also the operating partner of the Purple Leash Project, a flagship partnership with Purina that has increased pet-friendly domestic violence shelters from under 10% to nearly 20% nationally, and the Don't Forget the Pets initiative with Greater Good Charities.
The underlying technology stack is conventional web infrastructure rather than a defensible platform: a WordPress-based public site with Fundraise Up for donation processing, Stripe for payments, ActiveCampaign for email, Google Analytics for traffic analysis, and Cloudflare for bot management. There is no proprietary AI or ML layer; the Emergency Response Coordination System and Safe Escape Grant Processing are described as proprietary processes rather than distinct software products, and there is no API or SDK exposure. Functional differentiation comes from domain specialization (animal-welfare-specific curriculum content, vetted volunteer deployment workflows) and integration interoperability (the Safe Escape grant system is integrated with domestic violence shelter advocate applications).
RedRover's business model is that of a mid-sized U.S. nonprofit funded through four principal revenue streams: individual donations (one-time, monthly recurring via FurEver Friends at $5+/month, and tribute gifts), corporate grants and partnerships (notably Purina, PetSmart Charities, Banfield Foundation, Greater Good Charities, Bissell Pet Foundation, and Adtalem Global Education Foundation), a $25/year membership program that includes a Companion quarterly magazine, and a Legacy Partner planned giving program (bequests, charitable remainder trusts, gift annuities, donor-advised funds). Pricing for beneficiaries is free, with services delivered via direct grant programs, volunteer deployments, online and in-person workshops, and partnerships. The organization disbursed $10,968,051 cumulatively since 2007 and directed 78% of expenses to direct program offerings in 2025, a healthy efficiency ratio for the sector.
RedRover firmographics
Firmographics- Name
- RedRover
- Legal name
- United Animal Nations d.b.a. RedRover
- Website
- https://redrover.org
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- RedRover is a national 501(c)(3) animal welfare nonprofit that provides emergency veterinary financial assistance, pet boarding for domestic violence survivors, pet-friendly shelter infrastructure grants, and empathy education programs to pet owners, abuse survivors, homeless individuals, and educators across the US and Canada.
- Ownership category
- akta.pro rank
RedRover industry classification
Industry- Product category
- Animal Welfare Services
- NAICS
- Grantmaking and Giving Services (8132), Child and Youth Services (624110)
- SIC
- Services-Social Services (8300), Services-Educational Services (8200)
- akta.pro primary industry
- Animal Welfare & Advocacy Organizations (AFAEALAC)
- akta.pro secondary industries
- Animal Shelters & Adoption Services (BPAGAIAA), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK), Animal Health Emergency Preparedness & Outbreak Response (HLAMAJAD), Animal Cruelty Prevention, Investigation & Humane Law Enforcement (BPAGAIAG)
Keywords
Where RedRover is headquartered
LocationHeadquarters
- HQ city
- Sacramento
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
RedRover business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Individual Donations: Tax-deductible contributions from individual donors supporting animal welfare programs. Includes one-time gifts, monthly recurring donations through FurEver Friends program, and tribute gifts in honor of people or pets.
- Corporate Grants and Partnerships: Major funding from corporate partners including Purina, PetSmart Charities, Greater Good Charities, and others for specific programs like Purple Leash Project and emergency response.
- Membership Program: $25 tax-deductible membership includes annual subscription to Companion quarterly magazine and full membership benefits.
- Planned Giving: Legacy Partner program including bequests, retirement plan donations, charitable remainder trusts, gift annuities, and donor-advised funds.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Membership - $25/year |
| Subscription | Monthly | FurEver Friends recurring donation - $5+/month suggested |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
RedRover product offering
Product offeringCore offering
RedRover is a national 501(c)(3) animal welfare nonprofit that delivers services through four core program areas: RedRover Relief grants (Urgent Care, Safe Escape, and Safe Housing financial assistance), RedRover Responders emergency sheltering via 4,800+ trained volunteers, RedRover Readers humane education for children ages 5-11 paired with Kind News magazine, and the Purple Leash Project partnership with Purina to convert domestic violence shelters into pet-friendly facilities. The organization also operates the Don't Forget the Pets project with Greater Good Charities to support homeless and DV shelters.
Product overview
RedRover is a national animal welfare nonprofit organization that operates as a platform of interconnected programs rather than a single unified product. The core offerings include: RedRover Relief, which provides financial assistance through Urgent Care Grants (emergency veterinary care), Safe Escape Grants (pet boarding for domestic violence survivors), and Safe Housing Grants (support for homeless shelters creating pet-friendly spaces); RedRover Responders, which deploys over 4,800 trained volunteers to provide emergency sheltering for animals in crisis; RedRover Readers, an empathy education program for classrooms paired with Kind News magazine for children; and the Purple Leash Project, a partnership with Purina to create pet-friendly domestic violence shelters. Additional offerings include the FurEver Friends recurring donation program, On-Call Angels donor program, Companion magazine for members, and the Don't Forget the Pets collaborative project with Greater Good Charities.
Differentiator
Problem solved
Functional benefit
Brands
- RedRover Relief: Program providing financial assistance, resources, training, and support to individuals and organizations for emergency veterinary care and domestic violence assistance.
- RedRover Responders
- RedRover Readers
- Purple Leash Project
- Kind News
- Don't Forget the Pets
Products and services
- RedRover Relief Urgent Care Grants Financial assistance grants for Good Samaritans, animal rescuers, and pet owners to obtain urgent veterinary care for animals in life-threatening situations, helping prevent pet surrender. 580 animals received Urgent Care grants in 2025 with $173,132 disbursed.
- RedRover Relief Safe Escape Grants Pays for pet boarding to help domestic violence survivors safely escape abuse together with their pets. Applications are completed by domestic violence shelter advocates. 297 animals helped and 7,895 nights of boarding provided in 2025.
- RedRover Relief Safe Housing Grants Grants of up to $60,000 to help homeless shelters build or renovate spaces dedicated to housing unhoused people and their pets, including routine and emergency veterinary care. 265 grants awarded to date.
- Purple Leash Project Partnership between RedRover and Purina providing grants and resources to help domestic violence shelters become pet-friendly, enabling survivors and their pets to escape and heal together. Has increased pet-friendly DV shelters from <10% to nearly 20%.
- Don't Forget the Pets Collaborative project with Greater Good Charities offering free trainings, coaching, and resources to help build effective and sustainable pet programs for pet families experiencing domestic violence or homelessness.
- RedRover Readers Social and emotional learning program for educators using animal-themed picture books to teach children ages 5-11 empathy skills through interactive reading and classroom activities. 136,613+ children engaged, 2,875 educators and volunteers trained.
- Kind News Magazine Award-winning eight-page publication for homes and classrooms that inspires children to be curious, helpful, and kind to people and animals. Reached over 2 million children since inception.
- RedRover Responders Emergency sheltering program providing training and hands-on assistance for animals displaced by natural disasters or rescued from cruelty situations, with over 4,800 trained volunteers across the US and Canada. 3,369 animals sheltered in 2025.
- Companion Magazine Membership $25/year tax-deductible membership includes annual subscription to Companion quarterly magazine and full membership benefits, featuring stories about RedRover's programs and impact.
- FurEver Friends Recurring Donation Program Recurring donation program providing monthly supporters with exclusive newsletters, bulletins, and Happy Tail stories while supporting RedRover's lifesaving mission. $5+/month suggested; $60+ one-time gift or $5+/month recurring unlocks limited-edition Purple Leash Project leash or cat collar.
- On-Call Angels Donor program where compassionate donors pledge to fund RedRover Relief cases on an as-needed basis, directly supporting specific animals in crisis.
Quantifiable outcome
- 28,285 pets and people supported through RedRover Relief Urgent Care grants since inception
- +4 more outcomes
Companies that use RedRover
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
RedRover technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
RedRover partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, supporting and minor.
- PurinacorePartnership to launch the Purple Leash Project, providing funding and resources to convert domestic violence shelters into pet-friendly spaces. Purina is a major corporate sponsor supporting the goal of increasing pet-friendly DV shelters nationwide.
- Greater Good CharitiescoreGlobal nonprofit working with RedRover through Rescue Rebuild program to renovate animal, domestic violence and homeless shelters. Together they support Don't Forget the Pets project funding and renovating DV shelters.
- Bissell Pet FoundationsupportingNational animal welfare organization supporting RedRover's Coastal Cats TNVR program in Florida to address pet overpopulation.
- DomesticShelters.orgsupportingData-sharing partnership with largest database of domestic violence shelters to raise awareness of services available for survivors, including pet-friendly programs.
- dvm360minorContent-sharing partnership with veterinary publication to raise awareness about RedRover's programs within the veterinary community.
Scale indicators18 records
Recent moves6 records
Expansion highlights5 records
RedRover competitors and assessment
Company assessmentDirect peers
- Greater Good Charities: Global nonprofit running animal, human, and environmental programs; comparable because both run Rescue Rebuild pet-friendly shelter renovations and co-deliver Don't Forget the Pets, making them both partner and peer.
- Banfield Foundation: Veterinary-focused pet welfare foundation that has granted over $22M to vulnerable pets; comparable because both fund access to veterinary care, disaster relief, and shelter support, and Banfield is also a RedRover partner.
- Best Friends Animal Society: National no-kill animal welfare organization running shelter, spay/neuter, and disaster programs; comparable because both deliver grant funding and community programs to local shelters while operating national humane education initiatives.
- Petco Love (formerly Petco Foundation): National pet welfare grantmaking organization; comparable because both fund shelter pets, access to veterinary care, and disaster relief, with overlapping corporate parentage through pet retail.
- Maddie's Fund: Major animal welfare grantmaking foundation; comparable because both fund community animal welfare programs, shelter capacity-building, and humane education at the national level.
- Bissell Pet Foundation: National pet welfare grantmaker; comparable because both fund spay/neuter (Coastal Cats TNVR), shelter support, and pet-inclusive programs, and Bissell is also a RedRover partner.
- PetSmart Charities: Leading animal welfare grantmaking foundation; comparable because both fund pet-friendly shelter infrastructure and access-to-care grants, and is also a direct partner and co-funder of RedRover's Purple Leash Project.
Broad incumbents
- Humane Society of the United States: National animal welfare advocacy and grantmaking organization; comparable because both deliver disaster response, humane education, and shelter support across the US, though HSUS operates with significantly larger scale and broader policy focus.
- ASPCA (American Society for the Prevention of Cruelty to Animals): Largest US animal welfare organization; comparable because both run grant, advocacy, and cruelty response programs at national scale, though ASPCA operates its own shelters and has a much broader portfolio.
Regional players
- Dogs Trust: Largest UK dog welfare charity; comparable because both run rehoming, owner support, and education programs at national scale, but Dogs Trust operates in a different geography.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
RedRover social profiles
Digital presenceRedRover financial estimates
Financial estimateRevenue estimate
Valuation estimate
RedRover leadership team
Management profileNumber of profiles
Profiles33 records
RedRover funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RedRover M&A and investment
M&A and investmentM&A
Investments13 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RedRover
What does RedRover do?
RedRover is a national 501(c)(3) animal welfare nonprofit that delivers services through four core program areas: RedRover Relief grants (Urgent Care, Safe Escape, and Safe Housing financial assistance), RedRover Responders emergency sheltering via 4,800+ trained volunteers, RedRover Readers humane education for children ages 5-11 paired with Kind News magazine, and the Purple Leash Project partnership with Purina to convert domestic violence shelters into pet-friendly facilities. The organization also operates the Don't Forget the Pets project with Greater Good Charities to support homeless and DV shelters.
Is RedRover a public or private company?
RedRover is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was RedRover founded?
RedRover was founded in 1987. It employs 11 to 50 people.
Where is RedRover based?
RedRover is headquartered in Sacramento, United States, in the North America region.
How does RedRover make money?
Four revenue lines are on record. Individual Donations are the primary driver. The others are corporate Grants and Partnerships, membership Program and planned Giving.
Who are RedRover's main competitors?
Direct peers on record are Greater Good Charities, Banfield Foundation, Best Friends Animal Society, Petco Love (formerly Petco Foundation), Maddie's Fund, Bissell Pet Foundation and PetSmart Charities. Broad incumbents are Humane Society of the United States and ASPCA (American Society for the Prevention of Cruelty to Animals). Dogs Trust is listed as a regional player.
Does RedRover have an API?
No public API is recorded for RedRover.
What industry is RedRover in?
RedRover's product category is Animal Welfare Services. Its primary akta.pro industry code is AFAEALAC, Animal Welfare & Advocacy Organizations, with a secondary code of BPAGAIAA, Animal Shelters & Adoption Services. Its NAICS code is 8132 and its SIC code is 8300.