RedRover

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.

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

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

• Animal welfare services
• Emergency veterinary grants
• Humane education programs
• Domestic violence shelter support
• Disaster animal response

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. 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.
2. 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.
3. Membership Program: $25 tax-deductible membership includes annual subscription to Companion quarterly magazine and full membership benefits.
4. Planned Giving: Legacy Partner program including bequests, retirement plan donations, charitable remainder trusts, gift annuities, and donor-advised funds.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core, supporting and minor.

• PurinacoreStrategic or Co-development Partner · 1 January 2019Partnership 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 CharitiescoreStrategic or Co-development PartnerGlobal 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 FoundationsupportingStrategic or Co-development PartnerNational animal welfare organization supporting RedRover's Coastal Cats TNVR program in Florida to address pet overpopulation.
• DomesticShelters.orgsupportingStrategic or Co-development PartnerData-sharing partnership with largest database of domestic violence shelters to raise awareness of services available for survivors, including pet-friendly programs.
• dvm360minorGTM or Marketing PartnerContent-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

Direct 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

• Xx.com/RedRoverOrg
• YouTubeyoutube.com/redroverorg
• Facebookfacebook.com/RedRover.org
• LinkedInlinkedin.com/company/redrover
• Instagraminstagram.com/redroverorg
• TikToktiktok.com/@redroverorg

Revenue estimate

Valuation estimate

Number of profiles

Profiles33 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments13 records

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

Frequently asked questions about RedRover