New Beginnings for Animals

What New Beginnings for Animals does

New Beginnings for Animals is an all-volunteer 501c3 nonprofit organization founded in 2000 and headquartered in Mission Viejo, California (Tax ID #33-0930066). The organization rescues abandoned dogs and cats from overcrowded shelters throughout California and places them in permanent adoptive homes. Since inception, it has rescued, rehabilitated, and adopted out over 4,500 animals, with an ongoing throughput of more than 200 dogs and cats placed annually.

The organization runs on zero paid labor — governance and operations are carried out by four board members (Founder/President Diane Klein, Vice President Lorie Armbruster, Treasurer Dianne Doyle, and Cat Adoption Coordinator Hana Butter) and more than 30 volunteers. Core service lines include (i) animal rescue and adoption placement with full veterinary vetting (exam, vaccination, spay/neuter, grooming, flea treatment, AVID microchip) plus behavioral rehabilitation and professional training, (ii) a foster care program that places mothers with litters, orphans, and medical/surgical recovery cases with volunteer foster families (all expenses covered), (iii) volunteer coordination, and (iv) a multi-channel fundraising and donation program. Physical distribution is anchored by a Cat Adoption Center located inside the PetSmart Aliso Viejo store (cats shown Mon–Fri 12–2pm and weekends 12–4pm) plus weekly Saturday dog adoption events at the same address; private meet-and-greets are arranged by appointment. Adopters are screened via online application, phone interview, and a mandatory home check, with a contractual obligation to return the animal if the adoption fails.

Revenue is generated through non-refundable adoption fees (which the organization states typically fall short of the average $400 per-animal medical cost), tax-deductible individual donations via PayPal/Venmo, recurring third-party affiliate programs (Chewy.com referral page, iGive shopping portal across 1,300+ stores, Ralphs Community Contributions with NPO #84925), and seasonal fundraising events including the annual Lynch Creek Farm holiday wreath campaign (10–15% of proceeds), Raising Cane's restaurant fundraiser days, succulent plant sales, and a Giving Tuesday appeal. The organization has no proprietary technology platform; outreach is conducted through a WordPress website (greatpets.org), Facebook, Instagram, and an email newsletter.

Name

New Beginnings for Animals

Legal name

New Beginnings for Animals

Website

https://greatpets.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

New Beginnings for Animals is an all-volunteer 501c3 nonprofit based in Mission Viejo, California that rescues abandoned dogs and cats from overcrowded California shelters and places them in permanent adoptive homes through a PetSmart adoption center and foster network.

Ownership category

akta.pro rank

Product category

Animal Rescue and Adoption Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

akta.pro primary industry

Animal Shelters & Adoption Services (BPAGAIAA)

akta.pro secondary industries

Foster & Volunteer Network Programs (BPAGAIAF), Animal Shelters & Rescue Operations (AFAEALAB)

Keywords

• Animal rescue services
• Pet adoption services
• Animal welfare nonprofit
• Foster care network
• Rescue rehabilitation services

Headquarters

HQ city

Mission Viejo

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Others, Supply Chain, Marketing or Sales

Revenue model

1. Donations: Tax-deductible donations from individuals via PayPal, Venmo, and mailing address. Organization is a 501c3 nonprofit with Tax ID #33-0930066. All donations go directly to animal care with no salaries paid to volunteers.
2. Adoption Fees: Non-refundable adoption fees charged for rescued dogs and cats. Fees help defray medical care costs (average $400 per animal) but rarely cover full expenses.
3. Third-party Donation Programs: Partnership with Chewy.com (perpetual 10-15% donation on purchases), iGive shopping portal, and Ralphs Community Contributions program where supporters link rewards cards to the organization.
4. Fundraising Events: Special event fundraisers including wreath sales through Lynch Creek Farm, succulent plant sales, and restaurant fundraisers where partners donate a percentage of sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

New Beginnings for Animals is an all-volunteer 501c3 nonprofit that rescues abandoned dogs and cats from overcrowded shelters throughout California and places them in permanent adoptive homes. Operations are supported by a foster care network, volunteer program, and donation channels, with adoptions facilitated through a Cat Adoption Center at PetSmart Aliso Viejo and weekend dog adoption events.

Product overview

New Beginnings for Animals is an all-volunteer, 501c3 non-profit animal rescue organization operating a single integrated service platform focused on rescuing, rehabilitating, and adopting out dogs and cats from overcrowded California shelters. The core offering consists of animal rescue and adoption placement services supported by a foster care program, volunteer coordination, and multiple donation/fundraising channels including PayPal, Venmo, and partner programs with iGive, Ralphs, and Chewy. Since 2000, the organization has rescued and adopted out over 4,500 animals.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 4,500 dogs and cats rescued and adopted since 2000
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Lynch Creek FarmcoreGTM or Marketing Partner · 1 November 2025Annual holiday fundraiser partnership. Lynch Creek Farm donates 10% of proceeds from wreath, centerpiece, garland, and tabletop tree purchases to support rescued cats and dogs. Campaign runs November through mid-December.
• Raising Cane'sminorGTM or Marketing Partner · 8 December 2024Restaurant fundraiser - 15% of net sales donated to New Beginnings for Animals when mentioning organization at checkout. Also accepts promo code RCFUND96 for online/app orders.
• Lynch Creek FarmcoreGTM or Marketing Partner · 30 October 2024Wreaths for Rescues 2024 fundraiser - 15% donation on every purchase. Last day to order December 15, 2024. Helps fund rescue, rehabilitation, and adoption efforts.
• PetSmartcoreChannel Partner/ Reseller/ DistributorPetSmart Aliso Viejo hosts the Cat Adoption Center (inside store) and dog adoption events. Cats shown Mon-Fri 12-2pm, Sat-Sun 12-4pm; Dogs shown Saturdays 11:30am-2:30pm. Primary distribution channel for animal adoptions.
• Chewy.comminorGTM or Marketing PartnerChewy.com partnership page generates $20 donation per qualifying purchase. Also includes free shipping on pet food orders through New Beginnings for Animals' Chewy affiliate page.
• iGiveminorGTM or Marketing PartnerOver 1,300 stores participate in iGive shopping portal. A portion of online purchases automatically donated to New Beginnings for Animals when using iGive Button.
• RalphsminorGTM or Marketing PartnerRalphs Rewards Card community contribution program. Register Ralphs card with NPO #84925 and a percentage of purchases is automatically donated to New Beginnings for Animals.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SPCA Los Angeles: Established SoCal animal welfare nonprofit with dog and cat adoption services, foster programs, and retail-style adoption centers analogous to New Beginnings for Animals.
• San Diego Humane Society: Regional SoCal nonprofit offering animal rescue, adoption, and behavioral services across multiple sites — directly comparable scope of dog/cat placement work.
• Tony La Russa's Animal Rescue Foundation (ARF): California-based nonprofit rescue and adoption organization for dogs and cats, focused on rescuing from shelters and placing in permanent homes — closely aligned mission.
• Pasadena Humane: SoCal nonprofit providing animal rescue, rehabilitation, and adoption services for dogs and cats, with a comparable mission to reduce shelter euthanasia and place animals in permanent homes.
• Helen Woodward Animal Center: Southern California animal rescue and adoption organization running a foster-based placement model similar to New Beginnings for Animals, with comparable adoption-event structure and veterinary care programs.

Emerging players

• Big Dogs Huge Paws: Smaller nonprofit focused on rescuing and rehoming large-breed dogs, with a foster-based adoption approach that overlaps New Beginnings for Animals' foster-network model.

Broad incumbents

• Best Friends Animal Society: National animal welfare organization operating adoption programs and sanctuary services across multiple states — a much larger incumbent in the same rescue/adoption category.
• ASPCA: National animal welfare organization with rescue, adoption, and advocacy programs — overlaps mission space but operates at vastly greater scale and geographic breadth.

Others

• Maddie's Fund: Animal-welfare foundation that funds rescue and adoption nonprofits, including programs for community shelters — a potential grant source and thematic peer in the same funding ecosystem.

Regional players

• Pets In Need: Northern California dog and cat rescue and adoption nonprofit; same rescue/adoption operating model but serves a different California geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/newbeginningsforanimals
• Instagraminstagram.com/newbeginningsforanimals
• Xx.com/newbeginrescue
• LinkedInlinkedin.com/company/new-beginnings-for-animals-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about New Beginnings for Animals