Hearts United For Animals

What Hearts United For Animals does

Hearts United for Animals (HUA) is a 501(c)(3) no-kill animal shelter and sanctuary located in Auburn, Nebraska (73420 638 Ave), founded in 1989 by Dennis and Carol Wheeler originally as Midwest Animal Rescue before rebranding in the early 1990s. The organization provides rescue, shelter, adoption, and sanctuary services for dogs and cats, and has facilitated thousands of adoptions over its 35+ year history. Its product surface spans core animal adoption services, two recurring monthly sponsorship programs (the HUA Buddy Program at a $10/month minimum and Sanctuary Sweethearts at $25/month for permanent residents), a low-cost spay/neuter clinic, and specialized community programs including Proud Pets (veterinary care for pets of previously homeless veterans, in partnership with Omaha Girl Scout Troop #44323), Tia's Place (pets of domestic violence survivors), Kids United for Animals, and Jet Set Dogs for national animal transport.

HUA's go-to-market is community-led and donation-funded, relying on online contributions through DonorPerfect and PayPal, supply donations via Amazon and Chewy wish lists, and recurring sponsorships. Animal intake flows nationally through transfer partnerships with Best Friends Animal Society and Dog Is My CoPilot (aerial transport), extending supply beyond the local Nebraska market, while adoptions are conducted by appointment at the Auburn facility. The organization employs approximately 12 people and operates with a distributed small-dollar donor base rather than a small set of anchor funders.

A material discontinuity occurred in summer 2024 when both founders Dennis and Carol Wheeler passed away within weeks of each other, ending 35 years of founder-led leadership. No successor executive team, board changes, or post-transition financial disclosures are publicly available, which is the single largest open variable in assessing the organization's forward trajectory. The underlying operational footprint — programs, partnerships, and facility — remains in place, but governance and fundraising continuity are uncertain.

Name

Hearts United For Animals

Legal name

Hearts United for Animals

Website

https://hua.org

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Hearts United for Animals is a 501(c)(3) no-kill animal shelter and sanctuary in Auburn, Nebraska, founded in 1989, providing dog and cat adoptions, low-cost spay/neuter services, and recurring sponsorship programs serving adopters, donors, and veterans.

Ownership category

akta.pro rank

Product category

Animal Welfare Shelter Services

NAICS

Veterinary Services (54194)

SIC

Services-Health Services (8000)

akta.pro industry

PRIMARYBPAGAIAA

Animal Shelters & Adoption Services

Business & Public Services/Nonprofit, NGO & Social Services/Animal Welfare & Wildlife Rescue

SECONDARYHLAMAAAE

Low-Cost & Community Veterinary Clinics

Healthcare & Life Sciences/Veterinary & Animal Health/Veterinary Clinical Services (Companion Animal)

SECONDARYBPAGAIAF

Foster & Volunteer Network Programs

Business & Public Services/Nonprofit, NGO & Social Services/Animal Welfare & Wildlife Rescue

Keywords

• Animal shelter services
• Pet adoption programs
• Animal rescue sanctuary
• Low-cost spay neuter
• Veterinary care assistance

Headquarters

HQ city

Auburn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Donations and Charitable Contributions: HUA operates as a 501(c)(3) nonprofit organization relying on public donations. Contributions are tax-deductible to the extent allowed by law. The organization receives donations through its website via DonorPerfect platform, PayPal, and QR code-based mobile donations.
2. HUA Buddy Program: Monthly sponsorship program where donors support specific cats or dogs at the shelter for a minimum of $10/month until the animal is adopted. Donors receive a loving message posted on the animal's webpage and are notified when their sponsored animal finds a home.
3. Sanctuary Sweethearts Sponsorship: Monthly sponsorship program for animals living permanently at the shelter (not available for adoption due to medical or behavioral issues). Sponsors pay $25/month to support medications, toys, beds, blankets, veterinary care, and nutritious diet for their sponsored Sweetheart.
4. Proud Pets Program: Program serving pets of previously homeless veterans living in specialty housing (Victory Apartment Complex). HUA covers all costs for veterinary care including vaccinations, spay/neuter, and surgeries, with donations funding the program.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Hearts United for Animals operates a no-kill animal shelter and sanctuary providing dog and cat adoptions by appointment, along with monthly animal-specific sponsorship programs (HUA Buddy Program at $10/month minimum and Sanctuary Sweethearts at $25/month). The organization also runs a low-cost spay/neuter clinic, the Proud Pets Program offering veterinary care for pets of previously homeless veterans, and accepts donations through DonorPerfect and PayPal to fund operations.

Product overview

Hearts United for Animals operates a no-kill animal shelter and sanctuary as its core offering, providing quality shelter, sanctuary, and adoptions for domestic animals. The organization offers animal adoption services featuring dogs and cats available for adoption, alongside specialized sponsorship programs including the HUA Buddy Program and Sanctuary Sweethearts Program that allow donors to support specific animals. Additional programs include the Proud Pets Program serving veterans and a low-cost spay/neuter clinic. A donation processing platform enables supporters to contribute through various methods including PayPal and Donorperfect, supporting the organization's mission and specific program needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Animal Adoption Services

Quantifiable outcome

• Thousands of dog and cat adoptions since 1989
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

13 partnerships are on record, tiered core, supportive and minor.

• Omaha Girl Scout Troop #44323coreStrategic or Co-development Partner · 1 September 2018Girl Scout troop that helped identify the need for low-cost veterinary care for veterans at Victory Apartment Complex. Scouts provide transportation to veterinary appointments for the Proud Pets Program. This partnership led to the creation and expansion of HUA's Proud Pets program into Lincoln, NE.
• Best Friends Animal SocietycoreChannel Partner/ Reseller/ DistributorMajor animal welfare organization partnership for animal transfers. HUA receives dogs and cats through Best Friends transfers, helping relocate animals from high-kill shelters nationwide. Animals like Sakari (Husky) and Momo (Chihuahua Mix) came to HUA via Best Friends transfers.
• Dog Is My CoPilotcoreChannel Partner/ Reseller/ DistributorAerial transport organization that helps relocate animals across the country. Assisted with the transfer of Sakari the Husky from another location to HUA.
• Bissell Pet FoundationsupportiveGTM or Marketing PartnerPet foundation logo displayed on HUA's partner acknowledgments page, indicating support for adoption events and programs.
• Blue BuffalosupportiveGTM or Marketing PartnerPet food company partnership for giving back programs. Logo displayed on HUA's partner acknowledgments.
• Nature Dog OmahaminorGTM or Marketing PartnerLocal Omaha pet product retailer with logo displayed on HUA's partner page.
• ChewysupportiveChannel Partner/ Reseller/ DistributorOnline pet retailer hosting HUA's wish list registry where donors can send needed supplies directly to the shelter.
• AmazonsupportiveChannel Partner/ Reseller/ DistributorE-commerce platform hosting HUA's Amazon Wish List for direct supply donations to the shelter.
• Animal Charities of AmericaminorGTM or Marketing PartnerCharity evaluation and promotion organization listing HUA with EIN 47-0773858.
• Kuranda ShelterBedssupportiveGTM or Marketing PartnerDog bed donation program allowing donors to send beds directly to HUA through the Kuranda ShelterBeds Donation Program.
• CarEasy (Vehicle Donation)minorGTM or Marketing PartnerVehicle donation program allowing supporters to turn old cars into cash to help HUA animals.
• DonorPerfectsupportiveTechnology or IntegrationOnline donation processing platform used by HUA for accepting donations via web links, with PayPal.me option also available.
• Rembolt Law FirmminorOthersLocal Nebraska law firm with logo displayed on HUA's partner acknowledgments, indicating pro-bono or discounted legal support.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Others

• Maddie's Fund: Family foundation providing grant funding to no-kill shelters and adoption programs nationwide. Comparable as an adjacent ecosystem player funding no-kill shelter operations, including many organizations similar to HUA.

Broad incumbents

• Petco Love (formerly Petco Foundation): National nonprofit supporting animal welfare through adoption events, grants, and corporate partnerships. Comparable as a donation- and partnership-driven animal welfare organization at much larger scale.
• ASPCA: One of the largest and oldest U.S. animal welfare organizations, providing shelter, rescue, and advocacy services nationwide. Comparable as a broad-based animal welfare nonprofit with national donor reach, though much larger and more diversified than HUA.
• Humane Society of the United States: Largest U.S. animal protection organization with national advocacy and direct shelter/rescue program funding. Comparable as a national-scale animal welfare nonprofit operating on donations.

Direct peers

• Bideawee: Long-established no-kill animal welfare organization operating shelters, adoption, and pet care programs. Comparable as a no-kill shelter with similar adoption, sponsorship, and community veterinary services.
• Best Friends Animal Society: National no-kill animal welfare organization operating the largest sanctuary in the U.S. and coordinating animal transfer partnerships. Directly comparable as a national no-kill shelter and HUA's primary transfer pipeline partner.
• North Shore Animal League America: No-kill shelter and adoption organization founded in 1944, operating national rescue and adoption programs. Comparable as a long-standing no-kill shelter with multi-decade operating history and sponsorship programs.
• Austin Pets Alive!: No-kill animal shelter pioneering data-driven shelter medicine and innovative adoption programs. Comparable as a mission-aligned no-kill shelter focused on saving animals from high-kill facilities.
• Animal Humane Society: Multi-site no-kill shelter and adoption organization offering veterinary, behavior, and community programs. Comparable as a no-kill shelter with diversified programs including low-cost veterinary services.

Regional players

• San Francisco SPCA: Established no-kill shelter operating adoption, low-cost veterinary clinic, and community programs in a major metro area. Comparable in operating a low-cost vet clinic alongside adoption services, though regionally focused.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hearts-united-for-animals

Revenue estimate

Valuation estimate

Number of profiles

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 Hearts United For Animals