Oscar's Place Adoption Center & Sanctuary

What Oscar's Place Adoption Center & Sanctuary does

Oscar's Place Adoption Center & Sanctuary is a 501(c)(3) nonprofit organization operating a GFAS-accredited donkey rescue, rehabilitation, adoption, and lifelong sanctuary program headquartered in Hopland, California. Founded in 2021 by former media executive Ron King and co-founder Phil Selway, the organization has rescued more than 460 donkeys since inception and maintains an aggregate capacity of 500 donkeys across two locations: the original Hopland ranch (4425 Hwy 175) used for hands-on rehabilitation, and a 116-acre second site in Potter Valley, Mendocino County, gifted in August 2025 and designed as a lower-interaction environment.

The organization's core service lines include a donkey adoption program ($1,000 per donkey, $1,800 per bonded pair, restricted to a four-hour radius of the Hopland ranch), a monthly Guardian sponsorship program providing recurring donor revenue, a planned-giving/legacy-gift pipeline, an in-kind donation program, and an online merchandise store on Shopify. A 17-episode ABC television docuseries titled 'Donkey King,' airing on the Weekend Adventure programming block, functions as the primary brand and awareness engine, supplemented by earned media coverage in The Kelly Clarkson Show, CBS News, Oprah Daily, The Washington Post, and People magazine. In 2025 the organization diversified its earned-income base by launching estate-grown organic Sauvignon Blanc from a 15-acre vineyard on the Potter Valley property, with 100% of wine profits directed to rescue operations; 650 cases of the 2025 vintage were produced.

Operationally, the organization runs UC Davis veterinary partnerships for advanced medical care and is governed by a board that includes the CEOs of SoulCycle and Seabreeze Management Company and a former Cleveland mayoral Chief of Communications. Revenue is not publicly disclosed. The technology footprint is minimal and consists of standard nonprofit tooling (Squarespace website, Shopify storefront, DonorSupport donation platform, social channels, and a Venmo account), with no proprietary software, app, or AI capability.

Name

Oscar's Place Adoption Center & Sanctuary

Legal name

Oscar's Place Adoption Center & Sanctuary

Website

https://oscarsplace.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Oscar's Place is a 501(c)(3) nonprofit that rescues, rehabilitates, rehomes, and provides lifelong sanctuary for donkeys across two Northern California sites (Hopland and Potter Valley), funded by adoption fees, recurring Guardian sponsorships, donations, merchandise, and estate-grown organic wine.

Ownership category

akta.pro rank

Product category

Animal Rescue & Sanctuary Services

NAICS

Zoos and Botanical Gardens (71213)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Sanctuaries & Long-Term Care (Farm, Equine, Exotic) (BPAGAIAH)

akta.pro secondary industries

Animal Shelters & Adoption Services (BPAGAIAA), Animal Welfare & Advocacy Organizations (AFAEALAC)

Keywords

• Animal rescue services
• Donkey adoption
• Animal sanctuary
• Nonprofit fundraising
• Animal welfare

Headquarters

HQ city

Hopland

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Adoption Fees: One-time adoption fees for donkeys placed in forever homes. Single donkey adoption is $1,000; bonded pairs cost $1,800.
2. Monthly Donations (Guardians Program): Recurring monthly donations from Guardians - monthly donors who sponsor specific donkeys. Provides predictable recurring revenue.
3. One-time Donations: Single donations from donors supporting the mission. Multiple giving options including tribute gifts, stock donations, cryptocurrency, DAF contributions, and IRA qualified charitable distributions.
4. Estate-Grown Organic Wine Sales: Production and sale of estate-grown organic Sauvignon Blanc from vineyard on sanctuary land. 100% of profits fund donkey rescue and lifetime care. Produced 650 cases of 2025 vintage.
5. Merchandise Sales: Online merchandise store through Shopify selling Oscar's Place branded products.
6. Planned Giving/Legacy Gifts: Bequests through wills and trusts, charitable remainder trusts, and beneficiary designations for long-term fundraising.
7. In-Kind Donations: Amazon Wishlist donations of supplies, treats, and equipment for donkey care and sanctuary operations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Oscar's Place rescues donkeys from kill pen auctions and owner surrenders, rehabilitates them physically and emotionally, and either places them in approved forever homes through its adoption program or provides lifelong care on its Northern California sanctuary properties. The organization is funded primarily by adoption fees, monthly Guardian sponsorships, one-time donations, planned giving, branded merchandise, and estate-grown organic wine produced on sanctuary land.

Product overview

Oscar's Place Adoption Center & Sanctuary is a nonprofit donkey rescue organization offering a portfolio of programs including donkey adoption services (single donkey $1,000, bonded pair $1,800), the Oscar's Place Guardians monthly sponsorship program, an online merchandise shop via Shopify, the 'Donkey King' ABC television docuseries, estate-grown organic wine production with proceeds funding rescue operations, visitor tours, and volunteer opportunities. The organization operates from two locations in Northern California (Hopland ranch and Potter Valley sanctuary) with a capacity of 500 donkeys.

Differentiator

Problem solved

Functional benefit

Products and services

• Donkey Adoption Program Application-based adoption program placing fully rehabilitated rescued donkeys into forever homes; includes a ranch visit, home site inspection, and is restricted to homes within a 4-hour radius of the Hopland ranch. Single donkey adoption is $1,000 and bonded pair adoption is $1,800.
• Oscar's Place Guardians (Monthly Donkey Sponsorship) Monthly recurring donor sponsorship program where supporters choose any amount each month to fund food, shelter, medicine, and care for a specific permanent resident donkey. Includes printable certificate, quarterly video updates, monthly insider emails, Guardians-only Zoom events, merchandise discount, and lapel pin.
• Merchandise Shop Online store selling Oscar's Place branded merchandise including lapel pins and apparel, operated through Shopify at oscars-place-adoption-center-sanctuary.myshopify.com.
• Donkey King (TV Series) A 17-episode ABC docuseries following the lives of rescued donkeys and the Oscar's Place team, airing on ABC stations nationwide as part of the Weekend Adventure programming block.
• Estate-Grown Organic Wine Estate-grown organic Sauvignon Blanc produced on the 15-acre vineyard at the Potter Valley sanctuary, with 100% of profits funding donkey rescue and lifetime care. 650 cases of the 2025 vintage were produced.
• Visitor Tours Scheduled tours of the Hopland ranch location for donors, volunteers, and potential adopters during specific hours (Tuesdays, Wednesdays, Thursdays, and Saturdays 9 am to 3 pm), requiring 48-hour advance booking and signed waivers.
• Volunteer Program Hands-on volunteer program where individuals commit to regular scheduled visits to work with donkeys, helping them regain trust through petting, brushing, and companionship during scheduled hours.

Quantifiable outcome

• 460+ donkeys rescued since founding in 2021
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• UC Davis Veterinary HospitalcoreOthersUC Davis provides veterinary medical care for donkeys requiring advanced treatment. Donkeys have been transported to UC Davis for emergency care including post-foaling laminitis treatment and respiratory disease care.
• The Donkey SanctuaryminorStrategic or Co-development PartnerReferenced as partner for education about the donkey skin trade crisis. Website links to their resources about ejiao and the global donkey skin trade threat.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Donkey Welfare Solutions: Donkey-focused welfare organization providing education and welfare support to working donkey communities internationally. Comparable as a niche donkey welfare nonprofit, though focused more on international working-donkey welfare than US rescue and adoption.

Direct peers

• Habitat for Horses: Texas-based equine rescue and sanctuary operating horse adoption, rehabilitation, and lifelong care. Comparable on equine rescue operations, adoption program structure, and donation-dependent funding model.
• The Gentle Barn: California-based farm animal sanctuary and rescue operating public visits, volunteer programs, and adoption/homing for rescued farm animals including equines. Closely mirrors Oscar's Place's California footprint, mixed-species (including equine) sanctuary model, and heavy reliance on earned media and donations.
• Spirit Hill Horse Rescue: Smaller US equine rescue operating rehabilitation and adoption services with a reliance on grassroots donations and volunteers. Comparable as a similarly sized equine-specific nonprofit rescue.
• Peaceful Valley Donkey Rescue: One of the largest US donkey rescues, operating sanctuaries and an adoption program across multiple states. Directly comparable to Oscar's Place on species focus (donkeys), rescue-to-adoption model, and reliance on donations and sponsorships.

Others

• South Florida Wildlife Center: Large wildlife rescue and rehabilitation nonprofit operating sanctuary services. Comparable as an accredited (GFAS) sanctuary organization using similar fundraising channels, but focused on wildlife rather than farm/equine species.

Broad incumbents

• Farm Sanctuary: National farm animal rescue and advocacy organization operating sanctuaries in NY and CA. Comparable on farm-animal rescue, sanctuary operations, advocacy-driven fundraising, and use of high-profile media appearances.
• Best Friends Animal Society: The largest US no-kill animal sanctuary network, operating Sanctuary Utah and partner programs nationwide. Comparable as a major accredited sanctuary brand using media, adoption, and donations, though focused on companion animals rather than equines.
• The Donkey Sanctuary: The world's largest donkey welfare charity, headquartered in the UK with global operations. Comparable as the dominant incumbent in donkey rescue and advocacy; Oscar's Place already references The Donkey Sanctuary as a partner on education about the skin trade.

Regional players

• Redwings Horse Sanctuary: One of the UK's largest horse and donkey rescue charities, operating multiple sanctuaries and an adoption program. Comparable on equine rescue scale and sanctuary/adoption hybrid model, though it primarily serves UK geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/oscarsplaceofficial
• Instagraminstagram.com/oscarsplaceofficial
• LinkedInlinkedin.com/company/oscar-s-place-donkey-adoption-center-sanctuary

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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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 Oscar's Place Adoption Center & Sanctuary