MISSOURI ALLIANCE FOR ANIMAL LEGISLATION

What MISSOURI ALLIANCE FOR ANIMAL LEGISLATION does

Missouri Alliance for Animal Legislation (MAAL) is a 501(c)(4) nonprofit advocacy organization founded in 1990 and headquartered in St. Louis, Missouri, with a secondary lobbying presence at the Missouri State Capitol in Jefferson City. It is the only organization in Missouri dedicated full-time to lobbying at the State Capitol on behalf of animal welfare, with a stated mission of passing legislation to protect companion animals, farmed animals, and wildlife from abuse, neglect, and inhumane exploitation, while also assisting with enforcement of existing animal laws. The organization operates with a lean staff of approximately three paid employees—an Executive Director (Bob Baker, formerly of the ASPCA), a Policy and Communications Coordinator (Nick Wells), and a Marketing and Social Media Coordinator (Amanda Manera)—supplemented by an entirely volunteer Board of Directors that includes veterinarians, attorneys, and animal welfare executives. There is no proprietary technology platform; staff includes named "Pawlicy Advisor" (Otis) and "Puppy Mill Campaign Manager" (Wiggles) that appear to be mascot roles.

MAAL's core offerings center on legislative advocacy: drafting animal welfare bills, tracking legislation during the January–May Missouri legislative sessions, testifying before committee hearings, educating legislators, and issuing action alerts to supporters. The organization also runs grassroots programming including an annual Humane Day at the Capitol, community tabling events, educational presentations, online petitions, an Animal Hotlines reporting resource, and a Companion Animal Memorial Wall. Its digital infrastructure consists of a website (maal.org) on a standard hosted platform, email/newsletter systems, and social media presence on Facebook, Twitter, and Instagram; donation processing is handled via the qgiv third-party platform. No mobile app, API, or proprietary software product is offered.

MAAL is funded entirely by donations, which are not tax-deductible due to its 501(c)(4) status. Donations are accepted online, by mail via check, or via securities transfers to a Schwab brokerage account. The organization does not sell products or services and discloses no revenue figures. It has cultivated a supporter base of over 10,000 individuals and organizations since its founding, and has achieved major legislative milestones including the 2011 Canine Cruelty Prevention Act (leading to closure of over 1,200 puppy mills), the 1998 Proposition A banning cockfighting and dogfighting, the 2010 Large Carnivore Act, and the 2021 Pets on Orders of Protection law. Geographic operational focus remains Missouri, though the organization claims influence on legislation in 42 states.

Name

MISSOURI ALLIANCE FOR ANIMAL LEGISLATION

Legal name

Missouri Alliance for Animal Legislation

Website

https://maal.org

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

1–10 employees

Short description

Missouri Alliance for Animal Legislation is a 501(c)(4) nonprofit that lobbies full-time at the Missouri State Capitol for animal welfare. Founded in 1990, it advocates for companion animals, farmed animals, and wildlife through legislative action, grassroots mobilization, and public education.

Ownership category

akta.pro rank

Product category

Animal Welfare Advocacy

NAICS

Social Advocacy Organizations (8133)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

Keywords

• Animal welfare advocacy
• Legislative lobbying services
• Nonprofit policy advocacy
• Animal protection legislation
• Grassroots community organizing

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: The organization is funded entirely by donations from supporters. Donations support legislative efforts, outreach, and education. As a 501(c)(4) nonprofit lobbying organization, contributions are not tax-deductible. Donations can be made online via secure payment processor, by mail with check, or through securities transfers to their Schwab brokerage account.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels7 records

Core offering

Missouri Alliance for Animal Legislation is a 501(c)(4) nonprofit advocacy organization that provides full-time legislative lobbying at the Missouri State Capitol on behalf of animal welfare. The organization drafts and submits animal welfare legislation, tracks bills, educates legislators, testifies before committee hearings, and issues action alerts to mobilize supporters. It is the only organization in Missouri dedicated exclusively to full-time lobbying for animal welfare at the state level.

Product overview

Missouri Alliance for Animal Legislation (MAAL) is a 501(c)(4) nonprofit advocacy organization that serves as the only Missouri organization lobbying full-time at the State Capitol for animal welfare. Founded in 1990, MAAL's core offerings center on legislative advocacy to protect companion animals, farmed animals, and wildlife. The organization's digital presence includes an Action Alerts notification system for mobilizing supporters, online Donation Processing through third-party platforms, a Volunteer Program for community engagement, Animal Hotlines providing reporting resources for abuse and neglect, and a Companion Animal Memorial Wall for honoring deceased pets. MAAL does not offer a traditional software product or SaaS platform.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Over 1,200 puppy mills closed and 50,000 fewer breeding dogs in puppy mills
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Humane Society of Missouri: The Humane Society of Missouri is a broad incumbent in the same state, operating adoption centers, an animal-cruelty task force, and disaster-response programs. Its direct overlap in animal-welfare enforcement and advocacy makes it the closest geographic comparator to MAAL.
• ASPCA: The ASPCA is a national animal-welfare organization conducting cruelty investigations, public education, and policy advocacy. It is comparable to MAAL through its legislative and enforcement-oriented work, although its scope and resources are much broader.
• Humane Society of the United States: The Humane Society of the United States is a large national animal-welfare organization active in public policy, legislation, investigations, and public campaigns. It overlaps directly with MAAL's advocacy function but serves a broader range of species and jurisdictions.
• Best Friends Animal Society: Best Friends Animal Society combines animal-welfare advocacy, shelter operations, public campaigns, and legislative engagement. Its advocacy and community-mobilization activities overlap with MAAL, while its operating model is substantially broader.
• PETA: PETA is a large animal-rights nonprofit that uses investigations, public campaigns, education, and legislative advocacy. It is comparable through its animal-protection campaigns and political outreach, although its methods and scale extend well beyond MAAL's state-level lobbying focus.
• World Animal Protection: World Animal Protection is an international nonprofit that combines public campaigning, policy advocacy, and animal-welfare standards work. Its multi-species agenda and government engagement make it a broad comparator for MAAL's companion-animal, farm-animal, and wildlife advocacy.

Direct peers

• Animal Legal Defense Fund: The Animal Legal Defense Fund advances animal protection through litigation, legislation, legal advocacy, and public education. Its policy-focused legal model is closely comparable to MAAL's use of legislation, testimony, and advocacy to change animal-welfare standards.
• Animal Welfare Institute: The Animal Welfare Institute advocates for stronger animal-welfare laws and regulations across companion animals, farm animals, and wildlife. Its specialist legislative and regulatory advocacy closely matches MAAL's core operating model.
• Born Free USA: Born Free USA focuses on wildlife and exotic-animal protection through education, legislative advocacy, and campaigns against private ownership and trade. It is directly relevant to the exotic-animal regulatory component of MAAL's agenda.

Emerging players

• The Humane League: The Humane League is a nonprofit focused on ending inhumane farm-animal practices through corporate campaigns, institutional engagement, and public advocacy. It is relevant to MAAL's farm-animal policy work but is only a partial overlap because it concentrates more heavily on private-sector pressure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xtwitter.com/moalliance
• Facebookfacebook.com/moanimalalliance
• Instagraminstagram.com/moanimalalliance

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about MISSOURI ALLIANCE FOR ANIMAL LEGISLATION