House Rabbit Society

What House Rabbit Society does

House Rabbit Society, now operating as Rabbit.org Foundation effective January 1, 2024, is a 501(c)(3) nonprofit (EIN# 93-3226940) dedicated to domestic rabbit welfare, rescue coordination, and public education. Founded in 1994 by Paige K Parsons and headquartered in Palo Alto, California, the organization has operated for more than 30 years as an entirely volunteer-run entity with no disclosed paid staff. Its core functional activities include coordinating rabbit rescue and adoption, producing educational content on rabbit care and behavior, and running public advocacy campaigns against the commercial sale of rabbits in pet stores.

The organization's primary digital asset is its rabbit.org website, which serves more than 200,000 users per month with educational materials, and its EVERYBUNNY community on Slack for volunteer and supporter engagement. HRS functions as a coalition hub for more than 100 rabbit rescue groups across the United States, providing them with educational resources, advocacy coordination, and operational guidance. Its most visible recent advocacy wins include a successful September 2024 campaign pressuring Petco to discontinue rabbit sales, and an ongoing campaign targeting Petland.

The business model is donation-funded: revenue is sourced exclusively from individual contributions processed through Stripe, with no commercial product sales, fee-for-service offerings, or government contracts disclosed. As a 501(c)(3), the organization reinvests all contributions into its mission. There is no equity, no investors, and no funding rounds — making HRS not a venture or private equity target in the conventional sense, but rather a sustainable nonprofit asset whose value lies in brand, audience reach, and coalition leverage rather than financial returns.

Name

House Rabbit Society

Legal name

Rabbit.org Foundation

Website

https://rabbit.org

Company type

Private

Founded year

1994

Operating status

Operating

Short description

House Rabbit Society (operating as Rabbit.org Foundation since 2024) is an all-volunteer 501(c)(3) nonprofit founded in 1994 that educates the public, coordinates a coalition of 100+ rabbit rescues, and runs advocacy campaigns against pet-store rabbit sales, funded by individual donations.

Ownership category

akta.pro rank

Product category

Animal Welfare Education

NAICS

Pet Care (except Veterinary) Services (81291), Social Advocacy Organizations (8133)

akta.pro primary industry

Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)

akta.pro secondary industry

Animal Shelters & Adoption Services (BPAGAIAA)

Keywords

• Animal welfare education
• Rabbit rescue services
• Pet adoption resources
• Animal advocacy campaigns
• Rabbit care education

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Donations: The organization operates as an all-volunteer 501(c)(3) nonprofit charity (EIN# 93-3226940) funded entirely through donations. Donations support website operation, EVERYBUNNY advocacy and rescue support community, and Rabbit.org Stop Rabbit Sales Coalition. Per IRS nonprofit guidelines, donation receipts are nonrefundable.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

House Rabbit Society, operating as the Rabbit.org Foundation, is a 501(c)(3) nonprofit that delivers free rabbit care education, behavior guidance, and welfare resources through its rabbit.org website and the EVERYBUNNY community platform. The organization focuses on education and advocacy rather than direct rescue operations, and coordinates a coalition of 100+ rabbit rescues to end retail rabbit sales at pet stores such as Petland and Petco.

Product overview

House Rabbit Society (operating as Rabbit.org Foundation) provides a content and advocacy platform centered around its rabbit.org website, which reaches over 200,000 monthly users with rabbit care education, behavior guidance, health information, and rescue resources. The organization complements its website with the EVERYBUNNY community platform featuring a Slack workspace for rescue collaboration, the Free Rabbit Image Library, and the Free Rabbit Education Library. The Rabbit.org Coalition to End Rabbit Sales brings together over 100 rabbit rescues and advocates for coordinated advocacy campaigns to end retail rabbit sales.

Differentiator

Problem solved

Functional benefit

Brands

• EVERYBUNNY: Community and content platform for those volunteering and working on rabbit rescue. Hosts a free Slack workspace for rescuers, educators, veterinarians, and rabbit advocates.
• Rabbit.org Coalition to End Rabbit Sales

Products and services

• rabbit.org Website Main website platform providing free rabbit care education, behavior guidance, health information, rescue resources, and advocacy content to over 200,000 monthly users worldwide.
• EVERYBUNNY Community Platform Sister community platform focused on creating content and community for those volunteering and working on rabbit rescue, hosting a free Slack workspace where rescuers, educators, veterinarians, and rabbit advocates gather to support rabbit rescue and education.

Quantifiable outcome

• 200,000+ monthly website users accessing free rabbit education
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Stop Rabbit Sales Alliance (Rabbit.org Coalition to End Rabbit Sales)coreStrategic or Co-development Partner · 1 August 2024Coalition of over 100 rabbit rescues, advocates, and influencers united to end retail rabbit sales. Formed in August 2024 to stop rabbit sales at Petco; coalition continues to fight against rabbit sales with focus on ending live rabbit sales at Petland. Issues joint press releases and coordinates advocacy campaigns.
• House Rabbit SocietyflagshipStrategic or Co-development PartnerLong-standing relationship with House Rabbit Society (houserabbit.org) which is listed as a coalition partner and separate organization. Rabbit.org Foundation notes it has no affiliation with House Rabbit Society despite collaboration on shared mission. HRS founded by Marinell Harriman whose rescue sparked the global house rabbit movement.
• EVERYBUNNY Community (everybunny.org)coreStrategic or Co-development PartnerSister community platform focused on creating content and community for those volunteering and working on rabbit rescue. Hosts a free Slack workspace where rescuers, educators, veterinarians, and rabbit advocates gather to support rabbit rescue and education. Email [email protected] for joining instructions.
• WabbitWikiminorStrategic or Co-development PartnerCollaborative rabbit resource wiki listed as coalition partner in Petco campaign. Provides state-by-state guide to rabbit rescue groups and local rabbit resources integrated into Rabbit.org's help resources.
• San Diego House Rabbit SocietyminorStrategic or Co-development PartnerListed as coalition partner and contributor of educational content including the Spaying and Neutering Basics guide. Operates in San Diego and southwest Riverside counties since 1992.
• SaveaBunnyminorStrategic or Co-development PartnerRabbit rescue organization listed as coalition partner in the Stop Rabbit Sales at Petco campaign.
• Triangle RabbitsminorStrategic or Co-development PartnerRabbit rescue organization listed as coalition partner in the Stop Rabbit Sales at Petco campaign.
• Miami H.A.R.E.minorStrategic or Co-development PartnerMiami-based rabbit rescue organization listed as coalition partner in the Stop Rabbit Sales at Petco campaign.
• Oakland Street BunzminorStrategic or Co-development PartnerRabbit rescue organization listed as coalition partner in the Stop Rabbit Sales at Petco campaign.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• WabbitWiki: Collaborative rabbit resource wiki explicitly listed as a coalition partner; provides state-by-state rescue group directories integrated with Rabbit.org. Directly comparable as a volunteer-built rabbit information resource serving the same caregiver audience.
• House Rabbit Society: The original rabbit welfare nonprofit founded by Marinell Harriman; shares the same narrow mission (rabbit rescue, adoption, education) and was historically the foundational brand in the house-rabbit movement. Rabbit.org Foundation explicitly notes no affiliation, making this the closest functional peer despite the name overlap.
• San Diego House Rabbit Society: Regional rabbit rescue organization operating in San Diego since 1992 and a Stop Rabbit Sales coalition partner. Comparable as a volunteer-driven local rabbit rescue and education organization, illustrating the regional-peer pattern that Rabbit.org Foundation federates.

Emerging players

• Adopt-a-Pet: Online pet adoption platform connecting adopters with rescue groups — functionally comparable as a digital channel that funnels adopters to local rescues, similar to Rabbit.org's role directing visitors to local rabbit rescues via its map-based directory.
• RedRover: Nonprofit focused on animal rescue, safe-housing, and humane education. Comparable as a mission-driven nonprofit combining rescue grants with public education programming in the animal welfare space.

Broad incumbents

• Petco Love (formerly Petco Foundation): Petco's nonprofit arm that funds animal welfare and adoption initiatives — the very counterparty Rabbit.org Foundation successfully lobbied to end rabbit sales. Comparable as a corporate-affiliated pet welfare organization; structurally different but operating in the same advocacy ecosystem.
• ASPCA: One of the largest U.S. animal welfare organizations, combining rescue, advocacy, and public education. Directly comparable function on the education and policy-advocacy side, but with vastly greater resources and a multi-species scope.
• Best Friends Animal Society: Large national no-kill animal welfare nonprofit operating sanctuaries and advocacy programs across multiple species. Comparable as a high-reach, mission-driven animal welfare organization using education and advocacy to drive adoption and policy outcomes, though operating at much greater scale and species breadth.
• PetSmart Charities: Major funder of pet adoption and welfare programs tied to the PetSmart retail network. Comparable as a grant-making and adoption-promoting nonprofit in the pet welfare space, with corporate-sponsorship funding model.
• Humane Society of the United States: National animal welfare organization with broad advocacy, rescue, and education programs. Overlaps with Rabbit.org Foundation on the policy/advocacy and public education axes; HSUS is the dominant incumbent in U.S. animal welfare lobbying.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@rabbitorg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 House Rabbit Society