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From 17 to 400: How CAT Scaled Monthly Giving with The Meow Team

In 2009, Cat Adoption Team (CAT), the largest cat shelter in the Pacific Northwest had just 17 monthly donors. Fast forward to today, and their “Meow Team” boasts nearly 400 committed supporters who have collectively raised over $1 million. What’s behind this impressive growth? A creative, brand-aligned approach that turns donors into loyal ambassadors.

In a recent episode of Missions to Movements, Dana Snyder sat down with Shanda Chroust-Masin, Development and Communications Director at CAT, to unpack the strategies fueling this success.

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Branding That Purrs: Why Playfulness Matters

Instead of relying on “sad cat” messaging, CAT leaned into whimsical, on-brand communication. Donors receive “State of the Meownion” updates, playful perks like “Cat Person” window clings, and colorful, pun-filled communications that keep giving fun.

As Shanda explains: “We didn’t want to advertise ourselves as the ‘sad support us’. We still tell the story of the need, but in a more whimsical, playful way. That makes people excited to be part of something special while giving back.”

This unique branding not only attracts donors but also fosters pride and identity, members proudly share their Meow Team status with friends and family.

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Volunteers as the Foundation of Growth

With more than 600 active volunteers, CAT tapped into an already dedicated community. The first Meow Team members were volunteers who gave their time and their dollars. From there, growth snowballed.

Word-of-mouth proved powerful volunteers and donors spread the message, and CAT’s culture of fun and belonging encouraged others to join. Today, about half of Meow Team members are also volunteers.

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Embedding Monthly Giving Into Everyday Experiences

A key lesson from CAT’s success is weaving monthly giving opportunities into evergreen interactions:

• Adoptions: Every adopter is invited to give during the counseling process.

• Newsletters: Regular communications include subtle, consistent monthly giving asks.

• Events & Appeals: From postcards to anniversary “cat-iversary” notes, CAT thanks donors in personal, unexpected ways.

One standout tactic? Meow Team anniversary postcards. These aren’t fundraising appeals, they’re simple thank-yous. Yet, CAT consistently sees donors increase their monthly gifts after receiving them.

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Reliable Revenue Builds Resilience

Recurring giving has given CAT the financial stability to weather challenges, from floods to fluctuating donations. Knowing they can rely on monthly revenue allows the organization to plan ahead with confidence.

And in moments of crisis, Meow Team members often step up with additional gifts, proving that monthly donors are also some of the most generous one-time givers.

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Lessons for Nonprofits Building Their Own Program

Whether or not your cause lends itself to cat puns, the takeaways are clear:

1. Brand It: Give your monthly program its own name and identity.

2. Make It Easy: Highlight monthly giving as a top option on your site.

3. Lean Into Fun: Add creativity, playfulness, or warmth to your communications.

4. Leverage Your Base: Start with your most engaged supporters, like volunteers.

5. Delight Donors: Surprise them with thank-yous, milestones, and small perks.

As Shanda puts it: “Don’t just bury the monthly giving option on your donation page. Call it out, brand it, and make it fun. Start with what you can and don’t overthink it.”

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Final Thoughts

The Cat Adoption Team’s Meow Team is more than just a fundraising program—it’s a community of cat lovers who feel personally connected to the mission. By combining playful branding, deep volunteer engagement, and smart donor stewardship, CAT turned 17 donors into nearly 400, raising over $1 million in the process.

For nonprofits everywhere, this case study shows that with creativity and consistency, recurring giving can transform not just your revenue, but also your relationships with donors.

Resources & Links

This show is brought to you by iDonate. Your donation page is leaking donors, and iDonate’s new pop-up donation form is here to fix that. See it in action. Launch the interactive demo here and experience how a well-timed form captures donors in the moment they care most.

Learn more about CAT on their website and check out their Meow Team. To connect with Shanda and the CAT team, email shandacm@catadoptionteam.org or development@catadoptionteam.org.

My book, The Monthly Giving Mastermind, is here! Grab a copy here and learn my framework to build, grow, and sustain subscriptions for good.

Join The Sustainers, my Slack community for nonprofit professionals growing and scaling a recurring giving program.

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