The Fundraising Reset: Retention, Reactivation, Results

The Fundraising Reset: Retention, Reactivation, Results

Author: The Association for Animal Welfare Advancement December 11, 2025 Duration: 45:07

What does it take to stabilize your donor pipeline, re-engage lapsed supporters, and grow fundraising revenue—without burning out your team?


In this episode of The Intake, host Katherine Shenar is joined by Kendall Paul, CEO of the Vanderburgh Humane Society, and Kristin Serrano, Vice President and Managing Director at TrueSense Marketing, for a candid, data-driven conversation about building a smarter, more resilient fundraising program. Since 2022, Vanderburgh Humane Society and TrueSense have partnered to design and execute an integrated fundraising strategy rooted in strategic segmentation, donor retention, reactivation science, and disciplined acquisition modeling.


The results are striking: the highest active donor count in five years, the successful reactivation of long-lapsed donors, and record-breaking fundraising revenue. Together, Kendall and Kristin walk through how the partnership worked, the decisions that mattered most, and what animal welfare organizations of any size can apply to strengthen their own fundraising efforts.


If you’re a fundraiser navigating donor fatigue, retention challenges, or pressure to “do more with less,” this episode offers real-world insight—and a roadmap forward.


Ever wonder what really happens behind the doors of an animal shelter or rescue? the Intake pulls up a chair to those conversations, offering a genuine look at the world of animal welfare. Created by The Association for Animal Welfare Advancement, this podcast moves beyond simple stories to explore the real challenges, heartwarming successes, and complex decisions faced by professionals and volunteers every day. You'll hear from the people on the front lines-from shelter directors and veterinarians to foster families and humane educators-as they discuss practical strategies, compassionate care, and the evolving philosophy of protecting animals. While the subject matter is rooted in animal welfare, the discussions naturally resonate with anyone who shares their home with a pet or is thinking of adding a furry member to their family. It’s a resource that feels like a thoughtful conversation with experts who understand that caring for animals involves the whole community, including kids and adults alike. Tune in for an honest and insightful audio experience that deepens your understanding of the dedicated work that ensures animals find safety, health, and love. Each episode of this podcast connects the dots between daily care and the broader mission of creating a more humane world for all creatures.
Author: Language: English Episodes: 46

the Intake
Podcast Episodes
COVID-19 in North Carolina Animal Services [not-audio_url] [/not-audio_url]

Duration: 13:21
Hear from Jorge Ortega, Animal Services Director for Guildford County, North Carolina, and how he and his team have been making transformative changes in this beautiful North Carolina city even before COVID-19 arrived.
Keeping animal welfare advocacy moving forward during COVID-19 [not-audio_url] [/not-audio_url]

Duration: 13:52
We sat down with Andi Bernat of The Humane Society of the United States to learn about how their State Directors worked to classify animal shelter personnel as essential during COVID-19 and how advocacy efforts are conti…
Hear How This Southern Shelter Is Managing COVID-19 [not-audio_url] [/not-audio_url]

Duration: 14:13
This conversation is with Ginny Sims, executive director for Southern Pines Animal Shelter located in Hattiesburg, Mississippi. More than 5,000 animals a year are transported through EMBARK, the organization's lifesaving…