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

Missions to Movements

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2M ago 18:00

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From just 17 monthly donors in 2009 to nearly 400 today, the Cat Adoption Team (CAT) has built a creative and effective recurring giving program that has raised over $1 million dollars. In this episode, we’re chatting with Shanda Chroust-Masin, Development and Communications Director at CAT, to learn how their “Meow Team” has become an incredibly loyal base of brand ambassadors.
The most pivotal needle-mover? Leaning into playful, on-brand messaging (think “State of the Meownion” updates and “Cat Person” window clings), paired with strong volunteer engagement and donor stewardship.
Shanda shares ALL the tactics behind their growth: how they leverage volunteer relationships and embed monthly giving asks into evergreen experiences like adoptions and newsletters, plus their strategies for delighting donors with small but impactful touches.
This case study is packed with lessons you can apply right away!

Resources & Links

Learn more about CAT on their website and check out their Meow Team. To connect with Shanda and the CAT team, email [email protected] or [email protected].

This show is brought to you by GivingTuesday! GivingTuesday is a global generosity movement that started in 2012 with a simple idea: a day to do good.

This year, on Tuesday, December 2, 2025, join the conversation: share your favorite nonprofit’s campaign, volunteer for a cause you care about, share an act of kindness, or encourage your audience to do the same.

Use #GivingTuesday, tag @GivingTuesday, and visit GivingTuesday.org/Participate to get involved and inspire others!

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Chapters

1. Introducing CAT's Monthly Giving Success (00:00:00)

2. Meow Team Growth Journey (00:03:51)

3. Branding's Powerful Impact on Donor Loyalty (00:06:09)

4. Fundraising Channels and Anniversary Strategies (00:09:48)

5. Monthly Giving Program Best Practices (00:14:31)

6. Episode Closing and Contact Information (00:17:25)

215 episodes

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