9-21-22 Breaking Down Resistance: Convincing Animal Lovers to Give to People

5 (3 votes)

Recorded On: 09/21/2022

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For the last two decades, the field has diligently asked people to spay, neuter, and adopt pets to reduce the homeless pet population. Now, a new message centered around trust and keeping pets and people together is gaining traction.

In this webinar, we’ll sculpt and transform this shift into a fundraising offer. RKD Group will discuss the potential challenges of convincing a group of animal lovers to give money to people to help animals, and share what they’ve learned so far about this culture shift.


  • David Miller, Senior Vice President, RKD Group
  • Matt Pepper, CEO, Michigan Humane
  • Jamie Westrick, Chief Philanthropy Office, Michigan Humane

Sponsored by   image

This session is the second in a 2022 Strength Training for Fundraisers series hosted by RKD Group. Register for the other sessions:

9/14/22 A Bigger, Stronger Pipeline to Major Gifts

9/28 Sticking to the Plan: Monthly Giving Doesn’t Happen by Chance

Recorded Webinars with RKD: Future-focused Fundraising (2021)

This live and recorded program is approved for 1 Certified Animal Welfare Administrator continuing education credit and 1.0 CFRE.

Read these blogs from RKD:

Don't Let Inflation Slow You Down

4 Simple Stewardship Practices 

Major Donors: Your Secret to a Successful Year-End in 2020 -- includes link to their ebook Donors and Data: where do we draw the line?

Learn about our two fundraising certificate programs:

The Association Fundraising Professional Certificate Program  For individuals with less than 2 years of professional fundraising experience. 

The Association Fundraising Executive Certificate Program  For individuals with more than 2 years of professional fundraising experience.

Technical Issues During a Live Webinar?

David Miller, Senior Vice President, RKD Group

David Miller is Senior Vice President at RKD Group, a leading fundraising and marketing services provider to hundreds of nonprofit organizations. He brings more than two decades of animal welfare experience to help organizations craft their fundraising strategies for success. Prior to joining RKD in 2011, David spent 14 years working at animal welfare organizations, including serving as the CEO of three organizations in Florida and North Carolina.

Matt Pepper

CEO, Michigan Humane

Matt Pepper is president and CEO of the Michigan Humane. Previously he served in leadership roles in New Mexico, Tennessee, and Louisiana. His career began as an animal cruelty investigator. Matt has served on several boards including NACA, the Michigan Association of Animal Control Officers, and the Louisiana Animal Control Association. He is the Chair of the Board for The Association for Animal Welfare Advancement.

Jamie Westrick

Chief Philanthropy Office, Michigan Humane

Jamie Westrick joined Michigan Humane as Chief Philanthropy Officer in February 2020, following 17 years in public media fundraising, marketing, and program development.  Jamie specializes in revenue development and communications by aligning a strategic vision and operational goals with donor relationships.  Since arriving to Michigan Humane, Jamie has had success in broadening its donor base, funding mix and message through the human-centered approach to animal welfare.  

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