Humane Animal Welfare Society (HAWS) is an open-admission, no-kill shelter serving Waukesha County and the greater Milwaukee area. Every year, they care for approximately 10,000 animals, provide emergency response during natural disasters, and accept monthly transports from overburdened shelters across the U.S.
“If there’s a hurricane or a crisis we’re here to help. That’s part of our mission too.”
— Michelle Milford, HAWS
But their work extends far beyond adoption. HAWS is committed to strengthening the bond between animals and people, using education as a tool to build a more humane community.
Turning Challenges Into Growth
Like many organizations, the pandemic forced HAWS to pivot — and fast. But instead of pulling back, they leaned in. Their biggest win?
Launching an entire suite of virtual learning programs from behaviour training to educational workshops, making their mission accessible to even more families. What started as a necessity has now become a core part of their long-term strategy.
“COVID pushed us to innovate. Now our virtual programs are a key way we connect with supporters who can’t attend in person — and we’re seeing continued demand.”
3 Lessons to Supercharge Your Nonprofit’s Impact
Whether you’re in animal welfare, education, health, or human rights, these practical tips from HAWS are worth your time.
1. Hire Outside the Box
One of HAWS’s most valuable shifts was rethinking who they hired.
“Nonprofits often hire the same kinds of people, which can lead to the same kinds of ideas,” Michelle shared.
By bringing in professionals from outside the sector including experienced marketers, business strategists, and tech professionals — HAWS infused fresh thinking into their work. And the results show.
Pro Tip: If you’re looking to level up your fundraising, consider bringing in team members who have experience in e-commerce, user experience, or donor behaviour.
2. Use the Right Tools (and Use Them Well)
Like many nonprofits, HAWS once tried to manage donor data using systems designed for animal care and it didn’t work.
“We were using our shelter database to manage donors. It just didn’t fit.”
That changed with the adoption of DonorPerfect as their CRM and Givecloud to power their donor experience. Since switching, HAWS now offers donors a beautiful, easy-to-use experience, all while maintaining brand consistency across donation forms, event registrations, and program sign-ups.
“People actually comment now. ‘The forms look so polished!’ and they’re so easy to use. It’s made a huge difference.”
Givecloud’s donation forms are proven to increase conversion rates up to 45%, over 3x the industry average. Features like Smart DCC, mobile wallet support, and recurring giving upsells have helped HAWS create a donor journey that’s quick, convenient, and meaningful.
3. Know Your Digital Donors
Digital generosity isn’t one-size-fits-all. HAWS recognized that donors behave differently on different platforms — and started tailoring content accordingly.
“We were sharing the same content on Facebook, Instagram, and Twitter. Now we’re looking at how each audience wants to connect.”
Whether it’s educational content for parents, behind-the-scenes videos for younger supporters, or impact stories for long-time donors — HAWS is investing in building relationships online with the same care they bring to their shelter work.
Pro Tip: Don’t just publish. Personalize. Today’s donors want experiences that feel curated, not canned.
Why Givecloud loves HAWS
HAWS is proof that you don’t need to be a massive organization to lead with innovation.
Their team isn’t just caring for animals, they’re mentoring other shelters, taking in monthly transports from the South, and actively helping other nonprofits scale with heart. In fact, they’ve launched a mentoring program to support their “sister shelters” many of which are underfunded and understaffed — offering guidance on everything from operations to donor strategy.
To learn more about the great work HAWS is doing, check out www.hawspets.org.
Want to Create Donor Delight Like HAWS?
Givecloud was built for organizations like yours, teams doing world-changing work that deserves better than outdated tech and disconnected donor experiences.
If you’re ready to:
- Simplify your tech stack,
- Elevate your online giving experience,
And turn delighted donors into devoted supporters…
