The opportunity
PETA set out to scale donor acquisition while maintaining strong efficiency across both fundraising and digital advertising. The team needed a channel that could deliver incremental donors at scale while attracting supporters with long-term value. To achieve this, PETA partnered with Rokt.
The approach
Rokt enabled PETA to reach consumers during the Transaction Moment™, when customers are most engaged and ready to take action.
By activating campaigns across Rokt’s network, PETA introduced its mission in a high-intent environment, connecting with audiences at a moment when attention is strongest. This approach helped the organization reach new supporters at scale while driving efficient fundraising outcomes
Within months of launching Rokt, PETA increased its total donor base by 26%, grew new donor acquisition by nearly 60%, and drove a 14% lift in overall revenue. The channel quickly became one of PETA's strongest-performing acquisition channels, outperforming other platforms and earning a central role in stakeholder conversations and investment decisions.
Rokt has helped PETA acquire 16,400 new donors, with 76% joining the organization for the first time, demonstrating clear incrementality. Donor quality has also stood out. Among new donors who committed to monthly giving, only one cancellation has been recorded, signaling strong retention and long-term value.
Rokt has enhanced PETA’s digital acquisition efforts and provided a strong stream of high-value donors to help fund our vital work and save more animals.
—Jeff Zick, Managing Director, Integrated Fundraising, PETA Foundation
The unlock
By partnering with Rokt, PETA transformed donor acquisition into a scalable, high-performing channel that delivers both efficiency and quality.
By reaching consumers at the Transaction Moment, Rokt helped PETA attract more first-time donors, improve fundraising efficiency, and acquire supporters with long-term value. Today, Rokt continues to outperform traditional acquisition channels while playing an important role in PETA's fundraising strategy.
Since launch in December 2025
- 16,400 new donors acquired, 76% of whom were first-time donors
- 26% increase in PETA's total donor base
- Nearly 60% increase in new donor acquisition
- 14% lift in overall revenue
- 31% return on media spend within five months
