In January 2017, Maddie's Fund® made a $2 Million investment in, North America's largest nonprofit pet adoption website, to help expand its technology and bolster public interest and involvement in pet adoption and fostering.

This investment has allowed to make advancements to its current technology that include optimizations in searching for a specific type of pet, and provide real-time updates to ensure pet availability.

Since our investment, Adopt-a-Pet now supports a real-time connection with shelter management software, providing the most up-to-date information of available pets. And when available, pet data such as compatibility with other pets and children, weight, or age is now displayed, cutting down on unnecessary inquiries between potential adopters and an organization. Adopt-a-Pet has continued to leverage its SEO to rank high on Google searches. For example, if an adopter searched for "buy Boston Terrier,” an Adopt-a-Pet page about Boston Terriers will rank high in results, encouraging adopters to adopt, not shop. is the search engine platform for the Shelter Pet Project, a national advertising campaign dedicated to making shelter pet adoption a national conversation.

Technology has revolutionized the way we connect adopters, volunteers and foster caregivers with shelter and rescue organizations. Most importantly, the advancements will help to find all the dogs and cats of America loving homes, and help make adoption the first choice when choosing a pet.