Despite being one of the most stressful, expensive, and busy times of the year, the holiday season also tends to bring out our charitable sides. According to Jack Hubbard, executive director of the Center for the Environment and Welfare (CEW), around 30% of annual charity donations take place in December, but if we’re not careful, most of that money could be used to line the pockets of high earners instead of going where it’s needed most.

At this time of year, we are often inundated by emotional advertising campaigns asking you to spare a thought (and some money) for sad and desperate cats and dogs in need, but according to the CEW, the big charity organizations you see the most are the ones least likely to be deserving of your hard-earned cash.

In a scathing report, the CEW has pointed an accusatory finger at charity giant Humane World For Animals (HWA), citing the organization’s recent tax records as the reason for their negative review. 

For the past two years, the HWA  (formerly known as the Humane Society of the United States) has recorded total incoming figures of around $29 million (2023) and $35 million (2024), with 17-19% of that money spent on paying Officers, Directors, Trustees, Key Employees, and Highest Compensated Employees. In fact, at close to $680,000, CEO Cristobel Block’s salary accounted for almost 2% of that $35 million, all while clocking in for a comfortable 40-hour week. 

Furthermore, while the ASPCA was putting around 28% of their finances into shelter and veterinary services, rehoming, and spay/neuter clinics, 37% of the HWA’s money was dedicated to “working with companies around the world to adopt cage-free egg procurement policies”, and “promoting plant-based eating worldwide”. Of course, working towards sustainable practice and putting an end to battery cages for egg-laying hens are worthy goals, but $14 million sounds like a lot of money to spend on campaigning, and that doesn’t even include the $3.3 million spent on advertising.

The problem highlighted by the CEW in their consumer report, which also focuses its critical eye on charity giants ASPCA and PETA, is that while these organisations raise approximately $630 million annually, the number of animals being euthanized each year is steadily increasing. With bloated salaries and advertising campaigns soaking up much-needed funding, as little as 1% of donations actually go towards helping the animals in need, and the more visible the charity, the more likely it is that your money is actually going towards advertising on Google and Meta.

So what’s the solution?

The CEW urges people to look to their local area for charities in need. Smaller animal shelters and rehoming organisations are often woefully underfunded and have very little in their budget for fancy ad campaigns or sponsored posts on social media. Many smaller non-profit organisations depend greatly on donations and volunteers, often overextending their resources in order to help out just one more cat in need. 

Of course, no system is perfect, and deceptive or misleading practices can occur at a smaller scale as well, so it is important to do a bit of research before deciding where to donate this year. Transparency and accessibility are key components when looking into a charity, and if it feels dodgy, it probably is. Trap, neuter, return (TNR) groups, foster carers, and cat sanctuaries are always in need of donations, whether it be of money, time, food, or supplies, so it’s worth checking websites or Facebook pages to see where you can be most effective. If in doubt, get in touch with us, and we can point you in the right direction.

With millions of cats and dogs in need of food, shelter, and love this Christmas, please give generously – but carefully – this holiday season.

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