Smaller Animal Charities Are Struggling To Keep Up With Their Budgets And Demand

Share Article Celebrates Be Kind To Animals Week With Payouts To Shelters; New Mothers Day Gift Guide Drives More Online Shopping And Helps More Animals

Demand for animal shelter, rescue and adoption services has increased but donations have not kept pace. According to the Late Fall 2011 Nonprofit Fundraising Study by the Nonprofit Research Collaborative, smaller organizations particularly, those with expenditures below $3 million, are affected by lower amounts received, their operating budgets already “cut to the bone.” The outlook for 2012 and beyond suggests an ongoing struggle to secure funding for these vital services. Another study, the 2010 Cone Cause Evolution Study, states that “83% of Americans wish more of the products they buy would support a cause.” offers a unique solution to this problem. “This Free & Easy website allows you to shop online at over 475 top-name merchants, and every purchase for anything you buy earns a donation for the animal charity of your choice,” says Chris Ruben, founder & CEO. “It's catching on quickly as a no-cost way for animal lovers support their local rescue or adoption group. Everybody shops! Now you can shop and every purchase helps animals... all without logging in or remembering a password.” announces it's new Mothers Day Gift Guide, which will be expanded to include Fathers Day, Graduations, Weddings and other shopping occasions. Appealing to many tastes and interests, the Gift Guide is meant to be shared by animal welfare organizations, their donors, supporters and volunteers. “It's a great way to remember to shop through,” says Ruben, “Be Kind To Animals... Just Shop To Donate!”

About is an online community where animal lovers can shop at hundreds of well-known merchants and service-providers while turning everyday purchases into contributions that directly benefit their chosen animal shelters, humane organizations or rescue and adoption groups.

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Chris Ruben
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