Television ad exposes HSUS’s misleading fund-raising tactics

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Humane Society of the United States watchdog group, is issuing a consumer alert reminding Americans to be wary of the deceptive fundraising practices of the HSUS. is project of the Center for Consumer Freedom (CCF).

The ad, airing nationally, highlights HSUS’s duplicitous fundraising practices and encourages Americans to give directly to their local pet shelters to make the greatest impact in their community. While the vast majority of HSUS’s fundraising commercials feature dogs and cats only one percent of the money the group raises from the public goes to local pet shelters.

According to recent public polling performed by ORC International, 71 percent of Americans mistakenly believe that the HSUS is a pet shelter umbrella group and 68 percent wrongly believe that HSUS gives most of its money to local pet shelters. Specifically, CCF examined 28 separate HSUS television appeals and discovered that more than 85 percent of the animals shown in the ads were dogs and cats despite very little of HSUS's budget going to pet shelters.

“HSUS uses emotionally manipulative ads to raise money on the backs of abandoned and abused dogs and cats, yet it gives just one penny of each dollar it raises to local pet shelters,” said Justin Wilson, CCF senior research analyst. “If they want their dollars to aid cats and dogs in their community donors should give directly to local pet shelters.”

“HSUS should know full well that the American public experiences ‘humane society’ brand confusion, yet they continue to mislead the public with multi-million dollar ad campaigns,” said Wilson. "On one hand, they say 'we never said we funded animal shelters and on the other they continue to rely on cats and dogs—oftentimes in shelters—to raise money."

View the ad here.

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Terry Ward    
Pa  |  December, 14, 2011 at 09:03 PM

Gee many shelters would love to have some of the hundreds of thousands of dollars CCF is spending on advertising and PR.

Oregon  |  December, 16, 2011 at 09:25 AM

Yep. CCF's helpful 'heads up' to well-intended donors will divert money away from scammers at HSUS and into the coffers of deserving local animal shelters. Timing is perfect for legitimate local shelters to make their presence known to local donors. Real and local...aren't those the values of the day?

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