People for the Ethical Treatment of Animals

AKA PETA

Norfolk, VA

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Also Known As:: PETA
Physical Address:: Norfolk, VA 23510 1040
EIN:: 52-1218336
Web URL:: www.peta.org
Leadership:: Ms. Ingrid Newkirk

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Fiscal Year Starting: Aug 1, 2012
Fiscal Year Ending: July 31, 2013

Revenue
Total Revenue	$35,309,588

Expenses
Total Expenses	$35,337,581

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Basic Organization Information

People for the Ethical Treatment of Animals

Also Known As:: PETA
Physical Address:: Norfolk, VA 23510 1040
EIN:: 52-1218336
Web URL:: www.peta.org
NTEE Category:: D Animal related; D20 Animal Protection and Welfare (includes Humane Societies and SPCAs); D Animal related; D20 Animal Protection and Welfare (includes Humane Societies and SPCAs)
Ruling Year:: 1981

Mission Statement

People for the Ethical Treatment of Animals (PETA) is dedicated to establishing and protecting the rights of all animals. PETA operates under the simple principle that animals are not ours to eat, wear, experiment on, or use for entertainment. PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: on factory farms, in laboratories, in the fur trade, and in the entertainment industry. PETA also work on a variety of other issues, including the cruel killing of beavers, birds and other "pests," and the abuse of backyard dogs. PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and direct action.

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Leadership

Ms. Ingrid Newkirk

Term:

Since Aug 1980

Profile:

Ingrid E. Newkirk is the cofounder and president of People for the Ethical Treatment of Animals, the largest animal rights organization in the world. Ms. Newkirk has spoken internationally on animal rights issues spreading the concepts of animal liberation to the public and teaching activists how to eliminate animal suffering in their own neighborhoods. She is the author of several books, most recently Making Kind Choices, and has initiated many groundbreaking campaigns against animal abuse in slaughterhouses, circuses, and laboratories around the world.

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Program: PETA Program

Budget:: $37,394,184
Category:: Animal-Related
Population Served:: Other Named Groups

Program Description:

PETA receives complaints of cruelty to animals; works for the release of and obtains care for abused, neglected, and at-risk animals; investigates cruelty cases; gathers evidence of law violations; and takes action to ensure the enforcement of laws and regulations in an effort to protect the animals involved. We also assist in bringing many animal abusers to justice and successfully advise on their sentencing. PETA also operates a highly successful spay-and-neuter program with three mobile clinics. The program operates in an area of the country with one of the highest per-capita homeless dog and cat intake and euthanasia rates, and it makes surgeries available at little to no cost to disadvantaged animal guardians, preventing thousands of unwanted litters and providing relief to overburdened, government-run animal control offices and local animal shelters. PETA conducts educational campaigns and publishes materials that are distributed to students, teachers, the general public, and supporters. Major publications include materials made available through our programs for younger children, high school and college students, and educators as well as publications such as factsheets, booklets, fliers, posters, and PETA’s magazine, Animal Times. Campaigns involve undercover investigations, renowned celebrities, extensive media attention, interactive Web site features that reach millions of viewers, and public service announcements, which are typically placed for free in high-exposure outlets. PETA organizes campaigns to inform the public about, among other things, how animals are abused in the food, clothing, experimentation, and entertainment industries. To view recent examples of progress, please see http://www.peta.org/about/victories/default.aspx(http://www.peta.org/about/victories/default.aspx) PETA encourages and facilitates cruelty-free living by providing educational materials and consumer products, such as cosmetics and household cleaners that are not tested on animals, animal care products, message T-shirts, educational videos and books, animal rescue equipment, and campaign materials that are used by concerned people around the world. These items are available online through the PETA Mall and the PETA Catalog (PETACatalog.com).

Program Long-Term Success:

Program Short-Term Success:

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Impact Summary from the Nonprofit

PETA supporters helped made 2012 a history-making year in the fight against animal abuse, and the following are only a snapshot of what we’ve accomplished! For six long years, Ben the bear was imprisoned in miserable conditions at Jambbas Ranch, a roadside zoo in North Carolina, deprived of even the most basic necessities. But we went to court and won! Now Ben has been rescued and flown – by FedEx no less, on “Bear Force One” to a beautiful accredited wildlife sanctuary. Following months of vigorous campaigning by PETA, Air China has confirmed that it's refusing to transport monkeys to laboratories. Now the company has joined nearly every other airline worldwide in halting the transport of these animals to their doom. PETA has recently made a huge breakthrough in our efforts to halt the thoroughbred racing industry’s cycle of breeding 25,000 new foals every year only to toss away thousands like garbage. TheJockey Club—which registers all thoroughbred racehorses—has announced the launch of the Thoroughbred Aftercare Alliance (TAA), which will start, as we recommended, by inspecting and accrediting thoroughbred sanctuaries while also raising funds from within the industry to get the horses into these sanctuaries so they no longer face a terrifying death at a slaughterhouse. Historic progress resulted from the work of PETA’s international affiliates when Chinese officials began initial acceptance of the country’s first non-animal test method for cosmetics ingredients. The 3T3 Neutral Red Uptake Phototoxicity Assay, which tests chemicals for their potential toxicity when they come into contact with sunlight and is already in wide use in the US and the EU, is scheduled to be accepted in China by late summer. Until now, China has required cosmetics companies to test ingredients and products on animals. New victories for animals take place every day. Please visit our PETA.org website to see more landmark changes for animals.

Expert Assessment

Philanthropedia

A very controversial organization, PETA is known for bringing into public view the plight of animals of many different kinds. They have brought many issues to the front of people's consciousness about inhumane treatment of animals even though many experts find their marketing and communication tactics a bit extreme at times. Read More »

Expert Reviews and Comments

This organization is a 2011 Philanthropedia top nonprofit, recommended by experts as having high impact.

These expert reviews were generated through Philanthropedia's research methodology to identify high-impact nonprofits. Learn more

Evidence of Impact

Expert Comments

Communication

Exceptionally cost effective at publicizing animal welfare issues combined with effective behind-the-scenes negotiation with targeted industries. — Researcher and Faculty

Effective Activism

PETA is a leader in policing the circus and animal entertainment industry. PETA has a strong reputation for animal rights activism. — Nonprofit Senior Staff

Effective Marketing

Their PR and marketing, while controversial, brings a huge amount of attention to the issue. — Nonprofit Senior Staff

They are effective in getting animal protection issues into the media. — Nonprofit Senior Staff

They lead highly visible campaigns, particularly anti-fur. — Researcher and Faculty

Focus

PETA is not afraid to tackle ANY kind of animal abuse issue. They often start working on something well in advance of other organizations, take the "heat" for others for years while educating people about the thing they're exposing. Then eventually, once a critical mass understands about the issue, it becomes "mainstream". I've seen this happen on a number of issues over the years, including fur, vegetarianism, animal research, wool, leather, etc. — Nonprofit Senior Staff

Great Outreach

They have great success in general in pressuring companies to adopt animal welfare policies or to cease certain activities. Their work with celebrities and outreach to youth has been effective in putting the animal issues in the public eye and conversation. — Nonprofit Senior Staff

Their vegetarian outreach programs, specifically their Peta2 program, are strong. — Nonprofit Senior Staff

Great Reach

The organization reaches a tremendous number of people, conducts detailed investigations, and targets its actions specifically to secure needed change. — Nonprofit Senior Staff

We sponsor a national scholarship contest. Students name PETA more than any other organization concerning which group influenced them to make positive personal changes and also be activists. — Nonprofit Senior Staff

Policy

PETA regularly convinces companies to replace their animal testing with non-animal alternatives as well as helping animals who are found living in cruel conditions in the pet and other industries. Their high profile campaigns result in many people becoming vegetarian and vegan. — Nonprofit Senior Staff

They put pressure on food manufacturers or restaurants to buy animal products from companies that treat animals humanely. They advocate more humane treatment of animals and minimal use of animals in scientific research. — Nonprofit Senior Staff

Raising Awareness

PETA is known for bringing into public view the plight of animals of many different kinds: farm animals, furbearing animals, and animals used in experiments to name a few. — Researcher and Faculty

They have brought many issues to the front of people's consciousness about inhumane treatment of animals even though sometimes the way it is done is a little overboard. They have moved the bar from what was considered unthinkable 25 years ago (e.g., humane treatment of laboratory animals) to being considered normal and expected. — Nonprofit Senior Staff

The bottom line is that social change occurs when the general public are made aware of a newly identified issue or problem in such a manner that a broad cross section and a majority are moved to accept that change is needed. The shift in pubic opinion does not have to be completely congruent with the change advocated, but in the same general direction. No organization has done as much to bring animal welfare issue to public awareness as PETA. No other has done as much to build public support for considering animal rights / welfare as a legitimate and important issue. — Researcher and Faculty

I don't think one can talk about the animal movement without mentioning PETA They put the issue ON the map. Whether agreeing or disagreeing with their tactics, their is no denying that they are probably one of, if not the, most-well known animal group. And if taken outside the animal movement, that they are a well-known "brand" in general. That is an amazing impact for a so-called "fringe" issue. — Nonprofit Senior Staff

They have popularized the cause of animals rights. — Nonprofit Senior Staff

Without PETA, the number of people who have even HEARD of animal rights/welfare/protection would be reduced by at least half, in my best guestimate. The same is true for the number of people who connect fur with bloody slaughter and cruel traps. And the number of people who connect an omnivore's diet with factory farms. I also think PETA's motto is also clear and powerful: Animals are not ours to eat, wear, experiment on or use in entertainment. — Researcher and Faculty

PETA's accomplishments are less tangible, focusing more on awareness and internal promotion than on raising the condition of animals and mentoring the agencies that serve them. — Foundation Professional

Different Strategy for Creating Change

PETA has a unique and more controversial strategy toward creating change. In the past, their methods went too far and alienated those that could most help the cause. Today, although the organization remains "edgy," they stay within certain bounds of decency and help to swing the attitude pendulum toward animals from insignificant to an important social agenda. — Researcher and Faculty

Needed

They are on the far end of the spectrum. They are needed but wacky. — Nonprofit Senior Staff

Leader in Challenging Status Quo

I think PETA's impact is not well represented by the numbers. The fact is that PETA paved the way for other national organizations to delve into what used to be controversial issues and are now more mainstream concerns. PETA is a leader in challenging the status quo for animals. — Nonprofit Senior Staff

Organizational Strengths

PETA is highly visible, consistent, and well organized. According to experts, they are very tightly focused on their mission and they are able to generate media attention to the cause.

Expert Comments

Strong Staff

PETA has outstanding staff and leadership as well as excellent viral campaigns. — Researcher and Faculty

Strong Reputation

The PETA name is known for carrying a great deal of strength and is synonymous with powerful lobbying efforts. — Nonprofit Senior Staff

Excellent Marketing

Their ads are often brilliant and capture the publics attention. Their attention grabbling campaigns on fur and meat consumption are great. — Nonprofit Senior Staff

PETA does good marketing to teens: the use of Hollywood celebrities and music stars to promote animal protection to teens. They also have strong support of local initiatives -- e.g., sending me materials for a "meatout day" on my campus at no cost to me. — Researcher and Faculty

Visible Activism

Regardless if a person agrees with PETA's tactics or not, they are highly visible, take action, are consistent, and well organized. — Researcher and Faculty

Effective Communications

PETA knows how to get issues in the media with its creative and youth-focused marketing. Getting animal issues covered above the din of thousands of other media messages is a valuable thing. Then other thing they do extremely well is engage youth with their Street Fleet (or Street Team), can't recall the name, but it gets young volunteers to take action for animals, then win points for free gear, etc. This taps into popular culture in such a creative way and meets kids "where they are". — Nonprofit Senior Staff

Great Organizational Structure

The organization seems to cultivate leadership through the organization instead of hording power at the top. Also has a strong media presence. — Nonprofit Senior Staff

Strong Outreach

PETA has greatly penetrated the youth subculture. — Nonprofit Senior Staff

Broad Reach

The group covers a very broad base of issues and conducts detailed research in preparation for its campaigns. It brought animal rights to all -- and has maintained this reach for an extended period of time. — Nonprofit Senior Staff

Raising Awareness

Strengths are publicity, educating people about the issues, being businesslike, obtaining attention, fundraising, being both edgy and professional. PETA appears to have very good internal communication. A staff member might contact us concerning an issue that happened many years ago, but know exactly who to contact. — Nonprofit Senior Staff

Well Managed Organization

PETA appears from the outside to be well run at all levels. — Nonprofit Senior Staff

Creativity

Strong Leadership

PETA has strong leadership. Ingrid Newkirk has ruled with an iron fist and their PR machine is tremendous. — Nonprofit Senior Staff

PETA has strong leadership in that they have had a mission, a vision of how to achieve that mission and have been both effective and consistent in focusing their efforts over a long period of time. Their creativity and willingness to challenge conventional wisdom in often outrageous and attention getting ways have made the organization very well known, and their messages, even when initially scoffed at, have slowly penetrated the public consciousness and shifted public opinion. — Researcher and Faculty

Ingrid Newkirk, whatever people might think of some of her tactics, is a dedicated leader, doing what is best for the animals as she understands it. PETA also has an extremely high profile, via their website, their e-mail and snail-mail lists, etc. — Researcher and Faculty

Team Player

PETA is a huge team player with smaller and grassroots groups. Maybe because they foundation is a bit more grassroots (young and radical probably also appeals more to those smaller, local groups) they share everything; photos, video, flyers, etc. Even activists, sending out info for local groups having events, protests, or sending some of their activists and even staff to other groups events. They are very much a team player. They are also the best in going marketing and messaging to today's youth thru Peta2! — Nonprofit Senior Staff

The people I have interacted with at PETA have been very approachable and supportive. I asked for help with the legal details of a puppy mill seizure and they were willing to help our organization do what needed to be done. I was connected to someone in their organization that was very experienced with investigations and seizures. They did not expect any glory for their support. They genuinely come across as wanting to do what is best for animals. They even called to follow up after the fact to see if we needed any more assistance. — Nonprofit Senior Staff

Sharp Focus

They are very tight on their mission focus and they are able to generate media attention to the cause. — Nonprofit Senior Staff

Areas for Improvement

A common theme with PETA is that it should tone down its marketing tactics. While creativity and visibility are PETA's key strengths, their weakness is a seeming inability to censure themselves, according to experts. Some campaigns do go too far in the public sphere as some are considered offensive.

Expert Comments

Negative Image

PETA still needs to shed its extreme animal rights activism reputation based on a few individuals actions in the past. Media relation should focus the good the agency is currently accomplishing in mainstream animal sheltering practices and sound animal entertainment policies. — Nonprofit Senior Staff

I think this organization suffers a bit from poor public image so their involvement in issues can sometime be counterproductive. However, the other things that the organization does well -getting issues in the media may inherently conflict with changing some poor public perceptions. — Nonprofit Senior Staff

PETA is obviously very controversial. Sometimes one might argue even to the detriment of the cause or a specific issue. But one cannot deny that they get conversations started. However there are times when it doesn't make strategic sense to have PETA openly involved in a project. However, PETA seems to understand this and will support something behind the scenes if needed or provide photos and not require credit, etc. so their name doesn't distract from the issue. — Nonprofit Senior Staff

Toned-Down Marketing

PETA evidently doesn't care about the negative impact that their marketing may make; I think overall their impact is good but they've also brought a lot of negative attention to the animal rights field. — Nonprofit Senior Staff

Avoid personal attacks on people that are in bad taste (going after Rudy Giuliani, for instance was a bad idea). When people see something that appears to be mean-spirited, even pro-animal people won't like it. Use humor, yes, but always make sure it's not going to be something that makes good people shy away from it. — Nonprofit Senior Staff

Some of their campaigns can go a bit too far in terms of being offensive to some people, but knowing that the media only takes an interest if something is controversial, I understand their sensational tactics. — Nonprofit Senior Staff

Some of their strategies are questionable (women naked rather than wearing fur; people wrapped in cellophane to mimic meat in packages). They try to make stronger impact on more conservative people -- i.e., PETA is often linked with the liberal left; not effective with the conservative right. — Researcher and Faculty

They have a style and it is "over the top" and "extreme" it works for them. If they changed their style they wouldn't be who they are. However, they need to keep tabs on what their staff is doing and how they are representing the organization. — Nonprofit Senior Staff

While creativity and visibility are PETA's key strengths, their weakness is a seeming inability or unwillingness to censure themselves at all. Some campaigns do go too far for the public sphere. Some are hurtful and offensive to races or groups that PETA has not needed to offend to be effective. They need to set some boundaries. — Researcher and Faculty

I think PETA has had enormous impact and brought a lot of young people into the movement, but I would suggest they could do much better at civilized dialogue with other leaders in the field and would do well to collaborate on at least some issues. Divisive tactics make our field look idiotic. — Nonprofit Senior Staff

They Alienate Potential Allies

Sometimes they are too much in your face with their agenda and instead of educating they alienate people. Some of their tactics have eliminated elected policy makers from even talking with them or sponsoring their legislative proposals that could help animals as they are viewed as animal right radicals. — Nonprofit Senior Staff

PETA is so over the top in its allegations and nasty in its attacks that few people want to be associated with it. Especially damaging to the public welfare is its opposition to any use of animals in scientific research. — Nonprofit Senior Staff

More Effective Marketing

I believe using sexism to get attention detracts from PETA's mission and further objectifies women. I'd like to see a powerful message developed that DOES make the connection to human suffering (so more people empathize) but that doesn't further oppression of other groups. — Researcher and Faculty

We sponsor a national scholarship contest. Students name PETA more than any other organization concerning which group turns them off. The students actually go out of their way to say they are not affiliated with PETA. Their sexism and misinformation greatly bothers certain segments of the movement. To others this is very attractive and highly effective. — Nonprofit Senior Staff

More Focus

They would benefit from abandoning press gimmicks and focusing more on non-confrontational/non-gimmicky vegetarian outreach and farm animal advocacy campaigns. — Nonprofit Senior Staff

The organization takes extremely weak positions in the area of factory farming and seems to lack knowledge on animal agriculture. In seeking media, the group has done some ridiculous stunts that have done more harm than good--and have turned off people who otherwise could be reached. — Nonprofit Senior Staff

They don't do a good job on companion animal issues. They are too doctrinaire - they would be more effective if they didn't come across as a religion. — Nonprofit Senior Staff

Working with other Organizations

Consistency of Message

PETA has a tremendous need for improvement in one particular area: Even though their motto is clearly stated ("animals are not ours to eat, wear, experiment on or use in entertainment"), their actions are often in conflict with that motto. They negotiate with animal exploiters who have blood on their hands--giving those animal exploiters a place at the negotiating table. They give awards to people like Temple Grandin, who designs slaughterhouses--an odd award from an organization whose motto states that animals are not ours to eat. The same is true for their praise of Whole Foods. PETA often boycotts a business, for example their boycott of KFC Canada, and then when the business makes the tiniest step (changing its method of killing to a less violent one), PETA ends the boycott. So now it's ok to eat chicken? The boycott is over, so everything must be ok at KFC Canada. That is wrong, and it is an abandonment of the millions of chickens who live lives of torture and die deaths of anguish to be sold at KFC Canada. PETA needs to get back to the principles stated in its motto and reject movements like "happy meat" as being valid. — Researcher and Faculty

Do More Harm Than Good

After PETA employees were arrested in NC for collecting animals to be adopted out and were exposed dumping their bodies in dumpsters nearby, I hoped this would remove this organization from any list of effective organizations. When it came out that their adoption rate is among the worst at any shelter in the US, I hoped that would further reduce their fundraising capability. The number of people who leave their animals and their estates to PETA in their wills has stayed pretty steady in spite of clear evidence that those pets are usually euthanized right away. I am hopeful that public opinion on this organization will deteriorate as their anti-animal agenda becomes ever more clear. — Nonprofit Senior Staff

PETA has largely been a hindrance to advancing animal protection. They are polarizing and the shock tactics are transparent. They have an impact, but it's a negative one for animals. — Nonprofit Senior Staff

PETA is great at getting media. However, much of the attention it now garners is not beneficial to the cause of animal protection as a whole. I think PETA would benefit from re-examining its tactics in a world where animal protection is no longer an unknown cause that will benefit from attention of any kind. PETA has done great things but is becoming an obstacle to further development of the movement. — Nonprofit Senior Staff

PETA is great at getting publicity. For the rest of it, they are dishonest, untrustworthy, self-serving, and slippery. They continually seek media stunts and take credit for improvements in animal welfare that they are only tangentially associated with; they continually mislead the public about the actual truth and nature of biomedical research with animals; they encourage misdeeds in others but stand back applauding while arguing that they have never broken the law. The could improve by being honest. — Nonprofit Senior Staff

They do more harm than good for animal welfare. — Nonprofit Senior Staff

This organization often provides caustic misinformation that creates an emotional, uninformed public perception. In doing this, PETA often isolates themselves from those who would be able to better serve their cause. PETA has lobbied for many important changes in the treatment of animals, particularly in laboratory settings, however, this hard work is masked by the misinformation that it provides and the rash and ill informed measures it takes to spread the word about their cause. I would HIGHLY recommend that this organization not be commended on their work, solely due to the fact that ill behavior evidenced by some (albeit, possibly small portion) of their members. Commending this organization will only promote the methods by which this organization operates. — Nonprofit Senior Staff

Not Effective in Certain Types of Animals

PETA appears to have had a positive impact on stopping the fur trade. However, PETA is a terrible organization in terms of dealing with animal welfare of companion animals. They don't have a positive track record in saving animals, and they make the work of shelters unnecessarily difficult. For example, PETA has stood in the way of No Kill efforts by attacking successful shelters (ie: Tompkins County SPCA via letters to the editor) and disrupts events of shelters if there is meat served. — Nonprofit Senior Staff

In the farm animal arena, PETA has been taking extremely weak positions that run counter to its position as an animal rights organization. The organization supports weak farm animal standards and seems to lack expertise in this area. It does great work in the laboratory animal arena, but sadly this is not mirrored for farm animals. — Other

PETA is fabulous in their advocacy against animal experimentation and vegetarianism, however when it comes to companion animals their policies are a vast disappointment and out of step with the well being of homeless dogs and cats. They are a huge mixed bag in this way. — Other

Does Not Protect Animal Life

PETA's organizational strength is its popularity with celebrities and the public's misconception regarding what it does and what the organization believes. Most people believe that PETA cares about the welfare of animals, but they do not and their lobbying and policy stances demonstrates that they believe in animal rights, not animal welfare, and that the right to live is not an animal right in their view. PETA lobbies local governments to round up and kill outdoor cats, and lobbies governments to round up and kill all pit-bull type dogs. The organization believes that all domesticated animals (cats, dogs, cows, pigs, etc.) are all better off dead than living, and lobbies for that position. PETA lobbies against efforts to meaningfully reform animal shelters to save more lives because they do not want domesticated animals to live; they believe domesticated animals are better off dead than in loving family homes. PETA runs one animal shelter in Virginia Beach, Virginia, that year after year, maintains an over 90% kill rate (some years as much as 97%). This is despite the fact that the average American animal shelter kills 50% and the best American open-admission animal shelters kill less than 10%. PETA employees were also arrested and convicted for rounding up dogs and cats from persons (such as veterinarians) looking for homes for homeless animals, immediately killing them in a vehicle outside, and then dumping the animals' bodies in grocery store dumpsters. When questioned about this, the founder of PETA said that the only thing the employees did wrong was illegally dump the bodies, and that killing the kittens and puppies did the animals a favor. — Nonprofit Senior Staff

From the Nonprofit

PETA appreciates the acknowledgment of concrete achievements (such as eliminating cruel and duplicative animal tests, or convincing corporations to modify purchasing policies related to factory farm suppliers) as well as a recognition of the public awareness generated by some tactics—like naked marches and colorful ad campaigns—that some people find rude or outrageous, but PETA considers necessary to shake people up and even shock them in order to initiate discussion, debate, questioning of the status quo, and of course, action. We hope that the progress made by PETA in 2011 will maintain the high rating from Philanthropedia’s reviewers.

While PETA recognizes that some believe animals are better off enduring a painful death on the streets than humane euthanasia in a shelter, most citizens agree that shelters should be open to all animals in need and they support spay-neuter and promotion of shelter adoptions as the key to the tragic homeless companion animal problem. Many activists have used the information at http://www.peta.org/issues/companion-animals/rate-your-local-shelter.aspx to improve their local shelter, and PETA’s public service announcements on the issue of homeless cats and dogs are placed for free in major media outlets and reach millions each year. PETA’s goal is a society where every cat or dog has a responsible lifetime home waiting for them before they are born, as noted on our website.

— Submitted December 14, 2011 at 9:41 PM

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