Title here

Text here
 

People for the Ethical Treatment of Animals Organization Name provided in the GuideStar Exchange* as of 07/01/2014: People for the Ethical Treatment of Animals

Organization Name as listed in the IRS Business Master File as of 09/08/2014: PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS INC

* The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

AKA  PETA
Norfolk, VA
GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

GuideStar Summary

&1002;                GuideStar Exchange Committed to transparency ?
This organization is a Silver-level GuideStar Exchange participant, demonstrating its commitment to transparency.

Is this your nonprofit? Update your information today!
&1002; Registered with IRS Legitimacy information is available
&1002; Evidence of Impact Expert Assessment and Reviews available
&1002; Financial Data Annual Revenue and Expense data reported
&1002; Forms 990 2013, 2012, and 2011 Forms 990 filed with the IRS
&1002; Mission Objectives Mission Statement is available
&1002; Impact Summary Impact Summary from the nonprofit is available
  3 stars Average rating from 111 Personal Reviews | Write a Review

Basic Organization Information

People for the Ethical Treatment of Animals Organization Name provided in the GuideStar Exchange* as of 07/01/2014: People for the Ethical Treatment of Animals

Organization Name as listed in the IRS Business Master File as of 09/08/2014: PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS INC

* The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
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)
Year Founded: 1980 
Ruling Year: 1981 


Sign in or create an account to see this organization's full address, contact information, and more!

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.

Legitimacy Information

This organization is registered with the IRS.

This organization is required to file an IRS Form 990 or 990-EZ.

Institutional funders should note that an organization’s inclusion on GuideStar.org does not satisfy IRS Rev. Proc. 2011-33 for identifying supporting organizations.

Learn more about GuideStar Charity Check, the only pre-grant due diligence tool that is 100% compliant with IRS Rev. Proc 2011-33.

GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Annual Revenue & Expenses (GuideStar Exchange,
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
July 2014)

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

Total Revenue $35,309,588
Total Expenses $35,337,581

Revenue & Expenses (GuideStar Exchange,
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
July 2014)

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

Sign in or create an account to view this information from the GuideStar Exchange

The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Chart Illustration Revenue and Expense data from Forms 990 for 2013, 2012, 2011, 2010, 2009 are included in the GuideStar Premium Report. Upgrade Now Report Added To Cart

Back to Top »

Balance Sheet (IRS Form 990)

Chart Illustration Balance Sheet data from Forms 990 for Year 2013, 2012, 2011, 2010, 2009 are included in the GuideStar Premium Report. Upgrade Now Report Added To Cart

Back to Top »
GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Forms 990 Received from the IRS Additional Information
IRS Form 990 is an annual document used by approximately one-third of all public charities to report information about their finances and operations to the federal government. GuideStar uses data from Form 990 to populate its database with financial information about nonprofit organizations. Posting Form 990 images on the GuideStar website is an ongoing process.

Sign in or create an account to view Form(s) 990 for 2013, 2012, 2011.

Chart Illustration Forms 990 for 2013, 2012, 2011, 2010, 2009 are included in the GuideStar Premium Report. Upgrade Now Report Added To Cart

Forms 990 Provided by the Nonprofit

Financial Statements

Chart Illustration Financial Statements for 2009, 2008 are included in the GuideStar Premium Report. Upgrade Now Report Added To Cart

Annual Reports

Sign in or create an account to view this information.

GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Leadership (GuideStar Exchange,
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
July 2014)

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.

Board Chair (GuideStar Exchange,
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
July 2014)

Sign in or create an account to view this information from the GuideStar Exchange

Board Co-Chair

This information has not been provided by the nonprofit. Click here if you are associated with this organization and want to provide this information.

Board of Directors (GuideStar Exchange,
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
July 2014)

Sign in or create an account to view this information from the GuideStar Exchange

Board Leadership Practices (GuideStar Exchange,
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
July 2014)
?

GuideStar worked with BoardSource, the national leader in nonprofit board leadership and governance, to create this section, which enables organizations and donors to transparently share information about essential board leadership practices.

Board Orientation & Education ?
Why does this matter? Without clarity around their responsibilities and expectations, board members are not positioned to succeed. They may find themselves challenged to fulfill their governance responsibilities or frustrated by the expectations that the organization has set for them. BoardSource recommends that every new board member participate in a formal orientation process, and that all board members sign a pledge or agreement committing to their board service and to all of the responsibilities and expectations that come with service. Ideally, board members also should participate in a formal governance training program prior to serving on a board.

Does the board conduct a formal orientation for new board members and require all board members to sign a written agreement regarding their roles, responsibilities, and expectations?
Response Not Provided
CEO Oversight ?
Why does this matter? Oversight and management of the chief executive is one of the board’s most important legal responsibilities. The CEO or executive director is the board's single employee, and - just like any other employer/employee relationship - regular and written assessment is critical to ensuring that the chief executive and board are communicating openly about goals and performance. BoardSource recommends that boards conduct formal, written reviews of their chief executives on an annual basis, which should include an in-person discussion with the chief executive and distribution of the written evaluation to the full board.

Has the board conducted a formal, written assessment of the chief executive within the past year?
Response Not Provided
Ethics & Transparency ?
Why does this matter? A commitment to handling conflicts of interests is essential to creating an organizational culture of transparency. Boards should create and follow a policy for identifying and handling conflicts of interest, whether real or perceived. BoardSource recommends that organizations review the conflict-of-interest statement and require signed disclosures from all board members and senior staff on an annual basis.

Have the board and senior staff reviewed the conflict-of-interest policy and completed and signed disclosure statements within the past year?
Response Not Provided
Board Composition ?
Why does this matter? The best boards are composed of individuals who bring a variety of skills, perspectives, backgrounds, and resources to tackle the complex and strategic challenges confronting their organizations. BoardSource recommends that boards commit to diversity and inclusion by establishing written policies and practices, which include strategic and intentional recruitment of diverse board members, continual commitment to inclusivity, and equal access to board leadership opportunities.

Does the board ensure an inclusive board member recruitment process that results in diversity of thought and leadership?
Response Not Provided
Board Performance ?
Why does this matter? Boards need to regularly assess their own performance. Doing so ensures that they are being intentional about how they govern their organization, which is a critical component of effective board leadership. BoardSource recommends that a board conduct a self-assessment of its performance a minimum of once every three years to ensure that it is staying on track with its roles and responsibilities.

Has the board conducted a formal, written self-assessment of its performance within the past three years?
Response Not Provided

Officers for Fiscal Year (IRS Form 990)

Chart Illustration Officers for 2013, 2012, 2011, 2010, 2009 are included in the GuideStar Premium Report. Upgrade Now Report Added To Cart

Highest Paid Employees & Their Compensation (IRS Form 990)

Chart Illustration Highest Paid Employee Data for 2010, 2009 are included in the GuideStar Premium Report. Upgrade Now Report Added To Cart

People information was last updated by the nonprofit in July 2014

Click here if you are associated with this organization and want to provide updated information.

GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Programs

Program: PETA Program (GuideStar Exchange,
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.
July 2014)

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:

Program Success Monitored by:

Program Success Examples:

GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Impact Summary from the Nonprofit

PETA supporters helped bring about historic changes for animals in 2013, and the following are only a snapshot: Thanks to PETA, in 2013, Air Canada, United Airlines, Vietnam Airlines, Philippine Airlines, and China Eastern Airlines and its subsidiary stopped shipping monkeys for use in experiments. Because of PETA’s efforts, less than a handful of airlines still do so, and there has been a 40 percent drop in the number of monkeys imported for use in U.S. laboratories over the last five years. PETA has convinced dozens of companies, including Chipotle, Peet’s Coffee & Tea, Amy’s Kitchen, Dunkin’ Donuts, and Baskin-Robbins, to pressure their dairy suppliers to stop dehorning, a cruel mutilation. This will save countless calves from having their horn buds burned off with no pain relief as they thrash in agony and smoke rises from their seared flesh. Woodley’s Fine Furniture—a leading manufacturer that made down-stuffed sofas—stopped selling down, and Sports Authority announced that its private-label products are down-free. These victories are the result of PETA’s campaign against down—the first such campaign in the animal protection movement. Undercover footage on PETA’s website shows birds shrieking in pain as workers pin them down and rip their feathers out by the fistful, often causing gaping wounds and even death. New victories for animals take place every day. Please visit our PETA.org website to see more landmark changes for animals.

Expert Assessment

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

2011 Philanthropedia Top Nonprofit

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

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.

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.

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.

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
GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Third Party Ratings, Accreditations and Awards

Reviews

GuideStar Exchange - Silver Participant What is this?
The GuideStar Exchange allows nonprofits to regularly update key information directly to GuideStar. It provides richer and broader information about their programs, impact, finances, people and more.

Contractor data is available for this organization!

Independent Contractor information for 2013, 2012, 2011, 2010, 2009 is available for this organization with a subscription to GuideStar Premium Pro.

GuideStar Premium Pro also includes:

  • Comprehensive financial data, including functional expense detail, for every digitized fiscal year in GuideStar's database
  • Ability to download up to 55 fields of data for up to 1,000 organizations at a time and up to five years’ worth of Income Statement and Balance Sheet data for individual organizations
  • Comprehensive advanced search capabilities, including criteria for functional expenses, investible assets, investment income and audit & 990T filing requirements
  • Ability to save organizations and searches for quick reference
  • People search with salary range data
  • Access to all available Forms 990

More information

Upgrade Now!

Organization Data Available

Adobe PDF Format A GuideStar Premium Report in PDF format is available for this organization

Price for this Report: $125.00

This Premium Report includes:

  • Financial Data for
  • Financial Charts for
  • Forms 990 for
  • Forms 990T for
  • Audited Financial Statement for
  • Annual Reports for
  • Letter of Determination
  • Form 1023 / 1024
  • Board Members
  • Officer, Director and/or Highest Paid Employee data for


Learn more about GuideStar Premium