Before You Donate: How to Recognise Genuine Animal Rescues and Avoid Scams

This blog is a collaboration between the Social Media Animal Cruelty Coalition (SMACC) and Welttierschutzgesellschaft e.V. (WTG), a non-profit animal welfare organisation based in Berlin, Germany. As part of SMACC’s ongoing public advice on harmful online animal content, this piece aims to help readers stay alert, recognise deceptive practices, and support genuine animal welfare efforts.

SMACC’s Spot the Scam: Unmasking Fake Animal Rescues report shows just how widespread this issue has become. Over six weeks, we identified:

• 1,022 links featuring fake rescue content

• 572 million views across Facebook, Instagram, YouTube, TikTok, and X

• 52% of the content appearing on Meta platforms

• 21% of videos directly requesting donations

Many of these creators go to great lengths to appear legitimate, using uniforms, rescue-style logos, professional-looking setups, and emotional storytelling. This level of imitation makes it increasingly difficult for the public to tell real rescue work apart from staged cruelty. Our findings also reveal a deeply worrying pattern: staged rescue videos are being used to solicit donations, often through PayPal, QR codes, or crowdfunding links. Behind the dramatic “rescues” lies coordinated donation fraud.

In the section below, we outline how to protect yourself from these scams and how to identify genuine animal rescue efforts that deserve your support.

Picture this: a kitten struggling in a river, moments away from drowning. The camera operator “happens” to spot it just in time and rushes in to save it. Viewers watch the animal’s fight for life for several long minutes, hoping and worrying, before the moment of relief when the rescuer steps in. Moved by the scene, it’s natural to feel compelled to support the “hero.” And at the end of the video, you’re prompted to donate: “Please donate so I can save more animals.” A QR code, PayPal link, or crowdfunding page, such as Patreon or GoFundMe, is provided.

But pause for a moment:

• Was the rescue truly a coincidence?

• Where exactly does the money go?

• Why is there no additional information about this animal or the people behind the account?

  
  

The truth is often simple: you’ve just watched a staged video created to solicit donations under false pretences.

The Fake Rescue Report published by SMACC documents the full scale of this issue. Among more than 1,000 videos analysed, over 20% included direct calls for donations.

It is already devastating that animals are being placed in danger, harmed, or exploited solely to generate views. It becomes even more alarming when these videos are then used as tools for fundraising scams. We urge everyone to watch with caution and help prevent further animal suffering and financial exploitation.

Alongside our A-R-C guidance (How to Identify Staged Animal Rescues), here are essential tips to consider before making a donation. While not all appeals are suspicious, the checklist below provides a strong reference point to help identify trustworthy causes.

Checklist for Safe Donations to Animal Rescues

☑ The rescue prioritised the animal’s safety, with no unnecessary filming or prolonged exposure to suffering.

☑ It is clear who receives the donations.

☑ The purpose of the donation is clearly stated.

☑ The recipient is a registered non-profit organisation.

☑ There are updates or reliable reports about what happened to the rescued animals.

☑ Donations are made through a reputable, secure external website (e.g., https://). (Note: Private fundraising on platforms like Patreon or GoFundMe can be legitimate in some cases.)

☑ The organisation provides transparency on how donations are used,for example, annual income/expenditure reports or third-party audits.☑ A phone number or direct contact person for the organisation is available.

If you cannot answer YES to these points, it may be safer not to donate.

Dear animal lovers, every member organisation within SMACC is a non-profit funded entirely through donations. We are deeply grateful to everyone who stays mindful, supports responsible organisations, and refuses to contribute to content that causes harm.

Please help spread the word: share this article, talk about it with friends and family, and continue supporting genuine animal protection efforts. Your awareness makes a real difference.