Giving

The pledge

ExplorerScan gives 10% of every dollar of advertising revenue to animal welfare. Not 10% of profit, 10% of gross. Gross advertising revenue is a number that comes straight off an invoice, so the figures in the table below can be verified against each other.

Donations made

Nothing yet, because no advertising has been sold yet. There is no revenue to take a share of, so the honest number here is zero rather than a rounded-up gesture.

The first sale puts the first row in this table. If you are reading this a year from now and it is still empty, that means nobody has bought an ad, not that the pledge was quietly dropped. Ad enquiries go through /advertise.

Why animal welfare

The scale is hard to overstate. Roughly 70 billion land animals and over a trillion fish are killed for food every year. The IUCN Red List now records more than 47,000 species threatened with extinction, out of around 170,000 assessed. Global wildlife populations have fallen by an average of 73% since 1970 (WWF Living Planet Index, 2024), with habitat loss the single largest driver of vertebrate decline.

Closer to home, about 6.3 million dogs and cats enter US shelters each year and roughly 920,000 are still euthanised (ASPCA). Comparatively little money moves against these numbers, so a dollar directed well goes a long way.

How the recipient is chosen

By measurable achievements verified through independent evaluation. That means lives spared, suffering reduced, and habitats protected, rather than how well an organisation markets itself. Each recipient is named in the table above when the donation is made.

Organisations currently under consideration include the Shrimp Welfare Project, the Humane League, Fish Welfare Initiative, Wild Animal Initiative, and the Good Food Institute, drawn from the top-rated groups evaluated by Animal Charity Evaluators and Giving What We Can.

Questions

Anything about the pledge, the figures, or where the money went: contact@explorerscan.com.