Is “America’s Favorite Pet” Contest Legit?

You’ve probably seen the new contest, America’s Favorite Pet being advertised. The lucky dog and cat winner of this contest will each receive $10,000, be photographed for both the cover and inside features in either Modern Cat or Modern Dog magazine. As the contest enters its sixth year, we’re once again getting bombarded with the big question, “Is America’s Favorite Pet contest legit?” The answer isn’t a straight yes or no…

The internet is flooded with adorable pet photos, and “America’s Favorite Pet” contest capitalizes on that furry charm. But beyond the cute clicks, how does this competition operate, and what’s behind the curtain? Let’s delve into the world of pet popularity contests, sniffing out transparency, donations, and who benefits from all those paw-some pictures.

NOTE: This article has been edited and updated for 2025.

How the Contest Works

The contest runs annually, accepting entries for both cats and dogs. Pet owners submit photos and stories, hoping to melt enough hearts to secure the top spot. Voting happens online, with each vote costing a small fee. These fees contribute to the prize pool and, supposedly, charitable donations.

There is no entry fee to participate in the “America’s Favorite Pet” contest, but each entrant can only submit one pet. You can register your cat or dog for free on their website.

Here’s a breakdown of the costs:

• Registration: Free
• Daily Vote: Free. All voters earn one (1) free vote every 24 hours.
• Single Votes: $1.00 per vote. Good news – you can ask your family and friends to pay to vote! <eye roll>

I would report how much they made over the past few years, but the truth is, we will never know. I can guarantee it was enough to purchase a two-page ad.

The Contest Structure

The paid voting structure aside, there are several issues with the finalist structure. There are hundreds of reddit posts discussing the way the contest is structured. The bottom line is that you will always feel as though your pet is winning. But, until you’ve paid hundreds of dollars (a few dollars at a time), you will not know that it goes to the person who paid most. Each candidate is placed in a pool of beginners.

Important Notes

• These costs are subject to change at any time. Please refer to the official “America’s Favorite Pet” website for the most up-to-date information.
• The website also offers free daily votes through social media engagement and other tasks. However, the number of free votes available per person is limited.
• You can also earn free votes by completing certain tasks like sharing the contest on social media.
• Therefore, while you can submit your pet for free, if you want to increase their chances of winning, you and your friends or followers will need to pay for votes…

Is that illegal? No. It’s essentially just a way to raise money. Contestants, friends and family pay for their “free ad” in Modern Dog or Modern Cat. But, it’s not illegal. It also doesn’t mean anything if you win. The winner will be the one with the friends who have the most cash. But, there’s nothing wrong with capitalism…

Following the Money Trail: Colossal –> DT Cares –> PAWS

This contest has an unusual way of handling the donations. A simple breakdown is this:

The Competition is operated as part of a fundraising campaign (“Campaign”) for DTCare, a United States 501(c)(3) public charity organization. Donations raised from PAWS Votes cast during this Competition go directly to DTCare, which will subsequently grant the donations, minus Competition fees (36.5%) and variable costs (including payment processing fees, operating and prize costs, etc., not to exceed 13.5%), which shall include a nominal percentage (1%) retained by DTCare, to the Designated Grantee listed below. DTCare retains exclusive custody and control over all funds raised during the Competition.

Colossal is a professional fundraiser that created and runs the “America’s Favorite Pet” contest. According to the Colossal website, they’re “…in the business of supporting charity.”

They also state, “Colossal competitions are designed to make sure that the most of every dollar donated through one of our campaigns goes directly into the cause.”

PAWS is the nonprofit beneficiary of funds raised by Colossal through the America’s Favorite Pet Competition. You can learn more about PAWS and their participation in the competition (as well as past winners) here.

The America’s Favorite Pet contest claims to donate a portion of proceeds to PAWS, a network of independent animal rescues. Unfortunately, as PAWS (Pets Are Worth Saving) is a network of independent animal shelters, there isn’t a single director or management team governing the entire organization. Instead, each member shelter within the PAWS network operates independently, with its own leadership and management structure…PAWS is defined on their website as:

PAWS is people helping cats, dogs and wild animals go home and thrive – whether home is the family room or the forest. We do this by rehabilitating orphaned and injured wildlife, sheltering and adopting homeless cats and dogs, and educating the community to inspire compassionate action for animals.
Since 1967, PAWS has united more than 130,000 cats and dogs with loving families, cared for more than 140,000 sick, injured and orphaned wild animals, and made the world a better place for countless others through outreach, education and advocacy.

PAWS.ORG

That form of organization for charities isn’t unusual. In fact, many animal rescues pull their power into a single organization. This helps them with larger projects and increases marketing budgets so that they can help more animals.

However, there is no mention of the exact dollar amounts or even projected percentages that are donated to the PAWS network. Their website states “a portion,” and financial reports are not readily available. This lack of transparency raises questions about the true impact on animal rescue efforts. So, here’s what we have on the flow of funds:

• Contest participation:
  • Pet owners submit entries (free).
  • Voting for entries involves a fee per vote. However, everyone is allotted 1 free vote per 24 hours
  • Additional votes from the same voter within that same time period cost $1/per vote.
• Funds collected:
  • DTCare collects the funds and “partners with various organizations to continue and grow our humanitarian efforts across the globe. Colossal operates as a professional fundraiser that benefits multiple non-profits across the U.S.”.
  • NOTE: In any given competition, there are 3 parties involved that make this possible: a fundraiser, a nationally registered 501(c)(3) non-profit, and a designated charity who receives the majority of funds raised from the campaign assigned to them. In this case, those 3 parties include Colossal (the fundraiser), DTCare (the nationally registered non-profit and charitable grant-maker) and the designated charity, which varies for each competition.
• Donation allocation:
  • DTCare has joined forces with Colossal to enhance its fundraising capabilities. When you donate through a Colossal competition via paid votes, your funds go directly to DTCare, and Colossal, on behalf of DTCare, can provide a tax-deductible receipt for your donation.
  • The remaining portion is designated for donation to DTCare.
• Donation disbursement:
  • DTCare receives the donated money from Colossal, minus any deducted fees or expenses.
  • A minimum of 50% of total donations are given to charity within 30 days of the close of competition.

Wait, Who Is DTCares?

That was our question as well. So, let’s look at DT Care. Colossal (the contest organizer) ultimately determines the amount donated to DTCare. They then decides how much to donate to PAWS. It plays a valid role in the donation flow.

The flow of funds is publicly available in competition rules and Colossal.org. According to their website, “DTCare Prioritizes Long-Term, Life-Impacting Projects for Positive Generational Change”. They also state, right on the home page, that, “DTCare intends to leave the world a better place than we found it by elevating and empowering disadvantaged communities across the globe through creating unique opportunities for employment, education, job training, local awareness, capacity building, and celebrating diversity within the communities we affect.”

They have a great track record via CharityNavigator, which states: This charity’s score is 99%, earning it a Four-Star rating. If this organization aligns with your passions and values, you can give with confidence. This overall score is calculated from multiple beacon scores, weighted as follows: 80% Accountability & Finance, 10% Leadership & Adaptability, 10% Culture & Community.

“DTCare and Colossal are joining forces to support charitable causes that save lives and make a lasting impact right here in the USA. The DTCare/Colossal fundraising model involves three essential parts: a nationally registered 501(c)(3) organization that facilitates receipt and distribution of donations (DTCare), a nationally registered professional fundraiser that solicits those donations (Colossal), and a designated US Charity that receives the bulk of the funds raised.”

What concerns us is the lack of transparency. The percentage of funds DTCare retains before potentially donating to PAWS.org is not publicly disclosed. The contractual terms governing any donations between DTCare and PAWS.org are unavailable. The financial statements or reports of DTCare, LLC, are not readily accessible publicly.

The lack of transparency regarding donation amounts and processes raises concerns about the actual impact of contest funds on animal welfare efforts. Considering the lack of clarity, directly contributing to reputable animal rescue organizations might be a more transparent and impactful way to support animal welfare.

Key Uncertainties

• Donation transparency: When you donate through a Colossal competition via paid votes, your funds go directly to DTCare, and Colossal, on behalf of DTCare, can provide a tax-deductible receipt for your donation.
• Timeline and conditions: Donations are made in the form of a grant publicly provided to PAWS.

Remember, responsible online behavior encourages critical evaluation of contests and organizations before participating. Be mindful of the information available and the potential lack of full transparency regarding financial flows.

Raising Money Through Contests- The Role of Colossal

Let’s face it – Colossal has found a very unique niche in the industry. Contest charity is a “relatively” new business model, but by no means unique. It’s a model that is focused on tugging the consumer heart strings while collecting user data and engagement through fee-based voting. Nothing new there, and, in fact, it’s proven to be very successful for many groups. There is nothing illegal about it. In fact, they organize and run a number of competitions that follow the same structure. This includes:

• America’s Favorite Home Chef
• America’s Favorite Teacher
• Bar Boss
• The Greatest Baker
• America’s Favorite Pet
• Fab over 40
• Karaoke Knockout
• Tony Hawk’s Skatepark Hero
• Supreme Sneakerhead
• Super Mom
• Carla Hall’s Favorite Chef
• Inked Originals
• Big Game Hero
• Cosplay Star

We kind of wish we had thought of it. But, even if we had, we probably wouldn’t put it into play. There are lots of reasons for that (which we won’t get into). Lets discuss how much they donate and how they do it, because we have concerns…

• Transparency: The exact donation amount and financial breakdown are crucial for trust and accountability.
• Exploitation of Cute Content: Are pets being used solely for clicks and profit, potentially overshadowing true animal welfare concerns?
• Alternative Options: Consider supporting dedicated animal rescue organizations directly, where donations have a clearer impact.

So, Is “America’s Favorite Pet” Contest Legit?

Listen, we’ve got no problem with contests like these pay to play models.

But, if it were up to us, you would be making a donation to one of the small, paws-on-the-ground animal rescues who are out there every day helping dogs who have been stranded in the desert, risking their lives to get animals off the street, or spending 48 hours straight spaying and neutering feral cats by the hundreds. These are the people who are doing the work. Why not support them? You can always buy a two-page spread in a magazine to show off your cat or dog. In fact, you would probably save money doing so once the contest is over and done.

We think you can do better by supporting local animal rescues and organizations. We just don’t want you to your vanity vote dollars are going to a good cause. If you feel like your pet is absolutely America’s favorite pet? Then by all means, pay away. But, remember to set a little aside for the animals who really need it.

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