HumaneWatch.org, a project of the non-profit Center for Consumer Freedom, unveiled a new billboard in Times Square highlighting the manipulative fundraising tactics of the Humane Society of the United States (HSUS).

The vast majority of animals featured in HSUS’s TV fundraising appeals are cats and dogs, yet HSUS only gives one percent of the money it raises to local pet shelters. Meanwhile, the organization has funneled millions of dollars more into its pension plan and offshore Caribbean hedge funds.

The Times Square billboard highlights this discrepancy, reading: “The Humane Society of the United States only gives 1% of its millions to local pet shelters?”

Will Coggin, director of research at the Center for Consumer Freedom, issued the following statement about the HumaneWatch billboard:

“HSUS continues to use a playbook of deceptive fundraising strategies to manipulate well-meaning donors unaware of the group’s radical, PETA-like agenda. In a poll of self-identified HSUS donors, three in four respondents said they were less likely to support HSUS after learning more about how the organization spends contributions. The organization has funneled over $100 million dollars into its pension plan and offshore Caribbean hedge funds. Our new ad aims to educate the public about the organization’s deceptive strategies and show animal lovers how HSUS really uses its donations. Americans interested in helping dogs and cats in need should give directly to local pet shelters instead.”