Animal Donation

What Animal Donation does

Animal Donation (公益社団法人アニマル・ドネーション, branded as アニドネ) is a Japanese public-interest incorporated association founded on July 27, 2010 by representative director 西平衣里, who was motivated by Japan's approximately 280,000 annual animal euthanasia cases. The organization operates Japan's first online donation platform exclusively dedicated to animal welfare, channeling individual and corporate donations to 53 certified animal welfare organizations across four activity sectors: animal protection/rescue, animal-assisted intervention/therapy, assistance dog breeding, and awareness/education. The platform applies a 6+ month vetting process to certify recipient organizations and deducts a 15% platform fee from donations before remittance. Certified organizations collectively employ 4,000 staff members and serve 5,500+ dogs and cats annually.

The platform offers multiple giving mechanisms: one-time and monthly recurring donations (preset amounts from ¥1,000 to ¥300,000), legacy/bequest donations via a dedicated Legacy Gift site (launched August 2017, supported by JELF legal partnerships), corporate collaboration donations, shopping-based donations (+イイコト), donation vending machines, and physical collection boxes. Supporting products include the AWGs (Animal Welfare Goals) issue-advocacy platform (launched August 2021, 13 goals / 30 themes), the Emergency Support Fund (COVID-era response), the Senior for Senior Fund (2026), and the Protection Activity Manual (2022). The technology stack is a web-based, PCI-compliant payment platform with SSL encryption, real-time reporting, and bundled/individual donation allocation features.

Animal Donation's revenue model rests on a 15% transaction fee on donations, tiered membership/subscription fees (Official Supporter, Junior Supporter, Corporate Supporter), legacy gift contributions, and corporate cause-marketing collaborations. The organization holds Public Interest Incorporated Association status (April 2015), Tax Deduction certification (税額控除, May 2018 — held by only ~10% of Japan's public interest corporations), and Crimson Ribbon Medal designation (紺綬褒章, February 2021). It serves four primary customer segments: individual pet owners, corporate CSR/CSV programs, legacy donors, and certified animal welfare organizations. Distribution is entirely domestic (Japan) and depends on organic social media, content marketing, corporate partnerships, and earned media — with no paid advertising. Annual retained revenue is estimated at under $1M USD, against cumulative donations facilitated of ¥816M+ over 14+ years.

Name

Animal Donation

Legal name

公益社団法人アニマル・ドネーション

Website

https://animaldonation.org

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Animal Donation (公益社団法人アニマル・ドネーション) operates Japan's first online donation platform dedicated exclusively to animal welfare, connecting individual and corporate donors with 53 certified animal welfare organizations across rescue, therapy, assistance dog, and education sectors.

Ownership category

akta.pro rank

Product category

Charitable Donation Platform / Animal Welfare Nonprofit

NAICS

Grantmaking and Giving Services (8132), Other Grantmaking and Giving Services (813219), Grantmaking Foundations (813211)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Animal Welfare & Advocacy Organizations (AFAEALAC)

akta.pro secondary industries

Animal Welfare Auditing, Compliance & Certification Services (Non-testing Lab) (AFAEALAN), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)

Keywords

• Animal welfare donations
• Online donation platform
• Charity intermediary services
• Animal rescue support
• Nonprofit fundraising services

Headquarters

HQ city

Minato-ku, Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Online & Bank Transfer Donations: Individual donors make one-time or monthly recurring donations via credit card or bank transfer through the platform. A 15% platform fee is deducted from donations before remittance to certified organizations. Tax receipts are issued annually.
2. Corporate Collaboration & Cause Marketing: Companies partner with Animal Donation by attaching donations to product sales (e.g., pet food, insurance, merchandise), running campaign promotions, or providing in-kind support. Corporate partners gain CSR visibility and consumer engagement while Animal Donation receives donation income and brand exposure.
3. Legacy/Bequest Donations (Legacy Gift): Individuals include Animal Donation in their estate plans or wills. These bequests provide long-term funding for animal welfare activities. Animal Donation is a recognized legatee under the Crimson Ribbon Medal system.
4. Membership Programs (Official Supporters): Individual and corporate members pay to become Official Supporters (including Junior Supporter tier for under-18), receiving member benefits. This provides a predictable recurring revenue stream.
5. Event-Based Campaigns (STORY with PET): Social media campaigns where each story submission or social engagement (like, share) triggers a donation from Animal Donation's own budget or from campaign sponsors, driving awareness and engagement. Not a direct revenue stream but generates in-kind donations and platform traffic.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Animal Donation operates Japan's first online donation platform dedicated exclusively to animal welfare, connecting individual and corporate donors with 53 certified animal welfare organizations across four activity sectors (protection/rescue, animal-assisted therapy, assistance dog breeding, awareness/education). The platform supports one-time and recurring donations, legacy/bequest giving, corporate collaboration programs, shopping-based donations, donation vending machines, and collection boxes, with a 15% platform fee deducted before remittance to certified organizations.

Product overview

Animal Donation (アニマル・ドネーション, branded as アニドネ) operates as a public-interest incorporated association running Japan's first animal-specific online donation platform. The core platform connects donors with 53 certified animal welfare organizations across four sectors: animal protection/rescue, animal-assisted intervention/therapy, assistance dog breeding, and awareness/education. The platform offers multiple giving mechanisms including one-time and recurring donations, legacy bequests, corporate collaboration donations, shopping-based donations (+ イイコト), donation vending machines, and collection boxes. Supporting the core platform are AWGs (an animal-centric SDG action site), the Emergency Support Fund, the Senior for Senior Fund, Club Anidone volunteer network, a protection activity manual, STORY with PET campaigns, Anidone College seminars, and annual activity report magazines. The organization holds 公益法人 status with tax deduction (税額控除) certification and 紺綬褒章 designation.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Donation Platform (アニドネ寄付サイト) Japan's first online donation platform dedicated exclusively to animal welfare, enabling individuals and corporations to make one-time or recurring donations to 53 pre-screened animal welfare organizations across four activity sectors (protection/rescue, animal-assisted therapy, assistance dog breeding, awareness/education). Supports tax-deductible giving and bundles donations across multiple certified organizations.
• Legacy Gift (レガシーギフト) Bequest and legacy donation program enabling donors to leave assets or funds to animal welfare causes via estate plans and wills, managed through a dedicated sister site and supported by partnerships with legal professionals (JELF).
• Collaboration Donation (企業とコラボレーション寄付) Corporate partnership program where companies embed animal donation components into their products, services, or campaigns, with company logos featured on the Anidone platform.
• + イイコト (iikoto Shopping Donation) Shopping-based donation program where a portion of product purchase proceeds is donated to Anidone's certified organizations through partner retailers.
• Donation Vending Machines (寄付つき自動販売機) Special vending machines that donate a portion of sales revenue to Anidone's certified animal welfare organizations.
• Donation Collection Boxes (募金箱) Physical collection boxes placed at partner businesses and venues for in-person donations.
• Emergency Support Fund (緊急支援基金) Fund established to provide urgent financial support to animal welfare organizations facing crisis situations such as multi-animal hoarding rescues.
• Senior for Senior Fund (シニア for シニア基金) Fund connecting senior dogs and cats with senior human donors, with a crowdfunding component launched in 2026.
• Official Supporter Programs (公式サポーター) Tiered supporter membership programs including individual supporter, junior supporter (under 18), and corporate supporter tiers with member benefits.

Quantifiable outcome

• ¥816,325,444 in total online/bank transfer donations distributed to animal welfare causes
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered minor, core and flagship.

• Ascot Japan SGET, EXNOA, Reach Script, Khronos, Anicom, Tamasan's Ho-Go-Neko, Bookoff Corporation, Kakuo Gadgets, Horsehead Labs, HANKYU HELLODOG, Aigan, Next Up, Cita-din Harborfront Yokohama, A&F Company, Yamaka Shoji, Ciiron Tokyo, Hoei Sangyo, Benesse (Pet Division), Softbank, Heads, Ragbe, Studio CLIP, Vendome, Cocoropj, BS TV Tokyo, Yamakei, Bookoff Online, Kao Biore, Nademo, Animal Plaza, Hachidori Denryoku, BST Academy, Hisago, Art Japan, Shinko TV, Cyclo Vineyards, Petand, Koyotky, Tsubasa R, Pet Sleep, Cheriee, Mejirodori AMC, Nokoto Marche, LieN Design, My Dear Animal, Tokyo University of Science, Pet Lifestyle, Starsea, Resort Closet, Furari, Wanwantown, My Pet Calendar, Insity, Bu-to, AND ANIMALS, E-Fran, Nichigas, Inu no Shippo Project (Free Style LLC), Inumania, Brappy, Ecru-PetminorGTM or Marketing Partner · 1 May 2025Over 60 companies and organizations listed as corporate supporters, spanning pet food, retail, media, finance, and lifestyle sectors. Most participate through product-donation programs (a portion of sales donated), charity stamp collaborations, or cause-marketing campaigns. Full list visible on the corporate supporters page. Donation period: June 2024–May 2025.
• LINE / LINE YahoocoreGTM or Marketing Partner · 1 June 2024LINE Corporation provides a special edition 'Cat Day LINE Stamp' through which a portion of proceeds is donated to Animal Donation. This co-branded product generates both donations and brand awareness among LINE's massive Japanese user base.
• Zeno AQ (ゼロエーキューレスキューブ)minorGTM or Marketing Partner · 1 January 2022Listed as a corporate supporter donating through Animal Donation's platform. Nature of support unspecified beyond general donation and collaboration.
• JELF (日本環境法律家連盟) - Japan Environmental Lawyers' FederationcoreImplementation/ SI/ Consulting Partner · 1 January 2021A network of approximately 450 lawyers specializing in environmental law. JELF's 'Green Testament' (みどりの遺言) project recommends Animal Donation as a verified recipient for estate donations. JELF provides free legal consultations on legacy giving and assists members in structuring charitable bequests, while Animal Donation serves as the designated animal welfare legatee.
• Club AniDONE (クラブアニドネ)minorOthers · 1 January 2016A volunteer organization of approximately 115 animal lovers (as of June 2023) who support Animal Donation's operations through pro bono work including event planning, video production of donation boxes, the 'Katte Shocard' card program, magazine production, overseas research, media monitoring, and seminar coordination. Founded 2016.
• Boehringer Ingelheim (Animal Health Division)coreGTM or Marketing Partner · 1 August 2012Global animal health company operating Japan's SPP (Sustainability & Prevention Platform) CSR program. Partners with Animal Donation on corporate donations and awareness campaigns for animal welfare.
• Humane Society International (HSI)flagshipStrategic or Co-development Partner · 1 April 2012World's largest international animal welfare organization. Donated $100,000 through Animal Donation's platform to support disaster-affected animals in the Tohoku earthquake region, channeled via Save Animals in Iwate (SAI). HSI selected Animal Donation as the trusted intermediary due to its rigorous vetting of local organizations. This was Animal Donation's first major international partnership, validating its intermediary model.
• Save Animals in Iwate (SAI) - 被災動物支援隊いわてflagshipOthers · 1 January 2012Local disaster relief organization founded December 2012 by veterinarians and animal welfare volunteers in Iwate Prefecture. Receives donations through Animal Donation's platform (including the $100,000 HSI donation). SAI provides veterinary care subsidies, emergency rescue, and temporary shelter for disaster-affected animals and their owners in the Tohoku region.
• 53 Certified Animal Welfare Organizations (nationwide)coreOthers · 1 January 201153 vetted animal welfare organizations (as of the data period) are formally certified by Animal Donation and receive donations distributed through the platform. They span four activity fields: (1) Animal protection/rescue, (2) Animal-assisted therapy/activities, (3) Assistance dog breeding, (4) Animal welfare awareness/education. Each undergoes a 6+ month vetting process and signs formal agreements.

Scale indicators8 records

Recent moves12 records

Expansion highlights12 records

Direct peers

• Japan Platform: Japan-based humanitarian aid intermediary that pools and distributes corporate and individual donations to verified NGO partners. Closely analogous to Animal Donation's vetting-and-distribution model, though focused on disaster relief rather than animal welfare.
• JustGiving Japan: Online donation/crowdfunding platform operating in Japan across multiple charitable causes. Comparable as a Japan-domestic donation intermediary that takes a platform fee on donations routed to recipient organizations.
• Animal Refuge Kansai (ARK): Major Japanese animal welfare nonprofit operating a shelter and protection programs in Kansai. Comparable in mission (animal rescue/advocacy) and donor-driven nonprofit model serving Japanese pet owners.
• Japan Animal Welfare Society: One of Japan's longest-established animal welfare organizations (公益財団法人). Directly comparable as a Japanese nonprofit focused on animal protection that solicits donations from individual and corporate supporters across Japan.

Broad incumbents

• World Animal Protection: International animal welfare NGO with Japan presence soliciting individual and corporate donations. Comparable mission and donation-driven nonprofit model, with broader global programmatic footprint.
• WWF Japan: Large established Japanese affiliate of a global conservation organization soliciting donations from individuals and corporations. Comparable as a tax-qualified Japanese public interest corporation with a mature donation platform and corporate partnership model, though broader in mission.
• Humane Society International: World's largest international animal welfare organization and a former strategic partner of Animal Donation (channeled $100,000 through the platform in 2012). Comparable in animal welfare mission, donation-driven funding, and global programmatic scale.
• GlobalGiving: Global crowdfunding/donation platform connecting donors to vetted nonprofits worldwide. Comparable as a donation intermediary with rigorous vetting processes for recipient organizations, though serving a much broader set of causes.

Emerging players

• Best Friends Animal Society: US-based animal welfare organization with a strong online donation platform and network of partner sanctuaries. Comparable as a donation-driven animal welfare organization operating through a network model, though primarily US-focused.

Others

• Yahoo! Japan Donation / Yahoo! Japan Foundation: Third-party donation portal operated by Yahoo! Japan through which Animal Donation receives donations. Comparable as a donation infrastructure partner in Japan, and an adjacent ecosystem participant rather than direct competitor.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/anidone
• Facebookfacebook.com/animaldonation
• Instagraminstagram.com/anidone_official

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Animal Donation