Mercy for Animals

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Medal-big-2011
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Mercy-for-animals
Headquarters Location: Columbus, OH
Founded: 1999


Mission: Mercy For Animals works to be a voice for animals through proactive consumer education. MFA focuses on farmed animal advocacy and promoting cruelty-free food choices.


Tags: animal cruelty, farm animals, activism, research, animal rescue, animal welfare, 2011


Mercy-for-animals
Story: Mercy For Animals is a national non-profit organization dedicated to preventing cruelty to farmed animals and promoting compassionate food choices and policies. MFA believes non-human animals are irreplaceable individuals with morally significant interests and hence rights. This includes the right… Read the full story.

Expert Reviews: Evidence of Impact
Mercy for Animals conducts investigations of farms and slaughterhouses and creates a great deal of awareness when the media picks up on these stories. They also have a very consistent and large grassroots effort to educate individuals about factory farming with consistent outreach in many of the largest metropolitan areas on the U.S.
See the complete expert review.

Leadership
Mercy-for-animals Nathan Runkle. Nathan Runkle is the Founder and Executive Director of Mercy For Animals. Raised on a farm in rural Ohio, Nathan has long had a deep connection with farmed animals and agriculture. After a local farmed animal abuse case, involving a piglet slammed head first into a concrete floor during an agriculture project at a nearby high school, Nathan founded Mercy… See full bio.


Transparency Information
Silver-big
This organization has earned the GuideStar Participation Level Silver, demonstrating its commitment to transparency (learn more)


Financial Data


From the Nonprofit
The nonprofit has not added any comments yet. If you are a representative of this nonprofit and would like to leave a comment, please email us at feedback@myphilanthropedia.org with your request.


Contact Info
E-Mail:
INFO AT MERCYFORANIMALS.ORG
Phone:
866-636-6446
Facebook:
Follow_fb
Address:
PO Box 363, % Nathan Runkle
 
Columbus, OH 43216, USA
Twitter:
Follow_twitter


Mercy-for-animals Story: Mercy For Animals is a national non-profit organization dedicated to preventing cruelty to farmed animals and promoting compassionate food choices and policies. MFA believes non-human animals are irreplaceable individuals with morally significant interests and hence rights. This includes the right to live free from unnecessary suffering and exploitation. MFA is dedicated to establishing and defending the rights of all animals. Over 99% of cruelty to animals in the United States occurs at the hands of the meat, dairy, and egg industries - which confine, mutilate, and slaughter over 9 billion animals each year. As such, MFA primarily focuses on farmed animal advocacy and promoting cruelty-free food choices. MFA works to be a voice for animals through proactive consumer education and advertising campaigns, research and undercover investigations, rescues, working with news media, and grassroots activism.

Expert Reviews of Mercy for Animals

Evidence of Impact Summary:

Mercy for Animals conducts investigations of farms and slaughterhouses and creates a great deal of awareness when the media picks up on these stories. They also have a very consistent and large grassroots effort to educate individuals about factory farming with consistent outreach in many of the largest metropolitan areas on the U.S.
See expert comments.

Organization Strengths Summary:

Mercy for Animals has an immensely talented and dedicated crew of employees and attracts legions of volunteers. They are also fiscally responsible and make a great impact choosing campaigns that are not only effective, but cost-efficient.
See expert comments.

Areas for Improvement Summary:

According to experts, their best work is at the national level. Their regional offices could be developed a bit more to be more effective.
See expert comments.

Expert Comments: Evidence of Impact

Select the boxes to display the results according to expert type.

Show:
X
Foundation Professionals (F)
X
Researchers and Faculty (R)
X
Nonprofit Senior Staff (N)
X
Other (consultants, journalists, policy makers) (O)

Raising Awareness

N
They have conducted high profile investigations of factory farms that get the public's attention.
O
Undercover investigations of the treatment of farm animals bring the atrocities that animals experience to light. Media coverage garners the public's attention and sways opinion.
R
Mercy For Animals (MFA) work in planning, executing, and publicizing the results of undercover investigations into animal cruelty at major CAFOs and animal production facilities seems to me to be among the most influential in the sector from the perspective of reaching average people who have not been exposed to animal welfare or rights concerns in the past. I'm convinced that their undercover investigation of animal cruelty at Norco Ranch--an egg-production facility in California--on the eve of the pivotal referendum on Proposition 2 had a big impact on public opinion on these and related issues nationwide. MFA is very adept at combining "boots on the ground" investigation techniques in various Ag states with new media technology that makes it possible for state policy issues to become national media events. This impact is amplified by a well-conceived, well-integrated, ecumenical approach to public outreach that uses traditional grassroots activist strategies such as tabling, pamphleting, social events, and galas, as well as award-winning documentary filmmaking (Fowl Play: The Untold Story Behind Your Breakfast, etc.) and other new media.
R
They have video and expose a lot of atrocities. They both get those atrocities stopped and raise attention to farm animals.
N
Through undercover investigations which garner extensive press coverage and educational outreach, they are reaching the mainstream with information about the conditions in which farmed animals are kept and the ways in which individuals can take action to address these conditions.
N
Mercy For Animals has played a significant role in bringing farm animal cruelty to the American public's attention, with their investigations and public awareness work.
N
They have done exceptional investigative work exposing the truth behind animal treatment on factory farms.
F
Over the last few years Mercy for Animals has become a leader in investigative reporting in the farm animal welfare arena. Their footage has helped to sway public opinions during important times, like during the ballot initiative in California.

Great Reach

N
They reach an enormous amount of individuals with the plight of farmed animals through undercover investigations (coupled with media exposes), grassroots outreach, etc. Millions of individuals learn of the plight of today's farmed animals through this organization.

Effective Marketing

N
They conducted very important undercover investigations and had the know how to make the information go viral. They have a huge impact compared to size staff and budget.
O
They have led a string of high profile undercover cruelty investigations that have been expertly publicized.

Great Outreach

N
Mercy for Animals conducts excellent investigations of animal cruelty garnering national news coverage and criminal charges; they have excellent vegetarian outreach programs both online and in person; they publish excellent online resources for compassionate living.
N
The Farm to Fridge tour is AMAZING and has a further reach than any outreach program besides Vegan Outreach.

Communication

N
They have done a tremendous job shining a spotlight on some of the hidden realities of day-to-day farm animal production industries.
N
They pursue effective direct action and undercover work. They are good at reaching out directly to the public.

Great Programs

N
Mercy for Animals conducts investigations of farms and slaughterhouses and creates a great deal of awareness when the media picks up on these stories. They also have a very consistent and large grassroots effort to educate individuals about factory farming with consistent outreach in many of the largest metropolitan areas on the U.S.
N
MFA is doing spectacular work.

Great at Producing Videos Uncovering Animal Cruelty

N
Investigating and publishing videos of animal cruelty is a huge strength.
N
There is no other organization that fearlessly investigates the cruelty inflicted on animals as MFA. MFA is dedicated to the most difficult of tasks, remaining consistent to the task of uncovering abuse when other organizations falter. MFA provides a necessary service to society on a relatively small budget.
N
So far this organization has only one program that I am aware of, its undercover investigations and undercover videos. However they do an incredible job at this one thing and have had a tremendous impact on public interest in farm animal welfare. They are to be commended.
N
The strategic undercover investigations and videos of this organization are invaluable.
O
Nobody does a better job of carrying out, packaging, and promoting undercover video investigations than MFA.


Expert Comments: Organization Strengths

Select the boxes to display the results according to expert type.

Show:
X
Foundation Professionals (F)
X
Researchers and Faculty (R)
X
Nonprofit Senior Staff (N)
X
Other (consultants, journalists, policy makers) (O)

Raising Awareness

N
They have good advertising campaigns that raise awareness.

Effective Organizational Structure

O
They have skilled, charismatic, and articulate leadership and the small size of the organization make it nimble and effective.

Strong Leadership

R
Mercy For Animals has charismatic leadership in the person of its Executive Director Nathan Runkle. Runkle is young, passionate, energetic, a good delegator, and very savvy about media outreach. He does an excellent job of presenting the animal rights message as an outlook on things that any rational, emotionally-healthy, well-adjusted person would be sympathetic to on a variety of levels (animal compassion, human social justice, environmental integrity, etc.). Regarding operations, MFA is excellent at targeting facilities for investigation that have "sterling" reputations, so that when people consider the evidence, they can't resist thinking "well, if things are THIS BAD at THIS place, they must be even worse everywhere else". Finally, I think that MFA gets respect (at least in the circles in which I travel) for being unwavering in its commitment to *vegan* outreach and education that targets *mainstream* audiences. Whereas other high-impact non-profits (PETA) alienate potential audiences with sexist publicity stunts (women in "lettuce bras") or ridiculous outreach campaigns (neuter your dog because porn star Ron Jeremy says so) or by adulating even the tiniest of incremental changes (HSUS praising Wolfgang puck for keeping foie gras out of his boxed dinners), MFA stays consistently on message: veganism is the most direct and consistent way for a single individual to change the world on these matters and a mainstream person can make this change rather easily and can expect to reap significant benefits.
N
Nathan Runkle is an amazingly dedicated leader with a great presence. They know how to reach the public and how to make animal rights look professional. Professionalism is their strongest aspect.
N
The leadership has a clear vision for the organization and has steadily grown its finances and support.
R
The leadership of MFA has done an excellent job of establishing the organization as a premiere animal advocacy and investigations organization. It is well run and has a clear, consistent vision and mission.

Cost-Efficient Strategy

N
They have an immensely talented and dedicated crew of employees and attract legions of volunteers. They also get a big bang for the buck, choosing campaigns that are not only effective, but cost-efficient.
N
They operate on a shoestring and accomplish an enormous amount. Their strategic approach is having a real impact.

Cutting Edge Outreach

N
Their investigative team is top notch, no one's is better. Also their public outreach is phenomenal, creative, cutting edge.

Excellent Marketing

N
Their organizational structure and marketing are excellent.
N
They have a very strong media impact despite their limited size and budget.

Clear Focus

N
Mercy For Animals has strong leadership, a clear focus, a simple message (raising the public's awareness of the sentience of farm animals and comparing it to companion animals).

Solid Work

O
They boast high quality production values for all its work.

Rapid Growth

F
Mercy for Animals has a small devoted staff. They do a great job of creating great marketing campaigns. While they are a smaller organization, their growth in the past few years has been immense. Their investigations regularly make national news.

Solid External Relations

N
They work well with other organizations.


Expert Comments: Areas for Improvement

Select the boxes to display the results according to expert type.

Show:
X
Foundation Professionals (F)
X
Researchers and Faculty (R)
X
Nonprofit Senior Staff (N)
X
Other (consultants, journalists, policy makers) (O)

Better Legislation

N
It needs to do better in passing laws.

Better Marketing

O
They could use greater exposure and name recognition.
R
In flipping through Mercy for Animals' newsletter and publications, I often think that the quality of the writing and proofing could be a bit more consistent. I also think that MFA would do well to consider some campaigns that engage religious audiences more directly, as some other high impact organizations such as the Humane Society of the United States (HSUS Faith Outreach) have recently done.

Consistency

Duplication of Efforts

N
The organization duplicates efforts that need not be duplicated within the animal advocacy community, in pursuit of getting their name out there. While these efforts might be good for the organization, they're not the best use of donor money.

Educational Focus

R
There needs to be more education in factory farming. If consumers don’t understand the inhumane practices of factory farming, the practices will persist.

Expansion

N
It needs to be bigger so it can do more of what it is doing.
N
Keep expanding! Find ways to increase main stream outreach.
N
Their best work is at the national level. Their regional offices could probably be developed a bit more to be more effective.

Improved Fundraising

N
Mercy For Animals could benefit from increased fundraising and an increased supporter base. Respectfully so, they are a vegan animal rights organization, however this approach may alienate certain sectors of the American public who could be otherwise engaged.
O
Mercy for Animals needs better development/fundraising work.

Management Practices

N
I don't know their inner workings as well, but I have heard feedback from workers that they push them to the point of breaking.

More Engagement

N
They should focus on engagement rather than seemingly exclusively focusing on exposes.

Working with other Organizations

N
They could develop stronger ties with other animal protection organizations that could help expand its reach.


Leadership

Mercy-for-animals
Nathan Runkle
Executive Director
Nathan Runkle is the Founder and Executive Director of Mercy For Animals. Raised on a farm in rural Ohio, Nathan has long had a deep connection with farmed animals and agriculture. After a local farmed animal abuse case, involving a piglet slammed head first into a concrete floor during an agriculture project at a nearby high school, Nathan founded Mercy For Animals to give “food” animals a much needed advocate in his local community. Since founding Mercy For Animals a decade ago, Nathan has overseen the organization's growth into a leading national force for the respectful and compassionate treatment of farmed animals. A grassroots organizer and coordinator for many years, Nathan has spearheaded hundreds of demonstrations and outreach events across the country – ranging from protests outside pork and egg producer conventions to parade marches, educational exhibits, and more. A nationally recognized speaker on animal advocacy, grassroots activism, and factory farming, Nathan has spoken at colleges, forums, and conferences from coast-to-coast.

From the Nonprofit

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