Personally, I'd rather see a local Humane Society get funds to help with operating costs and adoption drives. However, I think it's a neat idea that will help them to increase donations, get some good press and brighten up the pets' lives.

So, I'd prefer to donate money to The Humane Society, and leave my "Secret Santa" for boys and girls, not puppies and kittens.
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I have participated in a similar program like this here in Alabama, and I think it is an excellent way to increase awareness. With our program, we allowed those who donated to a pet's wish list to actually meet the pet. A lot of animals were adopted, others that weren't had great toys and treats, along with flea protection and leashes/collars. Many, many people came through the doors that normally wouldn't have.
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