As I understand it, donations are used for acquisition of animals, animal care training/husbandry, and company overhead/administrative costs. If the website just said, "Please donate to our cause. Your money will be used to help struggling people feed themselves," it's not going to have the same pazzazz as pictures of cute farm animals being hugged by smiling, appreciative Ghanans or Peruvians. It's marketing, THE most important skill in business. Charities struggle to receive donations and unless they are deceiving people, which I don't believe this organization is doing, then they have to create at least a good marketing program just to survive and a masterful one to thrive.
If I'm standing in my stall at the farmer's market and offer 20 people a sample of my honey and say, "Would you like to try some honey," as opposed to "Would you like to taste a delicious sample of honey produced right here in Clearwater, Florida, honey that comes from the nectar of a tapestry of fragrant wild flowers and budding fruit trees?" "And if you have pollen allergies, did you know it's been suggested that consuming local honey may actually help reduce those symptoms?" in which situation do you think they will buy more often? (okay, a little extreme for my point :-) ). It's a USP, unique selling proposition. What's unique about my product or service? That's what sells. My honey is locally produced from a diversity of plant sources (rare). I can actually contribute to donating a water buffalo to a Fillipino farmer to plow his fields. Cool!