About Us

Don’t Be Cruel is an organization that raises money by donating 100% of the proceeds from their store merchandise to homeless pets in shelters and rescue organizations. It was launched in 2011 as a Facebook fan page to bring awareness about animal cruelty and neglect.

Today, Don’t Be Cruel is an e-commerce store with over 29,000 people on Facebook and raised $10,000.00+  for local animal shelter and rescue organizations.

Our Mission

The Don’t Be Cruel’s mission is:

  • to stop cruelty against animals
  • raise awareness about animal abuse and neglect
  • to educate the community about how to help animals in need
  • to raise money to assist local animals shelters and organizations adopt their animals


On March 16, 2011 a building maintenance personnel discovered a dog in Newark, NJ after being put in a trash bag and thrown down a 22-story apartment building garbage chute. The City of Newark Animal Control was contacted and ACO Arthur Skinner picked up the dog and brought him directly to the Associated Humane Societies Medical Department. After a brief time at the Society’s Newark facility, he was ambulanced to Garden State Veterinary Specialists in Tinton Falls — a referral hospital with 24 hour emergency care.

The dog amazed everyone at the Society and at Garden State by surviving with the 24-hour emergency care that they rendered. He was given a blood transfusion, a bath — and even a walk! In honor of St. Patrick’s Day, he was named Patrick.

When New Jersey couple Jason Long and Belkis Cardona-Rivera called to make a donation, the hospital said they had stopped receiving donations for Patrick because of the overwhelming number of people donating (good problem to have). However, they were told to make donations to other dogs in honor of Patrick as there are several animals that need help. They were right. There are many animals that are being neglected and abused just like Patrick and they need a voice.

With that, Jason decided to create t-shirts to raise money for other homeless pets. In addition, he then set up a Facebook fan page to raise animal cruelty awareness. Two years later, Don’t Be Cruel now has an online website with various merchandise, more than 29,000 Facebook Likes and donated $10,000.0+  to local shelters.

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