Mission Animal Welfare

"Many Americans see animal-protection groups as radical, when in fact, we, the ASPCA, are a very moderate, very middle-of-the-road group. We need to provide a platform and position where every pet owner feels connected to animal protection and specifically to the ASPCA," Bershadker says.

"We have found people's connection, commitment and support for animal protection needs to not interfere with personal choice," he adds. "We must recognize and communicate that you can love your pet and a cheeseburger, and that is OK."