I would make the case by saying, “We are speaking for those who cannot speak for themselves.” Ask them if you would ask a baby to speak up for itself if it was being abused by parents. Ask if you would tell a person who was mentally handicapped to speak up for themselves. If it’s cruelty that you oppose and dignity that you promote, show how these values are universal. The more you get in front of people and teach them about the beauty of being a pet owner, and the sadness of an abused pet, the more money you will get. It’s all about asking, all the time.