User-friendly, secure and truly transparent fundraising platform for animal care volunteers.

Photo of Валерия Кондрашова
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I confirm that I am fully aware of the eligibility criteria and terms of the Purina BetterwithPets Prize and, based on its description, I am eligible to apply:

  • Yes, I’m eligible
  • Yes, I’m 18 years old or older

Should you be successful, please confirm your availability to attend:

  • Additional Skype interview(s) during the week of March 16-20th 2020
  • The Purina BetterwithPets Forum in Paris, on 3-4th of June 2020

Initiative's representative name

Valeryia Kandrashova

Initiative's representative date of birth


Initiative's representative gender

  • Woman

Headquarters location: country

  • Belarus

Headquarters location: city


Where are you making a difference?

Belarus, Ukraine

Website or social media url(s)

Date Started


Focus Areas

  • Developing animal care ecosystem

What is your current yearly budget for the initiative? If you are an idea stage, what early budget you would need to kick-off and run operations in your first year?

  • €10k - €50k

Organisation Type

  • hybrid: a combination of different types of organisations, such as a social enterprise (an organisation that applies commercial strategies to maximize improvements in human and environmental well-being)

1. Founding story: Share a story about the "Aha!" moment that led the founder(s) to get started or the story of how you saw the potential for this project to succeed.

Usually ideas come when they are needed. In September 2018, we got 10 newborn puppies from shelter. A few days later, the puppies got sick and were diagnosed with enteritis. Treatment in clinics with all drips and drugs went beyond our capabilities and we first resorted to fundraising in social networks. We had to spend hours posting information about helping puppies and keeping financial statements. That's what helped us to understand the depth of the problem. Every volunteer works simultaneously as a content manager, SMM manager and accountant. That's how the idea of creating a single platform appeared, where everyone can easily, transparently and quickly help a specific animal.

2. The problem: What problem are you helping to solve?

In the cities of CIS countries, as well as some EU countries, the issues of stray animals are very acute. In such regions there are animal protection organizations, but they help only a certain number of animals being coordinated. All the others are rescued by individual volunteers. While organizations have channels that allow them to raise money, individual volunteers have only non-transparent and inconvenient fees on social networks.

3. Your solution: How are you planning to solve this problem? Share your specific approach.

We develop a platform in the form of web and android applications, where every money transfer is targeted and transparent. It is recorded in the reports of each volunteer and animal selected by the contributor. A volunteer or organization, in turn, reports on the expenditure of funds online by attaching a picture of the receipt or invoice. Preliminarily, all volunteers undergo passport verification to ensure the trust of contributors and the safety of transfers. Receipts and expenditures are available for viewing by any user of the platform. Our project solves the problems of targeted fundraising in favor of individual volunteers and animal protection organizations, provides transparency of the expenditure of the funds raised in real time, frees volunteers and organizations from much of the mechanical work involved in the publication of ads and financial reporting. We give volunteers a tool for effective and convenient management of their activities. The ability to raise more money and thus rescue more animals. At the same time, we give contributors a safe, convenient and transparent way to help animals and monitor their fate, find family members.

4. Innovation: How are you innovating or using unique approaches to solve the problem?

We are trying to implement the concept of the first charity marketplace. A platform that is open to everyone, but provides a high level of security, convenience, and transparency of donations. ❤The ability to donate funds not only to a specific foundation, but also to a specific animal and to monitor its fate with the help of a news feed and events. ❤P2P transaction system. We do not use our settlement account for donations, all donations go directly to the recipients. ❤Reporting and security of donations for both contributors and volunteers. Reporting in real time, not once a month. ❤Passport verification system for volunteers.

5. How does your project harness the pet-human bond to help people develop important social competencies (For example: emotional intelligence, collaboration, empathy, resilience, inclusivity) and overcome serious societal issues (for example: violence, abuse, trauma, isolation, abandonment)?

Our project allows each contributor to see the personal impact on the fate of a particular animal. Awareness and a clear demonstration, that even a small donation or help can save a whole life will inspire people to help animals more, take them out of shelters, and build new bonds between humans and animals. The ability to trace the path of each of the thousands of animals from a serious illness, wandering on the street or a shelter to happy photos from a new home will attract new people to animal protection. Thus, we will unite the disparate volunteer movement in one place, give each volunteer the opportunities of a large charitable organization. The entire animal protection ecosystem will benefit from this: from ordinary volunteers, who will now find it easier to conduct their activities, to large organizations that will be able to show transparency of spending and attract more contributors.

6. Impact: how has your project made a difference so far in terms of both business outputs and social impact? How do you plan on measuring progress?

At the moment we are working as a platform for relocating animals in social networks. Over a year, more than a hundred animals have found their new home via our Instagram account. We held a charity event on our own, where we collected more than 500 kg of food for homeless animals. The number of pre-registration applications on the platform is 3,000 users. We have a very active and engaged social media community that is looking forward to launching the project. In the short term, we are going to place banner ads. The platform provides 8 rotating ad blocks. All volunteers and most of the contributors are the target audience of food and health care brands. We expect to provide high traffic to the platform's website, since even during the test launch of registration for the promotion, the number of website views exceeded 10,000.

7. Growth strategies: what are your main strategies for scaling your impact?

We want to develop our project both in breadth and depth. After Belarus, we want to launch the platform first in Ukraine, and then in Romania, Italy, and Spain. In the long term in South America and Asia. In addition, we plan to develop the platform itself. Develop a catalog of services with local veterinary services, dog sitters, dog walkers, and free online consultations of trusted veterinarians. In the long term, launch product marketplace with targeted contributions for stray animals after each purchase.

8. Creating shared value: How does your initiative create value for different stakeholders?

We create value for volunteers by providing them with effective and convenient tools to conduct, facilitate their work and save more lives. For contributors, we provide the opportunity for transparent targeted donations and personal participation in the individual fates of animals. This interaction will form the basis for building a decentralized ecosystem where users help each other with honesty and openness. This will ensure high traffic to the project and allow you to develop commercial areas to build a sustainable system that takes into account the interests of different groups of users.

9. Financial sustainability plan: can you tell us about your plan to fund your project and how that plan will be sustainable in the short, medium, and long term?

At the moment we are funding the project with our own funds. Also, our project was the winner of the largest competition of social projects in Belarus - Social Weekend and Idea Generation Camp. We received small grants that we spent on hosting and part of the development. After launch, we expect to cover the cost of further development and operation of the platform using banner advertising. In the medium term, we plan to launch a catalogue with services for animals and receive a commission from services paid via our platform services. In the long-term - products marketplace.

10. Team: what is the current composition of your team (types of roles, qualifications, full-time vs. part-time, board members, etc.), and how do you plan to evolve the team’s composition as the project grows?

Kandrashova Valeryia - CEO, Product Manager, full-time. Kukhalskiy Yury - Digital Marketing specialist, full-time. Evgeviy Landarinskiy - Android developer. Alexander Diesperov - Backend developer, full-time. Michael Kachinsky - Frontend Developer. Maria Helman - UX/UI designer. After the launch, we are going to attract additional developers and moderators for the platform's website.

11. How do you plan to influence your field of work if you are a winner of this edition of the Purina BetterwithPets Prize?

Winning the competition will help speed up the project's scaling and growth, its launch in new regions, and allow us to spend more money on development. We expect that in case of victory we will have an opportunity to launch the SaveUs project not only in Belarus and Ukraine, but also in the EU countries.

12. How did you hear about this challenge?

  • Purina page or contact

Evaluation results

6 evaluations so far

1. OVERALL Evaluation

Yes, absolutely! - 50%

Yes/maybe - 0%

Maybe - 50%

Maybe/no - 0%

No - 0%

2. Is this entry INNOVATIVE?

Yes, absolutely! - 33.3%

Yes/maybe - 33.3%

Maybe - 33.3%

Maybe/no - 0%

No - 0%

3. Does this entry have SOCIAL IMPACT?

Yes, absolutely! - 60%

Yes/maybe - 0%

Maybe - 40%

Maybe/no - 0%

No - 0%

4. Does this entry have potential to GROW & demonstrate LEADERSHIP?

Yes, absolutely! - 50%

Yes/maybe - 16.7%

Maybe - 33.3%

Maybe/no - 0%

No - 0%

5. Is this entry VIABLE?

Yes, absolutely! - 33.3%

Yes/maybe - 16.7%

Maybe - 50%

Maybe/no - 0%

No - 0%


Yes, absolutely! - 33.3%

Yes/maybe - 0%

Maybe - 66.7%

Maybe/no - 0%

No - 0%

7. FEEDBACK – Highlights

INNOVATION: You have a great understanding of the problem, have researched existing solutions, and have developed unique, thoughtful new solutions or used an old model in a new way - 75%

IMPACT: You use specific numbers and evidence to describe what your project has achieved so far (or plan to achieve in the future) and you have a plan for measuring impact - 100%

GROWTH & LEADERSHIP POTENTIAL: You have a thoughtful plan for growth and your founding team has a strong combination of leadership and knowledge-based skills - 100%

VIABIBLITY: You have given a great deal of thought to not just the idea itself but how to make it work from a financial perspective in the present and future - 75%

CHANGEMAKING ACTIVATION: You value thinking around how to activate changemakers and empower them to innovate through your product or programming - 75%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 50%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 25%

Other option - 0%

8. FEEDBACK - Areas for Improvement

INNOVATION: Be more specific in your description of the research you have done into the past solutions to this problem and focus on how your solution is unique and innovative - 0%

IMPACT: Provide specific instances of your social impact and how you plan to measure impact – it may be helpful to describe the beneficiaries, products and programming, and provide evidence of (or plan for) how to measure impact - 33.3%

GROWTH & LEADERSHIP POTENTIAL: Your plan for growing the organization can benefit from more specifics. How can you round out the various skills of your current leadership team to make the project a long-term success? - 66.7%

VIABILITY: Make sure you have provided descriptive information about your financial sustainability plan. Where do the funds come from now and do you have a concrete plan for future sustainability? - 100%

POTENTIAL TO CREATE SHARED VALUE: Your plan can benefit from more thought on how to create value for all stakeholders, not just immediate beneficiaries - 33.3%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon - 100%

Nothing – I thought everything was great! - 0%

Other option - 33.3%


Join the conversation:

Photo of Добро Вместе

:) Проголосовали за вас

Зайдите на нашу платформу

Как хорошо, что благодаря новым технологиям можно спасать жизни! Я Журавлева Ольга, директор платформы, надеюсь на личное знакомство. Спасибо вам ��

Photo of Валерия Кондрашова

Привет! :) Очень приятно познакомиться. Ознакомилась с платформой еще позавчера и как раз думала связаться, но Вы меня опередили :)
Замечательно, что такие проекты появляются в СНГ. В наших странах особенно актуальны решения, которые помогают индивидуальным волонтерам, тянущим на себе большую часть зоозащиты. Буду очень рада дальнейшему общению: можно списаться по email или в каком-нибудь мессенджере или в Инстаграм. Как Вам будет удобнее?