Wow. Just...wow. Their commercials always tugged at my heartstrings. It's a good thing all the money I felt a bit guilty about not donating went towards the critters I rescued myself.
Good for you.
I can not help ALL critters, but I know SOME critters that I can square away. I think the general guideline should not be "I want to help critters, so I will give $$$ to <faceless_critter_nonprofit>," but instead, "I want to help critters, so I will look around me, where I live, and help those critters I find." PLENTY of opportunities locally there is no need of telescopic philanthropy. (Same thing goes when "human" is substituted for "critters.")
A bag of dog food, an offer to spay/neuter/pay vet bill the pet of someone fallen on hard times, adopt a critter, etc.