Animal protection advocates aim high – they want to create a world without animal suffering. The scale is enormous, the suffering not even possible to imagine, and the whole world is engaged in this process. Is it even possible to achieve our goal? Have we scored any success in this battle? We like to think we did, but what is the reality? What we can be sure is that the problem is complicated and nuanced. Pillars of the problem are linked to the economy, technology, sociology, nutrition, history, philosophy, and finally, human psychology. That’s a lot to tackle. What should be our priority when facing the upcoming battles? In this talk, I will try to present why fundraising matters and why, as a rule of thumb, it should be our focus.