The Maker of ARM & HAMMER™ Cat Litter Launches “Feline Generous,” an Online Platform That Puts Local Cat Shelters Front and Center to Increase Adoption and Donations

Feline Generous empowers cat lovers to celebrate the joy that comes from adopting a cat and to give back to their neighborhood shelter in return

Cat rescue organizations nationwide are eligible to join the ARM & HAMMER™ Feline Generous shelter network

EWING, N.J. – December 10, 2019 – Church & Dwight Co., Inc., the maker of ARM & HAMMER™ Cat Litter, today announced the launch of “Feline Generous,” an online platform that easily connects people to a network of local cat shelters across the country to help increase adoption and generate product and monetary donations, including access to shelter-specific Amazon Wish Lists. Feline Generous is meant to inspire cat lovers to celebrate the joy that comes from adopting a cat by giving back to local shelters that make cat adoption possible in return.

According to the ASPCA, each year approximately 3.2 million cats enter U.S. animal shelters nationwide and out of that, 1.6 million cats are adopted. It takes a tremendous amount of dedication and resources to coordinate such a high volume of adoptions and ongoing care for the remaining cats. It’s through kind hearts and generous donations that many of these organizations are able to be maintained and bring so many people joy with their adopted cats.

“We’ve heard so many touching stories from our ARM & HAMMER™ cat litter consumers about how much happiness adopting a cat has brought to their lives,” said Rebecca Blank, Group Brand Manager, ARM & HAMMER™ Pet Care. “We’re excited to celebrate these tails of love and all the unsung heroes who work tirelessly at community cat shelters to make sure 1.6 million cats find loving furr-ever homes each year. Feline Generous offers thankful pet owners and cat lovers an engaging way to celebrate the incredible work that shelters are doing.”

Local cat shelters from all parts of the country, including New Jersey, California, Texas, Washington, Delaware and Illinois, have been among the first selected, just in time for the holidays. As a way to say thank you to the first Feline Generous shelter partners who joined the network, the maker of ARM & HAMMER™ Cat Litter will be surprising each shelter with a donation of 1,000 pounds of cat litter.

How to Apply to Join Feline Generous

If you’re a cat welfare organization interested in joining the network, visit and learn how to refer your shelter or follow the below steps:

  1. Take a few minutes to create an Amazon Wish List
  2. Email the Amazon Wish List link, your contact info and the shelter’s logo to: and someone will be in touch with next steps
  3. Use #FelineGenerous to let your community know you joined Feline Generous and help spread the word
  4. Note: There is no cost associated with joining Feline Generous

How to Use Feline Generous to Give Back

If you’re looking to give back to your local cat shelter:

  1. Go to:
  2. View the list of shelters to find a location nearest you
  3. Click through to visit the Amazon Wish List and browse items that you can have easily shipped directly to their facility with a note included
  4. Don’t see your local shelter listed yet? Learn how to refer your local shelter by visiting
  5. Use #FelineGenerous to let your friends know you helped your local shelter and spread the word about Feline Generous

The maker of ARM & HAMMER™ Cat Litter is committed to supporting cat welfare organizations who provide health and wellness services, as well as finding loving furr-ever homes for their animals. In the last five years alone, the company has donated $660,000 and over three million pounds of cat litter to support animal rescue and adoption.

To join the conversation, use #FelineGenerous if you’re feeling generous and make a purchase through Amazon Wish Lists your local cat shelter or want to help spread the word.

Follow @armandhammercat to learn more or check out


For more than 170 years, ARM & HAMMER™ Baking Soda’s familiar orange box has been a trusted fixture in both the refrigerator and home. The brand was founded in 1846 when Dr. Austin Church and John Dwight began to produce and sell sodium bicarbonate under the ARM & HAMMER™ brand name. Today, Church & Dwight, Co., Inc. manufactures a variety of cleaning, freshening and deodorizing products for the home, family, pets, and body under the iconic ARM & HAMMER™ brand name. For more information visit

ARM & HAMMER™ recently launched “More Power to You,” a marketing campaign designed to reflect the particular innovative power of ARM & HAMMER™ products to help families master everyday household tasks, from cooking and cleaning to pet care and personal care. It also functions as a message that ARM & HAMMER™ recognizes the unique power and innovation of its consumers and celebrates their ingenuity to constantly reinvent new uses for ARM & HAMMER™ products while tackling everyday tasks.

About Church & Dwight Co., Inc.

Church & Dwight Co., Inc., headquartered in Ewing, NJ, manufactures and markets a wide range of personal care, household, and specialty products under the ARM & HAMMER™ brand name and other well-known trademarks like OxiClean™.

Don't miss out!
Subscribe To Newsletter

Receive top cat news, competitions, tips and more!

Invalid email address
Give it a try. You can unsubscribe at any time.

1 thoughts on “The Maker of ARM & HAMMER™ Cat Litter Launches “Feline Generous,” an Online Platform That Puts Local Cat Shelters Front and Center to Increase Adoption and Donations

  1. Pingback: "Our Christmas Message"–from the Katzenworld cats reblog | By the Mighty Mumford

Why not meow a comment to fellow readers?

This site uses Akismet to reduce spam. Learn how your comment data is processed.