iHeartDogs is not a charity. We are a privately owned for-purpose, for-profit company. We partner with charities to use products as a fundraising and awareness vehicle for the causes we support. Like all businesses, we have overhead that includes many employees, rent/utilities, campaigning costs to reach more passionate people (like yourself), etc.
When we created this program, we asked ourselves, what is the absolute maximum we can possibly donate to our charity partner, and still cover our expenses? The number we came up with was 20% of the proceeds.