According to their mission statement, their primary goal is "promoting the message that it is Cool to Be Kind to animals."
Here's Giles being kind to a cat named Bob.
Here he is being kind to a very small badger.
Here's Giles being kind to an appreciative donkey.
Here, another donkey submits to a little bit of the ol' kindness from Giles.
Here's Giles being kind to Oz, who knows that it is Cool to be kind.
Here's the vicious acolyte of the First Evil, Caleb, who also knows that it is Cool to be kind.
You can and should print a certificate to give to someone who has been kind to an animal. It's adorable.