#BettyWhiteChallenge raising money and awareness for animals

The late Betty White was a tireless lifetime advocate for animals, from caring for those without homes to launching her own weekly TV show, “The Pet Set,” dedicated to her celebrity friends and their pets.

Her most far-reaching contribution, though, may be yet to come: On Monday, fans of White will be poised to donate to animal welfare charities and shelters as part of what's been dubbed the #BettyWhiteChallenge. And animal welfare nonprofits are gearing up to capitalize on the viral tribute to the star of “The Golden Girls” and “Hot in Cleveland” on what would have been her 100th birthday.

“I’ve had many conversations with Betty about animal welfare, and I know she’s looking down from heaven and really smiling,” said Robin Ganzert, who leads American Humane, an animal welfare organization that White was involved with for more than 60 years.

“She’ll be smiling on her birthday,” she said. “And she’ll be smiling about the lives she’s changed.”

It isn't exactly clear who started the #BettyWhiteChallenge on social media shortly after White’s death on Dec. 31. However it began, the idea — to donate $5 to a local animal rescue organization in White’s name on her birthday — quickly took off and drew support from celebrities like actors Mark Hamill and George Takei on Twitter.

Traffic to American Humane’s website spiked after White’s passing. Ganzert said donations, too, have increased. The nonprofit is waiting to reveal by how much until more gifts flood in, including sizable donations it’s expecting from some donors.

During the decades in which White was involved with the organization, she made fundraising appeals and served on its board and as a presenter and judge on its televised show featuring “hero” dogs. During...