When Krall wanted to adopt a cat, he went to the San Francisco Animal Care and Control where he spotted a cross-eyed kitten named Belarus. To take advantage of Belarus’s cross-eyed expression, Krall started an Instagram account that promptly racked up more than 250,000 followers.

To take advantage of Belarus’s popularity, Krall started selling shirts and hoodies emblazoned with Belarus’s face and donating 100% of the proceeds to animal rescues.

“Last year, we donated $6,000 to shelters, with $4,000 to Belarus’ shelter SFACC, $1,000 to Sonoma Community Animal Response Team for their efforts saving animals from the Sonoma wildfire, and $1,000 to Cat Town of Oakland,” says Krall.

To learn more about the cross-eyed cat raising money for charity, click here.