It's totally for real. The little girl (I can't remember how old she is, but she's young) has a terrific love for animals, and she got very concerned about animals being abandoned because of the housing crisis, and various natural disasters. She's been profiled on the national news.
She thought of the website as an idea for getting sponsors to donate kibble to animal shelters.
She's a very industrious and good-hearted kid, and her site and idea has really taken off.