PETA’s in-your-face campaigns get people talking, listening and, ultimately, giving.

By Melissa Busch

“You’re building a bridge between the person and the organization, which is priceless,” he says. “And we do run microcampaigns on sites like Facebook. If you get a dollar from [each] of these people, it’s a huge amount of money.”

Not all about demographics
Almost every day a person can switch on the news and hear about somebody doing something bad to an animal. For PETA, that means there’s never a shortage of animal issues to hook onto an appeal. So the organization tries to be ready to act as soon as something comes up.